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amber tripp perez

I’m Amber Tripp—UX strategist, creative director, and behavioral marketing nerd with a not-so-linear path. I blend design thinking with behavioral science to build brands that connect and strategies that stick. I also write about mindset, leadership, and what it means to stay human—especially after cancer rewired the way I see everything.

Newest Articles
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Why AI Alone Won’t Save Your Marketing (But Behavioral Science Might)

AI can optimize a campaign. But it can’t inspire action on its own. The missing piece? Behavioral science. In this article, we explore how blending automation with human insight leads to smarter, more resonant marketing....
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The Quiet Restructuring of Digital Teams: How Tools Like Cursor Are Changing the Way We Build

Cursor, Copilot, and other AI pair programmers are doing more than just accelerating development. They're forcing digital teams to rethink who does what, when, and how. Here’s how smart teams are adapting....
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Why Express Checkout Options Might Be the Smartest UX Decision You Make This Year

When users hesitate at checkout, it’s rarely because they changed their mind—it’s because the process gave them time to. Here’s how fast checkout options like Apple Pay, Google Pay, Amazon Pay, and PayPal eliminate friction and help conversions stick....
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What Good UX Looks Like in 2025 (Hint: It’s Not About Looks)

Design trends come and go, but user experience is evolving in a deeper way. In 2025, good UX is about more than looking sleek. It’s about reducing cognitive load, building trust, and guiding action—intuitively....
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The First 3 Seconds: Designing Digital Experiences That Stop the Scroll

In a world where attention spans have shrunk to the size of a swipe, your website or landing page has about three seconds to earn a second look. If your digital experience doesn’t immediately signal value, emotion, or trust, users won’t wait around to figure it out. They’ll scroll on—or...
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The Psychology of Proof: Why We Buy What Others Endure

People don't connect with perfection. They connect with proof—especially when that proof comes from lived experience. In a digital world full of curated images and generic messaging, the most persuasive voice is often the one that has survived something real. When a story feels honest, it builds trust. And when...
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Why Short-Form Video Isn’t a Trend—It’s a New Language

Short-form video isn’t just a format—it’s a new grammar of communication. Here’s what that means for your brand, your strategy, and the way you connect with modern audiences....
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Digital Meets Physical: How to Bridge Online and Offline Experiences

The best brand experiences blend online and offline moments. This post explores how to bridge the gap—from QR-linked in-store content to digital follow-ups that keep physical events alive....
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Should Brands Be Using AI-Powered Automation? (And Where Should You Start?)

AI automation isn’t about replacing people—it’s about removing friction. Learn what it actually means, how to start, and how to make sure your brand uses AI for good, not just speed....