Friederike is passionate about understanding what really drives human behavior. She combines her expertise in the field of psychology, persuasion and usability to create data-driven and actionable insights for improving customer experiences. After earning a MSc in Economic & Consumer Psychology at Leiden University, she gained working experience in The Netherlands, Germany and the U.S. and is now responsible for managing and optimizing the customer experience of Kramp, Europe's largest technical wholesaler for the agricultural industry.