Chicago-based product strategist. Behavioral lens, operating background.

Product strategy that holds the business case and the human in the same room.

I'm a product strategist who's spent years inside one of the world's most-cited research organizations and shipped my own consumer product alongside that work. I work at the intersection of behavior, business model, and revenue. I write about what I learn there.

About

I'm Rose. I spent years inside Gallup, one of the world's most-cited research and analytics organizations, learning how to translate behavioral science into things people actually use. In the same season, I founded and shipped Ta Vie Finance, a consumer product live on iOS and the web with paying subscribers. The two sides of that work shaped how I think.

My work lives at the meeting point of three things: what the business needs, how humans actually behave, and the product decisions that hold both at once. The calls I'm best at are the ones at the strategic edges: positioning, pricing, retention, what to build next, whether an AI feature is doing real work or just signaling.

Most companies design for an idealized user who reads everything and acts the way the strategy deck predicted. Real humans skim, forget, get confused, and don't come back. I work for the human who actually shows up, and connect that work to the metrics the business cares about: adoption, retention, trust, revenue.

Based in Chicago. The work I care about sits with product teams, leadership groups, and founders building consumer experiences, behavior-change tools, and the next generation of human-centered products.

Rose Monga, product strategist

At a glance

  • Founder, Ta Vie Finance (iOS & web)
  • Years inside Gallup
  • AI product strategy & adoption
  • Based in Chicago

A note on AI

Plenty of AI features ship.
Far fewer get used.

I keep watching teams launch AI features their users quietly ignore. The technology usually isn't the problem. The human part is the part that got skipped.

When I look at an AI feature, I'm really asking three things: should it exist at all, how does it get introduced, and does it fit the behavior people already have instead of demanding a brand-new one? Most of the failures I've seen up close came from optimizing for capability instead of habit.

People don't adopt a tool because it's powerful. They adopt the one that lowers the effort at the exact moment they're stuck. That's a behavioral question long before it's a technical one, and it's the one I start with.

Work

What I've built, and the thinking behind it

Below is a small set of work that shows how I operate: the strategic calls behind a shipped consumer product, and an internal tool that solved a problem nobody had named yet. Each one is here because it illustrates something specific about how I approach product decisions.

Consumer fintech · Behavioral design · Zero to one

A budgeting app for people who hate budgeting apps

Most personal-finance tools are built for people who enjoy tracking data. My research kept surfacing a different user: adults with ADHD and cognitive overload who weren't failing at budgeting for lack of discipline. The tools just weren't built for how their attention works.

So I built Ta Vie Finance around one behavioral insight: people don't need more financial data, they need one number: what can I spend right now, without doing any math.

It's live on iOS and web with paying subscribers, and I keep iterating on it based on how real people actually use it.

Download case study

Enterprise creative · AI workflow · Internal tooling

Closing the gap between licensed images and AI-generated creative

Big creative teams spend heavily on licensed image libraries (Getty, Shutterstock, commissioned photography), yet most AI image tools ignore those assets entirely. That's a real exposure: generative tools can fabricate content that mimics copyrighted material, which is a legal and financial problem, not just a creative one.

I built a tool that lets a team use its own licensed assets as the direct input for AI-generated, on-brand graphics, which removes the fake-image risk instead of trying to manage it after the fact.

For one enterprise creative team it also replaced a third-party platform, keeping the workflow in-house and cutting external software spend.

Download case study

Writing

In Their Shoes

In Their Shoes is where I think out loud about what businesses miss when they design for users instead of the humans those users actually are.

Read all posts

Get in touch

If something here resonates, I'd like to hear from you.

Reach out and leave a note. I read everything that comes through.

or email me