15+ years transforming insights into practical innovation.
Amber Reimer, Human Code Alchemist
For 15+ years, I've stood at the intersection of academic rigor and practical innovation, decoding human behavior patterns and transforming them into scalable solutions that create meaningful value.
My foundation: a Master's in Interpersonal Communication focusing on social stigma and health behaviors from UT Austin. This scholarly lens has remained constant, informing how I approach human needs and technological possibilities.
The true alchemy began in the product realm, where I discovered my ability to transmute scholarly insights into experiences that matter.
Transformative Innovations
At Target, I co-conceived and scaled Cartwheel (now Target Circle) to 35 million users, driving $2 billion in business growth. This wasn't just product success—it was understanding shopping psychology and creating experiences that resonated on a human level.
As Director of Product for Store of the Future, I led digital product development for a novel retail experience blending physical and digital realms. This required equal parts behavioral scientist and product creator, understanding how humans navigate and decide in hybrid environments.
Pioneering New Methodologies
I've been a catalyst for organizational transformation throughout my career. At Target, I pioneered Product/Agile methodology implementation, shifting how one of America's largest retailers approached innovation.
At GoKart Labs, I facilitated human-centered design workshops that bridged academic insight with product reality.
Global Impact Through Human Understanding
At Amazon, I led global driver experience within Relay mobile apps, enhancing navigation and operational efficiency. This demonstrated how understanding complex human behavior—commercial drivers navigating diverse international environments—translates into safer, more efficient technological solutions.
At Petal, I led teams that revolutionized financial solutions using cashflow data, spearheaded a $13 million revenue initiative, and reimagined credit journeys using working backwards frameworks. At both NetSpend and Petal, I championed underserved populations, developing appreciation for how thoughtful financial design empowers overlooked individuals.
The Art of Balancing Understanding and Action
I've mastered the balance between thorough insight and practical action—knowing exactly when to dive deeper and when to move forward confidently. This ability to navigate between exploration and decisive action has become my signature: transforming complex human insights into elegant solutions that drive measurable business impact.
MAKING WHAT MATTERS.
Today, I bring this unique blend of academic curiosity and practical technological innovation to helping organizations navigate the frontier between what people say they want and what they truly need.
I decode human patterns through research and reality, bridge understanding and action, and shape technology with human intent and business purpose.