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Kruti Vekaria, PhD, serves as the Senior Manager of User and Behavioral Insights at Discover Financial Services since August 2021, leading a team focused on behavioral insights and user experience research to inform consumer banking strategies. Previous roles include Senior Principal of Behavioral Insights at Discover Financial Services and Senior Researcher at Toyota North America, where efforts in behavioral science led to patent applications and influential research initiatives. With expertise in applying behavioral psychology across various sectors, Vekaria has contributed to significant projects at Lirio, Imagining Human, and Vanderbilt University, and holds a Ph.D. in Psychology, a Master's degree in Psychology, and a Bachelor's degree in Neuroscience and Economics from Georgetown University and the University of Southern California.