Founder / Behavioral systems / Chicago
I build at the intersection of behavior, cognition, product, and growth.
I’m Troy Hernandez, a Chicago founder working across psychology, AI, product design, conversion, cognition, and human perception. My work starts with the layer most products miss: how people hesitate, trust, forget, decide, and act before they can fully explain why.
Now
- 01Building Moach
- 02Developing Hum Technologies
- 03Exploring Hum Industries
- 04Writing about behavior, cognition, trust, and conversion
How I work.
Most of my work begins with a simple observation: people reveal the truth through behavior earlier than language. They hesitate before they object. They reread before they distrust. They forget before they fail. They click, leave, avoid, buy, or return before they can explain the cause.
I use that layer to build products, diagnose conversion problems, design interfaces, and shape systems.
- Observation
- I look for what people do before they explain it.
- Translation
- I turn behavior into a product, interface, message, or system decision.
- Execution
- I care about changed behavior, not compliments.
Evidence of execution.
A few markers from work that moved beyond theory.
- 01
Cloen
Scaled to 2,700 customers at $49/month after improving early bounce and weak conversion.
Consumer growth / conversion / acquisition
- 02
Real estate wholesaling
Generated just under $50,000 in profit at sixteen.
Sales / sourcing / negotiation
- 03
Kellstadt Marketing Award
Recognized for marketing excellence through DePaul’s Kellstadt Marketing Center.
Marketing judgment / positioning / strategy
- 04
Current systems
Building across Hum Technologies, Hum Industries, Moach, and Cloen.
Cognition / memory / behavioral intelligence / growth
For products, systems, and problems where behavior is upstream of the outcome.
Reach out for product strategy, behavioral analysis, conversion diagnosis, collaboration, or serious founder conversations.