About
Troy Hernandez
Behavioral architect · Chicago
I design systems around how people perceive, decide, and act.
The work moves across psychology, product, software, and strategy. The focus never moves: understand the behavior, find what is in the way, build what changes it.
Now
- Operating Moach with client companies
- Building Moach iOS
Proof before persuasion.
I show the work before I ask for trust. Build it, test it, model it, show where it breaks. Then talk.
Moach
Built and operate a decision engine that turns evidence into decisions, predictions, and measured outcomes for client companies.
Decision infrastructure
Alkaline Healing Herbs
Built the brand's entire site and positioning, then ran the partnerships that grew its reach.
Site / positioning / partnerships
Cloen
Assisted the design for conversion and focus; the venture reached 2,700 customers at $49 a month.
Design assistance / conversion
Real estate wholesaling
Generated just under $50,000 in profit at sixteen.
Sales / negotiation
Kellstadt Marketing Award
Awarded for marketing excellence by DePaul's Kellstadt Marketing Center.
Marketing judgment
Current work.
I’m building Moach, a behavioral decision platform for companies. It helps teams read customer behavior, make sharper decisions, choose interventions that work, and measure what changed.
Operating principle.
Understand the system
Find the constraint
Change the behavior
Measure what happens
What are you deciding next?
troy@humtechnologies.org