The team
Small, senior, and complementary by design.
Research, behavioral science, and design in the same room. The people you meet are the people doing the work, with senior strategic counsel behind them.
Partner
Elizabeth Korb
Elizabeth is a mixed-methods researcher and product designer with deep experience building complex software for regulated industries. She designs and runs the studies, recruits participants across residential, income-qualified, small business, and commercial segments, and translates what she finds into product decisions teams can defend. She partners with organizations of all sizes to reduce risk, uncover high-value opportunities, and turn customer insight into measurable impact.
Elizabeth on LinkedIn
Co-Founder & Partner
Josh Caldwell
Josh is a product design leader who turns complexity into clarity. He builds the prototypes and demo narratives that make a direction concrete enough to argue with, and works inside client teams to leave stronger design practice behind. He has led design and research organizations serving 80+ US utilities, and blends storytelling with design to move stakeholders off fixed positions. Fun fact: he holds the record for the longest Segway journey.
Josh on LinkedIn
Advisor to Popsicle Labs
Strategic Advisor
Ihno Lee-Babineaux, PhD
Co-founder of Popsicle Labs
Ihno is a behavioral scientist with 10+ years of UX research and consulting across the tech industry, the utility space, and academia. She advises Popsicle Labs on behavioral science, research design, and how findings get interpreted into strategy. Previously a postdoctoral researcher at Stanford University and a behavioral science consultant for two Big Five tech companies.
Ihno on LinkedInOur story
Built by people who kept proving the same thing together.
A behavioral scientist and a product design leader who found that blending customer evidence with design changed what teams decided to build.
Working together inside an energy tech company, we ran design sprints and experiments that showed what happens when behavioral science sits next to design. One merger and a few acquisitions later, we built a user research practice from scratch to decode customer needs, mindsets, and decision-making at scale.
Popsicle Labs exists because high-consequence decisions deserve better evidence than they usually get. You don't need an agency. You need senior people who can start next week, work inside your team, and leave their practice behind when they go.
The Popsicle Hotline
But why popsicles?
At The Magic Castle Hotel in LA, there's a red poolside phone labeled the Popsicle Hotline. Pick it up, and a staff member answers, “Popsicle Hotline.” Place your order, and minutes later, a white-gloved waiter delivers free popsicles on a silver tray. Simple? Yes. But also unforgettable.
This small, playful touch turned a modest, pastel-yellow hotel into one of LA's top-ranked stays. Moments like these stick with people long after they check out.
Popsicle Labs follows the same philosophy: understand what people actually need, find the evidence that matters, and turn it into something simple enough to act on, with just enough playfulness to make the work memorable.
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