95%
unconscious
of purchase decisions happen in the unconscious mind.
Gerald Zaltman · Harvard Business School
Growth & System Designer · 14 years
Design that
converts.
Behind every conversion problem, a decision no one mapped. I make that decision visible, through behavioral design, CRO, and fourteen years inside constrained environments like insurance.
87%
cognitive cues
of consumers abandon their favorite brand when cognitive cues favor a competitor.
Google · Decoding Decisions
47%
mind-wandering
of waking time the brain spends mind-wandering, and that's when preferences are formed.
Killingsworth & Gilbert · Science, 2010
Results, not just aesthetics.
Content architecture for non-linear journeys in regulated, multi-market environments. Each piece translates a research framework into measurable editorial outcomes.
Regulated · Discoverability
Designing for the messy middle
A hub architecture that guides 4 invisible reader clusters through non-linear exploration and evaluation, built on Google's Decoding Decisions framework.
6
biases mapped to hub components
Read the case →
Regulated · Retention
The loyalty loop in content
A Netflix-style recommendation logic that turns post-purchase moments into editorial entry points, applied to McKinsey's compressed CDJ.
4
clusters looped via Related Articles
Read the case →
Regulated · GEO
From SEO to GEO, by design
A content taxonomy and E-E-A-T system rebuilt for AI-driven discovery, answering Forrester's finding that 90% of buyers now research through GenAI.
4
markets across multi-locale rollout
Read the case →
System thinking
meets strategic intent.
Strategic and operational, at the same time.
I don't choose between thinking and shipping. Design without strategy is decoration; strategy without design is intention without form.
Rigorous, not hermetic.
Bourdieu, Kahneman, Simone Weil, Uri Hasson, when the reference earns the sentence. Never to decorate a deck.
Concrete first, then systemic.
I start with the artifact, a screen, a moment, a number, and trace it back to the structure that produced it. Never the reverse.
Quietly confident.
I know what I'm worth and what I want, without proclaiming either. Credibility comes from the precision of what I observe.
From people who worked alongside.
Halima reads what a brief doesn't say. She'd surface the decision blocking a release before anyone else had named it, and frame it so the room could move on.
Working with Halima on TEDxBrussels meant getting both the systems thinker and the operator. She'd translate ambiguity into a structure the whole team could act on.
Inside
AXA
Generali
YUZZU
Redion · Europ Assistance
Le Fond & La Forme
A newsletter and long-form practice exploring behavioral design, decision architecture, and the craft of converting attention into action, in French, for design and product professionals.
Newsletter · Substack
Le Fond & La Forme
Behavioral cues, conversion patterns, and field notes from inside regulated environments. Sent on rhythm, not on schedule.
Subscribe → Article · MediumLong-form on Medium
Frameworks, case readings, and slower thinking on decision design, published when the argument earns the format.
Read → Network · LinkedInDaily on LinkedIn
Shorter signals, conversation starters, and the working notes behind the longer pieces.
Connect →If any of this resonates,
let's talk it through.
No pitch, no agenda. The best conversations I've had started with a single line and no calendar invite.