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.
Growth & System Designer · 14 years
14 years of design.
Zero vanity metrics.
Fourteen years working where most teams hesitate, at the intersection of behavioral science, system thinking, and conversion strategy. The interface is rarely the problem. The decision architecture behind it almost always is.
Manifesto
Design is structure made visible. Design is decision-making at scale. Every interface is a negotiation between business intent and human behaviour.
Where the thinking comes from.
I left France over a decade ago, Italy, Spain, Argentina, Brazil, and eventually Belgium. Each stop left something behind: a language, an instinct for what's actually being negotiated under the surface of a conversation. My education did the rest, business school with a focus on international trade, then political science. A path that looks like a detour, but was in fact the straight line: understanding how humans make decisions, together, at scale.
That trajectory is also why I rarely take a brief at face value. Different cultures, different fields, different rooms, they all taught me the same lesson: the question people ask out loud is rarely the question that matters. The real one sits one layer down, and someone has to be willing to name it. That's the part of the job I've come to like most.
Asking what the room had quietly agreed to stop asking. Pointing out that the dashboard is measuring a symptom. Holding several grids at once, engineering, strategy, design, and the one I've sharpened with behavioral science and neuroscience, until the actual problem comes into focus.
None of this makes me an easy hire for someone hoping a designer will make the screens prettier. It does make me useful when the stakes are real, the constraints are heavy, and the obvious answer has already been tried.
Four principles, used in every project.
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.
What I do differently.
Most designers
- Design for aesthetics first, then try to justify the decision.
- Present work in Figma, hand off, and move on.
- Struggle with legacy constraints.
- Speak to users, rarely to the board.
What I actually do.
- Every design decision is tied to a metric or an outcome, or it doesn't ship.
- I stay through implementation. System fidelity is part of the work, not someone else's problem.
- Constraints are the design brief. Regulation, legacy, multi-market, that's where the work lives.
- I translate between users, product, and leadership. The seam is the job.
Fourteen years, compressed.
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.