halimakhennous.

Growth & System Designer · 14 years

Halima Khennous.

Growth Designer, Brussels.

Growth isn't a feature. It's a behavioral system. I design both.

last reviewed · 25 may 2026 · halimakhennous.com/resume

Summary

Growth & System Designer. I treat conversion as a decision problem, not really a UX one. Fourteen years inside regulated B2C (insurance, fintech, public sector), reading why users hesitate, abandon, or disengage, and designing the systemic responses that move the numbers.

Currently CRO & Design Lead at Europ Assistance, across five markets (Belgium, Luxembourg, Germany, and two more). Previously Lead Designer at Yuzzu (AXA Group), Head of UX at TEDxBrussels, Product Designer at KAREL. Trained in international business, political science, UX/UI design, and behavioral design.

Currently

Europ Assistance, CRO & Design Lead

since 2025 · brussels · international team & multi-market (B2C/B2B)

  • CRO and digital experience strategy across a 5-country B2C insurance organization. Belgium, Luxembourg, Germany and three additional markets.
  • Owner of experimentation strategy and optimization frameworks. Building the data-driven culture in close collaboration with Product, Data, SEO/GEO, Engineering.
  • Cross-market experience models balancing business performance, regulatory constraints, and customer experience consistency.

Experience

2025, present FLUPALicensees Coordinator · board · design network Govern a 16-chapter, 4-country French-speaking design network at board level. Define and run the community activation strategy across France, Belgium, Luxembourg and Switzerland. Facilitate cross-branch collaboration, designing the operating model that lets local chapters work together at European scale.
2025, 2026 Europ AssistanceWebsite Owner · insurance Owned CRO performance for the Belgian and Luxembourgish B2C platforms, aligning design, product and development teams. Handled UX, CRO and business requests from local market teams, optimizing journeys for service, conversion and usability under regulatory constraints.
2023, 2025 Yuzzu (AXA Group)Lead Designer · insurance Led UX maturity and CX improvements within the customer experience team, aligning research, design and business stakeholders. Managed end-to-end research projects, drove CX strategy and roadmap using behavioral insights, market data and OKRs.
2022, 2023 Yuzzu (AXA Group)Principal Designer · insurance Led qualitative and quantitative UX research to generate actionable insights for product and CX teams. Translated insights into flows, wireframes and prototypes aligned with user and business needs. Defined and evolved the design system, ensuring consistency and research-backed component usage.
2022, 2023 TEDxBrusselsHead of User Experience · events Defined the service design strategy with the curator, translating themes into end-to-end audience experiences. Co-created event concepts with experts, shaping formats based on audience insights and local relevance. Coordinated cross-functional teams across two scales, salon (under 60) and main stage (400+ at Théâtre National).
2020, 2022 KARELProduct Designer · design consultancy Led UX research (quant/qual) to align product decisions with business goals across SMEs and startups. Translated insights into product improvements that reduced friction and supported growth. Advised on UX and product strategy.
2018, 2019 Bouygues ConstructionProduct Manager · France & BeNeLux Defined product vision and strategy across France and BeNeLux. Led user research and market analysis to inform the product direction. Managed agile backlog and translated insights into roadmap and user stories.
2018, 2019 Bouygues ConstructionCountry Launcher · BeNeLux (VIE) Analyzed BeNeLux market and industry trends to support the launch of a new subsidiary. Conducted competitive research and customer insight analysis to understand demand drivers. Designed and managed omnichannel marketing campaigns from strategy through performance tracking.
2017 ID&COQualitative & Quantitative Researcher · agency Executed qualitative and quantitative research (product positioning, campaign testing) to generate consumer and market insights. Conducted end-to-end research campaigns, from questionnaire design to data collection, across diverse methodologies.

Education

2024 Le LaptopDesignOps Training Operating model and tooling for design at organizational scale.
2023 The Behavioral SchoolBehavioral Design Boot Camp Applied behavioral science for product, conversion and decision design. The foundation of how I now read every funnel.
2021, 2022 IronhackUX/UI Design Boot Camp Intensive design training. The hands-on translation from research and product management into UX craft.
2017, 2018 IRIS Sup'Master's degree · Political Sciences Geopolitics, public policy, sociology, behavioral foundations. Where the systems lens started.
2016, 2017 Collège de ParisBachelor's degree · International Business & Management International business, audit, trade. The commercial fundamentals that still shape how I read product decisions.

Certifications

may 2024 PollenStorytelling with Data Communicating analytical findings so they actually shift decisions.
jun 2022 AXA Climate AcademyClimate & sustainability for business Industry-level perspective on climate constraints and product responsibility.
dec 2020 GoogleGoogle Analytics for Beginners Foundations, where the measurement discipline became habitual.

Community & mentoring

2025, present FLUPALicensees Coordinator · board Governance of a 16-chapter francophone design network across France, Belgium, Luxembourg and Switzerland.
2024, 2025 FLUPA BrusselsChapter co-lead Built the recurring event formats for the francophone design community in Belgium.
2022, present TechnovationDesign mentor Mentoring teenage girls building mobile apps for social and environmental problems.
ongoing Beyond the CoverContributor · ~2 posts/month European online book club & publication (Chiara Angori & Gladys Diandoki). Writing at the seam of design, behavior and culture.

Languages

french · native english · fluent spanish · fluent italian · working dutch · working portuguese · notions arabic · notions

Tools

researchMaze · Dovetail · Hotjar · Lookback
designFigma · FigJam · Miro
experimentationOptimizely · AB Tasty · Convert · GA4 events
analyticsMixpanel · Looker · FullStory · Amplitude
collaborationNotion · Linear · Slack
front-endHTML · CSS · Vue.js · enough JS to ship

References

Available on request. Past leads and clients across insurance, fintech, public sector and community work, happy to introduce when there's a real conversation on the table.

last reviewed · 25 may 2026 · halimakhennous.com/resume, this document has no PDF version. It lives here.

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