Stop guessing about your users.

+12 years of experience in UX Research • Experimentation • Strategy • Advising

Start knowing and bring clarity to your decisions to unlock revenue💰

My insights impacted millions of users.

Banking • E-commerce • Luxury • Web 3 • Saas • Hardware • Government

Previous clients says

Outcomes

You can expect from Experimention and User research.

Saved +10M € of budget for a GTM strategy of a new hardware product

Helped the C-level team revise its assumptions and target the appropriate segments saving millions of € in the process.

Increased conversion rate from 4% to 25% while decreasing cost of acquisition by 5

Built research ops across EU and acquired tens of thousands of testers thanks to psychology and user research.

Reduced third party integration time by 4: from 2 months to two weeks.

With only a few interviews the team was able to make changes that cost 0$ to implement and immediately reduced the third-party developer work by cutting their workload by 4.

Helped guide a CHF 30M long term strategic product decision.

Led the ux research to provide evidences on key behaviours from the user base for the C-level team about a key product decision.

Working with me

3 ways to collaborate with me

Advising • Hourly

I work hand in hand with co-founders or CPO's that need expert guidance on their user experience or want to challenge their teams.

Retainer • Monthly

I become an extension of your team, or build your research practice from scratch. Creating processes, relationships and getting hands-on.

Project based • Daily

I do occasionally one-off projects.
UX audits, multi-country research projects. (In France and Brasil for ex)

Community

I engage with the UX professional community and give back

I launched a professional knowledge sharing platform

My side project is a community of practice between UX practicioners where we share our tips, best resources and tools for the benefits of the whole community. (In french)

I run monthly peers discussion groups

With fellow UX peers I run monthly UX researcher groups where we help each others and discuss . I also have a team of peers that take care of others groups (Freelance, Green UX etc...)

I mentor & help juniors

Be it on ADP list, on 1:1 or for your thesis. Upon availability of my calendar. Reach out to me and I'll see how I can help.

Follow my adventures

I share monthly my Thoughts, Learnings and resources about the world of research, product and technology.

2024

2023

  • Podcast Interview with JF-Poulin on my side project Wikihero and the problem of existing knowledge sharing solutions.

  • Interview with Tacticx - a diary study company on the maturity level of UX in France vs the world.

2022

  • Manifest (in French) of why I launched a community repository under an association.

2021

2020

2019

  • UX+ROI = I can prove it.
    I explore the topic of ROI in UX, and curate some 15+ ressources and 30+ statistics that can help you. I also provide you with some UX ROI calculators.

  • Slack is the new forum.
    While Slack took over B2B messaging, something else happened. Communities (especially rootgrass and free) changed their tooling in the process too. But at what cost ? The cost of memory. (since it is now paid)

2018

2017

2016

  • A new breed of museums are here.
    After some work on the cultural sector I saw that museums were evolving too, and the notion of experience, from passive to active was shifting too.

  • The next digital wave will come from China.
    Lived 3 years in China from 2009 to 2012, and it changed my view on technology. I experienced first hand how Chinese were interacting with technology, and how their eco-systems will disrupt our western view.

  • Online vs Offline behavior
    I explore contradictions of personalities between offline and online behavior. 9 years later, I see this as the tip of the iceberg on why I went into UX research.

Contact

Email

Linkedin

What I am busy with right now

Inspired by Derek Sivers

  • Founder of Wikihero, a collaborative association to share knowledge each others between UX professionals.

  • Part of Mozza. A french product collective specialized in building products for start-ups (zero to 1) and scale-ups

  • Various freelance work & advising work

Need help with a project ?

2024

  • Advising the founder in launching his foodtech • Launching in beta and getting traction to get better investment deals (500K raised)

  • Working hand in hand with a proptech scale-up for the launch of their new product.

2023

  • Advising a consumer food delivery app based in Paris on Research and Product design.

  • Performed a diary study for a global luxury brand to fuel it's thinking on how to reinvent its retail and innovation approach

  • Working with a web 3 hardware scale-up to optimise their E-commerce funnel, Product pages, growth via referral, Information architecture & UX writing.

  • Advising from 0 to 1 a new startup building a consumer facing app.

  • Explorative research on clients of a B2B heavy machinery company based in Switzerland that merged and needed to understand the purchasing behaviours and mental models of their clients.

  • Research for a French scale-up in the Ed-tech sector, where we mapped and ranked the pain points of existing users in order to prioritize the product design teams interventions + recommendations.

2022

  • Ideation & product strategy for the same Web 3 client based on the research findings and collaboration with founders.

  • Explorative research with a duo of web 3 French founders to take their idea from 0 to 1 regarding community analytics in Web 3.

  • Explorative research for NEAR foundation on founders in the web 3 space.

  • Staff UX researcher at Ledger, a global scale-up in the web 3 space that sold more than 5 millions hardware devices at the time.

2021

  • Staff UX researcher at Ledger - Working alongside product & Marketing teams.

  • Check out performance evaluation through unmoderated testing for a global cosmetics brands in multi-countries.

  • Onboarding redesign & optimisation for a Saas platform that automates repetitive tasks online thanks to their bots solutions.

  • Advised to launch an Aloe vera Ecommerce.

Get in touch with me

Happy to hear from you. I will reach back under 24 hours.
You can also connect me on Linkedin.

Chat with me

You got a question ?

What I am talking about with peers

The Nichification of our professional positioning.

Being a freelancer for more than 3 years gave me a unique perspective in selling myself continuously and working with clients. With the waves of layoffs, more quality people are on the market than ever, looking to freelance too.The market has come to such a saturation level (like any market before) that now to stand out you need to be tailored to a specific industry.We are living what happened in other professions like marketing or sales and this is a sign of the maturity UX has reached. Where you should be specialized in an industry: SAAS, Luxury, E-commerce etc...In a tense job market, focusing on a narrow field might feel like scary for UX professionals, especially since our methodology brings impact on ANY field.However, until 2022 you could avoid this because the wave was huge for everybody. Now, I believe the real big earners will be the ones cornering a market and being authority within it (health • gov design • SAAS etc..)

After PM going into research, Prd and UXR will move to Product.

This is a topic of discussion I had 2-3 years ago with some product design leader friend of mine.UX people don't know enough about product management.While Product people think they know a lot about design & research.Thus feeling confident to perform our responsibilities.After years of this movement, the pendulum is slowly swinging back in our minds:If they can do this - how about us ?
(Especially since our roles are so intertwined)As timing would suggest - a Product leader from France (Ex CPO at Blablacar - a car sharing app, and now product discovery coach) raised the question publicly in a cheeky way. (In french) link"A product designer with influence is in reality a product manager."In the comments, a lot of senior Product designers also had this thought in mind, this should be their next career step.Is this the beginning of a transition ?

Am I only a UXR or also a Product ?

This is a topic of discussion I had 2-3 years ago with some product design leader friend of mine.UX people don't know enough about product management.While Product people think they know a lot about design & research.Thus feeling confident to perform our responsibilities.After years of this movement, the pendulum is slowly swinging back in our minds:If they can do this - how about us ?
(Especially since our roles are so intertwined)As timing would suggest - a Product leader from France (Ex CPO at Blablacar - a car sharing app, and now product discovery coach) raised the question publicly in a cheeky way. (In french) link"A product designer with influence is in reality a product manager."In the comments, a lot of senior Product designers also had this thought in mind, this should be their next career step.Is this the beginning of a transition ?

Stories from the field

Right now I am advising a startup around Foodtech that almost raised 500k in seed.The interesting thing about it, is how it reflects the state of UX in 2024:Even being in seed the founder (1st time founder, no product experience) reached out to have UXR advisory • UXR seen as important
They heavily tested their prototypes with a 1st version and were testing a lot. "More than 100 people" - (we'll get to how a bit later) • Doing research anyway
They recognize UX research to be a key success factor in their launch, but it is a wish. When prioritization comes, they struggle to do the bare work.Context
Research is done by him, sometimes the CTO, and now his social media manager.Digging on their structure of interviews I discovered the typical mistakes made by non-experienced research peopleRandom recruiting
Biased questions
Not asking to speak out loud
Imprecise tasks
Notes that are about solutions and not observations
Trusting "whatsapp feedback" from friends
Acting on notes without analyzing patterns
Mistaking ideas vs behaviorsThis is I feel the new normal in 2024.Coming into a team doing some kind of research that lack basic foundations regarding data quality and sampling.Now
Anyway, based on my feedbacks, we stopped testing prototypes and decided to go into beta mode to get real evidences from the field. This way we would de-risk his big bang launch that was in the plan and force the team to let go of their desire of perfection.That's where things are starting to get interesting.Having real data and feedbacks forces you to react and make decisions that let go of your assumptions.How do you manage users feedbacks ?
How do you prioritize them ?So I have started to structure some low-level templates to have a coherent discussion guide between them, and a way to keep track of feedback via a notion table of observations.But I got some pushbacks from the founder, and I am still working on it."It's too heavy" • "We are a startup, we have too much things to do"And this brings us back into the challenge of research and democratisation.
People feel they can get away in not doing the hard work.Everybody want to talk to users and get the fun part.But nobody wants to analyze and spend time about the questions, objectives.Because it is hard. It feels slow.
To make an analogy, it's like dieting.
Everybody want to look good and sexy. Be in good health etc..But few are ready to weight their food or follow their work-out plan 3-4 days a week.

UX Research News

2 big threads got my attention this month.

Am I only a UXR or also a Product ?

However, this was also to be due. There was an uneasy feeling about the whole discovery trend for a looong time already.The question is not whether Discovery is bad for UXR. (As usual, it's gray.)However, the question we should be asking is more what changes do this brings to the table, and how do we adapt as researchers ?I will do an intermediary newsletter on the best comments from this discussion, but not today. Link to the whole discussion here

Am I only a UXR or also a Product ?

This kind of posts breaks my heart. We are talking about experienced people leaving the field and feeling a lack of control over the evolution of their profession.This begs the thought. After the wave washes, who will be left if experienced people leaves ? Link here.

Tech news I am reading

About organization culture & jargon.

This article explore how it based on the military culture, the instinct of peackocking and what it says about the existing labour market.
Very insightful. Link

Apple Vision pro

Spatial computing is the new frontier, and with the launch of Apple vision pro, I am watching this space closely as it will impact our work as designers and researchers.The hype is there, but the UX is not. A lot of headaches and motion sickness.So the question that begs in mind, why did Apple launch the product anyway ?LinkAnother topic which is not a surprise. Adding a lens to your eyes brings distortion in what you see. There is now a study about it. LinkLast, A UI expert review by Luke Wroblewski.The TLDR - This Interaction principles are still too much constrained to what we know of Mobile. Spacial technology and gesture is very early yet. Link

Open AI

Our AI overlord are not taking control over yet. LLM's shows signs of weaknesses. As we say Garbage in - garbage out.
"In short: ChatGPT outputs are already out there, littered across the web. And as new LLMs scour the web looking for more training data, they’re increasingly likely to pick up more AI-generated content for wider use, including in businesses and governments." LinkHowever, in the meantime, OPEN AI dropped a new amazing text to video that is mind-blowing in rendering. Exponential growth is really a bitch and now hollywood must be freaking as this calls the end of studio monopoly over artistic and long feature film. Link

Neuralink

An interesting reporting made by a former employee on the dangers of Neuralink pushed by Musk. What is actually neuralink ? Link

Self-driving cars blowback: Emerging trend ?

A new kind of behavior is emerging from SF that might be cool for younger generation: Vandalizing autonomous "agents" (Cars and AI included).When there are no risks of being fought back, would you take the chances ?AI is posed as a threat that will replace millions. Bullying AI (and similar) might be a way to express of that uncertainty. Link