Angéla Seraille

Intervened within innovation and delivery teams to clarify product direction and accelerate decision-making in a highly constrained environment.

Rich but complex product, with alignment challenges between field data, business constraints, and product objectives.

• Framing of priority use cases based on qualitative (field, interviews) and quantitative data

• Structuring of user journeys and information architecture

• Simplification of the experience on key flows (from understanding to usage)

• Implementation of guerrilla testing cycles to quickly confront hypotheses with reality

• Improved product and journey readability

• Faster and better-aligned product decisions

• Reduced user friction

• Close collaboration with Product Owners and technical teams

• Contribution to organization (processes, management, recruitment, and onboarding of designers)

Intervened on a product with high business stakes with a dual objective: improve conversion and strengthen the overall product coherence.

• Complex journeys with conversion drops at key stages

• Design system not easily accessible and difficult to evolve

• Lack of structure on certain critical modules

• Redesign of the design system (“Dôme Frames”) to improve accessibility and coherence → transition to WCAG 2 standards (up to AAA on certain components)

• Simplification of prospecting and follow-up journeys

• Prioritization of features with direct impact on conversion

• From-scratch design of a matching module

• Increased prospect-to-mandate conversion

• Better readability and adoption of interfaces

• More coherent and scalable product base

Using design as a direct lever for business performance (conversion, operational efficiency)

Intervened on a data-heavy product with challenges in business understanding, data quality, and field adoption.

• Product decisions poorly aligned with field reality

• Difficulty in effectively leveraging user data

• Friction in critical journeys (especially form completion)

• Implementation of a research strategy combining qualitative (field, interviews) and quantitative data

• Structuring of a research repository to capitalize on insights

• Definition of a system dedicated to clothing based on real usage and the company's data strategy

• Implementation of continuous feedback loops (monthly focus groups)

• Improved quality control form completion

• Better consideration of field usage in product decisions

• Sustainable structuring of user knowledge

Using research as a product decision lever in complex and international environments