Freelancer profile translated to English.
Back to original languageAbout Caroline
Strategic Design Expert (+14 years) I transform Design into a measurable growth lever.
✨ Methodological Mastery: Nothing is left to chance. I use UX research (benchmarking, surveys, A/B tests) and data analysis (Hotjar, KPIs) to identify problems. My goal: justify every decision and maximize product value.
💖 Holistic & Strategic Vision: With my hybrid expertise in Branding and Growth Marketing, I have a complete understanding of Sales challenges. I make Design a direct lever for Growth and Acquisition across all media (interfaces, web, communication materials).
⭐️ UI & Scalability Expertise: Mastery of industrialization (Design System, UI Kits) to ensure scalability, efficiency, and consistency (Mobile Apps, SaaS, Websites). Intuitive and attractive prototyping guaranteed.
French
Native or bilingual
English
Fluent
Can work on-site
Lille (up to 50km), Lille (up to 100km), Paris (up to 10km)
Experience
- DECATHLON SE - SWITZERLAND
On Malt
Marketing Formats Repository ProjectRETAIL (LARGE RETAILERS)October 2025 - December 2025 (2 months)I implemented a marketing repository system using a Figma prototype, based on Decathlon's design system and adapted to the creative studio's needs.Objectives:- Gather all technical specifications for recurring formats used by the design team to increase production time.
- Establish best practices to address format and media challenges and improve consistency regarding identity.
- Adapt the brand book to the specific constraints of Decathlon Switzerland formats.
- BooxiUX/UI Designer | Brand & Growth DesignerSOFTWARE PUBLISHINGAugust 2024 - Today (1 year and 10 months)Montréal, CanadaI led a complete redesign that increased brand visibility and boosted the Sales Conversion Rate by +4.52% (France), proving the direct impact of Strategic Design on growth.📝My Role / Mission:
- Reposition Booxi: mid-market/enterprise.
- Clarify the offering and value through design (messaging, structure, interactions).
- Lead and design the complete rebranding.
- Redesign UX/UI of key interfaces and acquisition channels to improve conversion.
- Optimize enterprise customer journeys through UX/UI audit recommendations (Livy, Arcaplanet, Caravane, etc.).
📈My Impact:- Increase in the French Sales form conversion rate by 13.65% (+4.52%). These results validate the power of the new identity and its strategic alignment.
- Creation and deployment of a complete UI Kit to accelerate mockup production. I integrated the pages into Webflow for precise and rapid technical deployment of the new identity.
- Support for Retail clients in optimizing service booking journeys (Discovery, customer journeys, entry points) with the goal of increasing appointment numbers, conversion rates, and average order value (targeted KPIs).
- Design of multiple sales and marketing materials to maintain brand identity consistency and support teams in their business objectives.
- AnywrHead of DesignHUMAN RESOURCESJuly 2021 - Today (4 years and 11 months)Wasquehal, France
I led the company's Design transformation: I built the Design team from scratch, structured the UX/UI function, and evangelized Design Culture internally to align product performance with hyper-growth business objectives.
📝My Role / Mission:- Define and deploy the Strategic Design vision (UX/UI/Brand). I built and managed the Design team (UX, UI, Brand) and oversaw complete project management.
- Lead the UX/UI design of a complete 360 HR SaaS, as well as two HR mobile applications and a recruitment platform.
📈My Impact:- Creation and maintenance of the Design System to ensure UI scalability and reduce technical debt. Result: Design process acceleration x3 to support growth.
- I led a complete rebranding of the group. Managed the design onboarding for foreign acquisitions and developed all marketing materials for the countries, implementing tools (e.g., Canva) for their autonomy.
- Establishment of the UX function and implementation of a UX strategy (research, interviews, analytics monitoring) to justify Design choices and increase the company's UX maturity.
- Supervised journey optimization (A/B testing) to meet the company's business objectives.
Reviews
Jérémy
Senior Graphic Designer - DECATHLON SE - SWITZERLAND
Reviewed on 12/8/2025
I had the pleasure of working with Caroline on a project to unify our existing guidelines and fine-tune them to local standards. She did an excellent job and proved to be incredibly organized, sharp, and proactive throughout the process.
Although the mission took longer than expected due to external factors on our end, Caroline remained flexible and resourceful, ensuring the project stayed on track. I would definitely work with her again and highly recommend her services.
Louis
123 Pare-Brise
Reviewed on 7/23/2020
Very satisfied with Caroline's services, mission accomplished on time, good advice and very pleasant! I recommend.
Recommendations
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Education
- UX-UI DesignerCarpe media2019OPTIMISATION DES INTERFACES ET EXPÉRIENCES UTILISATEURS Objectif Appliquer les méthodologies propres aux expériences et interfaces utilisateurs. Acquérir les notions essentielles d’ergonomie. - Fondements - Facteur humain - Méthodologie (contenus, utilisateurs, analyse, design d'interface) - Principes de conception - Architecture de l’information (interface, navigation, fil d'ariane, formulaire) - Personas - Prototypage - Mise en oeuvre
- Graphic DesignerC.COM Cepreco2008Formation à : La création d’une charte graphique de l’entreprise La déclinaison de celle-ci sur tous les supports actuels print-digital-animation La manipulation des logiciels de la suite adobe et une utilisation adaptée de ceux-ci Le travail en équipe La gestion d’un projet graphique de communication interne ou externe à l’entreprise Modules de : Dessin - Photographie - Communication Visuelle - Packaging - Graphisme Publicitaire - Histoire de l'Art - Web
Certifications
- Introduction to Design ThinkingOpen Classrooms2021
- Apply Psychology to DesignOpenClassrooms2021