Simon Cadé

HETIC Executive Education is the continuing education arm of HETIC, a leading French digital school founded 25 years ago. The project involved repositioning a new certified training offer for executives and managers: 4 x 3 days, 90 hours, €9,900 excluding tax, CPF eligible. The core problem identified from the brief was a signal issue, not a design one: HETIC's existing website spoke to 20-year-old students, not the HR directors aged 40+ who approve training budgets.

My first decision was to implement two distinct reading paths on each page. The HR Director (Sophie, 38-50 years old) needs to see institutional reassurance signals within the first 10 seconds: RNCP certification, Qualiopi label, 25 years of history, displayed price. The participating manager (Marc, 35-48 years old) needs to envision what they will concretely learn. These two profiles cannot be served by the same design without compromise.

Second structuring decision: remove HETIC's colors from these pages. The school's visual codes for young people sent the exact opposite signal to what a €9,900 executive training should communicate. The sober green and black palette, institutional typography, and clean hierarchy were chosen to convey 'institution,' not 'startup.'

3 Figma deliverables produced (homepage, training page, LinkedIn campaign landing page), LoFi wireframe and mockup, delivered in 4 days against an 8-day deadline. Zero major revisions. The wireframes were directly used by the HETIC developer for Drupal integration without additional meetings.

DataBird is a training organization specializing in Data and AI, based in Paris. Bootcamps in Data Analytics, Data Science, and Generative AI training, with over 4,000 professionals trained since 2020 and a 4.8/5 rating on Google from over 900 reviews.

As a work-study student in Traffic Management and Webflow Development, my role covers two complementary areas: digital performance and web development.

On the acquisition and SEO side, I manage the organic traffic strategy for the data-bird.co website. Google Search Console data over the year shows significant progress: the average position has moved from 14 at the start to below 7 in March 2026, while weekly impressions volume has more than doubled, from around 80,000 impressions per week to over 140,000. The daily click volume has followed the same trend, regularly reaching 2,000 to 2,500 clicks per day in early 2026 compared to 1,500 to 1,700 in April 2025.

On the development side, I design and maintain the website on Webflow, responsible for page updates, technical structure, and user experience. I leverage my dual expertise in UX/UI and no-code development to ensure consistency between conversion goals and the final output.

This position allowed me to work on a high-traffic website in a competitive sector, with concrete and measurable organic visibility challenges.

Veeton is a generative artificial intelligence solution that allows fashion brands to produce high-quality model visuals from simple flat photos. An innovative product in a rapidly growing market, with active Google Ads campaigns and a significant acquisition budget. The problem identified from the start: every euro spent on advertising landed on a Framer website that suffered from blocking bugs and display inconsistencies. The platform's primary mission was directly impacted by the degradation of the Google Ads Quality Score.

I structured the mission in two phases. First, diagnosis and correction of existing bugs, before creating anything new: display errors, broken links, incorrect statistics, faulty HTML structure. A poorly optimized landing page is useless. Then, the creation of dedicated campaign landing pages, with copywriting built around the exact keywords from the ads ('AI model generator', 'AI photoshoots for fashion') to maximize semantic coherence and improve Quality Score without touching bids.

Third area of work: mobile responsive optimization. For Google Ads campaigns in the fashion-tech sector, the majority of traffic is mobile.

Finally, visual consistency across the entire user journey: logos, assets, iconography, to ensure the site communicates a premium level of finish consistent with the product positioning.

Mission structured as ongoing support to respond within 48 hours to critical incidents, without needing a new brief each time.