Product Designer
The brief is rarely the problem.
I design products, services, and systems from the point where the real challenge becomes clear — questioning assumptions, rebuilding operational models, creating foundations that scale.
Rebuilding the Foundations of Proximus+
Proximus+ is built on a product and service architecture that has grown too complex to scale. We are redesigning its foundations — simplifying how products are structured, managed, and surfaced — so the platform can evolve alongside future services, technologies, and customer expectations.
Recovering Declining eShare
Proximus was experiencing a sustained decline in its digital sales share, alongside a rise in support calls — a signal that the ordering experience had broken down. What should have been a seamless experience had become a source of friction.
Scaling Onboarding for the eSIM Era
eSIM exposed a fundamental mismatch between how Proximus operated and how mobile connectivity was evolving. The existing onboarding process — physical, postal, slow — could not keep pace with a technology that made instant activation the baseline expectation.
Redefining Product Strategy at Arteïa
Arteïa's product strategy was built around NFTs at a moment when that market still seemed durable. As sentiment shifted and growth stalled, it became clear the challenge was not to improve the experience — it was to rethink who the product was actually for.
I'm a product and service designer focused on the kind of work that requires more than good interfaces — defining product structures, untangling service complexity, and building foundations that hold up over time. I work best where design and strategy overlap.
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