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+
Redesigning the foundations of telecom product and service management. The work focuses on simplifying complexity, improving operational clarity, and building foundations that can evolve alongside future services, technologies, and customer expectations.
Recovering Declining eShare
Proximus was experiencing a sustained decline in its digital sales share, alongside an increase in support calls. We redesigned the end-to-end ordering experience — simplifying journeys, addressing structural points of friction, and realigning the product experience with user behaviour and business strategy.
Scaling Onboarding for the eSIM Era
eSIM exposed a fundamental mismatch between technology and operations at Proximus. We transformed mobile onboarding from a physical, postal process into a fully digital activation system — reducing activation time from days to minutes and enabling self-service at scale.
Redefining Product Strategy at Arteïa
Arteïa's value proposition was tied to a trend that was no longer sustainable. User research revealed that the challenge was not to improve the experience, but to redefine the product itself — repositioning around private collectors as the core audience.
My path to product design ran through the contemporary art world and social anthropology — both trained me to look beneath surface behaviour and understand the systems, motivations, and decisions that drive outcomes. That lens is what I bring to product work today.
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