Industrialize
without betraying.
I'm Chief Design Officer at Michelin Group and a member of the Digital Experience Executive Committee. My work is to orchestrate UX Transformation, design, content and digital experience across Michelin Group’s brands in 170 countries.
What matters most is not only what we build, but the quality of the experience people have with it. Every digital touchpoint has to help, clarify a choice, simplify a journey, create confidence, remove friction. At our scale, these details are not details, they are the experience.
That is the tension I hold every day: bringing the rigor of a century-old industrial company into the digital age. Between global ambition and local craft. Between long-term vision and daily execution. Between scale and soul.
This belief also shapes my commitments outside Michelin. I sit on the Board of APCI to contribute to national design policy, and on the Scientific Committee of ISCOM to help align future programs with industrial reality. Shaping the profession isn't separate from the work; it’s what allows that work to remain relevant ten years from now.
Chief Design Officer
Grew a 4-person cell into a global ecosystem of 50+ experts across France and India. Steered the experience produced by every digital factory with a P&L above €5M. Shaped the Michelin Design System, now deployed across 25+ brands. Embedded a creative studio at the core of the brand experience. Drove a UX maturity program that carried thousands of collaborators. A culture installed, not a process imposed.
Founder
A weekly publication decoding generative AI with proven research frameworks. No hype, no complacency. My way of holding a demanding watch and sharing a sharp read on the forces reshaping design, product, and business.
(AI) Product Builder
Available for missionsEleven years designing, building and scaling digital products. Today, I translate emerging AI capabilities into tangible business value. I don't ship AI wrappers. I architect intelligent, resilient ecosystems built to solve complex problems with measurable ROI.
Scale without dilution
A design team only grows well when it installs a culture, not a process.
From 4 to 50+ experts, a design system across 25+ brands, a €5M+ P&L defended at board level.
Content is the interface
When AI generates the experience, editorial becomes product architecture.
A global content engineering infrastructure that feeds both traditional interfaces and new generative surfaces.
AI as creative material
AI isn't a tool you plug in. It's a material you work, with the same rigor you'd work rubber.
Two years embedding AI into workflows, deploying brand voice across algorithmic surfaces, and running GenAI Radar as an intelligence platform.
Shaping the profession
Tomorrow's design only exists if we train the practitioners who'll carry it.
Board of APCI, contributing to national design policy. Scientific Committee of ISCOM, helping align future programs with industrial reality.
Design at the executive table
Design matters when it earns a seat at the exec table, defends a P&L, and shapes board decisions.
Seat on Michelin's Digital Experience Executive Committee. A €5M+ P&L defended and grown across digital factories.
Intelligence, not opinion
You don't lead on AI by amplifying the loudest voices. You lead by running your own research.
GenAI Radar as a weekly intelligence practice. Frameworks applied to cut through hype and surface what actually moves design and product.