Digital experiences built around human behavior
A T-shaped product designer, broad in research, UX & UI, deep in strategy and stakeholder engagement.

01 · Selected work
Case studies from complex, high-stakes products
A decade of product and UX design across insurance, banking and enterprise, where research, behaviour and strategy meet real delivery constraints.
2023 · Conversational UXChatbot & Omnichannel Support
Transforming insurance quote requests into guided conversational experiences
2022–2023 · Information ArchitectureSmart Menu & Quick Actions
Redesigning help center navigation for self-service at scale
2022 · Enterprise UXNew Corporate Segment
Launching an enterprise division for large-scale group insurance at AXA Belgium
2024–2025 · Mobile UXMyAXA: Mobile App
Driving digital self-service adoption across Belgium's leading insurance app
02 · What I do
Product design across the full spectrum
From product strategy and behavioural research to interface design and delivery. A senior profile that connects user needs with business outcomes.
Product Design
Designing digital product experiences that balance user needs, business goals and technical reality.
UX Strategy
Structuring journeys, flows, content and decision paths before interface design begins.
Behavioural Research
Understanding motivations, friction points, mental models and adoption patterns.
Interface Design
Creating clear, consistent and usable interfaces for web and mobile products.
Prototyping
Making ideas tangible, testable and easier to discuss before development.
Design Systems
Working with reusable components, UI patterns and documentation to improve consistency and scalability.
My tech stack
03 · How I work
A process built around evidence, not assumptions
From discovery to delivery, each step is designed to reduce risk, build alignment and create design that holds up in the real world.
Understand
Clarify context, users, goals, constraints and product reality. Define what success looks like and what stands in the way.
Observe
Identify behaviour patterns, friction points, mental models and decision moments through real user behaviour, not assumptions.
Structure
Turn insights into journeys, flows, information architecture and product logic that reflect how users think and move.
Design
Create wireframes, prototypes, interfaces and components that make the experience tangible, testable and easy to refine.
Align
Facilitate shared understanding with stakeholders, product, development and business teams to move decisions forward.
Deliver
Prepare clear design output, documentation and handoff material so teams have what they need to build accurately.
04 · About
A T-shaped product designer with 10+ years of depth
Senior Product & UX/UI Designer with 10+ years across banking, insurance, SaaS and SMEs, turning complex problems into clear, production-ready digital experiences. Currently shaping concepts at BNP Paribas Fortis and freelancing through so/digital.
- 10+ years of experience
- Remote · hybrid working
- Brussels, Luxembourg, Namur
- French, Native
- English, C2 Proficient
05 · In their words
What teams say about working with me
“He approaches all projects with an open mind, focusing on both the project objective and the needs of the users. His collaboration with UX is therefore fluid and efficient. In addition to the quality of the work he delivers, he also brings innovation and seriousness to the monitoring of all his projects.”
“If I had to name Florent’s key strength, I would without hesitation say his ability (and his will!) to identify the entirety of a project. Also very focused on the user experience, he will take into account any element that can add value to his thinking for a purpose that makes sense. He is not afraid of new things, uses any tool at his disposal (analytics included) and loves brainstorming as a team, a real team player.”
“A talented and passionate designer with whom I had the pleasure of working at AXA. From the start, Florent integrated himself into the team and quickly demonstrated his added value. His critical thinking, combined with his ability to formulate innovative proposals, was a major asset for our projects. He always knew how to take comments into account and integrate them constructively into his work.”
“Florent was the first Senior UI designer that I added to the team in my role as Scrum Master. Our initial interview together was the kind where roles are reversed and the recruiter starts applying to the candidate, so badly I wanted him on the team. He is the rare kind of designer that will not just get you the design you want but also bring the stakeholder management to get everyone on board. He will tell you what’s trending in UI design, lift your initial idea to a higher level, present it with data-backed arguments, and swiftly adjust to received feedback.”

