Turning complex business challenges
into products and services that are viable, feasible and adopted.

I turn complex business challenges into products, services and experiences that teams can understand, align around, test and deliver.

I work as a freelance service designer in Brussels, on product strategy, customer experience and UX assignments in Belgium and across Europe.

My career began with what users see, understand and remember. After working in visual effects, motion design and early interactive experiences, I joined Digitas, where I contributed to digital interfaces and services for organizations including Belgacom, Proximus and BICS.

I then co-founded and led My Media Is Rich, an interactive creative agency that became a preferred partner of D'Ieteren, Audi's importer in Belgium. We won assignments for Coca-Cola, Dragone and AstraZeneca, and received several international distinctions, including recognition from FWA and Awwwards.

We also created pioneering digital campaigns for the Audi A6 on LinkedIn and the Audi A1 on Facebook, as part of the Made by Belgians initiative.

That experience taught me how to build an offer, earn the trust of major clients, lead creative and technical teams, defend ideas with decision-makers and turn brand ambition into experiences capable of generating attention, engagement and business value.

In 2014, I founded Cezzam, a platform connecting local businesses with their communities. I defined the product vision and value proposition, recruited the development team in Vietnam, launched the platform and later transferred the venture to an industry player.

Leading a product end to end broadened my role. I learned that the interface is only one part of the solution: business model, operations, technology, acquisition and adoption must move together.

I later brought this broader perspective to BNP Paribas Fortis, Belfius, HMS Networks and SPEOS: clarifying opportunities, understanding service systems, aligning stakeholders, defining the right MVP and obtaining evidence before further investment.

At BNP Paribas Fortis, a new B2B service proposition secured the engagement of a pilot client before development. At HMS Networks, a unified product vision helped secure €2M for industrialization. At SPEOS, a new SaaS experience was tested and validated with client pilots.

Today, these experiences come together at WeJustice, which I co-founded. My role spans product strategy, business model, member experience, acquisition, CRM, analytics and the deployment of a European platform available in 24 languages.

I remain able to work through execution: journeys, interfaces, prototypes, product architecture and AI-assisted development. But these are means to a broader goal: making strategy tangible, testable and deliverable.

I enter through the business, stay close to IT and validate with users.

I am an independent consultant based in Brussels, working in French, Dutch and English.