I design products, from framing the problem to shipping it.
A common thread runs through my 8 years of experience: building a UX culture in companies where it was barely developed — first at Richardson, then today at Homair Vacances, where I drive this UX practice at company-wide scale.
Projects
Being the thread of continuity through a many-handed redesign
I led a full website redesign, from art direction to user experience.
Turning a commercial weak spot into a strategic product
I turned a commercial weak spot into a product adopted internationally.
Reframing an external creative vision with business reality
I reframed an external agency's vision with the business reality of a B2B site.
Other contributions
Formalising a visual guideline for product pages
Defined reusable photo-selection criteria for the marketing teams, to guarantee visual consistency without a design sign-off on every new product page.
Designing the CRM email templates
Designed the email templates in partnership with the CRM teams, to extend the new visual identity beyond the website.
A hypothesis disproven by data
A UX hypothesis that seemed settled, disproven by Contentsquare's behavioural analysis — data over intuition.
Designing attribute pages for SEO
Designed dedicated attribute pages, built to capture organic traffic on precise searches rather than relying solely on catalogue pages.
Building a "Guide & Advice" hub
Grouped every editorial-style content page (guides, advice) into a single hub, rather than leaving them scattered across the site.
Beyond the deliverables
Building a UX culture
At both Richardson and Homair, I joined contexts where UX wasn't a structured practice — and in both cases, part of my role was to make it exist, project after project, rather than simply execute within it. At Richardson, that meant earning legitimacy gradually, up to co-leading the site redesign with an external agency. At Homair, where no UX practice was in place when I joined, I pushed that advocacy role further: raising awareness across other teams, running the company's first internal and external user tests, and introducing behavioural data analysis through Contentsquare — certified by several courses taken at Homair.
This was reinforced by training in Product Discovery and Service Design, which helped professionalise the approach and led to setting up Useberry to run tests directly with our panel of customers.
« Florent was the first to bring a real UX practice into the company — without him, we still wouldn't be testing our assumptions with users. »
Head of Product, Homair Vacances