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I' m Seb,
Nice to meet you!

Hello there :)

Let me introduce myself...
I'm a Designer, an innovator and a curious wonderer on an atypic journey. Good fortune brought me extraordinary 
experiences, such as co-designing with a few leading brands in Design & Digital.

My life story was designed through the people I met...

So I wish that you, being here, means the start of interesting conversations, enriching human connexions and, maybe, memorable collaborations!

Say hello :) I'd love to chat!


my journey so far...


HalfSerious Innovation Studio

Product Lab Director & Design Coach
Established UX and HCD Practice

 Conceptualized Game Changing Products


Luxury Retreats (Airbnb Lux)

UX Evangelist & UX Design Lead

Established UX Practice & Design Studio

Conceived Innovative Travel Products


Witioo (failed startup :(

Founder & Design Director
Connecting Citizen Solidarity for Peace


2020 Technologies

UX Studio & Creative Design

Established UX Practice & Design Studio
Conceived End-to-End 3D Design softwares


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TC Media | Lab + Incubator

Digital Business Creative & Product Designer

Pivoted Traditional Media Properties to Digital Models

Conceived & Designed Innovative Digital Products

Coached Digital Transformation & Agile


inovestor (again :)

VP innovation & Design

Design Direction of FinTech Products

 Implemented Innovation Management Framework



VP.exe & UX Design

Design Direction of FinTech Products

Established Design Studio

 Acquired by  


ideonova lab

Co-founder & Innovator-in-chief

World's 1st web-based CMS

Coached Digital Transformation

Conceived Travel Product (Booking Engine)

Some of the Teams I had the chance to learn & design with:

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The methods I use and believe in

A Design Thinking evangelist since IDEO created it, I also use Systems Thinking for sustainable impact.

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Directing creativity

Co-creativity might seem mystical to some at first... So onboarding all stakeholders is a process.

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Portfolio (Artefacts really ;)

Digital is ephemeral, by design...

Impact is not the short-lived design nor prototypes... So I'm not collecting them, but here are some artefacts

About me
Anatomy (mind, personality, skills)

Emphatic, authentic, social… a lot of my softs skills naturally drove me to specialize in UX Research & and Human Sciences since 1999. 


My insatiable curiosity helps me foresee digital trends and market disruption, innovate tech and design for digital evolution & resilience.


Entrepreneur, I have a keen eye for identifying business and market opportunities, while understanding business related challenges.



  • Identify Root Causes (Business, Tech, Culture)

  • Lead Design & Digital Solutions

  • Ideation & Innovation


  • User eXperience Design

  • Workshops & Coaching

  • N.D. (I.P.)  Mandates 

Accomplishments (impact, legacy)

As I always seek to learn from the most diverse experiences and people as possible, I had the chance to work with a wide range of organizations, expertise, and industries, from Startups to world-renowned brands.

My journey brought me to specialize in establishing Innovation Labs, UX Practices and Design Studios, helping companies launch and reach Digital Transformation and develop next-generation products and strategies.


Digital solutions being short-lived by definition, my real accomplishments lay on the impact I had, the skills & methods I learned and shared, and on the contribution I made in others thriving in their craft.

Aspirations (hopes, wishes, goals)

Live fulfilling work & human experiences

Ever-improve myself, skills & knowledge

Learn, discover and wonder

Share discoveries and creativity

Coach talents and nurture growth

Leave a positive legacy

Seb Empathy Map

view my Empathy Map

Leadership is about...

...others first!

Design Direction is about inspiring, coaching, empowering... in the right Direction!


Its a Team game!
I believe that, as in sports, Team Dynamic thrives on each player surpassing themselves. Create momentums ...

I use co-creativity to build consensus, not on a particular Design but rather around the problem it tries to solve, and the right path to solving it. Once the team falls in love with a problem first, root causes and their ultimate solutions become a common quest, a team purpose, above and beyond individual contributions...

Design Direction is not so much about the success of a particular Design, but rather the successful dynamic that created it.
And its true impact can be measured though each player's growth and sense of belonging.


It's not about being the best Designer, but about making everyone better Designers!


some of my thoughts on...

digital design




I truly believe that we live in the most exiting era of Digital, where technologies are converging to fundamentally change every aspect of society, economy and humanity evolution.


From software, hardware, communication, to Generative AI, digital is about empowering humans in their quests, may it be creativity or productivity.

As a curious technology enthusiast, I feel grateful to live in such times where both my creative self and innovating mind can explore, learn and experiment with exponential possibilities.

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view my digital skills mapping (pdf)




Design is often confused with one of its sub-skillsets: may it be Graphic Design, Architectural Design, etc.  Most of people only think of the aesthetic aspect of the trade...


Design is more of a process to me, converging Science and Creativity to better understand root causes and true purposes in order to conceive meaningful and impactful solutions.

Alongside ingenuity, design integrates imagination, intuitiveness, empathy and co-creativity. 

True Design goes beyond function and aesthetics. Design should aim to create connections, emotions, experiences and memories...



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UX Design, to me, is about human behaviours.
by removing any friction points in their interactions with the Brand. Moreover, it seeks users' holistic delight throughout their experience, providing the right content/service, the right way, to the right user, at the right time!

As UX Researchers seek useful quantitative & qualitative Data for the team to build their hypotheses on, UX Designers focus on co-creating solutions and prototypes for faster assumptions' validation.


Design Direction is about aligning everyone on the Strategy for:

  • informing (ergonomics, medias, …)

  • telling (storytelling, UX writing, …)

  • helping (interactions, functionalities, …)

  • enjoying (intuitiveness, gamification, motion, …) 

  • connecting (from conversing to converting, …) 


Design Direction is to facilitate the co-creation of every potential solutions, focussed on current priorities, and to ensure that the bests ones are pursued.

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UI Design is about seducing users into relating
by communicating visual harmony and effectiveness that will inspire the desired emotions to the targeted segment, demography, culture, etc.


UI Design is more than visually pleasing mockups and assets, its about accurately illustrating and complementing the essence of what needs to be communicated.


UI Design Direction is about helping UI Designers create emotions for:

  • inspiring (ambiance, mood, …)

  • communicating (visual storytelling, infographics…)

  • relating (visuals, colours, …)

  • engaging (interactions, motion, Juicy feedbacks…) 

  • connecting (humanization, gratification, …)  


Design Direction is translating the Visual strategy and Brand's Design Language into a Design System for sustainable coherence and velocity.











Enough about me...
                  What about you?


All meaningful human connections start with a simple :
hello ;)

Let me write you back at
so we connect...


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