Nicolas El Azzi

Product Design & Strategy Leader

From Complexity to Clarity

I help organizations scale their design practice and align teams around a shared product vision, transforming complex systems into simple, effective, and measurable experiences.

How I contribute

As companies expand, design teams encounter challenges that can slow down progress and weaken impact:

  • Collaboration friction between product, design, and engineering
  • Inconsistent processes that make quality hard to scale
  • Design reviews and research cycles creating operational bottlenecks
  • Expertise that remains siloed instead of shared

My role is to build clarity: connecting people, processes, and strategy so design becomes a catalyst for growth.

My leadership approach: CALM

  • Connect - Build trust and alignment through regular rituals and transparent communication
  • Autonomize - Empower teams to make decisions within clear frameworks
  • Lead by example - Balance strategic direction with hands-on support when needed
  • Measure what matters - Use data and outcomes to guide iteration and celebrate progress

Selected impact

  • Salsify - Streamlined designer onboarding and collaboration workflows, improving ramp-up speed and cohesion.
  • Schneider Electric - Improved B2B data governance UX, reducing rejected orders by 30% and publishing workload by 50%.
  • Ippon Technologies - Introduced research-based work policies post-COVID, improving flexibility and satisfaction.
  • Galeries Lafayette - Supported a new shipping initiative that generated €300K in 3 weeks and doubled order targets.
  • Concorde Hotels - Led a full e-commerce redesign increasing conversion by 40% and product page performance by 430%.
  • AOL France - Created a reusable HTML component system, accelerating new channel launches by 30%.

Experiences

  • 2022 - NowSalsify (previously Alkemics) - Senior Manager, User Experience
  • 2018 - 2022Ippon Technologies - Design Lead
  • 2016 - 2017Napoleon Agency - Lead UX Designer
  • 2014 - 2015Commonwealth Bank of Australia - Senior UX Designer, My Wealth
  • 2008 - 2014Axance - Senior UX Designer
  • 2001 - 2008AOL France - Graphic / UI Designer