When
UX Design
Meets
Agentic AI.

Product work is mostly about what not to build. At Société Générale, I held the line on MIF2 compliance when the roadmap wanted shortcuts. The disciplined flows drove +9% investment activity. At Shiseido, I cut concepts that tested well in isolation but collapsed in the actual journey. The loyalty redesign drove +16% enrollment through subtraction, not addition. The harder skill isn't shipping. It's knowing when to stop.

Creads.io started as a question: can you systematize creative intuition? Built solo, no team, no budget, no paid acquisition. The engine is a 5-phase agentic pipeline on a proprietary taxonomy that maps hooks, emotions, cognitive biases, and compositional logic into a scoring framework. Not a template generator. A creative intelligence layer that produces structurally distinct briefs per brand and measures what makes an ad actually work. 500+ users, 20 paying clients, 5,000 monthly visits. The system sells itself. Top 3% Cursor user in 2025.

The problem at LVMH wasn't UX. It was politics. Unifying customer data across 15+ maisons meant convincing Dior, Louis Vuitton, Fendi, and Kenzo to share infrastructure. Architectural purity was the first casualty. The discipline was making those tradeoffs explicit in the handoff, not hiding them under clean deliverables. Good design doesn't mean the ideal solution. It means the one that can survive contact with the organization.