I'm Géraldine. I help businesses solve real problems through design: unclear brand positioning, user experiences that drive people away, visual identity that hasn't kept pace with growth.
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Case Studies
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How I work
I don't arrive with a pre-packaged solution. I arrive with the right questions and cover the entire design chain so you don't have to manage five different people.
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Strategic diagnosis
Brand or UX audit, problem definition workshop, solution roadmap. The starting point before investing.
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Branding & visual identity
Positioning, logo, graphic system, brand guide. An identity that reflects who you truly are.
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UX/UI & product design
User research, wireframes, prototypes, testing then an interface that converts and retains.
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UX research
Interviews, usability tests, insight synthesis. The data to make better product decisions.
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Strategic websites
Design and development (Webflow, WordPress). A site that works for you, not just a brochure.
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Let's Work Together
Have a problem design can solve? Get in touch: we start with a conversation, not a proposal.
What if creating an account became (truly) simple?
RoleLead UX/UI Designer
ContextLucilab Healthcare
Key result+5% conversion
The Problem
Before the redesign, Luci's onboarding felt like an obstacle course: 12 pages, over 30 clicks, and an unclear value proposition.
Most users dropped off before even getting a glimpse of what Luci could offer them. My goal: simplify account creation to improve conversion, reduce drop-off, and clarify the product's value from the very first seconds.
My Approach
Data analysis to identify high-friction steps
User interviews to understand pain points and confusion
Stakeholder alignment on essential steps
Rapid wireframes & iteration on multiple simplified flows using AI
User testing with concrete scenarios to validate design decisions
Post-launch tracking via quantitative data and qualitative feedback
Results
A flow completed in under 30 seconds
Clear value proposition from the first screens, in accessible language
+5% conversion on account creation
Enthusiastic feedback on clarity and flow
Key Takeaway
A good onboarding isn't about saying everything it's about saying just the right thing, at the right moment. This project helped me find the right balance between business imperatives and user expectations.
We didn't just gain 5 conversion points. We earned users' trust from the very first interaction.
Work completed in collaboration at Lucilab.
UX/UI Design · Innovation
Architecture Firm
Communicating a new brand identity through experience
RoleUX/UI Designer
ContextWhynotblue · confidential client
TypeMulti-device web
Objectives
Communicate the new brand identity of an architecture firm and deliver a user experience consistent with its distinctive positioning.
Research & Data Collection
To define user profiles, theory-based research was conducted through interviews. Personas, task analysis, and usage scenarios helped build an information architecture that addressed real user needs.
Mobile behavior research was also conducted to support the navigation concept.
Design & Prototyping
A multi-device navigation concept was developed, followed by a series of heuristic evaluations to validate the product's usability.
Work completed at Whynotblue. The client remains anonymous for confidentiality reasons.
UX Research · Lean UX
L'info en questions
Radio-Canada Info UX Research in Lean mode
RoleLead UX Researcher
ContextRadio-Canada Digital Media
Duration5 months · 18 studies
Objective
Support the production and design team in a Lean UX process to create an engaging and playful news experience.
Methodology
UX research had to operate at an extremely fast pace: 18 short studies and hundreds of insights delivered in 5 months. The results informed team decisions and enabled quick resolution, in keeping with Lean UX's short cycles.
Methods Used
Methods were primarily unmoderated participants responded without a facilitator:
Online surveys
Concept testing via Maze
Unmoderated usability testing
In-person interviews to complement the data
Recruitment was done directly within the MVP through an invitation placed at the end of the quiz, optimizing team effort and time.
Work completed at Radio-Canada Digital Media. Details withheld for confidentiality. Analysis and synthesis: Géraldine Van Bever.
UI Design · Branding
Pastamalfi
Brand identity and website for an artisanal food company
RoleUX/UI Designer & Branding
ContextLocal artisanal pasta company
DeliverablesLogo · UI Kit · Website
Objective
Create the complete brand identity and website for a young local company producing artisanal pasta.
