Cases — Julien Bourcet

SNCF Connect — B2C cart redesign

Structural redesign of the SNCF Connect shopping cart. Challenge: reorganise the information hierarchy to simplify the journey and integrate legal requirements (insurance, mandatory notices).

My role

• UX/UI governance and redesign strategy
• Prioritisation and design of the new cart
• Design and validation of complex cases (multiple products)
• Collaboration with the legal team for compliance
• Validation through targeted user testing

Results

Delivered on time, unanimous sign-off from all stakeholders. The page is still live two years after launch.

Manutan — Search engine optimisation

Turning the Manutan search experience into a competitive advantage. Goal: reduce SEA bounce rate and increase conversion rate.

My role

• Quantitative and qualitative data analysis
• Iterative design (forms, filters, results layout)
• Validation through A/B testing and user interviews

Measured results

• +22% to +33% clicks on products
• +22% to +66% add-to-cart
• +92% to +123% clicks on categories
• +2.9% search-driven conversion rate
• +2.8% search revenue share