When Jean-Baptiste joined his company, design was seen as merely visual polish. Today, it’s a strategic force that has revolutionized everything from complex banking processes to platform architecture.

In this talk, he will share how a small design team sparked this transformation, evolving from crafting interfaces to driving real organizational change.

Drawing from his experience leading design teams, Jean-Baptiste will explore how designers can navigate highly regulated industries while balancing user needs, business goals, and compliance requirements. Building on the Steps Forward theme, he’ll show how incremental victories and strategic storytelling can transform organizational DNA.

The surprising insight? Success lies not in design systems or methods, but in the subtle art of organizational change.

Through time-tested principles of craftsmanship, Jean-Baptiste will demonstrate how designers can guide digital transformation in an era of rapid technological change.

Attendees will gain practical frameworks for elevating design from execution to strategy, along with real-world examples of success metrics that build credibility with stakeholders. More importantly, they'll leave with actionable steps for fostering design culture in traditional industries.

For designers working in traditional industries, this session will offer concrete tools to position design as a driver of real impact.

With over a decade of experience shaping digital experiences across various industries, Jean-Baptiste now leads design and research at Bpifrance, France’s state bank for entrepreneurs. His background in computer science engineering and entrepreneurship gives him a unique analytical approach to design leadership, bridging the gap between technical constraints and human-centered experiences.

Before joining Bpifrance, Jean-Baptiste’s career spanned a wide range of fields—from e-commerce and the public sector to fashion and art. His journey has taken him from Paris to California’s innovative tech scene, where he contributed to projects at Lyft and Stanford Research Park. He has held key roles at major corporations, including BNP Paribas, Orange Bank, and L’Oréal, evolving from hands-on design work to leading transformative design teams.

A passionate advocate for craftsmanship in all its forms, Jean-Baptiste previously founded Hype!, a retail platform that curated exceptional places in architecture, gastronomy, and art across the globe. This venture reflected his belief in technology's power to connect people with carefully crafted experiences.

While his heart belongs to Paris, the city he calls home, Jean-Baptiste’s passion for design reaches far beyond the digital realm. You'll often find him wandering through architectural landmarks, discovering new coffee roasters, or immersing himself in art galleries and museums. A perpetual student of form and function, he draws inspiration from the intersection of industrial design, traditional craftsmanship, and tech.