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Composing the Real: Design When Anyone Can Make Anything

For twenty years, to design meant shaping surfaces: screens, flows, interfaces: the visible skin of things. That era is changing. As the cost of making collapses, the better question is no longer “Can we build it?” but “What deserves to exist, and who decides?”.

This talk explores design’s return to something older and larger than the interface: an art of composition. A way to connect technologies, organizations, imaginaries and people into something coherent, human and memorable.

I’d tell this through two projects at opposite scales: transforming a bank through design at Bpifrance, one of Europe’s leading public investment banks, and Helios, a small personal app about sunlight and slowness. One institutional, one deeply personal but both asking the same question: how do we compose the real?

The talk would be highly visual, grounded in real work, and centered on craft, culture and strategy.

 

About Jean-Baptiste

Jean-Baptiste Kaloya is VP of Product Design & Research at Bpifrance, where he leads design across digital products and services supporting entrepreneurs, bankers and investors. His work spans product design, research, design systems and operations, with a growing focus on how AI is reshaping both financial experiences and the way designers work and build. Through several years of action research, he also developed a design leadership framework exploring how design can operate more strategically within organizations while raising the level of craft.

He remains deeply hands-on, constantly experimenting and building side projects across digital and industrial design. Before Bpifrance, he founded Hype and worked as a founding designer in early-stage Bay Area startups, following roles at Lyft, BNP Paribas and Orange Bank.

Longer version available here: https://www.designexecutivecouncil.com/members/jean-baptiste-kaloya