AVIV

<p><i><strong>Art is at the heart of Solene Saguez’s foundations. But when she found UX design, she discovered her true calling: designing to enhance human experience. 50inTech and Solene talk about her journey, designing for the people and her new position as Product Design Director now that her company is part of the AVIV Group.</strong></i></p><h2>Loving Arts, Loving Humans: the Road to UX Design</h2><p>As long as I can remember, I’ve always had a passion for art and design. I started taking drawing classes as a child and never stopped: I knew that this would be my path!</p><h3>From Art School to Real Life&nbsp;</h3><p>I studied art and communication in high school. After I graduated, I decided to pause from school and went ahead as a freelancer. I quickly realized that I lacked what my clients demanded: help on their digital needs! &nbsp; So, back to school I headed: I passed a Master’s Degree in Digital Art Direction. That’s when I approached the basis of UX Design for the first time, and had a revelation: if you mix design and human experience, you’re doing things with a purpose, for people, with people. Finally, it all made sense and pieces were falling into place!&nbsp;</p><h3>Building One’s Leadership</h3><p>My beginnings as a freelancer taught me a lot about leadership: managing clients isn’t that different from managing a team! Because you serve their needs and help them achieve a goal, you become a servant-leader. And my first consulting jobs, dealing with various organizations, issues and people… All of it tested my skills and put them into practice. Of course I learned to listen to my clients, to adapt my approach to their specific needs. It also forced me to become more combative, because I had to explain and defend the method, to present the results and get things done!&nbsp;</p><p>At the beginning of my career, there were many moments when I doubted and had to step out of my comfort zone. And there were all these first times: first time I had to conduct a mission alone, first time I became an official manager, first time I supervised an international team in English. Each time I had doubts, but each time I took the challenge straight on!</p><p>I specifically remember one long assignment for a client, when I had the opportunity to undertake an internal management position. This was a huge step into my journey. I had proven to myself that I could lead, bring people together around a common goal and drive strategic projects.</p><h2>Product Design Director at AVIV: Designing for the People</h2><p>I started at Meilleurs Agents less than two years ago. Since then, we’ve become part of AVIV Group and it’s been a whole new, exciting adventure!&nbsp;</p><h3>First Steps Inside the Company</h3><p>Initially, the position of Head of Product Design appealed to me because the role was ambitious: autonomous and creative, it offered me the possibility of placing the design at its due level and the prospect of leading a human-sized team with similar values to mine. I also adhered to the company’s advanced product culture and practices. And I was eager to work for an industry that impacts the daily lives of numerous people.&nbsp;</p><p>Now, with AVIV, it’s a brand new objective, in an international format, with incredibly tall orders, a new scale, a new organization, a new agenda for design … another challenge I accepted.</p><h3>Life at AVIV</h3><p>I had no international experience, yet the company trusted me, bet on me and supported me. As my English was weak, they enrolled me in intensive English classes. Today, the group listens to my ideas and gives me the autonomy and flexibility to get things done. We’re setting up major structures at a global level – one being a career framework based on the largest known businesses – , which will bring us to a higher degree of Design maturity.&nbsp;</p><p>As a Product Design Director, I try to lead by example and to inspire my Design squad to deliver outstanding works. My role comprises on three main responsibilities:&nbsp;</p><ol><li>assemble and develop a strong Design team. To this end, I need to search for, and recruit the best profiles, the right leaders, etc.</li><li>Manage my people and help them provide great experience for clients and solve problems along the way. I’m accountable to them and their success. Rituals, one-to-one, mentoring, coaching, all these team-building tools are hugely important.</li><li>&nbsp;Last but not least, I must shape up and share an inspiring Design perspective and integrate the Design to Product and Tech.</li></ol><p>We have many ongoing projects and I need to keep stakeholders and partners up to date. Right now I’m working on our discovery framework: this will homogenize our practices, support the teams even better and enhance our operations.</p><p>We’ve reached a point when my team is basically running on its own: they know what to do and how to do it, they help each other, the energy flows, methods and experiences are shared: I could be away for a while and the team would still deliver. What we’ve already achieved as a team in the midst of an international shift is outstanding: we gathered designers from different countries, different companies, different cultures and here we are, one crew! That may be what gives me pride the most!</p><h2>Women in Tech: Be a Little More Like Men</h2><p>It always pains me when I try to recruit a young woman and she shies away because she enables her disbelief to take over. It’s OK to doubt oneself, sane even. But you’ll rarely see men let self-deprecation get the best of them. At least that’s my experience.</p><h3>Learn, Explore, Diversify</h3><p>To young girls interested in Product Design, I can’t stress enough the value of internships and work-study programmes: you’ll discover the rhythms and expectations inside firms. Seek mentors and listen to their advice, humbly emulate them. Don’t stick to just one company, try several organizations, new operation techniques, you’ll gain confidence and growth. Don’t be afraid of your mistakes, you’ll learn from them more than from your successes.</p><h3>Dare to Lead</h3><p>Learn to use the collective mind to lead groups and get them moving in the right direction. Yes, strong management skills are required, some notions in psychology too.&nbsp;</p><p>There is no miracle recipe, only fundamentals, patterns, and a lot of observation and stepping back. But the key is to believe in yourself enough. And treat yourself with kindness.</p><p>When I began this journey, I would have liked to know that it’s necessary to be patient: you have to repeat things often, to push with a light hand. But above all, you shouldn’t wait to be perfect, or you will always wait. So keep your convictions, confront them with others and move forward. Grow your confidence at each step, no matter how small. Trust yourself to gain the trust of others. Leadership is a muscle you’ll need to train daily!</p><h2>The Way Ahead for Tech … and I</h2><p>Today, the major life experiences take place on the internet, whether it’s booking your vacation on the other side of the world, looking for your next house, buying your car, scheduling a doctor’s appointment, signing an important contract… Tech is at the heart of it all. I’m proud to be part of building UX’s future. Unfortunately, we still see an imbalance in representation between men and women. Design brings women but not enough to offset their absence in Product and Tech. However, things are improving. More and more, women don’t need to choose between life and career. I strongly believe that new leadership understands the necessity for work life balance. You can be a mum, a dad, take time to care for your family: that will only make you a better leader!</p><h3>Five Years From Now</h3><p>In five years, I’ll have learned yet more in terms of leadership, business strategy and team optimization. I expect to be in a higher position, which will allow me to expand my action, to bring even more creativity and impact. I’m ready for the next challenge, ready to step out of my comfort zone, as always!<br>&nbsp;</p>

AVIV’s Product Design Director: Enhancing the Human Experience with Artistry

Julien Londeix