Alexandre Masy
# Alexandre Masy > Experience Strategy & Human+AI Design Leader. Navigating complexity at the intersection of CX, org design & AI. Alexandre Masy is a creative who mixes strategy and technology to create beautiful experiences. He leads experience strategy in high-complexity environments — at the intersection of Human + AI — turning ambiguous business challenges into coherent journeys, operating models, and decisions at scale. From service orchestration to design leadership, he bridges strat…
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# Alexandre Masy > Experience Strategy & Human+AI Design Leader. Navigating complexity at the intersection of CX, org design & AI. Alexandre Masy is a creative who mixes strategy and technology to create beautiful experiences. He leads experience strategy in high-complexity environments — at the intersection of Human + AI — turning ambiguous business challenges into coherent journeys, operating models, and decisions at scale. From service orchestration to design leadership, he bridges strategy and craft. His current mission is with BNP Paribas Fortis as Business Designer. ## Contact - Email: hello@alexandremasy.com - Website: https://alexandremasy.com - LinkedIn: https://www.linkedin.com/in/alexandremasy/ - Dribbble: https://dribbble.com/alexandremasy - GitHub: https://github.com/alexandremasy - Instagram: https://www.instagram.com/alexandremasy/ ## Selected Work ### Sayl — Hospitality Digitalisation Platform (2018–2021) Role: Product Design, Brand Design, Lead Frontend Architect Duration: 42 months (June 2018 – November 2021) Context: Startup / Scale-up Sayl is a best-in-class omnichannel platform that helps hospitality businesses digitalize their operations. Alexandre was the sole designer in a small tech team, responsible for the full product design across the platform: an online and offline shopping experience, a kitchen display system, and a merchant management web application. Key achievements: - Designed 50+ user flows, 20 fully tested prototypes, 200+ views across 5 languages - Built a design system with 100+ components and 500+ icons - Platform powers 100+ restaurants across Europe and processes 10,000+ orders weekly - Designed and implemented the full Sayl brand identity (logo, brand guide, design system) ### International Duty Free — Lagardère Travel Retail Belgium (2019) Role: UX Design, Visual Design, Web Design Duration: 8 months (February 2019 – October 2019) Context: Consultant Designed a premium e-commerce experience for the historical duty-free leader in Belgium, present at Brussels Zaventem airport, Brussels-South Charleroi airport, and Brussels South train station. The challenge was to blend a luxury brand aesthetic with the specific constraints of duty-free e-commerce (double pricing, purchase flows tied to flight schedules). Key achievements: - Designed a consistent shopping experience across web, mobile, and kiosk - The e-shop was approved by Dior as one of few authorised resellers online ### La Cité des Métiers — Brussels (2019) Role: UX Design, Visual Design, Web Design, Design Methodology Coach Duration: 8 months (February 2019 – October 2019) Context: External Consultant at Actiris Created the digital home for La Cité des Métiers, a professional guidance center initiated by Actiris in Brussels, open to everyone regardless of age, status, or qualification level. Alexandre worked as an external consultant embedded within the Actiris team. Key achievements: - Designed online and in-situ digital experience (including kiosks) - Organised workshops to onboard the internal team on design methodology (discover, explore, test, listen) - Coached the Actiris design and development team to ensure long-term autonomy on the project