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I design digital products that simplify user experiences and drive business value. With over five years of experience in e-commerce and B2B/B2C digital projects, I work closely with business, design, and development teams to translate complex requirements into clear, actionable functionalities. My approach blends analytical rigor, UX insight, and customer-journey optimization, with a strong focus on KPIs and business performance.…I design digital products that simplify user experiences and drive business value. With over five years of experience in e-commerce and B2B/B2C digital projects, I work closely with business, design, and development teams to translate complex requirements into clear, actionable functionalities. My approach blends analytical rigor, UX insight, and customer-journey optimization, with a strong focus on KPIs and business performance.

Serine Amaarouk

Product Designer, UX Designer, Web Designer, +5

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I design digital products that simplify user experiences and drive business value. With over five years of experience in e-commerce and B2B/B2C digital projects, I work closely with business, design, and development teams to translate complex requirements into clear, actionable functionalities. My approach blends analytical rigor, UX insight, and customer-journey optimization, with a strong focus on KPIs and business performance.…I design digital products that simplify user experiences and drive business value. With over five years of experience in e-commerce and B2B/B2C digital projects, I work closely with business, design, and development teams to translate complex requirements into clear, actionable functionalities. My approach blends analytical rigor, UX insight, and customer-journey optimization, with a strong focus on KPIs and business performance.

Available to hire

I design digital products that simplify user experiences and drive business value. With over five years of experience in e-commerce and B2B/B2C digital projects, I work closely with business, design, and development teams to translate complex requirements into clear, actionable functionalities.

My approach blends analytical rigor, UX insight, and customer-journey optimization, with a strong focus on KPIs and business performance.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

French

Fluent

English

Advanced

Work Experience

Product Owner - E-commerce at Linvosges

January 1, 2023 - Present

Définition de la vision produit et gestion du backlog (pricing complexe, règles métiers, droits utilisateurs). Refonte du tunnel devis/location, moteur de recherche avancé et gestion des accès. Automatisation des flux ERP/CRM pour réduire les saisies manuelles et fluidifier les workflows. Rédaction de user stories et coordination avec les équipes dev, UX/UI, marketing et supply chain. Suivi des KPIs : conversion de vis-contrat, temps de traitement interne, satisfaction utilisateur. Résultats: réduction de 30-40% du temps de traitement interne grâce à l'automatisation et amélioration de 5-10 points du taux de conversion vis-à-vis contrat via parcours simplifié.

Chef de produit digital – Site web & applications at EKOLE

January 1, 2023 - October 8, 2025

Pilotage de la conception et refonte de sites web & applications pour divers clients. Définition de roadmaps produit, priorisation des fonctionnalités et rédaction de user stories. Coordination des équipes pluridisciplinaires (design, dev, intégration) et suivi des KPIs. Mise en place de solutions UX centrées utilisateurs et accompagnement à l’adoption. Projet phare: refonte du site UNSA Éducation; structuration d’une large base documentaire et simplification de la contribution; conception de l’architecture de l’information et d’un moteur de recherche avancé; back-office no-code/WYSIWYG avec workflows de publication et gestion des droits. Résultat: site plus accessible et performant, adoption rapide par les contributeurs non techniques.

Chef de projet digital at Phenix Groupe

August 1, 2019 - October 8, 2025

Cadrage fonctionnel et rédaction des spécifications pour une application métier interne. Priorisation et coordination entre métiers et équipes techniques. Pilotage des phases de tests et accompagnement utilisateurs. Résultats : Déploiement réussi et adoption rapide grâce à une ergonomie adaptée; gains d’efficacité et réduction des erreurs dans les workflows internes.

Product Owner E-commerce at Linvosges

January 1, 2023 - Present

Définition de la vision produit et backlog (pricing complexe, règles métiers, droits utilisateurs); refonte du tunnel devis/location et du moteur de recherche; automatisation des flux ERP/CRM pour réduire les saisies; rédaction de user stories et coordination avec dev, UX/UI, marketing et supply chain; suivi des KPIs et impact: -30 à -40% sur le temps de traitement interne, +5 à +10 points sur le taux de conversion de vis-à-vis le contrat; amélioration UX et efficacité interne.

Chef de produit digital – Site & applications at EKOLE

January 1, 2023 - October 8, 2025

Pilotage de la conception et refonte de sites web & applications; définition des roadmaps produits, priorisation des fonctionnalités et rédaction de user stories; coordination des équipes pluridisciplinaires et suivi des KPIs; mise en place de solutions UX centrées utilisateurs et accompagnement à l’adoption; projet phare: refonte du site UNSA Éducation; structuration d’une large base documentaire et simplification de la contribution; conception de l’architecture de l’information et d’un moteur de recherche avancé; back-office no-code/WYSIWYG avec workflows de publication et gestion des droits; résultat: site plus accessible et performant, adoption rapide par les contributeurs non techniques.

Chef de projet digital at Phenix Groupe

August 1, 2019 - October 8, 2025

Cadrage fonctionnel et rédaction des spécifications pour une application métier interne; priorisation et coordination entre métiers et équipes techniques; pilotage des phases de tests et accompagnement utilisateurs; résultats: déploiement réussi et adoption rapide grâce à une ergonomie adaptée; gains d’efficacité et réduction des erreurs dans les workflows internes.

E-Commerce Consultant - CRO/UX at Freelance

March 1, 2024 - March 1, 2025

Conduct end-to-end audits of user journeys, funnels, and content to identify friction points and conversion opportunities. Analyze analytics (GA4, Hotjar, Contentsquare) to monitor traffic, conversion, and content performance. Deliver actionable UX/CRO recommendations to optimize product pages, category pages, and checkout flows, improving flow, visual hierarchy, and user reassurance. Coordinate with design, development, and marketing teams to ensure smooth implementation. Track KPIs post-implementation to measure impact and prioritize follow-up actions.

E-Commerce Project Manager – Linvosges-Hôtellerie at Linvosges-Hôtellerie

January 1, 2023 - February 1, 2024

Led creation of a B2B e-commerce platform for professional clients, including catalog setup, personalized accounts, tiered pricing, and ERP/CRM integration. Designed user journeys and information architecture optimized for clarity, fluidity, and conversion. Produced and structured content (category pages, product sheets, service pages) and implemented e-merchandising strategies. Provided actionable UX recommendations to align with brand identity and client needs. Monitored KPIs post-launch (traffic, conversion, engagement) and prioritized optimizations to maximize performance.

Digital Project Manager – Web & E-commerce at Freelance

October 1, 2020 - January 1, 2023

Managed end-to-end web and e-commerce projects for SMEs and brands, combining digital strategy, UX, and operational oversight focused on business performance. Gathered business and user requirements, defined project objectives, and drafted functional specifications. Designed wireframes and functional mockups for seamless, consistent user journeys. Implemented websites on WordPress, Shopify, Prestashop, optimizing content for SEO and CRO. Monitored KPIs post-launch, adjusted recommendations, and maintained continuous improvement.

Digital Project Manager – Phenix Groupe at Phenix Groupe

September 1, 2017 - August 31, 2019

Produced and optimized multiformat content for cross-channel performance. Managed email campaigns with KPI tracking and actionable recommendations. Coordinated creative teams and validated deliverables to ensure quality and consistency.