SAMIA
BERBICHE
Experience Designer
Experience Designer
Designing clarity and value from complexity, with empathy at every step.
Designing clarity and value from complexity, with empathy at every step.
brands.
/McDonald's /WWF /United Robotics Group /Auchan /Klépierre /Conforama /BNP Paribas /Pampers
featured client projects.
featured client projects.
about.
about.
about.
I’m Samia, a UX Designer with 5 years of experience crafting seamless, impact-driven digital experiences. With a background in digital communications and a passion for turning complexity into clarity, I design solutions that not only meet business goals but genuinely resonate with users.
I’m Samia, a UX Designer with 5 years of experience crafting seamless, impact-driven digital experiences. With a background in digital communications and a passion for turning complexity into clarity, I design solutions that not only meet business goals but genuinely resonate with users.
I’m Samia, a UX Designer with 5 years of experience crafting seamless, impact-driven digital experiences. With a background in digital communications and a passion for turning complexity into clarity, I design solutions that not only meet business goals but genuinely resonate with users.
Detail-obsessed (yes, I’ve rearranged sticky notes for symmetry) and all-in on great design—even if I dream about user journeys. I thrive on collaboration, tackling challenges with cross-functional teams to craft standout solutions.
When I’m not designing, you’ll find me behind a camera.
Over 15 years of chasing the perfect shot taught me how to guide attention, lead the eye, and create emotional impact — skills I bring into my UX work.
Along the way, I was honored to receive the Sony World Photography Awards — French National Award, 2023.
testimonies.
Rigor, Deep Empathy, & Boundless Curiosity
“I’ve had the pleasure of managing Samia since late 2021. From day one, she’s distinguished herself through her rigor, deep empathy, and boundless curiosity. Over the past four years, Samia has led major initiatives: designing web lead-generation platforms, e-commerce websites, and CRM applications, as well as driving end-to-end user-research programs. She pairs a keen eye for design with the ability to craft highly detailed UX proposals. Thanks to her listening skills and thoughtful questioning, her deliverables are always insightful and results-driven. Samia’s collaborative spirit is second to note: she actively seeks input from product owners, engineers, and clients, weaving diverse perspectives into cohesive, user-centered solutions. With her exceptional design talent and genuine partnership approach, Samia is not only a brilliant UX designer but also an indispensable teammate. I recommend her without reservation.”
/Florian Rigault
- Head of Design at TBWA\Proximity
Dedication & Positivity
“I am delighted to recommend Samia as a consummate UX expert. Three and a half years ago, I brought Samia on board to lead the UX strategy for the Global Pampers program, and from day one she impressed us with her rigorous, data-driven approach to understanding new parents’ needs. Samia consistently delivers elegant solutions that balance business goals, technical constraints, and real human behavior. […] What truly sets Samia apart is her dedication and positivity. She approaches every challenge—no matter how complex—with intellectual curiosity and a relentless focus on outcomes. Her proactive communication style, willingness to solicit feedback, and collaborative spirit foster a truly inclusive, high-energy environment. I would welcome any opportunity to work with Samia again and know she will be an asset to any team fortunate enough to have her.”
/Deborah Tervil
- Deputy Managing Director at TBWA\Proximity
Proactivness
"I've had the chance to work with Samia during the past months and we are truly happy to have her in the team, one of those additions that you are proud of. She has this unique curiosity for constantly learning new things and exploring new ways of adding value within her role and even outside of it. Her proactiveness is something we value the most at Hitch, always looking for different ways of helping the team around her and also leveraging her skills from her teammates. Samia helped build our SaaS platform from scratch, and with little resources on hand she was able to bring it live within a few weeks."
/Gabriella Ceballo
Founder of Hitch
Highly reliable
"I had the pleasure of working with Samia Berbiche for over three years as part of the creative team in TBWA Paris and it was a truly rewarding and joyful experience. Samia is an outstanding professional with exceptional attention to detail and a work ethic I rarely experienced in the industry. She is highly reliable, demonstrating maturity and dedication in every project. Her ability to communicate fluently in English, both in team settings and during client presentations, is a significant asset that adds value to any organization. A true team player, Samia is attentive to her colleagues and management, always ready to support the team with a positive attitude. She embraces challenges with enthusiasm and rigor, making her a joy to work with. Her professionalism, adaptability, and collaborative spirit make her a major asset to any team. I strongly recommend her to any organization looking for a talented and dependable UX designer."
/Eva Dereinne
Lead Designer/Senior Art Director, TBWA Proximity
Work ethic
"I had the privilege of working with Samia during her 18 months with BNP Paribas in New York, and she was a fantastic addition to the team. She is a model professional who exhibits a proactive and creative approach to her role that is matched by a tireless work ethic. Samia's unique ability and understanding of UX design principles enabled her to elevate our communications programs with tangible results in the US. […] Samia is a great talent and would be an asset to any organization."
/Nicholas Pavlou
Head of Content & Communications, BNP Paribas NYC
Team player
"I had the absolute pleasure of working alongside Samia during her time at TBWA Proximity, and let me just say—she’s the kind of UX Designer who doesn’t just make things look good; she makes them work seamlessly while somehow making the process fun for everyone involved. […] Beyond her technical expertise, Samia’s energy is contagious. She’s the teammate who will not only crush her own projects but also jump in to help others, usually with a well-timed joke that makes even the toughest tasks feel lighter. Her ability to bring people together and keep spirits high is a superpower that every team needs."
/Alexandra Salavy
Product Designer, TBWA Proximity
work.
MCDONALD'S
Making Social Media Advertising Accessible for McDonald’s Franchisees
User Interviews
Research Synthesis & Insights
Workshops
User Flows
Information Architecture
Wireframing
Cross-functional Collaboration
AUCHAN
Redefining Retail: Strategic Service Blueprint Unlocks Design & Business Opportunities
Service Design
Surveys
Semantic Analysis
Customer Interviews
AI
Focus Groups
Audit
Research Synthesis & Insights
Workshops
Service Blueprint