Chady Nassif, Design and Innovation Director for Docapost, a subsidiary of Le Groupe La Poste, directs and guides the projects he manages by placing emphasis on the necessary involvement of user experience (UX design). We caught up Chady, a real advocate for simplicity.
The power of user experience
When teasing Chady Nassif about the apparent paradox between the simplicity he advocates and his qualification from École Centrale Paris in 1997, he smiled and answered: "I'll never forget about my graduation evening. Our professors gave us once piece of advice in relation to our future careers: do things simply". Since Chady Nassif has already worked as Technical Director for Motorola and Sales Director at HP, there is a certain legitimacy in everything he does. These two past work experiences now form part and parcel of his daily operations as innovation director: "I obviously underwent significant technical training and I have a certain sensitivity to sales thanks to my career.Wanting to innovate in a pragmatic way is only healthy."Finding solutions for La Poste's digital projects, making them sexy and profitable. That is what my job is all about. And to do this job, putting user experience at the centre of everything is crucial: "We try to put forward solutions that are pleasant and easy to use. We also need to arouse an emotion - an emotion which makes people want to experience and relive it. "He does not really have an office. Instead, his personal belongings follow him as he has discussions with his employees in an open space area, which he continues to rediscover. It is his way of moving away from a sterile area of comfort for an innovation director.
Design and Innovation Director for Docapost
« We try to put forward solutions that are pleasant and easy to use. We also need to arouse an emotion - an emotion which makes people want to experience and relive it. »
Switching off to switch on
No digital detox for Chady Nassif. Switching on is all about switching off: "I don't have to tell anyone that the internet contains a host of information, videos and documents which can sometimes be entertaining. For me, it's an obvious way to switch off.Chady Nassif also makes the most of cycling and walking to put his ideas in order and unwind: "If my team is struggling with something, we take the debate elsewhere. We go out for a drink and things soon become untangled. This strategy of taking the debate elsewhere is crucial for efficient management."Such agility will feed into Chaddy Nassif's speech at Lab Postal 2018. He is very much looking forward to the event which provides a means of "pooling a real ecosystem of employees within and outside Le Groupe La Poste" and will share his expertise in the renowned field of user touch. It is a matter of giving more focus to one major component: user experience. Quite simply.