Strategy, Leadership, Team Building
Hello, World!
Hello,
My name is Franck Hoffmann, a Leader in Product Design dedicated to crafting extraordinary human experiences by cultivating exceptional teams.
As we are designing tools for people, to be successful, I believe we need to understand design, technology, and human behavior.
Throughout my journey, I've learned the importance of truly listening to others' perspectives. Below are some snippets from the recommendations left on my LinkedIn profile by others.
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“His skill and experience are awesome but my favorite part about Franck is how good a human he is. He is a natural leader and is always putting other people on the team first.”
Joel D Harper — Product Manager at Apple Inc.
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“Franck is a passionate, thoughtful UX leader. Working alongside him to understand business problems was thought-provoking.”
Christine Whitlock — Manager, Product Management at SailPoint
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Franck created a UX culture by introducing structure and a collaborative environment. He balances the urgent with the strategic and is a good and caring leader. He would be an excellent addition to any UX team.
Dan Martillotti — Sr Director, Product Management at SailPoint
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“Franck's maturity in UX principles, psychology, and strategy is highly sophisticated. What is highly differentiating is his approach to people leadership and the inclusion of empathy not only in his craft but also his leadership.”
Jeffrey Robbins — Sr. UX Researcher at SailPoint
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“Through Franck's leadership, our user experience has grown tremendously. Every mature product needs someone as dedicated as Franck on their team!”
Neil McGlennon — Principal Architect at SailPoint
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“Franck is thoughtful, well-read, patient, and a high EQ UX leader. He is excellent at connecting, attracting, retaining, and growing UI and UX talent. If you are looking for a user experience change agent, leader - give Franck a call.”
Amar Rama — VP of Product Management at Element Analytics
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“Franck is a creative and a technician who is always able to find unexpected and valuable ways to solve problems elegantly.”
Becky Lewis — VP at Art + Commerce
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“Franck has the ability to develop ideas that manifest themselves in smart ways while expressing them through beauty and simplicity. His thoughtful designs are inviting, approachable and intuitive. Relentless in his pursuit of great, he always pushes for an outstanding outcome.”
John Militello — Head of Creative at Google
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“Franck is constantly questioning the status quo and pushing the boundaries of what’s possible. He is a design thinker who utilizes his strong quantitative and qualitative skills to inspire innovative ideas. When I worked with Frank, I always found myself collaborating towards better ideas personally and professionally.”
Randall Gibson — Director of Growth at Matillion
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“Franck has a wealth of experience with UX principles, and he is a master at breaking down complex problems into their core issues. He is also an excellent communicator and facilitator, and he is able to get everyone on the same page quickly and easily.”
Scott Phillips — Principal UI Developer at SailPoint
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“Franck was instrumental in driving the product’s UX vision. Under his leadership, we were able to make many strides in improving the customer experience and have common design language. Working alongside him has been a privilege.”
Stefan Estrada — Senior Engineering Manager at SailPoint
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“Franck always brings a spirit of collaboration and open ideation to every meeting. It was great to see the wonderful progress that SailPoint achieved under his guidance. As an engineer, it was great to see my input well received and understood by my UX partner.”
Ben Coble — Staff UI Developer at SailPoint
Experience
SailPoint — Head of Product Design & UX Research
#Cyber Security, #Access Management, #AI, #Workflows — sailpoint.com
● Led a 10-member team (7 Product Designers, 1 Design Manager, and 2 UX Researchers) interfacing with 44 PMs on 8 SaaS cybersecurity products. Advocated for and shaped UX at the executive level, fostering alignment across product management and engineering. Guided strategic decisions to define quarterly OKRs, contributing to a $7B Thoma Bravo acquisition in 2022.
● Shaped the roadmap by combining informed research insights with a compelling narrative, ensuring our products aligned seamlessly with our future vision. This directly resulted in creating a revolutionary, innovative, customizable, AI-powered dashboard suite of insights fitting our user needs and characterized by our customers as a “game changer in the industry.”
● Fostered a collaborative, empathetic, and high-performance environment by implementing streamlined processes for transparency and alignment among Designers, Product Managers, and Engineers.
● Initiated a Product Design mentorship program, promoting skill transfer and mutual growth between junior and senior designers.
● Created the UX user research and user testing practice, elevating user insights in product decisions. Implemented UXUM-Lite to measure in-product experience, revolutionizing the post-launch success measurement approach for a continuous loop to enhance user experience.
● Collaborated with HR to drive leadership enhancement initiatives, establishing a peer collective of cross-functional leaders.
● Proactively addressed customer escalations with CSMs and Sales, demonstrating attentive listening and offering forward-thinking solutions. Successfully mitigated churn risk in all incidents, ensuring a customer-centric approach.
Case Study
Workflows — An intuitive, drag-drop, low-code/no-code automation workflow tool
My SailPoint — A new home page/dashboard experience built with a scalable widget framework
Accenture Interactive — Director, Experience Optimization (UX)
#Digital Marketing, #A/B Testing, #UX Research, #Consulting, #Strategy — accenture.com
● Recruited for my UX expertise, I led a practice of evidence-based and iterative design with the confidence derived from successful A/B tests.
● As the UX Optimization Director on the Uber account, I co-lead a lead-generation optimization program that, over 1 quarter, increased organic growth of the onboarding of new drivers by 35,000 while reducing marketing costs by $1.9M.
● On the Salesforce account, I facilitated workshops to foster alignment within their Center Of Excellence (COE) and Product Design teams. Additionally, I conceived an A/B test to mitigate errors in form submissions, resulting in a noteworthy $1.4 million annual increase in revenue from a single test.
● Designed and led a comprehensive observation study and usability testing for the Wolverine portfolio (Merrell, Keds, Sperry, and Chaco). The findings provided compelling evidence for a budget increase and identified key opportunities for improvement, collectively projected to drive a 40% revenue uplift.
Case Study
Uber — Reducing driver’s onboarding friction through A/B testing.
Orange Logic — Partner / Head of Product Design / Lead Designer
#Digital Asset Management, #AI, #Workflows, #Security, #Rights & Restrictions — orangelogic.com
● As a partner, I managed a portfolio of 50+ global accounts, including Fortune 500 companies and world-renowned institutions such as BBC, Facebook, Airbnb, Boeing, etc.
● Successfully acquired and onboarded new clients across diverse industries, doubling the portfolio.
● Developed compelling RFPs tailored to specific client needs, resulting in a high win rate for lucrative projects.
● Led and motivated a team of talented designers across different time zones, ensuring seamless collaboration and project delivery.
● Achieved a remarkable 300% increase in revenue for the managed portfolio through strategic client acquisition, effective project execution, and team leadership.
● As the sole designer for five years, I spearheaded the transformation of Orange Logic's photo archiving product, Cortex, into a highly scalable, flexible, and user-friendly DAM (Digital Asset Management) platform, allowing the company to enter a $3.5B market.
● By implementing a modular design system with agnostic patterns, I enabled rapid feature development, empowered customers to customize the application to fit their needs, and accelerated their time to value.
● Preempted scalability concerns by creating a self-service video library, empowering customer success teams to address user needs efficiently.
Case Study
Cortex by Orange Logic — Designing a “Lego-like” system.
Art + Commerce — Creative Technologist, UX Lead Designer / Digital Operations Manager
#Digital Asset Management, #Licensing Photography, #Visual Arts — artandcommerce.com
● Collaborated with Creative Director Lisa Naftolin (VP of AIGA at the time) to shape the company's digital presence, voice, and vision.
● Led the redesign of the Art + Commerce website, a complex system facilitating seamless digital media licensing, royalty distribution, and international delivery. This platform transformed the company's brand and operations, remaining in use for 20 years.
● Spearheaded the conceptualization and design of visually compelling interactive pitches for prestigious clients (Google, Prada, Dior, Burberry), demonstrating expertise at the intersection of creativity and technology.
● Established and led a high-performing in-house retouching studio, adhering to industry standards and the expectations of renowned photographers (Annie Leibovitz, Steven Meisel, etc.), reflecting a steadfast commitment to excellence and an unwavering attention to detail.
● Implemented scalable solutions to integrate digital images into a central visual database interfaced by a front-end website, radically changing the business's speed and creating countless unforeseen opportunities.
Case Study
Art + Commerce — Tight integration of brand & tools