Selma El Mouissi

Selma joined Sia in 2015, following a career across consulting and design innovation roles. She holds a MSc in Management from EM Lyon (2014) and a Bachelor's degree in Mathematics, Applied Economics, and Social Sciences from Université Paris Cité (2011). 

She has developed expertise in the banking sector, as well as cross-sectorial experience in experience design, service design, and user-centric innovation. 

Over the course of her career, she has supported major clients such as Orange and AXA on transformational projects, helping them create new headquarters, design global design systems, and launch new offers, services, websites, and applications. Selma applies user research, service design methodologies, and agile frameworks to craft impactful customer, employee, and team experiences. 

Today, Selma is based in Paris, focusing on experience transformation, user journey design, and service innovation across industries. 

She has recognized expertise in the following areas: user research, service design, workshop facilitation, journey mapping, and agile project management.