Phuong-Anh Tran
CX Strategy | ex-McKinsey | Healthcare & IA
Salary / Daily rate
Bayonne, France
Freelance
Remote only
Skills
Languages
About me
Intro
Former Associate Director at McKinsey Digital, I now run Papermoon, my independent CX and experience strategy practice, bridging business strategy and user-centered design for organizations navigating complex, high-stakes transformations. My recent work centers on AI-driven transformation in healthcare: at Sanofi. I dive deep into user research, prototyping, and facilitation to identify customer signals and translate them into product vision, roadmap, and measurable business impact.
Work experience
Founder & CX Strategy Director
papermoon
Sep 2024 - Present
2 years 2 months
France
Independent CX strategy practice, bridging business strategy and user-centered design for enterprise clients navigating AI-driven transformation. Missions récentes chez Sanofi : - Racetrack (Procurement) — CX Strategy Lead Set the experience vision for an agentic AI transformation of Source-to-Pay procurement, anchoring a 250M€+ value play and 1M+ hours returned to the business. Steered 4 of 6 product teams from discovery to live MVP, with a 35+ interview discovery across Europe and North America. - Digital Patient Twin (R&D) — CX Strategy Lead, mai-nov. 2025 Led the experience strategy and North Star vision for an R&D modeling & simulation platform. Cross-functional discovery (37 interviews, 2 workshops with 40+ participants, 350+ ideas, 6 concept-testing sessions), validated by leadership for the 2026 roadmap. Autres missions : product vision & strategy for a GenAI startup (knowledge graphs, energy sector) ; innovation strategy for a major French airport.
McKinsey & Company
May 2021 - Sep 2024
3 years 5 months
Paris, France
Associate Design Director - Product management
May 2021 - Sep 2024
3 years 5 months
Paris, France
Promoted to Associate Digital Director within 2 years. Led venture strategy and design for global clients, partnering with leadership to envision, build and scale new ventures while mentoring cross-functional teams. User research: organise and run user research plan (user interviews, focus groups, field observations, users tests, quantitative analysis) to identify user needs and pain points. Bring end users voices to customers to help them shape their new product on the market Design: Build end-to-end journeys and high fidelity wireframes from user facing interface (buy-flow, subscription) to targeted users one (employees, B2B customers) Collaboration: facilitate workshops and enhance collaboration between different stakeholders and business units. Support and coach customers on how to build a product with a user-centric mindset Team and project Management: collaborate with other colleagues on various projects and coach them daily, on consultant toolkit and design expertise
Senior Experience Designer - Digital Consultant
May 2021 - May 2022
1 year 1 month
Paris, France
Product Designer
The Experience Center Paris
Jan 2019 - Apr 2021
2 years 4 months
Paris, France
Specialised in UX/UI for consumer goods sectors, helping clients with market user research, service design and e-commerce design. User research: user interviews, focus groups, field observations, user tests, quantitative analysis Analysis tools: personas, customer journeys, service blueprints, experience maps Facilitation: ideation, co-conception and prioritization workshops, including wireframing Digital transformation: supported companies through their digital evolution via alignment workshops
Consultant Innovation Junior
VO2 GROUP
Jun 2018 - Dec 2018
7 months
Paris Area, France
| VO2 Group | VO2 GROUP supports its key account customers and innovative startups in their digital implementation. Our expert brands work in synergy to realize and implement concrete solutions by combining our business, IT and technology expertise. | My missions | - Support the digital transformation though creativity tools as Design Thinking - Project management in change - Field observation and study - Animate creativity workshop - Benchmark new technologies
Education
Aalto University
International Design Business Management
2017 - 2018
2 years
Activities and societies: IDBM Klubi
Service Design Innovative Project Management IDBM Industry Project Strategic Co-Design Business model Design
Grenoble Ecole de Management
DESMA - Diplôme d'études supérieures en management, Marketing / gestion du marketing, général
2014 - 2018
5 years
Grade: 15/20
Activities and societies: -Responsable de la commission Ecole de l'association Planètes -Responsable du pôle photo de l'association Artagem
During my study in Grenoble Ecole de Management, besides my formation at school, I was also member and responsable of two school’s associations. At Artagem, I was responsable of photography’s pole. I covered every events organized by Zone Art. I was also responsable at Planètes, the first student’s association of visuel and communication. I was in charge of promotion of school’s events and formation to new first-year members. Here some classes that I have attended. -Corporate Finance and Accounting -Business Law -Human Resource Management -Strategic Management -Supply Chain -Management -Marketing management -Sales lessons -Management control -Economic class -Geopolitic
Strate, Ecole de Design
Master's degree in Design, Speciality - Design Product
2015 - 2017
3 years
During this program, I had the opportunity to work with different partnerships like Carrefour, Mat’inter or Universcience about diver subjects. Though these projects, I had many occasions to speak in public in order to present our group’s projects. Furthermore, I learnt to mix my management skills and my design’s skills to improve my projects. I have also the opportunity to participate to Junior Innovation Day, organized by Carrefour to present my group’s project in front of several jurys. Skills: - Rhinoceros software - Keyshot - Adobe Suite (Photoshop, Illustrator, Indesign, After Effect, Premiere Pro) - Sketch
Lycée Gaston Berger
Prepatory Class for Business School in France, ECS
2012 - 2014
3 years
Student in the two-year intensive program at the pre-university of Gaston Berger,image preparing for the national competitive exam to entry to the top-ranking business schools of France.
Yves Kernanec secondary School
Diplôme national du baccalauréat, Scientifique specialization
2009 - 2012
4 years
Grade: with the first-class honours
Activities and societies: Member of the high school music's group
-2009-2012 Yves Kernanec sescondary School. Obtained Diploma « baccalauréat » with the first-class honours.
Licenses & certifications
Design for Good Certificate
Issued: Jul 2022
Foundations of User Experience (UX) Design
Issued: Sep 2021
Contentsquare Certified Partner
Issued: Apr 2021
Contentsquare Certified
Issued: Apr 2021
TOEIC 950/990
Issued: Aug 2018
TOEFL 94/120
Issued: Jan 2017
Microsoft Excel Office
Issued: May 2015