About
Rachid El Kaddouri.
UX Strategy Consultant for complex enterprise systems — working across Europe, the Maghreb, and the Gulf.
I help product, design, and engineering teams turn information-heavy systems into clear decision-making tools.
My practice sits at the intersection of UX strategy, information architecture, and decision design. The systems I work on share a common trait: they aren’t broken on the surface — they’re confused underneath.
Dashboards built like databases. ERPs designed for completeness instead of clarity. Tools that capture everything and decide nothing.
I don’t redesign dashboards. I redesign how a team decides.
Across the last decade, I’ve worked with B2B SaaS companies, ERP platforms, and operational tooling teams in Morocco, France, Saudi Arabia, the UAE, and Belgium.
The through-line in everything I do is a framework I call the Decision Compass: a three-layer model that separates what a system knows, what it means, and what it asks the user to do.
Outside client work, I lead UX curriculum at OFPPT — designing and teaching modules that train the next generation of designers in Morocco.
At a glance
The short version
Practice
Independent UX strategy consulting
Strategic Audits, Design Sprints, and Embedded Advisory.Industries
B2B SaaS · ERP · Enterprise tools
For systems where users make decisions under load.Geography
Europe · Maghreb · Gulf
Working with teams across Morocco, France, Belgium, Saudi Arabia, and UAE.Languages
Français · English · العربية
Comfortable working, writing, and presenting in all three.How I work
Five principles I won’t compromise on
The system serves the decision, not the data.
If a screen shows everything but decides nothing, it has failed.
Reframing beats redesigning.
The highest-leverage change is often a reframe, not a repaint.
I build with your team, not around it.
My job is to leave the team smarter and more decisive.
Less, but better.
Most of my work removes more than it adds.
Plain language, always.
Clarity isn’t a presentation skill — it’s a design output.