Mélanie NB BLOG ABOUT SPEAKING CONTACT EN FR LEARNING EXPERIENCE DESIGNER · EMEA Mélanie Ngufulu Bohulu
builds the bridge between
knowledge and action,
and speaks the language
your customers think in. Customer Education & Knowledge Enablement 8+ years building customer education programs in B2B SaaS that measurably change what users do, not just what they know. Specialising in English and French delivery across EMEA. READ MY THINKING ABOUT ME → WHAT I DO Three areas where I go deep 01 Customer Education at Scale Building programs that connect learning milestones to business outcomes: adoption, retention, expansion. LMS ownership, content architecture, and learning analytics. Not just content production: strategy, measurement, iteration. 02 Francophone EMEA Delivery Native French-language programs for markets in Africa and Europe: not translated English. Cultural localization is a design decision, not a post-production step. A rarer specialisation than it sounds in the B2B SaaS space. 03 AI-Augmented Production Active use of AI tools (Claude, Capsule AI, Gemini) in existing production pipelines. Cutting timelines without cutting pedagogical rigour. Current practice, not a future promise. ABOUT  "I don't build courses. I diagnose the gap between what customers know and what they need to do; I design the shortest path between the two." I've spent 8+ years in B2B SaaS building customer education programs that work beyond completion rates. Starting in technical support at Diligent, I learned to read customer confusion before designing the solution to it. That background shapes everything I build. At HubSpot Academy, I manage a French-language program reaching 100K+ learners globally — at the intersection of learning design, product adoption, and multilingual delivery. HubSpot Learning Experience Designer 100K+ learners · +52% adoption · LMS ownership · EMEA francophone Diligent EMEA Training Manager & Technical Support Diligent Boards · Governance Cloud · Diligent One · Salesforce · Gainsight Dunraven French Language Teaching Assistant Pedagogical foundations WRITING Thinking out loud Articles on customer education: what it is, what it isn't, and what it could be. Published first on LinkedIn. Archived here. ALL CUSTOMER EDUCATION METRICS & ROI AI FRANCOPHONE AFRICA CUSTOMER EDUCATION EN · FR Customer Education Is Not a Cost Center. It's a Growth Engine. Most SaaS companies treat customer education as an afterthought. That framing is costing you revenue. When a customer truly understands your product, they don't just stay; they expand. READ ARTICLE → 5 min read CRAFT EN · FR The Moment I Stopped Making Courses and Started Solving Problems It took a frustrating quarter of flat completion rates to ask the uncomfortable question: was I building what learners needed? READ → 4 min FRANCOPHONE EMEA EN · FR Why Francophone Customer Education Is Still an Untapped Opportunity in SaaS There are 300M+ French speakers in the world. Most consume customer education built for an English-speaking audience, quand elle l'est. READ → 6 min METRICS & ROI EN · FR The 3 Metrics That Actually Tell You If Your Program Is Working Most education teams report on completion rates. Completion rates are vanity metrics. Here's what to measure instead. READ → 5 min AI EN · FR AI Didn't Replace My Job as a Learning Designer. It Changed What I'm Paid to Do. The tasks AI absorbed were real, but never the hard parts. They were the time-consuming parts. The judgment required hasn't changed. READ → 5 min AFRICA TECH EN · FR Building a Career in Tech From the African Continent: The Knowledge Gap No One Names The gap isn't talent. It's access to the frameworks, vocabulary, and tacit knowledge to navigate environments not built for you. READ → 6 min PROGRAMME DESIGN EN FR Your Onboarding Is Organized Around Your Product. It Should Be Organized Around Your Customer's Job. 53% of customers expect companies to anticipate their needs. Most SaaS onboarding is still product-centric. READ 5 min CS X EDUCATION EN FR Customer Success and Customer Education Keep Stepping on Each Other's Work. Only 12% of customer education teams have their own department. The misalignment is costing companies in invisible churn. READ 5 min CAREER AND CRAFT EN FR I Started in Customer Support. It's the Best Thing That Ever Happened to My Learning Design Work. My path into learning design started in a support queue, not a classroom. That background changed everything. READ 5 min SCALE-UPS EU EN FR European Scale-ups Have a Customer Education Problem. Most Don't Know It Yet. Between Series B and Series C, there's a predictable inflection point and a systematic gap in education infrastructure. READ 6 min SPEAKING On stage & on the record Talks, panels, webinars, and conversations on customer education, multilingual learning design, and the Francophone African tech landscape. 2024 HubSpot INBOUND — Boston Customer education in the age of AI-augmented production 2024 Love INBOUND — Manchester (Avidly) French-market education: building for cultural fit, not just language 2024 Future Learning — Dublin Annual convention on the future of learning design 2024 DMSAfrik — Remote Digital marketing and SaaS education for Francophone African markets Available for talks, panels, and podcast conversations. Get in touch → Let's talk I'm selective about the conversations I take on; the ones I do have tend to be worth it for both sides. the ones I do have tend to be worth it for both sides. › You're building or rethinking a customer education program and want a second opinion › You'd like to collaborate on something involving Francophone African or European markets › You're a podcast host or event organiser and think my perspective fits your audience › You want to discuss something I've written YOUR NAME EMAIL WHAT'S ON YOUR MIND? SEND MESSAGE I read everything. I reply to what's relevant.
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