Generated 41% GTV +12% engagement +39% completion rate +10% user satisfaction +22% payment conversion €1.2M/year cost cut — by design

What I do

End-to-end Product Design — Discovery → UX → Prototyping → UI → Delivery

Adios — AI playground

A minimal productivity app with habits tracking, task management, focus mode and just a touch of gamification to keep you moving.

made for fun Test the Beta version

Backstory

2026. After being laid off along with ~70 colleagues, and taking some time for self-care, I started job hunting.

With all the job hunting tasks piling up, a long list of AI tools I wanted to explore further, and the desire to build something fun for myself, I needed somewhere to track everything. That's when it clicked: "Why not build your own to-do app?" Thirty minutes later, I had a working basis — an ugly one. The real design work could start.

Current state

Adios is only available for myself, registrations are not open. A public demo at demo.adios.rocks is available tho'.

My priority currently is not to open it to the world. Adios has been built for me, on my needs, for fun. Making it a real product to sell would require a whole different involvment, product analysis, process.

I'm currently exploring to build an iOS and Apple Watch companion.

Vision

Over the years, I've tested hundreds of to-do apps. They're either packed with features I don't need, or not helpful enough. They're often boring and ugly. I wanted to build the one I always wished existed — minimal, opinionated, without friction. And use it as a live experiment to understand what actually changes when AI is embed in the process.

Learnings so far

  • Fast to 80%, slow to 100%. Getting something working is surprisingly quick. Getting exactly what you want — the right shade, the right interaction, the right feel — takes way longer than expected.
  • Design and front-end experience matters for prompting. Being able to describe what you want precisely, with the right vocabulary, makes a real difference in what you get back.
  • Deleting is harder than adding. It's very easy to add a feature to test if it's useful. But unused code stacks up fast, and cleaning it later is genuinely painful.
  • The process shifts more than I expected. Out of all the time I spent on Adios: roughly 50% fixing design details and building a coherent visual language, 30% figuring out how features should actually work, 20% learning and questioning things with the AI.
  • Versioning is back. Figma made the design file the source of truth and quietly killed versioning. With AI-driven development, the code is the source of truth again — and Git brings proper versioning back with it.
  • "Good enough" is a trap. It's easy to get addicted to shipping new features while the UI isn't quite where you want it. The pull to keep adding is real.

Missions — Engagement loops

SaaS feature built to drive user engagement and retention, rewarding users toward desired behaviour.

I led the project from 0 to MVP to a fully-formed product used by 256k active users on 3 markets (BE, NL, PT).

€1.2M/year cost cut

My role

I led Missions end-to-end as Senior Product Designer — owning the full design scope while working closely with the product direction to shape priorities and scope.

Context

Gaming1 is both a SaaS provider and a casino operator. Their platform powers 10+ partners across regulated markets — Belgium, the Netherlands, Portugal, France, Switzerland — and they run their own casino brands on top of it.

In 2025, despite growing revenue, internal analysis revealed that our market share in Belgium, our core market, was stagnating. User feedback pointed in the same direction: while our flagship brand Circus was historically leading on the Loyalty program, competitors were catching up with new offers. In an industry where every platform runs almost the same games from the same external providers, the loyalty program is effectively the key differentiator.

The problems we tackled

  1. A major regulatory change in Belgium in 2025 made the existing mechanics non-compliant. The risk was high to get fined by the regulator, and at worst, losing our operating license on our core market.
  2. The loyalty budget was being wasted on low-value users. By design, a significant share of inactive users were receiving bonuses they could cash out, while our most valuable users — VIPs — could be better rewarded for their activity.
  3. Market share on our domestic market was declining. The focus of the company during the previous years was on eliminating technical debt and launching on new markets, while our competitors caught up on the product. User feedback pointed directly at loyalty: competing platforms had built more compelling programs while Gaming1's hadn't evolved.
  4. Engagement was measurably below market benchmarks. The existing system wasn't bringing users back consistently enough.

Underneath all four: no modern system capable of rewarding specific behaviors, targeting the right users, or adapting to the legal constraints of each market we operated in.

Key decisions

Build a high-flexibility solution

It was clear we were lacking a system able to be tailor-made depending on the business objectives, user targets as well as on the markets legislation. We needed to build something capable to boost any desired behaviour — sign-up, identity verification, deposits, casino activity, sports betting...

Start with a MVP then scale it

The CEO had a large vision for Missions: community mechanics, AI-operated campaigns, deep personalization. I kept the design scope tight deliberately — protecting our ability to learn before committing to complexity. We launched an MVP with just a few mechanics — play €X on a casino game to win €Y / Play X spins to win €Y — chosen because it was the safest legally, the simplest technically, and the most likely to validate the core hypothesis.

Outcomes

  • On the initial rollout, Active Days increased by 12% — strong enough to drive the decision to deploy across all markets. GGR-B impact is close to neutral in gross terms, but that misses what actually changed: inactive users no longer receive rewards. Active and VIP users get more.
  • Missions is live across all Gaming1 markets and partner brands. Missions has become the main marketing tool to drive engagement. New missions are configured and published daily.
  • The in-house segmentation tool replaced an external provider contract, saving €1.2M per year.
  • At the time of writing, market share impact is too early to assess.

Learnings

One thing we underestimated: how much mission configuration drives outcomes. A mission too easy with a high reward makes Gaming1 lose money. A mission too hard to complete sees near-zero cost — but also lower engagement. That calibration is now an operational skill in itself, and it varies by brand: Circus.be runs accessible missions with modest rewards while 777.be, oriented toward performance-seeking users, runs harder missions with more attractive prizes. The system makes that possible. Learning to use it well is what the ops teams are still building.


What we built

User-facing experience

Various mission examples targeting different user segments, across casino and sports betting. A reward bottom sheet triggered on mission completion, available in multiple themes to match each partner's branding.

Operational back-office

An internal extranet for operational teams to configure missions: success criteria, target user segments, game mechanics, complexity, and duration. Built on a customized MUI component library.

Segmentation tool

Led in parallel with a separate dev squad. A segmentation system serving as the data backbone for Missions and as the single source for all marketing communications — promotional emails, push notifications, and in-app messages. Designed to replace the existing external provider contract.

Mechanics & full scope

Casino

  • Play €X to get a prize
  • Play X spins to get a prize
  • Win €X to get a prize
  • Reach a target multiplier to get a prize

Sports betting

  • Win a bet to get a prize

Shared (casino + sports betting)

  • Deposit €X to get a prize
  • Verify your identity to get a prize

Rewards evolved beyond cash to include boosters, coins, free spins, points, mini-games, and tournament tickets.

Go-to-market

Launched on circus.be via progressive rollout: internal testing → VIP beta → full user release. Subsequently deployed across all Gaming1 group brands (Casino1.be, casino777.be, bet777.be, 777.nl) and 10+ external partners including Estoril Sol Casinos (Portugal), carousel.be, GoldenVegas.be, and others.

Missions details
Missions details
Missions details
Missions
Missions extranet

Observe. Learn. Iterate.

Prototypes, websites in prod, mobile apps... — I ran user research sessions end-to-end for clients like Hello Bank, VOO, Immoweb, GSK and others, so they could ship with confidence instead of guessing.

+10% user satisfaction +22% payment conversion

Context

Several clients subscribed to a retainer-based user research offer: a flexible engagement that could take the form of usability tests, discovery interviews, or any research method suited to their goals.

Most sessions focused on testing interactive prototypes before handing off to development — catching friction early, when changes are still cheap. Occasionally we tested live products directly in production.

My role

I handled the full research cycle: defining the study goals with the client, recruiting participants, building the prototype when needed, moderating the sessions, and synthesising the findings.

The format varied depending on budget and stakes — from quick guerrilla tests in a café to formal lab sessions, including a handful of studies with eye tracking, EEG, and facial recognition.

Outcomes

Clients left with raw session data, clear answers to their research questions, validated or invalidated hypotheses, and concrete UI suggestions to act on immediately.


Moderation & analysis of user tests with or without eye-tracking, in this case for Hello bank! & Ulule.


For Hello Bank!, I ran multiple rounds of usability testing over more than a year across several of their products, enabling iterative design improvements.


Here are some excerpts from test plans. I handled the entire process end to end — from planning and scripting to facilitation and analysis.

User testing — Screen 1
User testing — Screen 5 User testing — Screen 2
User testing — Screen 3 User testing — Screen 4

Recurrent purchases

Designed and launched Recurrency, a feature turning one-off bookings into recurring ones with the same service provider. It now accounts for 41% of the marketplace's Gross Transaction Volume.

Generated 41% GTV

This case lands in

—

They worked
with me

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Guillaume Hubert

I'm Guillaume Hubert,
a Product Designer
based in Belgium.

What drives me is simple: I want to feel that my work actually changed something. Not "the design was well-received" nor "the ui is clean" — but a metric that moved, a flow that converts better, a decision that mattered.

I design end-to-end: discovery, prototyping, UI, delivery. I talk business impact with C-levels, dig into specs with engineers, mentor designers — and always fight for the user.

I'm currently building the app adios — try the beta — as a way to explore how AI is changing how products get built.