Designer skills.
Product manager’s
mindset.

Let's build something.

What I do

Product ownership, Discovery, Delivery, UX, UI, Bullying AI — in a nutshell.

Guillaume Hubert

I'm Guillaume Hubert,
an hybrid Product Designer
& Product Manager based
in Belgium.

I've been in product for 10+ years — first as a UX/UI Design consultant, then as a Product Owner / Product Manager. I talk business impact with C-levels, iterate on UI with designers, dig into specs with engineers — and always fight for the user.

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

They worked
with me

  • Impact: Gui is goal-driven with a focus on continuous improvement. He gives everything to move forward the project he's working on.

    Problem Solver: When faced with a problem, he tries to understand it as thoroughly as possible and find the right solutions. And since he has strong analytical abilities, the solutions are often highly relevant! On top of that, he sees a problem as an exciting challenge.

    Maker: Gui has the ability (and the drive) to quickly make things concrete and move things forward. When we were brainstorming as a team or identifying a problem, Gui would very regularly come back with a solution a few hours or days later — without anyone having asked him for it.

    Methodical: He is highly structured, organized and disciplined. Combine that with his constant desire to save time and automate, and you get someone who is extremely efficient and gets an enormous amount of work done in a very structured way.

    Strategic: Gui quickly became my right-hand man at Ergonline — for all the reasons mentioned above, but also for his strategic capabilities. Very quickly he was able to analyze the competition, prioritize effectively, and make relevant proposals in terms of vision and growth.

    Beyond these highly professional qualities, Gui also proves to be a very human, transparent and loyal person.

    Raphael De Robiano CEO, Ergonline

  • Guillaume is probably the best UX Designer I've met. Because he worked as engagement product manager, he combines strong user-centric thinking with a deep understanding of business objectives, consistently delivering intuitive and high-performing experiences. A great professional and a valuable asset.

    Carlos Climente Director of Retention, Gaming1

  • I had the chance to work with Guillaume on several products, and he is one of the most impressive Product designers I've worked with.

    Guillaume combines strong creativity with sharp product thinking. He listens carefully, stays open-minded, and understands how to balance user experience with technical and business constraints without compromising the overall experience.

    Beyond his UX skills, Guillaume is simply a great person to collaborate with: thoughtful, collaborative, and always focused on building the right thing for users and the business.

    Thierry Nana Diela Solution Architect, Gaming1

  • What always stood out to me was how quickly he could turn a discussion into something concrete. During refinements, he'd sketch out flows on the fly, adjust them in real time, and get everyone aligned without slowing things down.

    This was even before AI prototyping tools were a thing, so it really comes down to his product sense and how he thinks through user journeys. That still holds up today, probably even more so.

    He's easy to work with, brings structure without overcomplicating things, and keeps momentum going.

    Pieter Kempenaers Domain Architect, Gaming1

  • I worked as a Product Owner with Guillaume in the role of Product Manager with a strong focus on design.

    What struck me most is his ability to represent and simplify the company's strategic direction by creating elaborate UI designs. This approach was essential in keeping the entire team as well as stakeholders aligned throughout the projects.

    Guillaume has an impressive ability to synthesize a complex request and deliver a thoughtful and effective user experience.

    Lionel Trelachaud Product Owner, Gaming1

  • I had the chance to work with Guillaume for a few years, and from the start I found it impressive how he could simply take information, challenge what needs to be challenged, simplify everything and get moving to deliver impactful results. Projects become simpler as a result. A competent and talented profile!

    Benjamin Aiglon Business Analyst, Ring Twice

  • Guillaume takes ownership of translating ideas for new features into concrete designs, bringing the visual concept of the solution to life. As a Product Owner, he keeps a strong focus on player experience, particularly for VIP players. I valued working with him and gaining deeper insight into player engagement and retention.

    Daniela Pereira Pontes Program Manager, Gaming1

  • Really enjoyed working with Guillaume. He's thoughtful, focused on the user experience, and has a strong product management skills. A great colleague and someone I'd happily work with again.

    Definitely recommend him

    Beatriz Conceição Test Analyst, Gaming1

Selected
work

Missions

Gamification system driving player engagement and revenue — from discovery to delivery, across player-facing flows, an operational back-office, and an in-house segmentation tool.

  • Role — Product Manager & Product Designer
  • Objectives —
  • Year — 2025
  • Tags — Back-office, Engagement, MVP scaling, Legal
  • Company — Gaming1

Context

Gaming1 is an international casino and sports betting platform operating across multiple regulated markets, with 10+ brands/partners and an estimated 600K–1M+ player accounts. Missions was initiated directly by the CEO as a strategic priority to shift from generic bonus-based promotions to a behavior-driven engagement system.

My role

I led Missions end-to-end as a hybrid Product Designer / Product Manager — owning product vision, UX design, and delivery. My key stakeholders were the CEO, the Chief Marketing Officer, and operation managers. My team included 2 back-end developers, 2 front-end developers, 1 QA, and 1 data analyst, with additional support from a platform product designer to ensure UI consistency across all teams and brands.

Problem

Existing promotions relied on flat bonus mechanics that attracted bonus abusers — players who collected free money without genuine gambling activity. There was no system to reward specific, desired behaviors, and no flexibility to adapt to the legal constraints of each regulated market. On top of that, Gaming1 was spending €1M/year on an external segmentation provider with no in-house alternative.

Vision

Build a system capable of rewarding any desired player behavior — sign-up, identity verification, deposits, casino activity, sports betting... — with extreme flexibility to operate across regulated markets with different legislation. The long-term ambition: AI-operated promotions with zero manual configuration.

Objectives

  • Increase player engagement (Active Days), with a focus on VIP retention
  • Increase GGR-B (Gross Gaming Revenue after bonus deduction)
  • Reduce bonus abuse by linking rewards to real gambling activity
  • Replace a €1M/year external segmentation contract with an in-house tool

Outcome

Missions is live in production across all operations, reaching an estimated 600K to 1M+ player accounts. Active Days increased by 12% and GGR-B improved by 2% — validated on the initial rollout and informing the broader deployment strategy.

The behavior-driven mechanics also improved how bonuses were distributed: VIP players are now better rewarded for genuine activity, while bonus abusers — players collecting free money without real gambling engagement — were significantly reduced.

The in-house segmentation tool replaced an external provider contract, saving €1M per year.

Constraints & decisions

Each regulated market has different rules around what can be rewarded and how. I designed the system with market-level configuration as a first-class concern — not an afterthought — so that the same product could be deployed across Belgium, the Netherlands, Portugal or any future market without rebuilding mechanics.

Multi-brand theming was another core constraint: the experience had to feel native to each partner's visual identity, across 10+ brands with distinct branding.

What we built

Player-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 team. A purpose-built 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 entirely.

Mechanics & scope

The MVP launched with a single mechanic: play €X on a casino game to win a €Y prize. The full product expanded to cover:

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 player 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


Various mission examples, each targeting a distinct user segment.


A reward bottom sheet displayed upon mission completion, available in multiple themes to match each of our partners' branding.

Missions


Internal extranet for operational teams. Enables mission configuration, including success criteria, target user segments, complexity level, and duration. Components: customized MUI library.


A segmentation tool built to support the business objectives of Missions, and used as the data source for all Gaming1 communication channels — marketing emails, push notifications, in-app messages...

This alone replaced a €1M/year contract with an external provider.

Missions extranet