Let's design better digital products.

Hey! I'm Guillaume Hubert, currently working as a UX Designer for Gaming1. I am deeply interested in how to create frictionless experiences and how people's minds work.

One year as a Product Manager

April 2020

A year ago, I joined Listminut — renamed Ring Twice since then — and took on a new role: Product Manager. Until that moment, I always worked on the agency side, and I felt the need to take on more responsibilities and move toward an in-house job in a Product company. From the moment I started, two things were certain: I had zero experience as a product manager, and I was going to face a ton of challenges along the way. The first year confirmed how good that prediction was.

One of the first things I did in my first days was to go around everyone to understand what was working well, what was not, and what was creating frustration in the team... For example, a recurring problem on projects was never knowing what the latest version of a document was, not knowing who had this latest version, etc. The first change made was, therefore, to switch to a more modern stack of tools built for collaboration. Exit .docx documents, Exit Photoshop... and hello Dropbox Paper and Figma. We also started using an issue-tracking tool — We chose Height for its high flexibility to fit our startup's evolving process and — to follow up on bug reports and improvement requests.

For every newcomer at Listminut, the onboarding process is designed so people gradually work on larger projects. After a few weeks, the first “real” big project I worked on has been a disastrous failure at the moment. I think I made all of the possible mistakes I could have made:

  • Firstly, the team gave me their full trust from the start, an almost blind trust. The co-founders could for the first time no longer be in charge of the product. Wanting to do well, and to underline their confidence, they did not look over my shoulder and did not challenge me enough. And boosted by this confidence, I did not communicate enough with them to take the pulse or to ask for feedback.
  • Second, the goal of the project was to improve the experience of a small portion of our users who were using a particular feature. With the overflowing enthusiasm I had as a rookie, I didn't realize that the improvements I was making were negatively degrading all other users. To give a few users a little more control, the solution I was creating added friction by forcing everyone else to do more interactions.
  • Third, I wanted to solve too many things at once. As a designer (I consider myself a designer at the core), we generally like to see all the problems and take into account all the constraints to define a solution. I took too many things into account, even hypothetical constraints that “could happen”.
    Baby P.M. believed he could manage everything by himself
  • Fourth, our designer didn't know Figma yet, and I wanted to use the project as a case to convince him to use it, so I kept control of the whole process: I was defining the problem, doing the research, and designing the solution, prototyping, doing the visual design — for both pour website and mobile app — while also creating in Figma the basic components in what would eventually become our Design System.
  • Fifth, I spent a tremendous amount of time on this project. So busy with my new tasks and my desire to define the smallest details of the project, I quickly became a bottleneck for the developers who were waiting for the project. It was the first time in the history of Listminut that the developers had nothing ready to work with.
  • Finally, once ready, the project was so big that it kept our developers busy for several months, plus a few more weeks for the many modifications that had to be made later when it became clear that the solution was not good enough.

This project, called "RAA" internally, was by far the worst but also the most formative. Paradoxically, if I had to do it again, I'm not sure I would do it differently. I have the feeling that I will have made all these mistakes, sooner or later, on other projects and that it helped me realize very early on a lot of things that should be taken care of from now on.

One important lesson I learned with the "RAA" project was the challenge of having a balance between 3 things:

  • The desire to create a product with a top-tier UX
  • The company strategy, which implies choosing what problem to address and how to scope the solutions well to have the desired impact
  • The availability of the teams, especially engineers, who were understaffed.

I find that balancing act incredibly difficult, and I am still not completely comfortable with all the underlying mechanics. It's not an exact science, different team members will often have different perspectives.

Any desire you might have to create something or change something must be well-studied, discussed, and calibrated. For example, a feature I'd like to build to boost activation is an in-app notification system. Today we're relying too much on emails and pop-ups to communicate with our users. Creating such a feature could help reduce the frequent situations where several banners and/or pop-ups are competing for users' attention on the same page, but it's also likely that would be a big project to develop and maintain and it's probably not the best neither to move forward along our current strategy. Having a company culture where communication is key and everyone is accountable helps tremendously.

The role of a Product Manager itself is also comparable to a balancing act. From the beginning and up until now, it was difficult to define what exactly that role at Listminut would correspond to and how its responsibilities previously shared between the other people on the team would be redistributed and redefined.

In a "Product" scale-up in hyper-growth with tens/hundreds of employees, we generally find the same type of organization: Small teams — called Squads — of 7–8 multi-disciplinary profiles (a product manager, a product designer, a data analyst, and multiple developers…). Apart from those people, several other profiles could overlap such as “Product Owner”, “Design Manager”, “Head of Product”, you name it… At Listminut, although the team has doubled in size this year, we are not yet at the hyper-growth stage and we are not yet in this configuration of squads. It is therefore necessary to be able to wear several hats.

First draft of our 'Product process'

I do the very "operational" tasks that are generally carried out by a Product owner (write briefs, test new features, document things, communicate with the devs, etc.), more tactical tasks (create a product process, test new ways of doing things and tools all the time, question everything) and I also participate in strategic tasks that are generally carried out by our three co-founders. I also, more often than I should do now, find myself designing screens to fill gaps.

Before joining the team, I was very apprehensive about the relationship I would have with the only designer. I knew we had two different designer profiles (he is more into UI and front-end, and I'm more into UX). I wanted to avoid being the 'new sheriff in town', revolutionizing and changing a lot of things, but I also wanted to have a certain degree of control over the direction that would be taken for the design of our applications. In the beginning, on some projects, there was a bit of friction — and even some small clashes — between us. I was really struggling to find the balance between challenging his work and imposing the direction I wanted to take. Over time, we worked on that, by better defining who was responsible for what and by challenging each other. I still do a lot of design tasks (prototyping, thinking about systems, and a bit of visual design, especially for our Mobile app), but I learned to let go and trust more. We are now much better aligned, and our relationship has become great.

The way I imagine the future is to gradually delegate the UX side to a product designer (or should I call it a UX designer?). I guess it would allow me to free up time to do things that we currently don't do enough or to do them better: user testing, improving velocity, helping align the growing team towards clear common objectives, better qualifying potential projects to have a more predictable/significant impact on the business…

“Every person in your company is a vector. Your progress is determined by the sum of all vectors.” — Elon Musk

My role is difficult to put in a box because it evolves every day. I mentally picture my role as one of the people who must help the team grow in terms of product maturity, which obviously involves learning myself and then spreading what I have learned.

To conclude and give my feelings about this first year, deciding to join a startup-scaleup like Listminut was clearly a winning decision. It's not a super easy job because a lot is expected from me, the bar is set high and it's my responsibility when anything product related goes wrong, but it's a great job where I never get bored. I go all day long through a lot of diametrically opposed feelings and states of mind. For those who enjoy moving outside of their comfort zone, playing with lots of problems, testing things, and learning, it's a really great position. I am confident that during the next year, I will do lots of things that I don't do yet, I will continue to learn, a ton, and I will have helped the team move toward our next objectives.

New job: Why I switched from UX consultant to in-house Product

April 2019

As a UX consultant, I've been told that I needed to be extreme, without concessions, in my recommendations to improve UX. It was my role to fight for the users and that was the very reason why our clients paid us. They wanted to be challenged on that topic, they wanted to integrate the user experience perspective in their decisions. But while I understood the importance of this UX role, I was very often frustrated for not having enough context on the other parts of the business — like the importance of SEO, the company strategy, the available ressources, internal politics... — that had a huge impact on the experience that was eventually delivered.

I wanted to learn how to find the right balance between all the different aspects that are taken into account when you're trying to build a successful product.

About my new team

Listminut is currently a small team of 12 people. We're creating a marketplace that connects people looking to outsource small tasks/jobs to trusted local service providers. Listminut has already found its market fit, has 200.000 users and is the leader on its market (Belgium).

Introducing UX in the very corporate culture of GSK Vaccines



GSK Vaccines is doing its digital transformation. Their Tech department (±300p) is slowly adopting principles like Agile and UX. In that order, they hired me to coach project leaders during their process of redesigning internal applications.

Evangelizing and coaching projects manager to make the organization more mature

Challenges encountered

  • Working in an environment with very high privacy concerns and with high complexity (jargon, acronyms, processes...)
  • Not an easy access to the end-users (people who are working globally in the vaccines manufactories)
  • For a lot of applications, GSK doesn't have the hand on the code, which means limited possibilities for improving UX and simplifying things

Process and deliverables

  1. Lay the foundation: Trained 100+ people (8p every two weeks) to what is UX, how to get user feedback, how to challenge their assumptions and test their products. For both Tech and Business departments.
  2. Create an "electroshock": We build and set up a usability lab (with eye tracking) as we wanted the products owners to see by themselves and realize how real users were struggling when using their products.
  3. Adopting new habits and tools: Our goal was to make them as autonomous as possible by the end of the mission. We documented all the methodology and tools in a toolkit, available for everyone.
  4. Coaching: Helping the projects owners during their first steps in the UX and Design thinking process: Moderating workshops, interviewing users, prototyping interfaces, user-testing.
Screenshot of our UX Toolkit made in GSK's SharePoint. By clicking on a card, they access to a step-by-step guide on how to apply this specific task.
Facilitation of a lot of co-creation workshops and design sprints

Designing the apps used by 300K Erasmus students to learn languages and assess their level



Altissia is the provider of the applications allowing European students who participate in the Erasmus Exchange program to test their language levels and to improve it thanks to e-learning courses. My mission was to design the brand new mobile application as there was only a desktop app at the time.

Creating a system allowing different kind of stimuli to work with different kind of tasks

Challenges encountered

  • Defining reasonable targets to achieve while knowing there is so much more to do
  • Designing while taking in account the 24 languages in the European Union
  • Designing a system allowing a quick rebranding (when selling the solution to other clients)

Process and deliverables

  1. Understanding how to optimize the learning process: I facilitated design sprints with a team of linguists and e-learning specialists who defined how to make an effective app from an academic perspective
  2. Prototyping and testing: I prototyped multiple versions iteratively and tested them directly with users
  3. Visual Design: I worked with the product owner to create a design system that could be "customized" in order to be able to sell the product to other organizations than the European Commission
Design of the language assessment flow and pronunciation tool
Designing and testing different styles for illustrations

User testing: Every. Single. Month.



Hello bank! is a 100% digital bank. They are working on several apps (crowdfounding, mortgage...) gravitating around the traditional banking app. I prepared, moderated and analyzed the user test sessions taking place every month, then presented the insights to the team.

User testing of various websites and applications, every month during more than a year.

Consulting in the redesign of a complex technical energy management app



Dapesco specialises in guiding and advising large organisations about all of the many issues involved with energy management. In that order, they created Jool, an application to easily manage the creation of reports and the administration of the system. My job was to guide them with the design of the new app.

Wireframes of the new application


Not everything has to be work related. This is a collection of things made for fun.

Prototyping is in my DNA, also at home. For my ongoing project to renovate our house, I modelised it entirely in 3D with Sketchup, inside and outside. I often make my wife crazy with prototyping, like when I hang blankets with pieces of wood in the kitchen during a few days to « experience the volumes » of our future kitchen. (For the curious out there, yes I play the guitar. Badly.)
"Atmosphere" animation (2023). Built with only css, it uses an experimental css, it might not work on your browser. If you hear your computer fans making more noise than usually, it is because of it.