Gaetan M

Service Designer / Researcher at Elia Group — 8 months (April-Dec. 2025)

Elia Group is the Belgian high-voltage electricity transmission grid operator, a strategic player in the energy transition in Belgium and Germany (via 50Hertz).

UX research and service design mission on two parallel projects, with a strong component of stakeholder alignment and multi-team coordination.

Project 1 — Redesign of a legacy billing system

Audit and redesign of a critical software developed over 10+ years without structured user input.

- Mapping of the existing ecosystem on Miro: interdependencies between services, sequencing of system calls, mapping of backstage processes

- Production of service blueprints detailing user interactions, data flows, and back-office activities

- Journey audit to identify friction points, functional redundancies, and simplification opportunities

- Cross-functional coordination with business analysts, POs, front-end and back-end developers to align technical constraints and user needs

- Production of Figma wireframes and regular user testing to iterate on design assumptions

Project 2 — Redesign of the multilingual web ecosystem

UX leadership for a multi-site, multi-country redesign (corporate + operational BE/DE).

- Strategic alignment of 10+ stakeholders from different departments and countries through interviews, workshops, and management of each entity's political issues

- Creation and validation of the information architecture through guerrilla tests and tree testing, cross-referenced with personas and analytics (Matomo)

- Creation of a low-fidelity Figma component library ensuring multi-site consistency

- Production of detailed research reports (verbatims, prioritized insights, recommendations) for business and technical teams

Senior UX Researcher & Service Designer

Gaming1 is one of Europe's leading online gambling operators (casino & sports betting), active in several regulated markets in Europe and the United States.

My responsibilities:

- Holistic view of the user experience across all brand platforms — journey mapping, identification of friction points, prioritization of developments based on potential ROI

- Setup and monitoring of key conversion funnels (registration, first deposit, recurring deposits, withdrawals, reactivation) across 4 markets: Belgium, Netherlands, Portugal, United States

- Setup of tracking and user feedback tools across all platforms

- Mentoring junior designers on research and testing methods, contributing to the structuring of a shared UX culture

Signature project — UX for responsible gaming:

Collaboration with a team of Data Scientists on two related tools: a recommendation engine to personalize the experience, and an early detection system for at-risk addictive behaviors. UX approach that reconciles user engagement and prevention. A challenge specific to regulated sectors where business value and social responsibility must coexist.

Highly regulated sector (national licenses, KYC/AML constraints, responsible gaming obligations, regular audits).

UX Researcher / Designer at Ergonline — 4 years (January 2016 - January 2020)

Ergonline is a Belgian firm specializing in user research and usability testing, with advanced technical expertise (eye-tracking, EEG, biometrics).

Over 4 years, I conducted UX research missions for Belgian and European clients in various sectors: finance, real estate, telecoms, European institutions, edtech.

Key achievements:

- Design, organization, and analysis of 100+ user tests and surveys for clients including Immoweb, Hello Bank!, VOO, the European Commission, Ring Twice, and Altissia

- Co-creation and validation of a language learning application tested with 40+ users in the design phase, now adopted by 300,000+ Erasmus students across Europe

- Optimization of marketing campaigns for a major Belgian bank using combined eye-tracking and EEG measurements — analysis of attention areas, cognitive load, and emotional impact of advertising creatives

- Work on research protocols combining qualitative (interviews, moderated tests) and quantitative (analytics, A/B testing, biometrics) methods

This experience gave me exposure to a rare volume of projects and sectoral diversity for the same role: 50+ client companies in 4 years, from startups to European institutions.