Product, UX & Experimentation Consultancy
Turning player and user behaviour into measurable growth
I help product teams make better decisions — cutting wasted effort, improving conversion, and building a culture of validated learning.
- Years in product & UX
- 8+
- Years in product & UX
- Experiments run
- 50+
- Experiments run
- Revenue impact
- €2M+
- Revenue impact
What I do
I combine product strategy, UX research, and experimentation to help teams make decisions they can defend — and prove they work. Each discipline reinforces the others: research informs strategy, experimentation validates it, and the results compound.
Product Strategy
Aligning product decisions with business goals and player needs to drive measurable growth.
UX Research
Understanding player behaviour through qualitative and quantitative research to inform design decisions.
Experimentation & CRO
Building test roadmaps and running A/B tests that deliver validated, revenue-impacting insights.
How I help product teams
Focused expertise across the full product lifecycle — from acquisition through to retention. Every engagement is designed to deliver measurable improvements to your key metrics.
Acquisition, registration & KYC optimisation
Reduce friction in signup flows and KYC processes to improve conversion rates from visitor to verified player.
Onboarding & deposit journey improvements
Optimise first-time deposit experiences and welcome bonus flows to increase FTD rates and player value.
Experimentation strategy & A/B testing
Build and execute test roadmaps that prioritise high-impact opportunities and deliver statistically valid results.
UX research to validate features
Conduct player research to validate product decisions before development, reducing wasted effort and risk.
Data-led product decision support
Translate behavioural data and analytics into actionable product recommendations and prioritisation frameworks.
UX audits & heuristic reviews
Instant automated audits for any public page, plus in-depth expert reviews of logged-in flows and complex journeys.
iGaming CRO Audit
Find your biggest conversion leak in two minutes
My audit tool scores casino, sportsbook and affiliate pages on the five things that decide whether a visitor converts — clarity, friction, trust, UX/UI and copy — and quotes the exact problem from your page with the fix.
Free lite scan
Scores and findings for all five pillars, plus the fix for your biggest leak.
Built for iGaming
Checks bonus terms, registration and KYC, licence and RG signals, payments and click-outs.
Expert review
For logged-in flows and complex journeys, book a deeper review with me.
An approach built on evidence and rigour
iGaming moves fast, but that doesn't mean decisions should be made on gut feel. My approach combines the speed your business needs with the analytical rigour that ensures you're investing in the right things.
Research → Hypothesis → Test → Learn
A continuous cycle of validated learning
Evidence over assumptions
Every recommendation is backed by data, research, or validated through experimentation. No guesswork.
Player behaviour first
Understanding why players behave the way they do is the foundation of every product decision.
Experimentation as a discipline
Structured test roadmaps, proper statistical rigour, and a culture of learning from results — wins and losses.
Measurable impact
Clear success metrics defined upfront. If we can't measure it, we shouldn't be doing it.
Case studies
Real results from real projects. Each case study shows the measurable impact of combining research, strategy, and experimentation.
+23%
Conversion increase
Registration flow optimisation for European casino operator
-40%
Drop-off reduction
KYC journey redesign reducing friction and abandonment
+15%
Deposit rate uplift
Welcome bonus presentation testing for sportsbook
What clients say
Feedback from clients I've had the pleasure of working with.
"Carl is a true leader in his field and a thoroughly diligent professional in every aspect of the word. It's been an absolute pleasure working with him on our recent customer behaviour optimisation project. He not only delivered on all aspects of the brief he was given, but he went above and beyond, by learning and then teaching colleagues how to use new software tools in the process. I can't recommend Carl highly enough and I look forward to the next opportunity I get to work with him again."
Savak Limbuwala
Sportsbook, Product, Strategy, Vision and Leadership
"We really appreciate all your hard work with Mystino and Wunderino over the past two years - you've been a great asset to our team. Your contribution and passion have been very valuable to our company."
Jan Alfbo
Mystino and Wunderino
About
I'm a freelance product and experimentation consultant with 8+ years working inside and alongside product teams. I founded The UX Hive to bring the rigour of in-house experimentation to businesses that don't have a full-time specialist — without the agency markup.
Before going freelance, I spent years working in-house at iGaming companies, giving me deep understanding of the unique challenges and opportunities in this space.
My work sits at the intersection of product strategy, player research, and experimentation — helping teams understand what to build, validate it with research, and prove it works through testing.
- Founded
- 2022
- Focus
- iGaming Product & UX
- Expertise
- Experimentation & CRO
- Approach
- Data-Led Decisions
Ready to make your product decisions count?
Whether you want to reduce drop-off, improve conversion, or build a proper experimentation practice — let's talk about what's possible.