EasyA
Mobile App
Web3
iOS + Android
A full platform redesign for one of the world's leading blockchain learning apps. Six weeks from brief to handoff, built at Unfold. UX, UI, and a complete design system.
Context
Over a million users, VC backing, and students from Harvard, Oxford, MIT. Clunky UX, dated visuals, no return hooks.
- No progression tracking or sense of achievement after completing a challenge
- No engagement hooks to drive return visits or competitive motivation
- Onboarding put a sign-up wall in front of users before they saw any value
- The existing UI felt like a web app crammed into mobile, not a native product
Role
Product Designer, Unfold · 6-week project
- Co-led UX and UI redesign alongside one other product designer
- Designed core challenge flows: multiple choice, text-based, coding
- Designed the gamification layer: leaderboards, NFT rewards at challenge completion, progression tracking, and weekly drops
- Contributed to onboarding and the user profile experience
- Collaborated on design system documentation for developer handoff
Requirements
Before any design work began, I mapped the full feature scope with stakeholders. These requirements were defined at kickoff as a shared checklist to keep the team aligned throughout.
Decisions
We added a gamification layer where none existed. Per-blockchain leaderboards, NFT rewards, visible progression, and weekly drops. The model is proven. We built EasyA's version for a Web3-native audience.
We pushed for a retro gaming direction when a safer EdTech look was available. EasyA's users are developers and crypto-native builders with high visual standards. Stakeholders were sceptical. We kept core flows clean so the bold moments read as craft, not noise, and that got the direction across the line.
We flipped onboarding so the first challenge comes before sign-up. Users experience value first, then register at completion. Friction drops, intent is higher, and the moment feels earned.
Before and after
Shipped
A full redesign of a platform used by over a million developers. Polished, gamified, and live on the App Store and Google Play for iOS and Android.
- Challenge flows: multiple choice, text-based, and live coding challenges
- Gamification: leaderboards, NFT rewards, progression tracking, weekly drops
- Coding challenge with GitHub and API integration support
- AI challenge screen
- Connect wallet flow
- Redesigned user profile with retro gaming card and wallet details
- Updated onboarding with deferred sign-up
Micro interactions
Build
The brand team set the foundation: logo refresh, color palette, and type direction. We built a full component library covering challenge flows, gamification, wallet, and onboarding.
The handoff covered more surface area than a typical six-week project. Multiple types, live coding, NFT flows, and deferred sign-up all needed to be specced before engineering could move. Every component was documented at interaction level.
Design system and component library
Results
EasyA has over a million users, won Apple's App of the Day, and has alumni who founded billion-dollar companies. The redesign fixed these gaps: sign-up wall before value, no gamification, and a UI that didn't match the platform's scale.
Learnings
Parallel workstreams need hard ownership. The brand team owned identity, we owned product. That boundary made six weeks possible.
Gamification is a system, not a feature. When rewards fire, how progression resets, what happens at the ceiling: those decisions shape how the product feels more than the visuals do.
The structural problems were clear: sign-up wall, no rewards, navigation that didn't reflect usage. Fix those first.
