Web3 education ecosystem — Head of Product & Art
Leading product and design for a 2M+ user Web3 education ecosystem
As Head of Product & Art, I led product and design for a Web3 education ecosystem that grew to 2M+ users and a token listing on two global exchanges — shipping 10+ core products and 20+ internal tools from concept to release, on one design and brand system adopted across 30+ products and surfaces.
Backdrop — the actual working file
- Role
- Head of Product & Art
- Client
- Edu3Labs · Remote
- Period
- 2023 – 2025
- Platforms
- Web · Mobile · Telegram · AI
- Tools
- Figma · design systems · AI product UX
- Status
- Scaled to 2M+ users; continuing as advisor
Overview
Edu3Labs is a Web3 education ecosystem — a place to learn, earn and build in the decentralized world. As Head of Product & Art I led both product and design across it: the learner-facing academy, an AI tutor, a Telegram quiz game, an on-chain finance app and the bridge tooling around them.
Leading here meant two jobs at once — setting product direction across a portfolio and holding the design bar across every surface — while the ecosystem scaled to 2M+ users and a token listing on two global exchanges.
Scope
- Product & design leadership
- Discovery research
- Cross-functional team leadership (5–6)
- 10+ core products, 0-to-1
- Design & brand system (30+ surfaces)
- AI product UX
Figures counted from the working files — not estimates
The challenge
One ecosystem, many product shapes: a marketing and learning site, a conversational AI product, a gamified mini-app, an on-chain finance app. Keeping them coherent — one brand, one quality bar — while each obeyed its own medium was the core problem.
Scale without a big-company apparatus: 10+ core products and 20+ internal tools, shipped from concept to release by cross-functional teams of 5–6, needed a design and brand system doing the repeatable work.
My role
Head of Product & Art: product direction and design leadership across the portfolio — running discovery research ahead of each build, setting the quality bar, and directing cross-functional teams of 5–6 through delivery and launch.
Systems: built the design and brand system adopted across 30+ products and surfaces — the app, marketing and ecosystem partners — so consistency survived a fast, multi-product roadmap.
Still involved as brand and UI/UX advisor.
Product decisions
3 that shaped the productProblemAn AI tutor will confidently answer questions it has no business answering — the fastest way to lose a learner's trust.
Design the AI product around scoped expertise and honest limits.
WhyA study tool is only useful if it says true things and admits what it doesn't know.
ImpactSubject-expert 'Academician' personas by department; out-of-scope questions routed to the right expert instead of guessed at; message-level regenerate and versioning; and an explicit 'this may be inaccurate' disclaimer on every answer.
Turn learning into a reward loop — without turning it into a slot machine.
WhyRetention in a Telegram audience is won in seconds; the loop has to reward real actions, not just taps.
ImpactTrivio, a quiz mini-app with a Lucky Wheel reward economy — coins, tasks, streaks and honest win/lose states — so engagement is tied to answering, not just spinning.
Hold one brand and design system across very different products.
WhyA marketing site, an AI chat, a quiz game and a finance app can easily look like four companies.
ImpactA shared design and brand system — tokens, components, type and voice — adopted across 30+ products and surfaces, so the academy, the AI tutor and the apps read as one ecosystem.
AI product UX
An AI tutor that knows its limits
The flagship AI product is a subject-expert tutor: 'Academicians' organized by department — Finance, Web3, Marketing, Mental Health — that a learner picks from a gamified campus map. Answers carry message-level actions (regenerate, versions, edit), and out-of-scope questions are routed to the right expert rather than hallucinated.
Every response carries an honest disclaimer. Trust in an education AI is built by what it refuses to claim.
Learner-facing web
The academy
Edu3Labs Academy is the ecosystem's public face: a Web3-entrepreneurship academy with a ten-module curriculum, structured enrollment and a design system documented down to type and colour.
Gamified engagement
Trivio — learning as a reward loop
Trivio brings the ecosystem into Telegram: a quiz mini-app with a Lucky Wheel reward economy — coins, tasks and leaderboards — where every state (win, loss, another spin) is designed honestly, so the loop stays motivating without misleading.
Consumer app
AstroFi — AI-guided readings
AstroFi is the ecosystem's consumer AI app: horoscope, tarot and numerology delivered as guided, conversational readings — dark, calm and legible, with a clear home, history and per-discipline flows.
On-chain
LayerDapp — cross-chain, made legible
LayerDapp is a Layer Zero NFT bridge: pick source and destination chains and follow a four-step transfer (start → cross → approve → complete), with crosschain limits and honest timing — '10–30 min, larger amounts up to 12 hours' — surfaced up front instead of buried.
Outcome
verified, qualitative where honest- 01
An ecosystem scaled to 2M+ users and a token listing on two global exchanges.
- 02
10+ core products and 20+ internal tools shipped from concept to release.
- 03
One design and brand system adopted across 30+ products and surfaces — the throughline that kept a fast, multi-product roadmap coherent.
// Led as Head of Product & Art (2023–2025); continuing as brand and UI/UX advisor.
