Web3 · AI
An AI-driven DeFi app with missions and rewards
DexGuru launched Guru ERA next to its trading terminal: an AI assistant, tokenized actions and gamified mechanics that bring a broader crypto audience into DeFi.
Role
Product Designer
Scope
Mobile app, design system, Webflow
Platform
iOS · Web
Year
2021 — 2023
Site
About
From analytics to engagement
Guru ERA was launched as a parallel product, not a replacement: the legacy terminal keeps serving professional traders, while the new mobile app focuses on engagement, token utility and onboarding for a broader Web3 audience.
My part: the information architecture, core flows, navigation and visual concept of the mobile app, and scalable UI components shared by the old and the new modules. I worked closely with developers and product managers to align the UX with AI logic and DeFi technicalities.
Problem
DeFi is hard to start and slow to use
Users face complex onboarding when they try DeFi protocols. Blockchain transactions need manual execution, existing apps lack real automation and multi-chain access in one place, and on a phone people switch between several services to get anything done.
Solution
AI orchestration that automates on-chain actions, across Actions, AI Hub, Tokens, Swap and a Leaderboard
Problem
New traders need a reason to come back
The business wanted to grow beyond analytics: attract new segments, give the GURU token real utility and improve retention, with the app as the mobile entry point into the DexGuru ecosystem.
Solution
Missions, rewards and progress loops built on the token, with social and referral mechanics
Problem
Every launch needs a landing page, fast
Each major update needed a fast, visually consistent, high-converting landing page, while engineering time was limited.
Solution
Landing pages I designed and built in Webflow myself, so launches didn't wait for engineering
Guru ERA after launch
| Metric | Result |
|---|---|
| Multi-chain liquidity interaction, first two months | +25% |
| Crypto influencers promoting Guru Network | 50+ |
A scalable design system supported rapid onboarding of new blockchain partners and feature modules.
+25%
Multi-chain liquidity interaction
50+
Crypto influencers promoting Guru Network