Overview
I scoped and restructured the architecture of the PLAYA3ULL web ecosystem, splitting the existing DApp into two purpose-built platforms — 3ULL Hub and Node Hub — and leading product strategy across both: features, user stories, sprint planning, ticket writing, and end-to-end UX/UI through to dev hand-off.
3ULL Hub is a mobile-first, responsive platform consolidating everything a player touches: inventory, marketplace with advanced filters and sorting for discovery, Item Passes, 3ULL Coin onboarding flows (Buy, Bridge, HODL), integrated OTC tools, a support system, and a community hub. Node Hub is the dedicated space for node owners and buyers, covering node purchasing and management, HODL rewards tracking, Fractional Node Pools with create/join flows, and a multi-step onboarding and purchase experience that doesn’t lose people on step three. I also redesigned Profiles to support a more social, modular account — structured overview, Play & Earn progress tracking, and a scalable layout across desktop, tablet, and mobile.
Outcome
A full suite of designed products to replace the previous monolithic DApp. The new architecture is set to improve clarity, performance, and usability across devices and user types, and the platforms are now in development as the foundation for PLAYA3ULL’s player, trader, and node owner ecosystem.
What I learned
Unbundling a product is a different kind of design work than building one. The temptation is to preserve the old architecture and just reskin it; the actual job is to figure out which users have been stepping around each other and give each of them their own front door. Leading dual-track design and product workflows across Hub, Node Hub, and Profiles inside a three-month window taught me how to scope complex systems — and how to hold the line when “could we just add this over here too” tries to rebuild the old monolith one PR at a time.