Ailuna is an eco habit-tracking app that helps individuals and organisations build sustainable habits. I was responsible for a full redesign of the app, creation of a scalable design system, component library, and a refreshed visual identity. After the successful relaunch, about a year later, I also led the transition of the product’s business model from B2C to B2B.

Outdated UI with inconsistent branding.

No design system, which slowed down product development.

Lack of gamification and user motivation.

Limited to B2C model, restricting revenue growth.

Gamification Layer – XP, badges, leaderboards, and daily streaks to boost motivation.

Personalised Actions – dynamic habit cards and reminders tailored to user behaviour.

Community Features – group chats, sharing actions, and collective challenges.

Impact Tracking – measurable progress displayed through data visualisation.

B2B Features – team-based onboarding, company leaderboards, and enterprise dashboards.

Our goal was to create a cohesive visual language that feels playful, eco-friendly, and scalable. From logo and typography to color palette and custom 3D illustrations, the new design system ensures consistency across the app and strengthens the brand identity.

The onboarding flow introduces users to the app’s core values and features. Each slide highlights community-driven actions, impactful habits, and gamified challenges — designed to inspire users and reduce drop-off at the start of the journey. To further simplify the experience, we also redesigned the registration process with MagicLink authentication, allowing users to sign up and log in with just one tap.

The Home & Actions flow introduces gamification to boost user motivation and engagement. We implemented XP points, streaks, reminders, and leaderboards, turning sustainable habits into rewarding challenges. By combining progress tracking with mini-actions and community-driven goals, users are encouraged to stay consistent and build long-term behavior change.

To foster collaboration and user retention, we designed a full social layer inside the app — with groups, feeds, media posts, comments, replies, and sharing features. This transformed the platform from a habit tracker into a community-driven network, where users can connect, exchange ideas, and inspire each other through sustainable actions.

To expand the platform from B2C to B2B, we introduced team-based functionality designed for organizations. Companies can now create groups with participants, track progress, and compete through gamified leaderboards, medals, and XP rewards. This adaptation turned the product into a collaborative tool for corporate engagement, boosting motivation and teamwork through friendly competition.

We redesigned the profile page to highlight user progress, achievements, and team engagement. The new layout supports both B2C and B2B use cases — with badges, medals, and leaderboard integration, companies can track employee impact, reward sustainable actions, and boost motivation through gamified progress tracking.

A web dashboard for company admins to track engagement and impact across the whole program. At a glance: registrations and MoM trends, completed actions, days-in-habit, badges earned, and CO₂e saved. Deep dives cover Sustainable Development Goals progress, popular actions, team dashboards, leaderboards, and detailed results. Team management flows let admins create teams, assign leaders, invite members, and review each team’s actions and individual progress.

To keep users consistently engaged, I designed a complete notification and communication system. It included custom flows for reminders, privacy and account settings, private chats, group chats, and community groups. Every screen was carefully prototyped and tested to ensure seamless user experience. Push notifications were fully integrated into habits, actions, and social interactions, helping users stay on track and connected.

I designed promotional screenshots for both the App Store and Google Play to highlight the app’s core value: making sustainability simple and fun.

All user flows and scenarios were built as interactive prototypes to test both functionality and visual styles with real users via Maze.com. This allowed us to gather feedback early and optimize the experience before development.

Additionally, I ensured smooth handoff to developers — controlling not only the design delivery but also the quality of implementation, checking layouts and interactions at every stage.

Through full rebranding, product repositioning, and gamification we’ve achieved measurable results: organic user growth, higher engagement, and improved customer satisfaction. All design decisions were validated with real users through Maze testing and continuous analytics tracking.