Back

EasyMate

EasyMate is an AI-powered platform that enables businesses to transform plain-language requests into adaptive software. By learning from real operational data, EasyMate automates repetitive work, improves decision-making, and identifies new opportunities for growth, all without requiring technical expertise or additional headcount.

Key Results

38% reduction in builder drop-off rate.
64% improvement in user retention.
350+ apps built in the first week.

Role & Timeline

Senior Product Designer
May 2025 - November 2025

Methods

User Research / Product Discovery / Competitive Analysis / Design Audit / Visual design / Prototyping / Testing

Diagnosing the Barriers to Scale

To define the strategy for EasyMate 2.0, we conducted a comprehensive audit of the alpha build and analysed the workflows of our active clients. Despite the potential of the core technology, the 1.0 experience created significant friction that prevented adoption at scale. The audit revealed four critical bottlenecks:

Cognitive Overload (Visual Ambiguity): The original interface lacked hierarchy, presenting a "flat" layout where critical actions blended with secondary settings. This ambiguity left users unsure of where to focus, increasing the learning curve.
Architectural Fragility: As client needs grew, the 1.0 architecture struggled to adapt. The system forced users into fragmented workflows rather than creating cohesive, scalable applications.
The "Blank Canvas" Problem: Feedback revealed that users often knew what hurt in their business but didn't know how to build the solution. The open-ended nature of 1.0 led to decision paralysis and stalled projects.
Strategic Misalignment: The initial product concept lacked a clear target outcome, resulting in a tool that felt like a "feature set" rather than a solution. A refined strategy was needed to focus on tangible business achievements.

The challenge was clear: we needed to pivot from a complex "builder" tool to an intuitive "solver" platform, and we had to do it quickly against an ambitious timeline.

Cognitive Overload (Visual Ambiguity): The original interface lacked hierarchy, presenting a "flat" layout where critical actions blended with secondary settings. This ambiguity left users unsure of where to focus, increasing the learning curve.
Architectural Fragility: As client needs grew, the 1.0 architecture struggled to adapt. The system forced users into fragmented workflows rather than creating cohesive, scalable applications.
The "Blank Canvas" Problem: Feedback revealed that users often knew what hurt in their business but didn't know how to build the solution. The open-ended nature of 1.0 led to decision paralysis and stalled projects.
Strategic Misalignment: The initial product concept lacked a clear target outcome, resulting in a tool that felt like a "feature set" rather than a solution. A refined strategy was needed to focus on tangible business achievements.

The challenge was clear: we needed to pivot from a complex "builder" tool to an intuitive "solver" platform, and we had to do it quickly against an ambitious timeline.

Cognitive Overload (Visual Ambiguity): The original interface lacked hierarchy, presenting a "flat" layout where critical actions blended with secondary settings. This ambiguity left users unsure of where to focus, increasing the learning curve.
Architectural Fragility: As client needs grew, the 1.0 architecture struggled to adapt. The system forced users into fragmented workflows rather than creating cohesive, scalable applications.
The "Blank Canvas" Problem: Feedback revealed that users often knew what hurt in their business but didn't know how to build the solution. The open-ended nature of 1.0 led to decision paralysis and stalled projects.
Strategic Misalignment: The initial product concept lacked a clear target outcome, resulting in a tool that felt like a "feature set" rather than a solution. A refined strategy was needed to focus on tangible business achievements.

The challenge was clear: we needed to pivot from a complex "builder" tool to an intuitive "solver" platform, and we had to do it quickly against an ambitious timeline.

Analysing the issues with the first version of EasyMate, which was then called Buela.

Field Insights & Validation

To ground the redesign in reality, insights were gathered from two active enterprise clients integrating EasyMate into daily operations. Regular feedback sessions uncovered specific friction points:

Articulation Gap: Users struggled to translate their business intent into the system's technical language, leading to errors.
Manual Configuration Fatigue: There was a disconnect between verbally describing a task and the tedious manual setup required to digitise it.
Competitive Feature Gap: Compared to established competitors, EasyMate 1.0 lacked critical utility features, resulting in low initial appeal and difficulty convincing users to adopt the software over other tools.
Dependency on Manual Support: The AI's limitations frequently forced the engineering team to manually build complex requirements, while support staff often had to intervene to configure settings that were unclear to users.

To ground the redesign in reality, insights were gathered from two active enterprise clients integrating EasyMate into daily operations. Regular feedback sessions uncovered specific friction points:

Articulation Gap: Users struggled to translate their business intent into the system's technical language, leading to errors.
Manual Configuration Fatigue: There was a disconnect between verbally describing a task and the tedious manual setup required to digitise it.
Competitive Feature Gap: Compared to established competitors, EasyMate 1.0 lacked critical utility features, resulting in low initial appeal and difficulty convincing users to adopt the software over other tools.
Dependency on Manual Support: The AI's limitations frequently forced the engineering team to manually build complex requirements, while support staff often had to intervene to configure settings that were unclear to users.

To ground the redesign in reality, insights were gathered from two active enterprise clients integrating EasyMate into daily operations. Regular feedback sessions uncovered specific friction points:

Articulation Gap: Users struggled to translate their business intent into the system's technical language, leading to errors.
Manual Configuration Fatigue: There was a disconnect between verbally describing a task and the tedious manual setup required to digitise it.
Competitive Feature Gap: Compared to established competitors, EasyMate 1.0 lacked critical utility features, resulting in low initial appeal and difficulty convincing users to adopt the software over other tools.
Dependency on Manual Support: The AI's limitations frequently forced the engineering team to manually build complex requirements, while support staff often had to intervene to configure settings that were unclear to users.

The Market Gap

A competitive analysis of the AI app builder landscape revealed a polarisation: tools were either highly customisable but complex, or simple but limited. This insight identified the key opportunity for EasyMate 2.0: Radical Accessibility through Automation. The strategy shifted from providing a better drag-and-drop canvas to removing the canvas entirely in favour of "intent interpretation."

EasyMate brand colours

EasyMate logo

Defining the Strategy

The Core Hypothesis

We hypothesised that shifting the mental model from "building" to "describing" would fundamentally lower the barrier to entry. By replacing technical controls with natural language interaction, users with no engineering background could successfully deploy operational tools, resulting in significantly higher activation and retention rates.

Project Goals & Success Metrics

The overall strategy aimed to bridge the gap between complex business logic and intuitive user experience.

The Primary Goal

Create a "Grandma-Friendly" creation experience that allows users with zero technical expertise to generate, deploy, and manage AI tools solely through natural language interaction.

Design System & Components

To support the redesign and ensure rapid delivery, a modular design system was built from the ground up.

Unified Visual Language: Consistent standards for colour, typography, and spacing were established to professionalise the look and feel.
Components: A library of modular components such as widgets, lists, forms and more, was created specifically for the Admin app interface.
Accessibility First: Clarity and readability were prioritised to ensure the platform remained approachable for non-technical users.

To support the redesign and ensure rapid delivery, a modular design system was built from the ground up.

Unified Visual Language: Consistent standards for colour, typography, and spacing were established to professionalise the look and feel.
Components: A library of modular components such as widgets, lists, forms and more, was created specifically for the Admin app interface.
Accessibility First: Clarity and readability were prioritised to ensure the platform remained approachable for non-technical users.

To support the redesign and ensure rapid delivery, a modular design system was built from the ground up.

Unified Visual Language: Consistent standards for colour, typography, and spacing were established to professionalise the look and feel.
Components: A library of modular components such as widgets, lists, forms and more, was created specifically for the Admin app interface.
Accessibility First: Clarity and readability were prioritised to ensure the platform remained approachable for non-technical users.

A selection of components created for the EasyMate Design System.

The Product Experience

EasyMate enables any user to build AI-powered tools without writing code. Users simply describe who they are helping, which tasks they want to automate, and the problems they are trying to solve. From that input, EasyMate interprets the intent and begins shaping the app structure.

To ensure accuracy, an AI-guided interview asks follow-up questions to clarify workflows, data sources, and expected outcomes. Once the system reaches a high confidence score, EasyMate automatically generates the first version of the app, complete with relevant pages, datasets, and interface components.

As the app is created, users are guided through a setup checklist to finalise details and integrations. Once complete, their app is ready to launch and use within their organisation, enabling teams to save time, reduce manual effort, and scale with fewer resources.

Key features and improvements for EasyMate 2.0.

Key features and improvements for EasyMate 2.0.

Metrics & Impact

EasyMate 2.0 launched in October 2025 with a free trial strategy to accelerate adoption. The new interface delivered immediate results:

38% Reduction in Drop-Off Rate: The revamped interview and guided post-interview processes made it easier for users to build and launch their apps.
64% Improvement in Retention: Apps better aligned with users’ needs encouraged them to return to improve and maintain their creations.
350+ apps generated in the week one : As EasyMate released users started generating functional operational tools tailored to their specific business needs, validating the platform's readiness for real-world application.

EasyMate 2.0 launched in October 2025 with a free trial strategy to accelerate adoption. The new interface delivered immediate results:

38% Reduction in Drop-Off Rate: The revamped interview and guided post-interview processes made it easier for users to build and launch their apps.
64% Improvement in Retention: Apps better aligned with users’ needs encouraged them to return to improve and maintain their creations.
350+ apps generated in the week one : As EasyMate released users started generating functional operational tools tailored to their specific business needs, validating the platform's readiness for real-world application.

Analysing the issues with the first version of EasyMate, which was then called Buela.

A selection of components created for the EasyMate Design System.

Key features and improvements for EasyMate 2.0.

Key features and improvements for EasyMate 2.0.