Project Summary
About the project
About the Project
Wiggler Reading is an early-stage edtech product I’m building to solve a very specific problem: kids don’t struggle because reading is hard, they struggle because the system around reading is broken.
Most early reading tools either feel like school worksheets or like noisy games. Neither builds real reading ability.
At Wiggler, we’re designing a system-first reading experience that helps children move from decoding to confident reading in a structured, predictable way.
As the founding designer and co-founder, I’ve been responsible for everything from zero to one
research, product thinking, UX, content structure, visual system, and early growth experiments.
The goal is simple:
Make reading feel achievable, daily, and measurable within 90 days.
The Challenge
Reading feels overwhelming for beginners
Kids face too many unknowns at once, sounds, words, rules. Most tools don’t reduce this complexity.Practice is inconsistent and unstructured
Parents don’t know what to teach next. Teachers don’t have time for individual pacing.Engagement is misunderstood
Edtech often adds rewards and gamification instead of improving clarity. Kids stay entertained, but don’t improve.No clear progress visibility
Parents can’t answer a simple question: “Is my child actually improving in reading?”Trust gap between product and educators
Teachers see most tools as distractions, not learning systems.Building with constraints
As a founder, I had to prioritize deeply, focusing on what actually improves reading, not what looks impressive.
Approach
My approach was simple:
Don’t design for “education”. Design for how kids actually learn to read.
I spent time:
Observing how kids struggle with phonics and blending
Talking to parents trying to teach reading at home
Breaking down how early reading is traditionally taught vs how it should feel
This led to a shift from content-first → system-first thinking
Core Principles
Make reading predictable, not confusing
Every day follows a clear structure so kids know what to expectReduce cognitive load aggressively
One concept at a time. No noise. No distractions.Design for daily momentum
Small wins every day build confidence faster than big jumpsProgress must be visible
Parents and kids should see improvement, not guess itRespect attention, don’t hijack it
No gamification tricks. Clarity itself becomes engagement
Design Philosophy
Clarity over cleverness
Consistency over novelty
Learning over engagement hacks
Design Strategy & Key Features:
1. Structured Daily Learning System
Each day is designed as a repeatable flow:
Learn → See → Practice → Apply → Recall
Short, guided phonics introduction
Visual + audio reinforcement
Controlled practice (not overwhelming)
Real word application
Quick recall to lock memory
This reduces friction and builds habit.
2. Phonics-first, System-led Approach
Instead of random content:
Sounds → Blends → Words → Sentences
Carefully sequenced progression
No jumping ahead, no gaps
This ensures actual reading ability, not memorization.
3. Visual Clarity System
Minimal UI, zero distractions
Color used for meaning, not decoration
Repetition in layout builds familiarity
Every screen answers: “What should I do next?”
4. Progress That Builds Confidence
Daily streaks are secondary
Mastery signals are primary
Examples:
Words decoded correctly
Sounds mastered
Reading fluency improving
Parents don’t see activity, they see growth
5. Parent-first Layer (Silent but Critical)
Clear guidance on what the child is learning
No need to “teach”, just support
Builds trust without overwhelming them
Results & Impact:
Adoption: Strong early interest from parents looking for structured reading systems
Engagement: Kids complete daily sessions consistently when flow is predictable
Learning signal: Noticeable improvement in blending and word recognition within weeks
Return behavior: High repeat usage driven by routine, not rewards
Parent feedback:
“Now I know what my child is learning daily”
“This feels simple, not overwhelming”
Key insight:
Simplicity + structure > gamification
Lessons Learned:
Building Wiggler changed how I think about design.
1. Systems > Screens
Good UI doesn’t fix a broken learning flow.
The real product is the sequence, not the screen.
2. Constraints create clarity
Limited resources forced sharper decisions.
We cut features like gamification and AI early, and the product became stronger.
3. Kids expose bad design instantly
If something is confusing, they don’t try harder.
They just stop.
4. Engagement is a byproduct, not a feature
When learning feels clear and achievable, kids naturally continue.
5. Founder mindset changes design priorities
You don’t optimize for perfect visuals.
You optimize for:
speed of learning
retention
trust
6. Trust is the real product
Parents and teachers don’t care about features.
They care about: “Is this actually helping my child read?”
Project Summary
About the project
About the Project
Wiggler Reading is an early-stage edtech product I’m building to solve a very specific problem: kids don’t struggle because reading is hard, they struggle because the system around reading is broken.
Most early reading tools either feel like school worksheets or like noisy games. Neither builds real reading ability.
At Wiggler, we’re designing a system-first reading experience that helps children move from decoding to confident reading in a structured, predictable way.
As the founding designer and co-founder, I’ve been responsible for everything from zero to one
research, product thinking, UX, content structure, visual system, and early growth experiments.
The goal is simple:
Make reading feel achievable, daily, and measurable within 90 days.
The Challenge
Reading feels overwhelming for beginners
Kids face too many unknowns at once, sounds, words, rules. Most tools don’t reduce this complexity.Practice is inconsistent and unstructured
Parents don’t know what to teach next. Teachers don’t have time for individual pacing.Engagement is misunderstood
Edtech often adds rewards and gamification instead of improving clarity. Kids stay entertained, but don’t improve.No clear progress visibility
Parents can’t answer a simple question: “Is my child actually improving in reading?”Trust gap between product and educators
Teachers see most tools as distractions, not learning systems.Building with constraints
As a founder, I had to prioritize deeply, focusing on what actually improves reading, not what looks impressive.
Approach
My approach was simple:
Don’t design for “education”. Design for how kids actually learn to read.
I spent time:
Observing how kids struggle with phonics and blending
Talking to parents trying to teach reading at home
Breaking down how early reading is traditionally taught vs how it should feel
This led to a shift from content-first → system-first thinking
Core Principles
Make reading predictable, not confusing
Every day follows a clear structure so kids know what to expectReduce cognitive load aggressively
One concept at a time. No noise. No distractions.Design for daily momentum
Small wins every day build confidence faster than big jumpsProgress must be visible
Parents and kids should see improvement, not guess itRespect attention, don’t hijack it
No gamification tricks. Clarity itself becomes engagement
Design Philosophy
Clarity over cleverness
Consistency over novelty
Learning over engagement hacks
Design Strategy & Key Features:
1. Structured Daily Learning System
Each day is designed as a repeatable flow:
Learn → See → Practice → Apply → Recall
Short, guided phonics introduction
Visual + audio reinforcement
Controlled practice (not overwhelming)
Real word application
Quick recall to lock memory
This reduces friction and builds habit.
2. Phonics-first, System-led Approach
Instead of random content:
Sounds → Blends → Words → Sentences
Carefully sequenced progression
No jumping ahead, no gaps
This ensures actual reading ability, not memorization.
3. Visual Clarity System
Minimal UI, zero distractions
Color used for meaning, not decoration
Repetition in layout builds familiarity
Every screen answers: “What should I do next?”
4. Progress That Builds Confidence
Daily streaks are secondary
Mastery signals are primary
Examples:
Words decoded correctly
Sounds mastered
Reading fluency improving
Parents don’t see activity, they see growth
5. Parent-first Layer (Silent but Critical)
Clear guidance on what the child is learning
No need to “teach”, just support
Builds trust without overwhelming them
Results & Impact:
Adoption: Strong early interest from parents looking for structured reading systems
Engagement: Kids complete daily sessions consistently when flow is predictable
Learning signal: Noticeable improvement in blending and word recognition within weeks
Return behavior: High repeat usage driven by routine, not rewards
Parent feedback:
“Now I know what my child is learning daily”
“This feels simple, not overwhelming”
Key insight:
Simplicity + structure > gamification
Lessons Learned:
Building Wiggler changed how I think about design.
1. Systems > Screens
Good UI doesn’t fix a broken learning flow.
The real product is the sequence, not the screen.
2. Constraints create clarity
Limited resources forced sharper decisions.
We cut features like gamification and AI early, and the product became stronger.
3. Kids expose bad design instantly
If something is confusing, they don’t try harder.
They just stop.
4. Engagement is a byproduct, not a feature
When learning feels clear and achievable, kids naturally continue.
5. Founder mindset changes design priorities
You don’t optimize for perfect visuals.
You optimize for:
speed of learning
retention
trust
6. Trust is the real product
Parents and teachers don’t care about features.
They care about: “Is this actually helping my child read?”
Project Summary
About the project
About the Project
Wiggler Reading is an early-stage edtech product I’m building to solve a very specific problem: kids don’t struggle because reading is hard, they struggle because the system around reading is broken.
Most early reading tools either feel like school worksheets or like noisy games. Neither builds real reading ability.
At Wiggler, we’re designing a system-first reading experience that helps children move from decoding to confident reading in a structured, predictable way.
As the founding designer and co-founder, I’ve been responsible for everything from zero to one
research, product thinking, UX, content structure, visual system, and early growth experiments.
The goal is simple:
Make reading feel achievable, daily, and measurable within 90 days.
The Challenge
Reading feels overwhelming for beginners
Kids face too many unknowns at once, sounds, words, rules. Most tools don’t reduce this complexity.Practice is inconsistent and unstructured
Parents don’t know what to teach next. Teachers don’t have time for individual pacing.Engagement is misunderstood
Edtech often adds rewards and gamification instead of improving clarity. Kids stay entertained, but don’t improve.No clear progress visibility
Parents can’t answer a simple question: “Is my child actually improving in reading?”Trust gap between product and educators
Teachers see most tools as distractions, not learning systems.Building with constraints
As a founder, I had to prioritize deeply, focusing on what actually improves reading, not what looks impressive.
Approach
My approach was simple:
Don’t design for “education”. Design for how kids actually learn to read.
I spent time:
Observing how kids struggle with phonics and blending
Talking to parents trying to teach reading at home
Breaking down how early reading is traditionally taught vs how it should feel
This led to a shift from content-first → system-first thinking
Core Principles
Make reading predictable, not confusing
Every day follows a clear structure so kids know what to expectReduce cognitive load aggressively
One concept at a time. No noise. No distractions.Design for daily momentum
Small wins every day build confidence faster than big jumpsProgress must be visible
Parents and kids should see improvement, not guess itRespect attention, don’t hijack it
No gamification tricks. Clarity itself becomes engagement
Design Philosophy
Clarity over cleverness
Consistency over novelty
Learning over engagement hacks
Design Strategy & Key Features:
1. Structured Daily Learning System
Each day is designed as a repeatable flow:
Learn → See → Practice → Apply → Recall
Short, guided phonics introduction
Visual + audio reinforcement
Controlled practice (not overwhelming)
Real word application
Quick recall to lock memory
This reduces friction and builds habit.
2. Phonics-first, System-led Approach
Instead of random content:
Sounds → Blends → Words → Sentences
Carefully sequenced progression
No jumping ahead, no gaps
This ensures actual reading ability, not memorization.
3. Visual Clarity System
Minimal UI, zero distractions
Color used for meaning, not decoration
Repetition in layout builds familiarity
Every screen answers: “What should I do next?”
4. Progress That Builds Confidence
Daily streaks are secondary
Mastery signals are primary
Examples:
Words decoded correctly
Sounds mastered
Reading fluency improving
Parents don’t see activity, they see growth
5. Parent-first Layer (Silent but Critical)
Clear guidance on what the child is learning
No need to “teach”, just support
Builds trust without overwhelming them
Results & Impact:
Adoption: Strong early interest from parents looking for structured reading systems
Engagement: Kids complete daily sessions consistently when flow is predictable
Learning signal: Noticeable improvement in blending and word recognition within weeks
Return behavior: High repeat usage driven by routine, not rewards
Parent feedback:
“Now I know what my child is learning daily”
“This feels simple, not overwhelming”
Key insight:
Simplicity + structure > gamification
Lessons Learned:
Building Wiggler changed how I think about design.
1. Systems > Screens
Good UI doesn’t fix a broken learning flow.
The real product is the sequence, not the screen.
2. Constraints create clarity
Limited resources forced sharper decisions.
We cut features like gamification and AI early, and the product became stronger.
3. Kids expose bad design instantly
If something is confusing, they don’t try harder.
They just stop.
4. Engagement is a byproduct, not a feature
When learning feels clear and achievable, kids naturally continue.
5. Founder mindset changes design priorities
You don’t optimize for perfect visuals.
You optimize for:
speed of learning
retention
trust
6. Trust is the real product
Parents and teachers don’t care about features.
They care about: “Is this actually helping my child read?”