Gardner Loulan

Crypto has a user experience problem—and it's not just about complexity. Every phishing link, every airdropped scam token, every "is this email real?" moment is friction that keeps normal people out. Meanwhile, the industry keeps iterating on DeFi protocols while the debit card market sits there, largely untouched.Russell Castagnaro and Gardner are building Unicorn, a B2B2C platform that lets brands create complete Web3 experiences—onboarding, wallets, approved dApps—without exposing users to the chaos of the open blockchain. Think of it like the difference between AOL's curated internet and the raw Netscape browser: same underlying technology, radically different experience.In this conversation, Rex, Russell, and Gardner talk through what's actually broken about crypto UX (hint: it's not the wallet UI), why most brand NFT drops failed, and what kinds of companies are starting to get it right. They make the case that the real opportunity isn't convincing Delta to put their loyalty program on-chain—it's giving the next wave of competitors the tools to outflank them.The conversation also gets into identity, provenance, and why "sign in with Ethereum" might be the actual killer app. Plus: the role of stablecoins, why building in a bear market has its advantages, and what happens when AI agents need to transact.