The challenge
Most apps fail by doing too much. They pile on features until the one thing a person came for is buried under everything they did not ask for. We took the opposite bet across a family of consumer apps: pick one useful job and do it well. The kind of app someone keeps because it quietly works, not because it nags.
Three jobs kept proving worth solving on their own terms: remembering the people and dates that matter, quitting smoking, and building habits that last.
What we built
Three mobile apps, each built around one idea, all live on iPhone and Android.
- MyDate remembers every birthday, anniversary and important date, and reminds you at the right moment, so the people in your life feel remembered without you holding it all in your head.
- Breathr is a quit-smoking companion for people who are serious about it. A personal quit plan, support during a craving, and clear smoke-free progress, built for the moments that decide whether someone succeeds.
- Habit Builder makes behaviour change feel easy. Streaks and well-timed nudges turn good intentions into consistency by making the next small step the obvious one.
Our medication adherence app, Pillpal, has its own case study.
How we worked
The discipline was the same across all three. Prototype the core loop first, make it frictionless, and resist the urge to add. Each app is designed to feel calm, with the behavioural details treated as the product rather than decoration: the timing of a reminder, the framing of progress, the size of the next step. Done well, those details are the difference between an app people abandon in a week and one they keep for years.
The outcome
Three focused apps, shipped and kept live on both stores, each built around a single idea done well. They are proof of the approach we bring to every product: clarity over clutter, and one valuable thing done properly rather than five things done passably.
Have an app idea that deserves to be done properly? Let’s build it.