Alms
11 Apr, 2022
Alms was a well-being app built on a simple idea: doing good in real life should feel small, doable, and rewarding. The shape changed – from personal challenges to social network to creator-led – but the core stayed the same: help people do good and feel better.
We shipped the first version in five months. Over the next two years, we pivoted twice: first into a social network, then toward a creator-led platform. We believed in the last concept but didn't raise capital that time, so wrapping up honestly was the right call.
I came in as the first designer on a tiny team (CEO/PM + two iOS engineers). It was my first true end-to-end role: art direction, product scope, design system, core flows, onboarding, copy, dev handoff, plus the outward bits – landings and brand.
This project leveled me up as a product designer – sharpened my calls on what's real, what's noise, and what actually moves metrics. I learned to ship fast, test in the wild, and stay clear under pressure.
Alms was a well-being app built on a simple idea: doing good in real life should feel small, doable, and rewarding. The shape changed – from personal challenges to social network to creator-led – but the core stayed the same: help people do good and feel better.
We shipped the first version in five months. Over the next two years, we pivoted twice: first into a social network, then toward a creator-led platform. We believed in the last concept but didn't raise capital that time, so wrapping up honestly was the right call.
I came in as the first designer on a tiny team (CEO/PM + two iOS engineers). It was my first true end-to-end role: art direction, product scope, design system, core flows, onboarding, copy, dev handoff, plus the outward bits – landings and brand.
This project leveled me up as a product designer – sharpened my calls on what's real, what's noise, and what actually moves metrics. I learned to ship fast, test in the wild, and stay clear under pressure.
Alms was a well-being app built on a simple idea: doing good in real life should feel small, doable, and rewarding. The shape changed – from personal challenges to social network to creator-led – but the core stayed the same: help people do good and feel better.
We shipped the first version in five months. Over the next two years, we pivoted twice: first into a social network, then toward a creator-led platform. We believed in the last concept but didn't raise capital that time, so wrapping up honestly was the right call.
I came in as the first designer on a tiny team (CEO/PM + two iOS engineers). It was my first true end-to-end role: art direction, product scope, design system, core flows, onboarding, copy, dev handoff, plus the outward bits – landings and brand.
This project leveled me up as a product designer – sharpened my calls on what's real, what's noise, and what actually moves metrics. I learned to ship fast, test in the wild, and stay clear under pressure.
Alms was a well-being app built on a simple idea: doing good in real life should feel small, doable, and rewarding. The shape changed – from personal challenges to social network to creator-led – but the core stayed the same: help people do good and feel better.
We shipped the first version in five months. Over the next two years, we pivoted twice: first into a social network, then toward a creator-led platform. We believed in the last concept but didn't raise capital that time, so wrapping up honestly was the right call.
I came in as the first designer on a tiny team (CEO/PM + two iOS engineers). It was my first true end-to-end role: art direction, product scope, design system, core flows, onboarding, copy, dev handoff, plus the outward bits – landings and brand.
This project leveled me up as a product designer – sharpened my calls on what's real, what's noise, and what actually moves metrics. I learned to ship fast, test in the wild, and stay clear under pressure.
Alms was a well-being app built on a simple idea: doing good in real life should feel small, doable, and rewarding. The shape changed – from personal challenges to social network to creator-led – but the core stayed the same: help people do good and feel better.
We shipped the first version in five months. Over the next two years, we pivoted twice: first into a social network, then toward a creator-led platform. We believed in the last concept but didn't raise capital that time, so wrapping up honestly was the right call.
I came in as the first designer on a tiny team (CEO/PM + two iOS engineers). It was my first true end-to-end role: art direction, product scope, design system, core flows, onboarding, copy, dev handoff, plus the outward bits – landings and brand.
This project leveled me up as a product designer – sharpened my calls on what's real, what's noise, and what actually moves metrics. I learned to ship fast, test in the wild, and stay clear under pressure.
The challenge
When COVID hit in 2020, people were thinking about their health, the future, and whether they could help. It felt like the right moment – to open minds to something genuinely good the way Headspace opened minds to meditation.
We wanted to prove that doing good regularly makes you feel better, and that sharing those moments could nudge others to try. The hard part? We ask for effort offline. That's a lot of friction. The challenge was lowering the first-step barrier, making progress visible, and keeping the experience calm rather than noisy or preachy.
The challenge
When COVID hit in 2020, people were thinking about their health, the future, and whether they could help. It felt like the right moment – to open minds to something genuinely good the way Headspace opened minds to meditation.
We wanted to prove that doing good regularly makes you feel better, and that sharing those moments could nudge others to try. The hard part? We ask for effort offline. That's a lot of friction. The challenge was lowering the first-step barrier, making progress visible, and keeping the experience calm rather than noisy or preachy.
The challenge
When COVID hit in 2020, people were thinking about their health, the future, and whether they could help. It felt like the right moment – to open minds to something genuinely good the way Headspace opened minds to meditation.
We wanted to prove that doing good regularly makes you feel better, and that sharing those moments could nudge others to try. The hard part? We ask for effort offline. That's a lot of friction. The challenge was lowering the first-step barrier, making progress visible, and keeping the experience calm rather than noisy or preachy.
The challenge
When COVID hit in 2020, people were thinking about their health, the future, and whether they could help. It felt like the right moment – to open minds to something genuinely good the way Headspace opened minds to meditation.
We wanted to prove that doing good regularly makes you feel better, and that sharing those moments could nudge others to try. The hard part? We ask for effort offline. That's a lot of friction. The challenge was lowering the first-step barrier, making progress visible, and keeping the experience calm rather than noisy or preachy.
The challenge
When COVID hit in 2020, people were thinking about their health, the future, and whether they could help. It felt like the right moment – to open minds to something genuinely good the way Headspace opened minds to meditation.
We wanted to prove that doing good regularly makes you feel better, and that sharing those moments could nudge others to try. The hard part? We ask for effort offline. That's a lot of friction. The challenge was lowering the first-step barrier, making progress visible, and keeping the experience calm rather than noisy or preachy.
Hunch & method
This didn't start as a purely business case. In 2020, as the pandemic began, a close friend and I were deep into Headspace and the calm it gave us. We kept asking: if meditation helps on the inside, what's the equivalent for the outside? Headspace and Calm were inward only; "impact" apps felt either heavy (formal volunteering) or distant (one-off donations).
We focused on people like us: time-pressed professionals who felt the 2020 anxiety spike and wanted to put good back into the world to feel better. They needed a tiny first step today and a clear next step tomorrow.
Palta backed the experiment with a short runway. Reality: tiny iOS team, five months for MVP, no extensive research budgets. So we went lean. Quick unmoderated tests with Figma prototypes caught obvious low level issues, PM-led remote user sessions revealed patterns, CEO's market scans confirmed the timing and direction. All pointed the same way: high intent, low time, zero tolerance for friction.
After launch, we watched simple proofs: did people complete their first action in onboarding, finish a challenge pack, come back in week one? When those lit up, we dug deeper. When they didn't, we changed the approach.
Hunch & method
This didn't start as a purely business case. In 2020, as the pandemic began, a close friend and I were deep into Headspace and the calm it gave us. We kept asking: if meditation helps on the inside, what's the equivalent for the outside? Headspace and Calm were inward only; "impact" apps felt either heavy (formal volunteering) or distant (one-off donations).
We focused on people like us: time-pressed professionals who felt the 2020 anxiety spike and wanted to put good back into the world to feel better. They needed a tiny first step today and a clear next step tomorrow.
Palta backed the experiment with a short runway. Reality: tiny iOS team, five months for MVP, no extensive research budgets. So we went lean. Quick unmoderated tests with Figma prototypes caught obvious low level issues, PM-led remote user sessions revealed patterns, CEO's market scans confirmed the timing and direction. All pointed the same way: high intent, low time, zero tolerance for friction.
After launch, we watched simple proofs: did people complete their first action in onboarding, finish a challenge pack, come back in week one? When those lit up, we dug deeper. When they didn't, we changed the approach.
Hunch & method
This didn't start as a purely business case. In 2020, as the pandemic began, a close friend and I were deep into Headspace and the calm it gave us. We kept asking: if meditation helps on the inside, what's the equivalent for the outside? Headspace and Calm were inward only; "impact" apps felt either heavy (formal volunteering) or distant (one-off donations).
We focused on people like us: time-pressed professionals who felt the 2020 anxiety spike and wanted to put good back into the world to feel better. They needed a tiny first step today and a clear next step tomorrow.
Palta backed the experiment with a short runway. Reality: tiny iOS team, five months for MVP, no extensive research budgets. So we went lean. Quick unmoderated tests with Figma prototypes caught obvious low level issues, PM-led remote user sessions revealed patterns, CEO's market scans confirmed the timing and direction. All pointed the same way: high intent, low time, zero tolerance for friction.
After launch, we watched simple proofs: did people complete their first action in onboarding, finish a challenge pack, come back in week one? When those lit up, we dug deeper. When they didn't, we changed the approach.
Hunch & method
This didn't start as a purely business case. In 2020, as the pandemic began, a close friend and I were deep into Headspace and the calm it gave us. We kept asking: if meditation helps on the inside, what's the equivalent for the outside? Headspace and Calm were inward only; "impact" apps felt either heavy (formal volunteering) or distant (one-off donations).
We focused on people like us: time-pressed professionals who felt the 2020 anxiety spike and wanted to put good back into the world to feel better. They needed a tiny first step today and a clear next step tomorrow.
Palta backed the experiment with a short runway. Reality: tiny iOS team, five months for MVP, no extensive research budgets. So we went lean. Quick unmoderated tests with Figma prototypes caught obvious low level issues, PM-led remote user sessions revealed patterns, CEO's market scans confirmed the timing and direction. All pointed the same way: high intent, low time, zero tolerance for friction.
After launch, we watched simple proofs: did people complete their first action in onboarding, finish a challenge pack, come back in week one? When those lit up, we dug deeper. When they didn't, we changed the approach.
Hunch & method
This didn't start as a purely business case. In 2020, as the pandemic began, a close friend and I were deep into Headspace and the calm it gave us. We kept asking: if meditation helps on the inside, what's the equivalent for the outside? Headspace and Calm were inward only; "impact" apps felt either heavy (formal volunteering) or distant (one-off donations).
We focused on people like us: time-pressed professionals who felt the 2020 anxiety spike and wanted to put good back into the world to feel better. They needed a tiny first step today and a clear next step tomorrow.
Palta backed the experiment with a short runway. Reality: tiny iOS team, five months for MVP, no extensive research budgets. So we went lean. Quick unmoderated tests with Figma prototypes caught obvious low level issues, PM-led remote user sessions revealed patterns, CEO's market scans confirmed the timing and direction. All pointed the same way: high intent, low time, zero tolerance for friction.
After launch, we watched simple proofs: did people complete their first action in onboarding, finish a challenge pack, come back in week one? When those lit up, we dug deeper. When they didn't, we changed the approach.
First version
We started broad – a platform mixing habits, challenges, donations, and social features. After a competitive scan, I defined the brand basics: progressive yet accessible layout, restrained palette with optimistic yellow accents, realistic visuals, and an informal but safe voice.
Quite quickly payments and social got cut. Instead we focused on challenge packs filled with real-world actions completed over days, shareable externally.
First version
We started broad – a platform mixing habits, challenges, donations, and social features. After a competitive scan, I defined the brand basics: progressive yet accessible layout, restrained palette with optimistic yellow accents, realistic visuals, and an informal but safe voice.
Quite quickly payments and social got cut. Instead we focused on challenge packs filled with real-world actions completed over days, shareable externally.
First version
We started broad – a platform mixing habits, challenges, donations, and social features. After a competitive scan, I defined the brand basics: progressive yet accessible layout, restrained palette with optimistic yellow accents, realistic visuals, and an informal but safe voice.
Quite quickly payments and social got cut. Instead we focused on challenge packs filled with real-world actions completed over days, shareable externally.
First version
We started broad – a platform mixing habits, challenges, donations, and social features. After a competitive scan, I defined the brand basics: progressive yet accessible layout, restrained palette with optimistic yellow accents, realistic visuals, and an informal but safe voice.
Quite quickly payments and social got cut. Instead we focused on challenge packs filled with real-world actions completed over days, shareable externally.
First version
We started broad – a platform mixing habits, challenges, donations, and social features. After a competitive scan, I defined the brand basics: progressive yet accessible layout, restrained palette with optimistic yellow accents, realistic visuals, and an informal but safe voice.
Quite quickly payments and social got cut. Instead we focused on challenge packs filled with real-world actions completed over days, shareable externally.
Our first take on challenges and actions
Our first take on challenges and actions
Our first take on challenges and actions
Our first take on challenges and actions
Our first take on challenges and actions
Our first take on challenges and actions
Our first take on challenges and actions
Early testing caught problems. The custom font had readability and licensing issues. Horizontal carousels hid content. Most critically, people couldn't tell single actions from challenge packs. To address this, I switched to system font, moved UI to vertical scroll, and used clearer containers and copy to distinguish actions from packs.
Early testing caught problems. The custom font had readability and licensing issues. Horizontal carousels hid content. Most critically, people couldn't tell single actions from challenge packs. To address this, I switched to system font, moved UI to vertical scroll, and used clearer containers and copy to distinguish actions from packs.
Early testing caught problems. The custom font had readability and licensing issues. Horizontal carousels hid content. Most critically, people couldn't tell single actions from challenge packs. To address this, I switched to system font, moved UI to vertical scroll, and used clearer containers and copy to distinguish actions from packs.
Early testing caught problems. The custom font had readability and licensing issues. Horizontal carousels hid content. Most critically, people couldn't tell single actions from challenge packs. To address this, I switched to system font, moved UI to vertical scroll, and used clearer containers and copy to distinguish actions from packs.
Early testing caught problems. The custom font had readability and licensing issues. Horizontal carousels hid content. Most critically, people couldn't tell single actions from challenge packs. To address this, I switched to system font, moved UI to vertical scroll, and used clearer containers and copy to distinguish actions from packs.
Action and challenge UI after a few learnings
Action and challenge UI after a few learnings
Action and challenge UI after a few learnings
Action and challenge UI after a few learnings
Action and challenge UI after a few learnings
Action and challenge UI after a few learnings
Action and challenge UI after a few learnings
We shipped in October 2020 with ~250 actions. About 12k people tried it and rated it 4.7/5 – the experience felt right, but retention was weak. Users who completed more actions early stayed longer – 61% week-one retention for highly engaged users versus 23% overall. People started strong, then drifted.
We tried to fix it – smaller first steps, clearer framing, better progress indicators, more packs. Initial engagement improved but retention didn't really move.
We shipped in October 2020 with ~250 actions. About 12k people tried it and rated it 4.7/5 – the experience felt right, but retention was weak. Users who completed more actions early stayed longer – 61% week-one retention for highly engaged users versus 23% overall. People started strong, then drifted.
We tried to fix it – smaller first steps, clearer framing, better progress indicators, more packs. Initial engagement improved but retention didn't really move.
We shipped in October 2020 with ~250 actions. About 12k people tried it and rated it 4.7/5 – the experience felt right, but retention was weak. Users who completed more actions early stayed longer – 61% week-one retention for highly engaged users versus 23% overall. People started strong, then drifted.
We tried to fix it – smaller first steps, clearer framing, better progress indicators, more packs. Initial engagement improved but retention didn't really move.
We shipped in October 2020 with ~250 actions. About 12k people tried it and rated it 4.7/5 – the experience felt right, but retention was weak. Users who completed more actions early stayed longer – 61% week-one retention for highly engaged users versus 23% overall. People started strong, then drifted.
We tried to fix it – smaller first steps, clearer framing, better progress indicators, more packs. Initial engagement improved but retention didn't really move.
We shipped in October 2020 with ~250 actions. About 12k people tried it and rated it 4.7/5 – the experience felt right, but retention was weak. Users who completed more actions early stayed longer – 61% week-one retention for highly engaged users versus 23% overall. People started strong, then drifted.
We tried to fix it – smaller first steps, clearer framing, better progress indicators, more packs. Initial engagement improved but retention didn't really move.
Building a sense of progress with reflection and stats
Building a sense of progress with reflection and stats
Building a sense of progress with reflection and stats
Building a sense of progress with reflection and stats
Building a sense of progress with reflection and stats
Building a sense of progress with reflection and stats
Building a sense of progress with reflection and stats
The tiny everyday action hypothesis worked, but true product-market fit needed more. How do we make progress visible and meaningful? What social layer creates accountability without noise? How do we scale content without becoming a content mill? Those questions shaped V2.
The tiny everyday action hypothesis worked, but true product-market fit needed more. How do we make progress visible and meaningful? What social layer creates accountability without noise? How do we scale content without becoming a content mill? Those questions shaped V2.
The tiny everyday action hypothesis worked, but true product-market fit needed more. How do we make progress visible and meaningful? What social layer creates accountability without noise? How do we scale content without becoming a content mill? Those questions shaped V2.
The tiny everyday action hypothesis worked, but true product-market fit needed more. How do we make progress visible and meaningful? What social layer creates accountability without noise? How do we scale content without becoming a content mill? Those questions shaped V2.
The tiny everyday action hypothesis worked, but true product-market fit needed more. How do we make progress visible and meaningful? What social layer creates accountability without noise? How do we scale content without becoming a content mill? Those questions shaped V2.
Pivot to social
We rebuilt Alms as a vertical network where people post what they've done and invite others to try. The goal was a faster "see it, understand it, try it" loop. I simplified the visual system – removed noise, refined color, made it media-first.
After testing layouts with users and gather feedback from stakeholders, I chose familiar social feed patterns rather than reinventing the wheel – our audience already had that muscle memory from other platforms.
Pivot to social
We rebuilt Alms as a vertical network where people post what they've done and invite others to try. The goal was a faster "see it, understand it, try it" loop. I simplified the visual system – removed noise, refined color, made it media-first.
After testing layouts with users and gather feedback from stakeholders, I chose familiar social feed patterns rather than reinventing the wheel – our audience already had that muscle memory from other platforms.
Pivot to social
We rebuilt Alms as a vertical network where people post what they've done and invite others to try. The goal was a faster "see it, understand it, try it" loop. I simplified the visual system – removed noise, refined color, made it media-first.
After testing layouts with users and gather feedback from stakeholders, I chose familiar social feed patterns rather than reinventing the wheel – our audience already had that muscle memory from other platforms.
Pivot to social
We rebuilt Alms as a vertical network where people post what they've done and invite others to try. The goal was a faster "see it, understand it, try it" loop. I simplified the visual system – removed noise, refined color, made it media-first.
After testing layouts with users and gather feedback from stakeholders, I chose familiar social feed patterns rather than reinventing the wheel – our audience already had that muscle memory from other platforms.
Pivot to social
We rebuilt Alms as a vertical network where people post what they've done and invite others to try. The goal was a faster "see it, understand it, try it" loop. I simplified the visual system – removed noise, refined color, made it media-first.
After testing layouts with users and gather feedback from stakeholders, I chose familiar social feed patterns rather than reinventing the wheel – our audience already had that muscle memory from other platforms.
Completed actions feed in the redesigned app
Completed actions feed in the redesigned app
Completed actions feed in the redesigned app
Completed actions feed in the redesigned app
Completed actions feed in the redesigned app
Completed actions feed in the redesigned app
Completed actions feed in the redesigned app
The structural change was bigger. Now you could post freeform to create repeatable actions or complete challenges that prompted sharing. As we partnered with creators to bring their audiences in, I reworked the old character art into scalable collage covers that signal topics quickly.
The structural change was bigger. Now you could post freeform to create repeatable actions or complete challenges that prompted sharing. As we partnered with creators to bring their audiences in, I reworked the old character art into scalable collage covers that signal topics quickly.
The structural change was bigger. Now you could post freeform to create repeatable actions or complete challenges that prompted sharing. As we partnered with creators to bring their audiences in, I reworked the old character art into scalable collage covers that signal topics quickly.
The structural change was bigger. Now you could post freeform to create repeatable actions or complete challenges that prompted sharing. As we partnered with creators to bring their audiences in, I reworked the old character art into scalable collage covers that signal topics quickly.
The structural change was bigger. Now you could post freeform to create repeatable actions or complete challenges that prompted sharing. As we partnered with creators to bring their audiences in, I reworked the old character art into scalable collage covers that signal topics quickly.
Creator-focused actions and challenges
Creator-focused actions and challenges
Creator-focused actions and challenges
Creator-focused actions and challenges
Creator-focused actions and challenges
Creator-focused actions and challenges
Creator-focused actions and challenges
Once the visuals worked, I rebuilt the design system for speed. Cut unused components, organized what remained into primitives and patterns. Tokens replaced one-off values, spacing was locked to 8pt. Result: fewer bugs in production, more time shipping. The question shifted from interface clarity to product-market fit.
Once the visuals worked, I rebuilt the design system for speed. Cut unused components, organized what remained into primitives and patterns. Tokens replaced one-off values, spacing was locked to 8pt. Result: fewer bugs in production, more time shipping. The question shifted from interface clarity to product-market fit.
Once the visuals worked, I rebuilt the design system for speed. Cut unused components, organized what remained into primitives and patterns. Tokens replaced one-off values, spacing was locked to 8pt. Result: fewer bugs in production, more time shipping. The question shifted from interface clarity to product-market fit.
Once the visuals worked, I rebuilt the design system for speed. Cut unused components, organized what remained into primitives and patterns. Tokens replaced one-off values, spacing was locked to 8pt. Result: fewer bugs in production, more time shipping. The question shifted from interface clarity to product-market fit.
Once the visuals worked, I rebuilt the design system for speed. Cut unused components, organized what remained into primitives and patterns. Tokens replaced one-off values, spacing was locked to 8pt. Result: fewer bugs in production, more time shipping. The question shifted from interface clarity to product-market fit.
A few bits from the Alms 2.0 design system
A few bits from the Alms 2.0 design system
A few bits from the Alms 2.0 design system
A few bits from the Alms 2.0 design system
A few bits from the Alms 2.0 design system
With a brand designer, I refreshed the app icon, tightened the logo, and set rules for type, motion, photography and collage covers. I packaged it into a guide so contractors could work without handoffs and made the shared libraries our single source of truth.
With a brand designer, I refreshed the app icon, tightened the logo, and set rules for type, motion, photography and collage covers. I packaged it into a guide so contractors could work without handoffs and made the shared libraries our single source of truth.
With a brand designer, I refreshed the app icon, tightened the logo, and set rules for type, motion, photography and collage covers. I packaged it into a guide so contractors could work without handoffs and made the shared libraries our single source of truth.
With a brand designer, I refreshed the app icon, tightened the logo, and set rules for type, motion, photography and collage covers. I packaged it into a guide so contractors could work without handoffs and made the shared libraries our single source of truth.
With a brand designer, I refreshed the app icon, tightened the logo, and set rules for type, motion, photography and collage covers. I packaged it into a guide so contractors could work without handoffs and made the shared libraries our single source of truth.
Alms 2.0 style guide for contractors
Alms 2.0 style guide for contractors
Alms 2.0 style guide for contractors
Alms 2.0 style guide for contractors
Alms 2.0 style guide for contractors
I rebuilt the web presence too. Landing page for users: what Alms is, how it works, proof, and download. For creators: a page explaining how to host with examples and benefits.
I rebuilt the web presence too. Landing page for users: what Alms is, how it works, proof, and download. For creators: a page explaining how to host with examples and benefits.
I rebuilt the web presence too. Landing page for users: what Alms is, how it works, proof, and download. For creators: a page explaining how to host with examples and benefits.
I rebuilt the web presence too. Landing page for users: what Alms is, how it works, proof, and download. For creators: a page explaining how to host with examples and benefits.
I rebuilt the web presence too. Landing page for users: what Alms is, how it works, proof, and download. For creators: a page explaining how to host with examples and benefits.
Creator and user landing pages
Creator and user landing pages
Creator and user landing pages
Creator and user landing pages
Creator and user landing pages
Working with 50+ creators we'd reached 25k downloads and built up a 900-person organic Facebook group. Half the creators brought 25+ people each, and their audiences valued the safe space.
But the feed had problems. 62% of users browsed, 30% engaged, 8% posted. Only a third of those who completed actions posted about them. Longer challenges rarely got finished – the most-completed had just 4 actions. People wanted tiny wins, not commitments.
The diagnosis: creators worked as an acquisition channel, but our scaffolding around their content was too limiting. Fixing and doubling down on that became our main bet for V3.
Working with 50+ creators we'd reached 25k downloads and built up a 900-person organic Facebook group. Half the creators brought 25+ people each, and their audiences valued the safe space.
But the feed had problems. 62% of users browsed, 30% engaged, 8% posted. Only a third of those who completed actions posted about them. Longer challenges rarely got finished – the most-completed had just 4 actions. People wanted tiny wins, not commitments.
The diagnosis: creators worked as an acquisition channel, but our scaffolding around their content was too limiting. Fixing and doubling down on that became our main bet for V3.
Working with 50+ creators we'd reached 25k downloads and built up a 900-person organic Facebook group. Half the creators brought 25+ people each, and their audiences valued the safe space.
But the feed had problems. 62% of users browsed, 30% engaged, 8% posted. Only a third of those who completed actions posted about them. Longer challenges rarely got finished – the most-completed had just 4 actions. People wanted tiny wins, not commitments.
The diagnosis: creators worked as an acquisition channel, but our scaffolding around their content was too limiting. Fixing and doubling down on that became our main bet for V3.
Working with 50+ creators we'd reached 25k downloads and built up a 900-person organic Facebook group. Half the creators brought 25+ people each, and their audiences valued the safe space.
But the feed had problems. 62% of users browsed, 30% engaged, 8% posted. Only a third of those who completed actions posted about them. Longer challenges rarely got finished – the most-completed had just 4 actions. People wanted tiny wins, not commitments.
The diagnosis: creators worked as an acquisition channel, but our scaffolding around their content was too limiting. Fixing and doubling down on that became our main bet for V3.
Working with 50+ creators we'd reached 25k downloads and built up a 900-person organic Facebook group. Half the creators brought 25+ people each, and their audiences valued the safe space.
But the feed had problems. 62% of users browsed, 30% engaged, 8% posted. Only a third of those who completed actions posted about them. Longer challenges rarely got finished – the most-completed had just 4 actions. People wanted tiny wins, not commitments.
The diagnosis: creators worked as an acquisition channel, but our scaffolding around their content was too limiting. Fixing and doubling down on that became our main bet for V3.
Platform vision
Creator strategy success meant turning Alms into a platform where anyone could build and run challenges. One additional problem: the general feed couldn't balance relevance with discovery, leaving new users confused.
While preparing the V3 pitch, we tested ideas early. One change: challenge-specific sub-feeds instead of one mixed feed. This moved first-action completion from 29% to 35%. Small lift, but it proved the principle – better challenge structure could make this bet work.
Platform vision
Creator strategy success meant turning Alms into a platform where anyone could build and run challenges. One additional problem: the general feed couldn't balance relevance with discovery, leaving new users confused.
While preparing the V3 pitch, we tested ideas early. One change: challenge-specific sub-feeds instead of one mixed feed. This moved first-action completion from 29% to 35%. Small lift, but it proved the principle – better challenge structure could make this bet work.
Platform vision
Creator strategy success meant turning Alms into a platform where anyone could build and run challenges. One additional problem: the general feed couldn't balance relevance with discovery, leaving new users confused.
While preparing the V3 pitch, we tested ideas early. One change: challenge-specific sub-feeds instead of one mixed feed. This moved first-action completion from 29% to 35%. Small lift, but it proved the principle – better challenge structure could make this bet work.
Platform vision
Creator strategy success meant turning Alms into a platform where anyone could build and run challenges. One additional problem: the general feed couldn't balance relevance with discovery, leaving new users confused.
While preparing the V3 pitch, we tested ideas early. One change: challenge-specific sub-feeds instead of one mixed feed. This moved first-action completion from 29% to 35%. Small lift, but it proved the principle – better challenge structure could make this bet work.
Platform vision
Creator strategy success meant turning Alms into a platform where anyone could build and run challenges. One additional problem: the general feed couldn't balance relevance with discovery, leaving new users confused.
While preparing the V3 pitch, we tested ideas early. One change: challenge-specific sub-feeds instead of one mixed feed. This moved first-action completion from 29% to 35%. Small lift, but it proved the principle – better challenge structure could make this bet work.
Challenge sub feeds and improved explore
Challenge sub feeds and improved explore
Challenge sub feeds and improved explore
Challenge sub feeds and improved explore
Challenge sub feeds and improved explore
Challenge sub feeds and improved explore
Challenge sub feeds and improved explore
We looked at what course platforms offered that we didn't. Key ideas: preview with reviews, clear day-by-day structure, creator profiles with tipping, progress tracking, and richer formats like video and stories. All broken into quick steps around small wins. We prototyped with creators to test what resonated.
We looked at what course platforms offered that we didn't. Key ideas: preview with reviews, clear day-by-day structure, creator profiles with tipping, progress tracking, and richer formats like video and stories. All broken into quick steps around small wins. We prototyped with creators to test what resonated.
We looked at what course platforms offered that we didn't. Key ideas: preview with reviews, clear day-by-day structure, creator profiles with tipping, progress tracking, and richer formats like video and stories. All broken into quick steps around small wins. We prototyped with creators to test what resonated.
We looked at what course platforms offered that we didn't. Key ideas: preview with reviews, clear day-by-day structure, creator profiles with tipping, progress tracking, and richer formats like video and stories. All broken into quick steps around small wins. We prototyped with creators to test what resonated.
We looked at what course platforms offered that we didn't. Key ideas: preview with reviews, clear day-by-day structure, creator profiles with tipping, progress tracking, and richer formats like video and stories. All broken into quick steps around small wins. We prototyped with creators to test what resonated.
Modular course-like challenges based on creators' requests
Modular course-like challenges based on creators' requests
Modular course-like challenges based on creators' requests
Modular course-like challenges based on creators' requests
Modular course-like challenges based on creators' requests
Modular course-like challenges based on creators' requests
Modular course-like challenges based on creators' requests
Palta didn't fund the next round – the creator-payment model didn't fit their subscription-focused strategy. Looking back, wrapping up honestly was the right call. The team had given it two years and learned what mattered.
Palta didn't fund the next round – the creator-payment model didn't fit their subscription-focused strategy. Looking back, wrapping up honestly was the right call. The team had given it two years and learned what mattered.
Palta didn't fund the next round – the creator-payment model didn't fit their subscription-focused strategy. Looking back, wrapping up honestly was the right call. The team had given it two years and learned what mattered.
Palta didn't fund the next round – the creator-payment model didn't fit their subscription-focused strategy. Looking back, wrapping up honestly was the right call. The team had given it two years and learned what mattered.
Palta didn't fund the next round – the creator-payment model didn't fit their subscription-focused strategy. Looking back, wrapping up honestly was the right call. The team had given it two years and learned what mattered.
Conclusion
This project changed how I design. I started green and perfectionist, obsessed with complete systems before shipping. Alms forced me to work differently and find beauty in brutal simplicity. I used to design for motivated users. Now I design for reality. If you want quality, you own it end-to-end. Show up at handoffs, sweat over edge cases, test in prod yourself.
What I'm proudest of is how much I grew because Alms kept demanding more than I had. The visual work got sharper, systems thinking got clearer, confidence to ship fast came through doing it. The biggest lesson: the difference between what users intend to do and what they actually do is where the real design work lives.
Conclusion
This project changed how I design. I started green and perfectionist, obsessed with complete systems before shipping. Alms forced me to work differently and find beauty in brutal simplicity. I used to design for motivated users. Now I design for reality. If you want quality, you own it end-to-end. Show up at handoffs, sweat over edge cases, test in prod yourself.
What I'm proudest of is how much I grew because Alms kept demanding more than I had. The visual work got sharper, systems thinking got clearer, confidence to ship fast came through doing it. The biggest lesson: the difference between what users intend to do and what they actually do is where the real design work lives.
Conclusion
This project changed how I design. I started green and perfectionist, obsessed with complete systems before shipping. Alms forced me to work differently and find beauty in brutal simplicity. I used to design for motivated users. Now I design for reality. If you want quality, you own it end-to-end. Show up at handoffs, sweat over edge cases, test in prod yourself.
What I'm proudest of is how much I grew because Alms kept demanding more than I had. The visual work got sharper, systems thinking got clearer, confidence to ship fast came through doing it. The biggest lesson: the difference between what users intend to do and what they actually do is where the real design work lives.
Conclusion
This project changed how I design. I started green and perfectionist, obsessed with complete systems before shipping. Alms forced me to work differently and find beauty in brutal simplicity. I used to design for motivated users. Now I design for reality. If you want quality, you own it end-to-end. Show up at handoffs, sweat over edge cases, test in prod yourself.
What I'm proudest of is how much I grew because Alms kept demanding more than I had. The visual work got sharper, systems thinking got clearer, confidence to ship fast came through doing it. The biggest lesson: the difference between what users intend to do and what they actually do is where the real design work lives.
Conclusion
This project changed how I design. I started green and perfectionist, obsessed with complete systems before shipping. Alms forced me to work differently and find beauty in brutal simplicity. I used to design for motivated users. Now I design for reality. If you want quality, you own it end-to-end. Show up at handoffs, sweat over edge cases, test in prod yourself.
What I'm proudest of is how much I grew because Alms kept demanding more than I had. The visual work got sharper, systems thinking got clearer, confidence to ship fast came through doing it. The biggest lesson: the difference between what users intend to do and what they actually do is where the real design work lives.
Acknowledgements
Built with love from Minsk with Alex Nevedovsky, Sasha Khadeka, Nick Shchetko, Sofia Chop, Joanna Buchmeyer, Roman Kutanov, Andrei Lunevich, Sergei Borovkov, and Dzianis Nikitsin. Thanks to everyone who cared, tested, and gave advice along the way. Alex – thanks for the bet when I was still green.
Acknowledgements
Built with love from Minsk with Alex Nevedovsky, Sasha Khadeka, Nick Shchetko, Sofia Chop, Joanna Buchmeyer, Roman Kutanov, Andrei Lunevich, Sergei Borovkov, and Dzianis Nikitsin. Thanks to everyone who cared, tested, and gave advice along the way. Alex – thanks for the bet when I was still green.
Acknowledgements
Built with love from Minsk with Alex Nevedovsky, Sasha Khadeka, Nick Shchetko, Sofia Chop, Joanna Buchmeyer, Roman Kutanov, Andrei Lunevich, Sergei Borovkov, and Dzianis Nikitsin. Thanks to everyone who cared, tested, and gave advice along the way. Alex – thanks for the bet when I was still green.
Acknowledgements
Built with love from Minsk with Alex Nevedovsky, Sasha Khadeka, Nick Shchetko, Sofia Chop, Joanna Buchmeyer, Roman Kutanov, Andrei Lunevich, Sergei Borovkov, and Dzianis Nikitsin. Thanks to everyone who cared, tested, and gave advice along the way. Alex – thanks for the bet when I was still green.
Acknowledgements
Built with love from Minsk with Alex Nevedovsky, Sasha Khadeka, Nick Shchetko, Sofia Chop, Joanna Buchmeyer, Roman Kutanov, Andrei Lunevich, Sergei Borovkov, and Dzianis Nikitsin. Thanks to everyone who cared, tested, and gave advice along the way. Alex – thanks for the bet when I was still green.