A conversational product designed to reduce the friction between caring about an issue and taking meaningful action.
2-minute product overview
Challenge
People care about social issues but often struggle to act because of overwhelm, low perceived impact, uncertainty, social risk or lack of time.
People care about social issues but often struggle to act because of overwhelm, low perceived impact, uncertainty, social risk or lack of time.
Product
A deliberately simple, low-pressure conversational product that reduces the friction between caring and acting by offering one small, practical action at a time via familiar messaging platforms, starting with WhatsApp.
A deliberately simple, low-pressure conversational product that reduces the friction between caring and acting by offering one small, practical action at a time via familiar messaging platforms, starting with WhatsApp.
Role
Researched behavioural barriers, designed the product and participation system, built the production platform using AI-assisted engineering, and continue to iterate it from user feedback and data.
Researched behavioural barriers, designed the product and participation system, built the production platform using AI-assisted engineering, and continue to iterate it from user feedback and data.
Tech
React/Next.js, JS/Node.js, PostgreSQL, n8n, REST/webhooks, WhatsApp/LLM APIs, Docker.
React/Next.js, JS/Node.js, PostgreSQL, n8n, REST/webhooks, WhatsApp/LLM APIs, Docker.
What changed after launch
User feedback showed that higher action frequency could create guilt and avoidance rather than more participation, leading to more user control and a lower-pressure cadence.
User feedback showed that higher action frequency could create guilt and avoidance rather than more participation, leading to more user control and a lower-pressure cadence.