The challenge
Most apps fail by doing too much. They pile on features until the one thing a person actually came for is buried under everything they didn’t. We took the opposite bet across a family of consumer apps: pick a single, genuinely useful job and do it exceptionally well — the kind of app someone keeps because it quietly works, not because it nags.
Three jobs, in particular, kept proving worth solving on their own terms: remembering the people and dates that matter, quitting smoking, and building habits that actually stick.
What we built
Three native iPhone apps, each crafted around one idea:
- MyDate — never miss what matters. 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 having to keep it all in your head.
- Breathr — a quit-smoking companion for people serious about quitting. A personalized quit plan, craving support and clear smoke-free progress, built to be there in the moments that actually decide whether someone succeeds.
- Habit Builder — behavior change made to feel easy. Smart streaks and timely nudges turn good intentions into consistency, by making the next small step the obvious one.
(Our medication-adherence app, Pillpal, gets its own deep dive in its case study.)
How we worked
The discipline across all three was the same: prototype the core loop first, make that frictionless, and resist the urge to add. Each app is native iOS, designed to feel calm and effortless, with the behavioral details — the timing of a reminder, the framing of progress, the size of the next step — treated as the product, not as decoration. 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, shipped iPhone apps, each built around a single idea done well — proof of an approach we bring to every product: clarity over clutter, and one valuable thing done exceptionally rather than five things done passably.
Have an app idea that deserves to be done properly? Let’s build it.