Trusted by 200+ founders & product teams
Trigger the right emotions, make any app feature land
Your consumer app wins when it makes users feel something. Turn any feature into an experience. These cards show you how.
Same methods as used by:
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Ship apps and product features that users adopt instantly.
Solve high-leverage product challenges in any scenario. Confidently make decisions without the design guesswork.
This playbook gives you a founding-designer lens to map end-to-end flows that onboard, activate, retain, and monetise.
Instead of guessing what will work, you design from proven principles.
Instead of defending every pixel, you explain your thinking with confidence.
Instead of shipping “nice UI,” you design products that move users.
“We used many of these strategies to reach $100K MRR in just a few months”
Pontus, W. Head of Design
Sound familiar?
You screenshot for inspiration, yet something still feels off...
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design examples
Each card shows you ways to design emotion in your app
Your favourite apps are psychologically engineered. They pull on dopamine, awe, delight, anticipation, status.
Get all 100+ cards - $29
Commitment Card
Shifts psychology. Users feel ownership and stick around
Activation
Stack of 29 cards
Duolingo
Language learning
Variable Reward Card
The small dopamine pulse after the anticipation
Retention
Stack of 27 cards
Bumble
Meet new people
Perceived Effort Delay Card
When something takes time, it's seen as more valuable.
Onboarding
Stack of 33 cards
Pinterest
Visual inspiration
Intent Mirroring Card
The pause, transforms an interaction into a meaningful moment.
Engagement
Stack of 25 cards
Amazon Music
100 million songs
“We used many of these strategy cards and scaled our start up to $100K mrr in just a few months”
Design the emotional pull
Nail the emotional momentum and set your app into motion
Confidence at onboarding. The 'aha' that makes activation click. The motivation that turns a session into a habit.
Get the Playbook - $29.avif)
The playbook
Turn features into an emotional experience that makes users stick
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100+ tactical cards
Each tactic covers what to do, why it works, and when to use it
For apps at any stage
Use to build converting features in any app at any stage
Covers every user journey
Onboarding, activation, retention, monetisation, +8 more stacks
Digital resource
Download it, open it, and start using it in minutes
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One time payment. No subscription
What others say
There's so much advanced product insight. it's quickly obvious that this is experienced-level knowledge kinda don't want others to find it.
Refreshing using a recourse that is this actually practical and not full of nothing
The way the cards connect together is probably my favourite part. I started spotting quick wins in my own app really quickly. It's been great!
I pull this out at the start of every new project engagement. It's helped me think beyond screens and that's helped me charge more for my work
We used the onboarding plays to redesign our first-run experience. Downloads-to-activation jumped from 68% to 87% in a couple of weeks
Most design resources are written around visuals. This one actually ties in metrics and outcomes which is what I need when I'm selling decisions upward.
Super easy to skim, but there’s a surprising amount of depth once you slow down and connect the ideas
100+ Cards of unfair advantage
Ideate, design or audit your app through the new lens
THE ANATOMY
100+ tactical cards.
Each card contains What the tactic is. Why it works psychologically. When to use it. What to do. What to avoid.
Each designed to help you turn features into sticky experiences
APPLY IT
Use prompt cards to shape the tactic around your product
Every tactic is paired with a set of guided prompts. They help you adapt the play to your product, your users, and your stage.
These are the thinking tools that make sure what you build actually fits.
“Super impressive level of detail and instantly usable. The playbook is something I keep referencing to”
Holistic system that works for you
Not another boring, theoretical ebook. Advanced product depth
Every card has pairing cards. Investigating one will show you how a single moment can influence the entire app.
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THINK DIFFERENT
Become the innovator that turns any flow into seamless experience
See product from from a new angle and build features users instantly understand. Reach product market fit
Before
Without the playbook
1. Copy & paste pray
You reference other apps, hoping if it worked for them it will for you
2. Losing clarity
Feature bloat starts to feel like you’re moving away from the app’s vision
3. Winging it
You’re guessing what might work, and design without much depth
4. Scratching the surface
Your ideas are good but lack the depth that would help you lead
5. Too much aesthetics
You’re focusing more on the details and lose track of the bigger picture
After
With the playbook
1. Principle-driven design
You can explain the principle behind every choice you make.
2. Guard product vision
You see where the product is drifting and you know how to pull it back
3. Design with conviction
You know why and how a flow works before you even build it
4. Become the go-to
You bring the depth that earns trust and shapes product direction.
5. You see the full experience
Balance the details with how every screen serves the business goal
Stacks
Every card stack is a complete toolkit, not just a list of tactics.
Each stack gives you three layers most resources never touch.
HOLISTIC STRATEGY
12 Product stacks for solving any product challenge
Stacks bundle multiple tactics into complete flows for nailing common scenarios like onboarding or conversion.
INSIGHTS & METRICS
The Proof
Know exactly what to measure, the formula behind each metric, and why it matters.
Go beyond the visual and measure your new product thinking skills.
BEHIND THE DATA
The Diagnosis
Before you optimise, understand what's really happening so you can target the right problem without wasting time.
Diagnostic prompts that help you decode user behaviour and find the real problem.
The playbook
Ditch the guesswork. Design products that stick
Win their attention in the first 10 seconds, land users into the aha moment, and inspire action - whether you're designing onboarding flows, improving retention, or building your first product.
These 33 product plays are used by product teams at the world's most loved apps.
From Duolingo's commitment loops to Airbnb's time-to-value framework, these cards decode the exact mechanics behind the apps millions of people use daily so you can apply them to your own product in minutes.
Turn first-time visitors into repeat users
Introduce features users understand first try
Get users to value in under 60 seconds
One time payment. Lifetime updates
Top consumer apps understood this and it made them successful
Apps charged with emotions feel different. They anticipate, solve and reward action that makes interaction with them a pleasure.
Emotional intelligence is the edge in consumer apps.
The best products don’t just work; they guide emotions, shape habits, and build momentum by design.
You’ve felt it: Duolingo makes you feel productive, TikTok keeps you in flow, Headspace helps you exhale. That’s not luck, it’s engineered.
I’ve spent the last seven years shaping product experiences. Along the way, I realised that triggering emotions is what made apps land
This playbook shows you how.
Founders, developers, product managers, and marketers.
They all use the playbook to weave in the emotional triggers that make up wining app experiences.
Plays: Individual tactic cards, there are 33 of them.
Stacks: Are groups of plays that focus on a single area like onboarding, activation, or retention.
There are 12 stacks in total:
Onboarding - 15 cards
Activation - 13 cards
Retention - 12 cards
Engagement - 11 cards
Growth & Viral - 10 cards
Monetisation - 12 cards
Conversion Optimisation - 10 cards
Experience Refinement - 9 cards
Trust Building - 10 cards
Intent Shaping - 9 cards
Habit Formation - 11 cards
Premium Positioning - 9 cards
It's an active working tool to be shuffled, combined and remixed. There isn't a linear path to follow.
No. This isn't a visual design resource.
Yes. The emotional layer and applies to all apps, web or mobile. The "Make it Yours" cards help you tailor to your specific scenario.
Both. Before launch, it helps you build the right flows from day one so you're not patching problems later.
After launch, it helps you diagnose what's not working and fix it with something proven instead of guessing.