Your unfair advantage

Top consumer apps understood this, and it made them successful

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.

The Playbook gives you 33 interlinked, actionable strategies that mould to your app at any stage. Use it to map feelings to flows, turn loops into habits, and ship experiences users return to on purpose.

Think of it as a founding designer on demand, so you can make sharper product decisions and tie them to real outcomes.

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Whether you’re chasing PMF or fine-tuning an existing product, it’s your edge for making better decisions

This playbook gives you a founding-designer lens to map end-to-end flows that onboard, activate, retain, and monetise.

Turn scattered features into one coherent experience and design moments that deliberately guide behaviour toward measurable outcomes.

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Past client case study

Tie disconnected features into cohesive product flows that convert

Epiphany Voice app reached #1 on ProductHunt.

I used these strategies to turn a scrappy, proof of concept MVP, into a laser focused experience that connected seamless voice capture with third party integrations.

Troy, the founder of Epiphany, came to me with a working MVP.
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It did the job. Voice capture. Clean UI. But it didn’t stick. It felt like… every other voice app.

What we did next wasn’t about adding features or polishing UI. We used a few key plays from the Playbook to:
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- Tie scattered features into a single, emotional narrative
- Add just the right amount of visual quirk for memorability
- Design for how it feels, not just how it works
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The result?
Epiphany hit #1 on Product Hunt

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“This is by far the best voice capture experience there is out there. I'm so happy that our efforts have paid off!”

Troy Gasnier

Founder of Epiphany

Features without bloat

Ditch the guesswork.
Ship features that stick

See where each feature sits in the journey, what must come before it, what it unlocks next, and where friction creeps in.

Shift from “what can we build?” to “how does this idea flow, feel, and drive the experience?”. With that clarity, you can improve onboarding, raise conversion to paid, and sustain retention beyond the drop-off.

Ship quality features without guesswork.

The playbook is your:

Strategic lens for better product decisions

Diagnostic tool to make features resonate

Framework for building sticky experiences

Ditch guesswork, unlock clarity

Know exactly which growth lever to pull and how to design it:

Twelve core areas of your product, each with clear strategic plays to move the metric.

Onboarding

Habit Formation

Experience Refine

Activation

Monetisation

Trust Building

Engagement

Growth & Viral

Intent Shaping

Retention

Conversion

Premium Positioning

Unlock the Strategies

Master the key product areas

Don’t ship another feature until you’ve implemented these strategies

Optimise core areas

Solve high-leverage product challenges with targeted strategies. You’ll get a curated stack of plays, ready to be shaped around your app.

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Personalise & refine with data

Use diagnostic question cards to understand the meaning behind your data. Each product strategy adapts to your context and recommends the exact plays that move the metric.

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Never lose momentum

Every play ends with supporting pairings. Actioning plays that link together helps you build a holistic product experience that guides user behaviour into revealing your app's offering.

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Over +100 pages of product gold

Not another boring, theoretical ebook

Strictly a no BS, highly actionable modular interlinked card system that can be applied to any product at any stage.

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Improve your app with product-led strategies

Turn dead UX flows into engaging systems

Audit your product like a top-tier strategist

Build experiences without the guesswork

Apply proven plays inspired top tier apps

Improve conversion, fix leaking buckets

The ultimate guide

Built for founders & early-stage teams that want to instil the best design practices that scale their app

You’ll use the same lens a founding designer would, seeing what comes before and after an idea, spotting friction, and tying every choice to a clear outcome.

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Founders don’t need more theory, they need clarity. This Playbook gives you the exact design moves that shift metrics.

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