Personal Project · Product & UX

Overview

Not a guilt machine. A mirror.

Most habit apps punish you for breaking a streak. Do or Don't just shows you the truth: the good things you do, and the negative ones, mapped side by side. No streaks to protect. No shame. Just a clear picture of what you're actually doing.

What I did

One person. The whole thing.

Designed the concept: a simple map of the good things you do and the negative ones you want to drop.
Designed the radial wheel and the color system, so a single glance shows you the shape of your week.
Built four difficulty levels into the dots, from quick wins all the way up to real milestones.
Made every chart editable, so you can add or remove what you track in a couple of taps.
Did the concept, UX, build, branding, and the vertical social campaign that launched it.

The business model

Free isn't the strategy. It's the acquisition.

The app is the on-ramp. The audience is the business. Here is how the pieces fit together.

01

Free, forever.

No paywall, no card, no download. Friction kills signups, so there is none.

02

Privacy is the product.

Your habit data lives in your browser and never touches a server. That trust is exactly why people hand over the one thing I do ask for.

03

The email is the asset.

First name, birthday, email. That is a list of people who have already said they want to change their life. The list is worth more than any feature.

04

Acquisition runs itself.

A roster of short-form characters on TikTok drives people to the site organically. No ad spend, so the cost of one more signup is close to zero.

05

The goal: 10,000 of the right people.

Not vanity reach. Ten thousand people who are actively working on their habits.

06

Then the options open up.

Launch a paid tier, partner with brands who want that audience, or get acquired. The product was always the way in.

Outcome

A finished, living product I use every day, and proof of the thing I keep telling clients: the right interface makes the hard thing feel easy. Mobile version in progress.

Track your daily actions and the patterns appear. See the patterns and the insight follows. Do more of the good, and life follows that too.

Try the live app →