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Consumer apps scale when they make users feel something. These cards show you how to turn any feature into an experience.
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Design examples
Your favourite apps are psychologically engineered. They pull on dopamine, awe, delight, anticipation, status and many more.
“We used many of these strategy cards and scaled our start up to $100K mrr in just a few months”
See examples
Each tactic card includes three real world examples from the best apps in the market. Get their strategy & see their execution
Emotional lens
Productive
Disciplined
Intelligent
Accomplished
Admired
Athletic
Adventurous
Spontaneous
Freedom
Build the emotional pull that makes users feel a version of themselves they want more of.
Get the PlaybookDesign the emotional pull
Confidence at onboarding. The 'aha' that makes activation click. The motivation that turns a session into a habit.
The playbook
Each tactic covers what to do, why it works, and when to use it
Use to build converting features in any app at any stage
Onboarding, activation, retention, monetisation, +8 more stacks
Download it, open it, and start using it in minutes
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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 resource 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
The anatomy
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
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
Every card has pairing cards. Investigating one will show you how a single moment can influence the entire app.
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.
Get the Playbook
Founders, developers, product managers, and marketers. They all use the playbook to weave in the emotional triggers that make up winning app experiences.
Plays: individual tactic cards. There are 33 of them.
Stacks: groups of plays that focus on a single area like onboarding, activation, or retention.
There are 12 stacks in total:
It's an active working tool to be shuffled, combined and remixed. There isn't a linear path to follow.
The playbook is a digital download only.
No. You don't need to know how to design visually. Each of the 33 tactic cards comes with 3 sourced examples from real apps, 99 visual examples in total, showing you exactly how the strategy looks when it's done well.
Yes. The emotional layer 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.
