Do goals with friends


UX/UI, Branding


Figma, Illustrator, Photoshop


Google Play Store and Apple App Store

Project overview


coming soon


I co-founded this dügl with 2 other people, David and Josh, who helped develop the app. Dügl is a goal-setting app where you can track and share goals with your friends. I was responsible for UX/UI, branding, as well as business (marketing, customer development). As the Design and Product lead, I created the end-to-end user experience and branding, working with the other two co-founders to bring it live to iOS and Android


People often fail when it comes to create habits or sticking to their goals. Therefore, we wanted to create an app that gave people the motivation and accountability they need when it comes to following through with their goals.


After validating our problem statement, I started ideating different scenarios and use cases for the app. Then I was able to put my thoughts on to the screen where we all brainstormed for several weeks on a solid idea. I started with some rough wireframes and began refining them.

Early stages of wireframes and prototypes (1–4 iterations)

Middle stages of prototypes, close to alpha testing (6th iteration)


We needed a clear identity that went along with the app, so I created a mascot for dügl. Dewey the Dog soon became the face for the app and I created brand standards that we could all adhere to (typefaces, colors, wordmarks, logotypes).

Decided that dügl's mascot should be a dog. Sketched out a dog and got rid of the tuff of hair.

Created a brand standards manual short after for consistency.


Email blast I created that we sent out

Alpha [Mid May–June 2020]

After we finished our Alpha product, it was time to conduct alpha testing. I was managed to find 10 participants for our first week of alpha testing. Through usability studies, I was able to identify some of the pain points our participants were facing. Our alpha product had many bugs and went through many iterations.

Testing instructions I created when we launched our usability test campaign

Beta [July–August 2020]

Beta testing shortly came after we managed to work out some of the details. We added new features from the data we received from our testers and implemented them in beta. This time, I was able to get around 100 beta testers to test the new build.

More Iterations

Through our alpha and beta tests, we were able to take note of changes that we needed to implement. We had initially planned to launch at the end of the year (2020), however, the changes that we wanted to make ended up taking longer than we wanted. We ended up changing the interface to be more user-friendly, added achievements, better onboarding, and added the ability to buy stickers to improve the single-user experience.

Created a walkthrough for users to learn the app quicker

Created onboarding illustrations to introduce the app in a clear, concise way.


Stickers are in-app consumables that users can purchase using their 'dügl dots'. Dügl dots are awarded to users who check-in to their goals. Users can collect stickers, pin them on their profile, sell them, and even gift them to other users. Users can purchase the sticker packs in the dügl store and when the open them, they will receive a random sticker. I ended up designing several stickers, created the animations, and determined the probabilities for each sticker (common, rare, legendary, etc.)

Pack Opening Animation

So, how does dügl work?

Users can create their own custom goals. For example: 'Have a clean room' or 'Improve your mile time'. After they create their goal, a goal page is made where other users can join, post, and set their own check-ins. Users can view each other's progress, nudge each other, and even reward others.

Rewarding posts with stickers


I wanted to build a website was straight forward and did two main goals: Inform the user what dügl is, and allow users to download the app straight from the site. Most users would be coming from their mobile device, so it was critical that the website was responsive. By June 2021, the website will no longer be working, so I have a few images of its current state.


Although we were planning a formal launch, we never got around to it. I created a website for the app and an Instagram for marketing purposes. We ended up getting up to 1000 followers at one point. I also created ads that we were planning on launching, but we never ran them due to lack of funding. However, we did successfully launch the apps on the Apple App Store and Google Play Store. In January of 2021, we were getting 4–5 organic downloads daily, and we were thrilled about that.

Ads that were created for Instagram and Facebook


We brought the app live after a year of working on it! We were constantly getting new users on the app, however, we found that many users would use the app a few times and then neglect it. At the same time, we had other users that formed their own team on the app and have been using it daily to track steps they had walked or calories consumed. Dügl is no longer worked on because we have decided to pursue a different project. It was a fun learning experience, however, if I had to do it over again, I would spend more time researching and testing. This project ended up failing because we rushed it near the end, we just wanted to push the app out. We added features we thought people wanted, not what they actually needed. After over 3000+ put into this project, we have decided to pivot to a new idea.