You-app was a well-being app and social community designed to help people build positive habits through small daily actions. Users completed simple activities such as mindful movement or appreciating a meal and shared a photo with their friends. The platform fostered a warm and supportive environment that contrasted with the performance-focused tone of most social media at the time. A companion book featuring the same daily micro-actions was later published by Penguin Books, extending the concept beyond the app.

I was a shareholder and led a two-person design team responsible for the holistic design direction across the product. This included the UX, visual identity, and game-like interaction patterns that made habit-building feel engaging and enjoyable. I guided the team and set the overall UX and CX vision, which played a key role in the app’s early adoption and positive community culture.

The project was funded and developed in collaboration with Wellington Partners, Jamie Oliver’s investment group, and launched in partnership with Jamie Oliver. In 2019, Hintsa Performance acquired Fifth Corner Inc., the company behind You-app.