Happier
Project Type: Full Build
Company Stage: Startup
Deliverables: Product Design and User Research
THE PROJECT
Gretchen Rubin was already a trusted voice in happiness and habit formation, with a dedicated community of readers and listeners. But existing self-improvement apps often felt generic, overwhelming, or too rigid.
Our goal was to create an app that felt like an extension of Gretchen’s work—deeply practical, thoughtfully designed, and grounded in the insights of personality frameworks and behavior change. Happier disrupted the wellness app space by delivering a brand-forward, engaging digital experience.
Unlike traditional self-improvement apps, Happier blends visually inviting storytelling, intuitive UX, and actionable habit-building tools—creating a product that feels not just functional but genuinely supportive and personal.
THE VISION
We crafted a design system and visual identity that felt as engaging and encouraging as Gretchen’s work itself—one that balanced warmth, clarity, and a sense of personal insight.
Familiar meets fresh—Illustrations and iconography reflected themes of habit formation, self-reflection, and personal growth, making the app feel both inviting and intentional.
Typography that guides—Friendly, character-driven headings created a distinct identity, balanced by a clean, highly legible sans-serif for effortless reading.
Color as motivation—A bright yet soothing palette reinforced the app’s uplifting nature, using strategic accents to highlight progress and momentum.
Content with purpose—Inspired by Gretchen’s clear, practical approach, we structured content to be easily digestible while supporting deeper engagement and reflection.
The result? Happier won a Webby Award for Best User Interface in 2021, recognized for its thoughtful, intuitive design that makes habit-building and self-reflection feel effortless.
OUTCOMES & IMPACT
Happier’s success wasn’t just about great features—it was about deep brand integration into every aspect of the product. By merging highly intuitive UX with a strong brand identity, we created an app that resonated deeply with users, leading to high engagement, strong retention, and a dedicated community of daily users.
It quickly became a cultural touchstone, earning a Webby Award for Best User Interface (2021) and major press coverage in outlets like The New York Times and Forbes. More importantly, it became a trusted digital companion, with users describing it as “practical yet deeply personal” and “a tool that truly understands how I build habits.”
That emotional connection—rooted in brand-first design—transformed Happier from a self-improvement app into an essential, everyday experience.