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Trigger the right emotions, make any app feature land

Trusted by 600+ founders & product teams

Each card shows you ways to design emotion in your app

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

Co-founder & Head of Design

Over a 100 screens of visual inspiration from the best apps

Each tactic card includes three real world examples from the best apps in the market. Get their strategy & see their execution

Good products solve the task. The best products shape the feeling around it.

Duolingo teaches Spanish. Users return to feel: ‍

Nail the emotional momentum and set your app into motion

Confidence at onboarding. The 'aha' that makes activation click. The motivation that turns a session into a habit.

Turn features into an emotional experience that makes users stick

Each tactic covers what to do, why it works, and when to use it

What others say ‍

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.

Ideate, design or audit your app through the new lens

100+ tactical cards. ‍

“Super impressive level of detail and instantly usable. The playbook is something I keep referencing to”

Not another boring, theoretical ebook. Advanced product depth

Every card has pairing cards. Investigating one will show you how a single moment can influence the entire app.

Top consumer apps understood this and it made them successful

Get the Playbook - $29

Questions? ‍

Who is the playbook for?

Turn features into emotional experiences that users adopt

Attention deficit

300,000 tonnes

chart shows avg yearly waste per based on 2015-2025

Trucks since entering the site

Burned JAN 2022

The clothes pile that can be seen from space, in Atacama, Chile. via

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Intentional complexity

deceptive pattern characteristics

LOOKING AHEAD

Dive deeper into deceptive design

The original website built to expose deceptive patterns

Copyright 2025

The iPhone Versions of My Mac Stack That Actually Earn Their Spot

Better font management for MacOS

AI in Design Report 2026

How designers are evolving their tools, craft, and teams with AI

Our partners

In 2025, designers were experimenting with AI. In 2026, they’re rebuilding around it.

Designers surveyed in 60+ countries.

AI is sparking a creative renaissance in design. With new instruments, it’s our chance to compose wholly new music.

AI in Design 2026 aims to capture how AI is transforming tech design across designers’ desks and within their teams.

Seven companies. Seven ways of navigating the same shift.

Scaling the system while sweating the details