Simply Kind: a calm daily ritual
A gentle intention & reflection app: one kind thought in the morning, one honest look back at night. Designed, built and shipped to the App Store solo, with calm as the organising design principle.
Simply Kind is a kind of app that helps you build a ritual, in a simple way. All you need is to start the day in 30 seconds and spend 2 minutes to reflect at the end of the day. Small ritual, enough to actually keep. After 4 consecutive entries, you get an AI summary of your progress. At the end of every month you get to do a longer reflection.
The intention of this app is to gently weave kindness and gratitude into your daily life, and the design plays its part in delivering it: joy and energy at the start of the day, calm at the end of it, reflected in the app's day and night modes. Both soothing, zero pressure.
It's the second product I've shipped as a founder, built around my day job and alongside Fyxes. This one I took all the way through the App Store; design, build, review, release.
Calm and kindness as design anchor
Every screen was designed to make sure that it brings joy and calmness. No feed or overwhelming content. The app never scolds you for missing an entry or reflection. Mood rating is a gentle 1-to-5, not a score to optimise. Even the insights; your brightest day of the week, the gratitude themes you keep returning to, are phrased as suggestions, never judgements.
Privacy as a feature, not a checkbox
A reflection app holds people's most honest sentences, and I designed the trust model with the same defensive defaults I use for money flows in Fyxes. There are no advertising or analytics SDKs at all. The pattern-spotting happens on the phone, not on a server. And leaving is a first-class flow: export every entry as a file, or delete the account and every word with it, in one tap. The privacy policy isn't legal wallpaper; it describes an architecture that can't misuse the data because it never collects it.
Keep calm and carry on
Stack Me is a pocket ritual tucked into the app: when the day gets loud, you stack pebbles. It mimics real-world pebble stacking, a meditative game, gravity and all. And when it's all too overwhelming, a five-step guided exercise is there to help ground you.
A business model that matches the values
The daily ritual is free forever, with your last seven days in view. Simply Kind Plus keeps every day you've ever written. That's the whole model: monetise memory, not anxiety. No paywalled streaks, no upsell interrupting a reflection.
Where it's at
Simply Kind shipped to the App Store in July 2026; iPhone first, Android to follow. From first sketch to approved release, every design, product and copy decision was mine, which makes it the clearest expression of how I think a kind daily gratitude and reflection app should feel: quiet, kind and finished.