A Win-Tracking App Built from Scratch — Designed to Make Small Victories Stick
Co-founded, branded, and designed a behavioral habit tracker from concept to App Store in 12 months. 5.0 rating. 500+ users. 20+ product updates and counting.
My Role
Co-Founder and Creative Director, partnering with concept creator Tim Ruben, who led innovation, tech implementation, and dev oversight. I owned the creative side: brand identity, UX/UI strategy, visual design, in-app experience, and go-to-market creative.
Most habit trackers focus on what you didn't do. Missed a day? Broken streak. Forgot to log? Red flag. The category was built around guilt, not growth.
We wanted something different; a simple way to track daily wins, no matter how small. Not another productivity tool. A mindset tool. When we couldn't find it, we decided to build it.
Winable started as a personal need, but the gap in the market was real: there was no lightweight, behavior-science-backed app designed specifically to help people recognize and celebrate what's going right in their life.
The Challenge
Concept to App Store in just 12 months (May 2023 → January 2024 launch)
500+ users across iOS and Google Play
5.0 App Store rating (12 ratings)
3x increase in session frequency after AI feature integration
40% monthly active user rate
20+ product releases since launch — ongoing feature development, two brand refreshes, and continuous UX iteration