Concept project · 2025
An app for people changing a habit they feel ashamed of, designed around someone who is quitting smoking. A daily reflection with an AI companion, a small circle of peers on the same journey, and progress shown as courage instead of streaks.
01North star
Courage helps people feel safe, supported, and proud as they turn honest reflection into small, shared moments of growth.
The journey map starts before the download, with what a person quitting says to themselves: “I’ve been thinking about quitting… but I feel ashamed to even talk about it.” and “I wish there was a space where I’m not judged.”
Every decision follows from that. Harsh streaks are replaced by a calm summary of small wins. Likes are replaced by a Courage, a short supportive note from a peer. A relapse opens a conversation instead of resetting a counter.
02The platform
One question, one input: “How are you holding up today?” Below it, days of courage and weekly growth cards.
A one-to-one space to say how the day went, with an AI companion that listens instead of advising.
A small feed of people on the same journey, where a post reads like a journal entry and the reply is a Courage.
Courages received, the goal so far, and a way to change or restart the goal without guilt.
03Key value moments
Courage.ai responds to a reflection with understanding, not advice. It picks out small wins and effort from the person’s own words, so writing brings relief instead of self-criticism.
Works like a “like” but carries emotional value: the receiver gets a short, supportive note such as “Keep holding strong today.”
Works like a comment, but delivered privately as a gentle reply. “I felt the same last week. You’re not alone.”
At the end of each week, a short summary of how the person has grown emotionally. No charts or numbers: “You’ve been calmer this week, even when you went out with your friends to have coffee.”
04Character system
The characters do not smile excessively or look sad. They exist with calm, neutral expressions that mirror emotional honesty.
People using Courage may be dealing with shame, anxiety or self-doubt. Overly cheerful visuals can feel misunderstood, and sombre ones can deepen discomfort.
Illustrated characters protect privacy while keeping human warmth. People feel part of a community that understands, not one that observes.
05User journey
Six stages, from first seeing Courage to reaching a goal. Each was mapped with what the person does, where it happens, what they think and feel, the opportunity, and what the system does in the background.
Sees Courage on the App Store or social media, reads “Your safe place to start healing” and decides to download. Opportunity: build trust through empathy-driven messaging.
FeelsShame, fear of judgment, hope to change
Answers gentle questions: how many cigarettes a day, and why they want to stop. “This doesn’t feel like a therapy app, it feels human.” Opportunity: lower the shame barrier with conversational onboarding.
FeelsNervous but curious, then relief
Starts a first reflection by typing into “How are you holding up today?” and gets an empathetic reply. “Writing this feels lighter than talking to anyone.” Opportunity: reinforce a daily reflection habit.
FeelsSafe, understood
Weekly summary cards are generated from the reflections. “I never noticed these small victories before.” Opportunity: visualise growth through stories, not stats.
FeelsValidation, pride in progress
Scrolls the Circle feed and sends Courages to others in similar situations. “People here actually understand me.” Opportunity: promote healthy community accountability.
FeelsSupported, grateful
Checks the profile for goal progress, reaches milestones and shares the story. “I relapsed, but I didn’t feel like I failed.” Opportunity: end the cycle with pride and inspire re-engagement.
FeelsEmpowered, purposeful
06Design decisions
Each screen was written up with its intent, its visual choices and the emotional goal behind it. These are the choices that carry the most weight.
The first second should create calm, belonging and trust, and introduce the brand as a gentle companion, not a product that demands action.
Checking in emotionally should be effortless, and progress should be shown without pressure.
A safe, one-to-one space where reflection turns into gentle conversation. The goal is for people to feel listened to, not analysed or corrected.
A quiet space to share small victories, struggles and coping reflections with a habit group. The purpose is not to perform for others but to feel seen by people on a similar journey.
A moment to pause and see progress in a kind, human way. It is not about tracking perfection but about recognising effort.
07Style guide
Lavender. The core brand colour, for calm strength and healing.
Soft lilac. A background tone that adds depth while staying emotionally soft.
Warm yellow. Introduces optimism and courage.
Cream. A hopeful counterpart to lilac: warmth and light, a reminder of progress and renewal.
08The work
Twelve characters stand in for the people in a Circle. They are used on the splash screen, as avatars and on the progress cards.
09The work
10The work
01Splash
02Reflection
03Courage.ai
04My Circle
05My Profile
06Notifications
11Behind the scenes
Emotionally safe, empathetic copy instead of marketing language. Every surface message is written to lower hesitation about change.
Uses the onboarding answers (habit type, intensity, goal duration) to place the person in the most relevant small support group, without making them search.
Adjusts its manner in each reflection: gentle when the person is low, encouraging when they are gaining strength.
Summarises the past week into growth moments, reframing wins the person may not have noticed into progress cards.
Checks the tone of posts and Courage messages before they are shared, and personalises notifications so support does not feel robotic.
Watches milestones, relapses and restarts. Difficult moments get compassionate, non-judgmental messages; progress is celebrated quietly.