Fluffle
A multiplayer productivity app that pairs focus tracking with an ambient desktop pet to make accountability with friends feel social and sustainable.
Fluffle
A multiplayer productivity app that pairs focus tracking with an ambient desktop pet to make accountability with friends feel social and sustainable.
MY ROLE
AI Product Designer
MY TEAM
TIMELINE
Q2 and Q3 of 2025
PROBLEM
Productivity tools help track work but often fail to make focus feel social or motivating, leading to disengagement over time.
OUTCOME
We designed and shipped Fluffle, a multiplayer productivity app centered on shared focus and gentle accountability.
The product enables friends to work together, stay present, and build consistent habits without pressure.
100+
Active Users
50+
Early Signups
1
Product Hunt Launch
Context
Context
is a platform and a
is a platform and a
that build tools and learning experiences for designers.
that build tools and learning experiences for designers.
Fluffle Ecosystem
Fluffle Ecosystem
Fluffle (started as a gamified job tracking platform) sat within a broarder product ecosystem, but real engagement lived in the community.
Fluffle (started as a gamified job tracking platform) sat within a broarder product ecosystem, but real engagement lived in the community.
CoCreate Ecosystem futher explained
CoCreate Ecosystem futher explained
Why did the new direction make sense?
Why did the new direction make sense?
The strongest signals of accountability were coming from the community, not from the Fluffle platform as it existed (legacy job tracker).
The strongest signals of accountability were coming from the community, not from the Fluffle platform as it existed (legacy job tracker).
While Fluffle saw limited adoption, community members were actively working together to stay motivated and accountable via discord voice chats, Google meet calls, etc.
While Fluffle saw limited adoption, community members were actively working together to stay motivated and accountable via discord voice chats, Google meet calls, etc.
What was observed
What was observed
The strategic opportunity
The strategic opportunity
Realigning Fluffle with how people already stay accountable.
Realigning Fluffle with how people already stay accountable.
Solo Job Tracking
Solo Job Tracking
BEFORE
BEFORE
Focused Productivity with Friends
Focused Productivity with Friends
AFTER
AFTER
Instead of building another task tracker, Fluffle could support how users already worked together.
Instead of building another task tracker, Fluffle could support how users already worked together.
Why Fluffle?
Why Fluffle?
Stake
Stake
Reposition Fluffle as a meaningful part of the CoCreate ecosystem.
Reposition Fluffle as a meaningful part of the CoCreate ecosystem.
Constraint
Constraint
Design within the existing Fluffle platform, design system, and content style.
Design within the existing Fluffle platform, design system, and content style.
Success
Success
Support accountability with friends in a way users would consistently return to.
Support accountability with friends in a way users would consistently return to.
User Research
User Research
We combined community signals with direct user research to understand how accountability already worked, and where products failed to support it.
We combined community signals with direct user research to understand how accountability already worked, and where products failed to support it.
01 Community Signals
01 Community Signals
2000+ public discord messages reviewed
2000+ public discord messages reviewed
People were already trying to stay accountable together through shared presence, check-ins, and informal co-working.
People were already trying to stay accountable together through shared presence, check-ins, and informal co-working.
02 Direct User Research
02 Direct User Research
6 core user interviews, 30+ survey responses
6 core user interviews, 30+ survey responses
Users shared habits, why motivation drops, and what makes them return without pressure or guilt.
Users shared habits, why motivation drops, and what makes them return without pressure or guilt.
03 Competitive Landscape
03 Competitive Landscape
5+ tools analysed
5+ tools analysed
Most tools optimised for either focus or fun, rarely both, often leading to short-term user engagement.
Most tools optimised for either focus or fun, rarely both, often leading to short-term user engagement.
Gathertown
Gathertown
Forest
Forest
Habitica
Habitica
Pomofocus
Pomofocus
04 Legacy Fluffle Audit
04 Legacy Fluffle Audit
10+ legacy users analysed
10+ legacy users analysed
The experience was feature-heavy and isolating, which stalled adoption and long-term use
The experience was feature-heavy and isolating, which stalled adoption and long-term use
Final Research Impact: This research shaped core product decisions that followed.
Final Research Impact: This research shaped core product decisions that followed.
In-depth Research Plan
In-depth Research Plan
Problem & Opportunity
Problem & Opportunity
Most productivity tools help people track work, but fail to support accountability with friends in a way people actually retun to.
Most productivity tools help people track work, but fail to support accountability with friends in a way people actually retun to.
Before
Before
Solo Productivity Tools
Solo Productivity Tools
Missing
Missing
Social Accountability
Social Accountability
Opportunity
Opportunity
Support accountability with friends in a way peeople retun to
Support accountability with friends in a way peeople retun to
Product Goals & Strategy
Product Goals & Strategy
The tradeoff we optimised for:
The tradeoff we optimised for:
Social > Solo Analytics
Social > Solo Analytics
Gentle Play > Competition
Gentle Play > Competition
Calm UI > Feature Density
Calm UI > Feature Density
Return rate > Streak Pressure
Return rate > Streak Pressure
Ideation
Ideation
Explored multiple directions for social accountability.
Explored multiple directions for social accountability.
DIRECTION 1
DIRECTION 1
Social Accountability Layer
Social Accountability Layer
DIRECTION 2
DIRECTION 2
Progress & Reflection Layer
Progress & Reflection Layer
DIRECTION 3
DIRECTION 3
Ambient Focus World
Ambient Focus World
Converged into a shared focus loop:
Converged into a shared focus loop:
SHOW UP
SHOW UP
FOCUS TOGETHER
FOCUS TOGETHER
REFLECT
REFLECT
GENTLE REWARD
GENTLE REWARD
REPEAT
REPEAT
The final direction combined social presence, reflection, and ambient motivation into a repeatable, low-pressure loop.
The final direction combined social presence, reflection, and ambient motivation into a repeatable, low-pressure loop.
Other Directions we explored (& why we converged)
Other Directions we explored (& why we converged)
Fluffle
A multiplayer productivity app that pairs focus tracking with an ambient desktop pet to make accountability with friends feel social and sustainable.
MY ROLE
AI Product Designer
MY TEAM
TIMELINE
Q2 and Q3 of 2025
PROBLEM
Productivity tools help track work but often fail to make focus feel social or motivating, leading to disengagement over time.
OUTCOME
We designed and shipped Fluffle, a multiplayer productivity app centered on shared focus and gentle accountability.
The product enables friends to work together, stay present, and build consistent habits without pressure.
100+
Active Users
50+
Early Signups
1
Product Hunt Launch
Design System & Visual Language
Design System & Visual Language
Primary Typography
Primary Typography
Aa
Aa
Reddit Mono
Reddit Mono
Regular, Medium, Bold
Regular, Medium, Bold
Heading 01
Heading 01
Heading 02
Heading 02
Heading 03
Heading 03
Heading 04
Heading 04
RM-Bold
RM-Bold
RM-Medium
RM-Medium
RM-Regular
RM-Regular
RM-Regular
RM-Regular
40 pt
40 pt
32 pt
32 pt
20 pt
20 pt
12 pt
12 pt
Secondary Typography
Secondary Typography
Aa
Aa
SF Pro
SF Pro
Light, Medium, Bold
Light, Medium, Bold
Heading 01
Heading 01
Heading 02
Heading 02
Heading 03
Heading 03
SFP-Bold
SFP-Bold
RM-Medium
RM-Medium
RM-Light
RM-Light
56 pt
56 pt
40 pt
40 pt
24 pt
24 pt
Brand Colours
Brand Colours
Key Screens
Key Screens
The final direction combined social presence, reflection, and ambient motivation into a repeatable, low-pressure loop.
The final direction combined social presence, reflection, and ambient motivation into a repeatable, low-pressure loop.
DASHBOARD
Avatar + Profile
Makes system feel personal and not performative
Hover Here
Avatar Variants
Progress Meter
Progress ties focus to a friendly responsibility loop
Create & Join Worlds
Worlds upfront, it reinforces "this is multiplayer" from the first click.
Avatar + Profile
Makes system feel personal and not performative
Hover Here
Avatar Variants
Progress Meter
Progress ties focus to a friendly responsibility loop
Create & Join Worlds
Worlds upfront, it reinforces "this is multiplayer" from the first click.
Avatar + Profile
Makes system feel personal and not performative
Create & Join Worlds
Worlds upfront, it reinforces "this is multiplayer" from the first click.
Hover Here
Avatar Variants
Progress Meter
Progress ties focus to a friendly responsibility loop
PROGRESS SUMMARY
Create & Join Worlds
Worlds upfront, it reinforces "this is multiplayer" from the first click.
Email Delivery
Off-platform nudge, it maintains continuity even if users don't open Fluffle.
Daily Digest Snapshot
Reflection without effort, keeps the habit sustainable.
Progress + Plan Next Focus
Gentle guidance, helps reduce the "what now?" friction.
Create & Join Worlds
Worlds upfront, it reinforces "this is multiplayer" from the first click.
Email Delivery
Off-platform nudge, it maintains continuity even if users don't open Fluffle.
Progress + Plan Next Focus
Gentle guidance, helps reduce the "what now?" friction.
Daily Digest Snapshot
Reflection without effort, keeps the habit sustainable.
DESKTOP PET
Focus Tools
Tools (timer, music, and tasks) live where you work, reduces context switching
Always Visible Pet
Tools live wher you work, it reduces context switching
Behaviour States
Pet mirrors you, the states make distraction feel noticeable and non-judgy.
Focus Tools
Tools (timer, music, and tasks) live where you work, reduces context switching
Behaviour States
Pet mirrors you, the states make distraction feel noticeable and non-judgy.
Always Visible Pet
Tools live wher you work, it reduces context switching
PRODUCTIVITY WIDGETS
XP earned together
Shared input of productive time logged, turns focus into a team win.
Who's Online
Social presence, recreates co-working without meetings
Personal Accountability
Light structure, keeps it productive and not chatty.
Hide view of widgets
XP earned together
Shared input of productive time logged, turns focus into a team win.
Who's Online
Social presence, recreates co-working without meetings
Personal Accountability
Light structure, keeps it productive and not chatty.
Hide view of widgets
SUNSHINE POINTS
Island Upgrades (Decor)
Visual change over time. Progress you can see, not just count
Sunshine Points (Currency)
Currency makes effort tangible, where reward feels real but low stakes
Island Upgrades (Decor)
Visual change over time. Progress you can see, not just count
Sunshine Points (Currency)
Currency makes effort tangible, where reward feels real but low stakes
Testing, Iteration, & Validation
Testing, Iteration, & Validation
We validated Fluffle through early access testing using the shipped beta, iterating on clarity, trust, and real-worl fit. Feedback from users informed product decisions and system refinements ahead of wider release.
We validated Fluffle through early access testing using the shipped beta, iterating on clarity, trust, and real-worl fit. Feedback from users informed product decisions and system refinements ahead of wider release.
Who we tested it with
Who we tested it with
EARLY ACCESS USERS
EARLY ACCESS USERS
FRIENDS & FAMILY
FRIENDS & FAMILY
INTERNAL TEAM
INTERNAL TEAM
What we tested
What we tested
Shipped beta (feature completeness and bugs)
Shipped beta (feature completeness and bugs)
End-to-End core flows in real work sessions.
End-to-End core flows in real work sessions.
Privacy, comfort, and trust signals in daily use.
Privacy, comfort, and trust signals in daily use.
Key Iterations
Key Iterations
BEFORE
BEFORE
The dashboard only supported world creation and felt disorienting.
The dashboard only supported world creation and felt disorienting.
AFTER
AFTER
Added avatar customization, world creation, progress bar, and progress reports in a single snapshot.
Added avatar customization, world creation, progress bar, and progress reports in a single snapshot.
BEFORE
BEFORE
All focus sessions used to happen only inside shared worlds with friends.
All focus sessions used to happen only inside shared worlds with friends.
AFTER
AFTER
Users could create private worlds to work solo while still earning XP and decorating their own island.
Users could create private worlds to work solo while still earning XP and decorating their own island.
BEFORE
BEFORE
Progress reports relied on automatic screenshots of user activity.
Progress reports relied on automatic screenshots of user activity.
AFTER
AFTER
Shifted to AI-generated summaries and user-controlled inputs.
Shifted to AI-generated summaries and user-controlled inputs.
Design & Implementation Audit
Design & Implementation Audit
Before broader release, I audited designs and implementation to ensure visual consistency, interaction logic, and edge cases matched the intended system.
Before broader release, I audited designs and implementation to ensure visual consistency, interaction logic, and edge cases matched the intended system.
Figma Flow Audit
Figma Flow Audit
Logged Functionality Bugs on Linear
Logged Functionality Bugs on Linear
What We Audited
What We Audited
Outcome & Ownership
Outcome & Ownership
100+ active users tested Fluffle in early access, validating a need for accountability that supports both shared and solo focus.
100+ active users tested Fluffle in early access, validating a need for accountability that supports both shared and solo focus.
The
The
launch confirmed external interest, while real usage emphasized trust, privacy, and flexibility over metrics
launch confirmed external interest, while real usage emphasized trust, privacy, and flexibility over metrics
or competition.
or competition.
Ownership Flow
Ownership Flow
Research
Research
Strategy
Strategy
System Design
System Design
Execution
Execution
Beta
Beta
Launch
Launch
MY ROLE
AI Product Designer
MY TEAM
TIMELINE
Q2 and Q3 of 2025
100+
Active Users
50+
Early Signups
1
Product Hunt Launch
PROBLEM
Productivity tools help track work but often fail to make focus feel social or motivating, leading to disengagement over time.
OUTCOME
We designed and shipped Fluffle, a multiplayer productivity app centered on shared focus and gentle accountability.
The product enables friends to work together, stay present, and build consistent habits without pressure.
Fluffle Ecosystem
Fluffle (started as a gamified job tracking platform) sat within a broarder product ecosystem, but real engagement lived in the community.
CoCreate Ecosystem futher explained
CoCreate Ecosystem futher explained
Context
is a platform and a
that build tools and learning experiences for designers.
Why did the new direction make sense?
The strongest signals of accountability were coming from the community, not from the Fluffle platform as it existed (legacy job tracker).
What was observed
What was observed
The strategic opportunity
Realigning Fluffle with how people already stay accountable.
Solo Job Tracking
BEFORE
Focused Productivity with Friends
AFTER
Why Fluffle?
Why Fluffle?
Stake
Reposition Fluffle as a meaningful part of the CoCreate ecosystem.
Constraint
Design within the existing Fluffle platform, design system, and content style.
Success
Support accountability with friends in a way users would consistently return to.
User Research
We combined community signals with direct user research to understand how accountability already worked, and where products failed to support it.
01 Community Signals
2000+ public discord messages reviewed
People were already trying to stay accountable together through shared presence, check-ins, and informal co-working.
02 Direct User Research
6 core user interviews, 30+ survey responses
Users shared habits, why motivation drops, and what makes them return without pressure or guilt.
03 Competitive Landscape
5+ tools analysed
Most tools optimised for either focus or fun, rarely both, often leading to short-term user engagement.
Gathertown
Forest
Habitica
Pomofocus
04 Legacy Fluffle Audit
10+ legacy users analysed
The experience was feature-heavy and isolating, which stalled adoption and long-term use
Final Research Impact: This research shaped core product decisions that followed.
In-depth Research Plan
In-depth Research Plan
User Research
Social > Solo Analytics
Social > Solo Analytics
Gentle Play > Competition
Gentle Play > Competition
Calm UI > Feature Density
Calm UI > Feature Density
Return rate > Streak Pressure
Return rate > Streak Pressure
Problem & Opportunity
Most productivity tools help people track work, but fail to support accountability with friends in a way people actually retun to.
Before
Solo Productivity Tools
Missing
Social Accountability
Opportunity
Support accountability with friends in a way peeople retun to
Ideation
Explored multiple directions for social accountability.
DIRECTION 1
Social Accountability Layer
DIRECTION 2
Progress & Reflection Layer
DIRECTION 3
Ambient Focus World
Converged into a shared focus loop
SHOW UP
FOCUS TOGETHER
REFLECT
GENTLE REWARD
REPEAT
The final direction combined social presence, reflection, and ambient motivation into a repeatable, low-pressure loop.
Other Directions we explored (& why we converged)
Other Directions we explored (& why we converged)
Key Screens
The final direction combined social presence, reflection, and ambient motivation into a repeatable, low-pressure loop.
DASHBOARD
PROGRESS SUMMARY
DESKTOP PET
PRODUCTIVITY WIDGETS
SUNSHINE POINTS
Design System & Visual Language
Primary Typography
Aa
Reddit Mono
Regular, Medium, Bold
Heading 01
Heading 02
Heading 03
Heading 04
RM-Bold
RM-Medium
RM-Regular
RM-Regular
40 pt
32 pt
20 pt
12 pt
Secondary Typography
Aa
SF Pro
Light, Medium, Bold
Heading 01
Heading 02
Heading 03
SFP-Bold
RM-Medium
RM-Light
56 pt
40 pt
24 pt
Brand Colours
Testing, Iteration, & Validation
We validated Fluffle through early access testing using the shipped beta, iterating on clarity, trust, and real-worl fit. Feedback from users informed product decisions and system refinements ahead of wider release.
Who we tested it with
EARLY ACCESS USERS
FRIENDS & FAMILY
INTERNAL TEAM
What we tested
Shipped beta (feature completeness and bugs)
End-to-End core flows in real work sessions.
Privacy, comfort, and trust signals in daily use.
Key Iterations
BEFORE
The dashboard only supported world creation and felt disorienting.
AFTER
Added avatar customization, world creation, progress bar, & progress reports.
BEFORE
All focus sessions used to happen only inside shared worlds with friends.
AFTER
Create private worlds to work solo while still earning XP & decorating their own island.
BEFORE
Progress reports relied on automatic screenshots of user activity.
AFTER
Shifted to AI-generated summaries and user-controlled inputs.
Design & Implementation Audit
Before broader release, I audited designs and implementation to ensure visual consistency, interaction logic, and edge cases matched the intended system.
Figma Flow Audit
Logged Functionality Bugs on Linear
What We Audited
What We Audited
Outcome & Ownership
100+ active users tested Fluffle in early access, validating a need for accountability that supports both shared and solo focus.
The
launch confirmed external interest,
while real usage emphasized trust, privacy, and flexibility over metrics or competition.
Ownership Flow
Research
Strategy
System Design
Execution
Beta