designing a journaling app that doesn't make you feel terrible
"Since journaling has always been a paper experience, I deliberately chose to do most of my design exploration on paper to stay connected to the authentic, tactile nature of journaling."
Experience Nuuko's gentle onboarding and core features
Launch Interactive Prototype →
i've bought beautiful notebooks that sit empty on my shelf. downloaded apps promising to change my life, then deleted them when the guilt got too heavy. started entries with good intentions, disappeared for weeks, felt worse about myself. my friends had identical stories. we all knew journaling was supposed to help — with stress, with figuring things out, with just being more aware of our lives. but somehow we kept failing at this thing that seemed so simple. that's when i started wondering: what if it's not us? what if these tools are actually making it harder to be vulnerable?
People want to journal, but apps make it intimidating. The problem isn't that journaling doesn't work—it's that current tools make starting feel like a test.
i decided to actually research this properly instead of just assuming. created google forms, posted on instagram, analyzed 500+ app store reviews, had real conversations with people about their journaling struggles. the data was telling. 74% of people had tried journaling. 66% stopped within weeks. but the why was more interesting than the numbers.
"Having to set the title with the date on my notes app. It took me 5 seconds to do but kept me from doing it more often."
"I think most journaling apps today function like glorified text editors with some unhelpful AI features and 0 privacy. And then they charge a 14.99/month subscription on top of that 😭🙏"
"Consistency... can't stay consistent or I cry"
"I keep forgetting about it and I don't like carrying notebooks everywhere"
"Stay consistent and give follow up questions"
"Help me see patterns about myself"
"Cozy aesthetics with a rich toolkit to organize, visualize and categorize journal entries"
"Remind me to journal, give me prompts for memory reflection"
"Help me practice a sense of mindfulness and gratitude"
"Cross-platform integrated (same app works across phone and computer). End-to-end encrypted (like WhatsApp) - extremely important privacy-wise."
"Makes it super low friction to write diary entries, also processes it with an LLM so I can categorize my entries and can e.g. be told about similar days in the past"
"Have sections to let me journal in the way I feel I need. Like maybe I wanna write normally, maybe I wanna write a poem, maybe I wanna add images or drawings."
People want warmth, safety, and gentle guidance. Apps give them clinical interfaces, aggressive streak pressure, and blank pages. This gap became Nuuko's entire reason for existing.
i downloaded and tested every journaling app i could find. daylio with its clinical mood tracking. journey with feature overload. apps that turned your feelings into productivity metrics or gamified vulnerability like duolingo. analyzed their onboarding flows, tried to understand what made people abandon them. the pattern was clear: they all treated journaling like a task instead of an emotional experience — clinical interfaces when you needed warmth; blank pages staring at you; numbers that reduced your complex inner world to data points.
Analysis of 500+ user reviews across major app stores and social platforms
Most apps chase productivity or gamification. What was missing? A place that feels safe when you're vulnerable. Nuuko fills that gap.
To understand what drives drop-off, I mapped onboarding and journaling flows from 10+ leading apps (Headspace, Stoic, Daylio, Calm, Jour). What I noticed: Gamified pressure (Duolingo-style streaks) often turned journaling into a performance. Clinical minimalism (Stoic, Daylio) felt cold and impersonal during vulnerable moments. Overloaded dashboards (Notion, Journey) created friction instead of flow.
Nuuko should use gentle streaks, not aggressive ones or clinical productivity pressure. It must feel warm, personal, and structured—like a library of self.
Fig. 1 — Market benchmarks: onboarding and journaling patterns across competitors
after talking to dozens of people and analyzing hundreds of responses, three patterns emerged that guided every decision.
blank pages aren't neutral — they're intimidating. people need gentle prompts that feel like a friend asking about your day, not homework.
numbers strip away human complexity. colors and feelings honor it while still revealing patterns.
when someone writes their most private thoughts, they need to see how that information is protected — not buried in fine print.
every app dealing with vulnerability needs some kind of companion. i sketched dozens of concepts before landing on the feather — soft, connected to writing, approachable without being childish. i also tested visual metaphors; the bookshelf worked because it promised something meaningful: your thoughts becoming a personal library that grows richer over time.
The feather emerged as the perfect symbol for Nuuko's companion—light, gentle, and connected to writing. It represents the delicate nature of emotions while being approachable and non-threatening.
The character needed to be cute and cozy to motivate users, slightly animated to feel alive, and directly related to journaling itself. The feather embodies all these qualities while maintaining simplicity.
How do you design an experience that removes fear instead of adding features? These four principles became my north star.
Warm colors and gentle typography create a safe emotional space, like writing in your favorite nook rather than a sterile office.
Three thoughtful prompts offer direction without pressure. Users can skip, modify, or follow—the app adapts to their emotional state.
Privacy isn't buried in settings. It's visible, clear, and reinforced through design—because vulnerability requires trust.
Simple streaks that encourage without pressure—no rigid schedules or guilt. The app celebrates any reflection, whether it's a word or a paragraph.
Warm colors and gentle typography create a safe emotional space, like writing in your favorite nook rather than a sterile office.
Three thoughtful prompts offer direction without pressure. Users can skip, modify, or follow—the app adapts to their emotional state.
Privacy isn't buried in settings. It's visible, clear, and reinforced through design—because vulnerability requires trust.
Simple streaks that encourage without pressure—no rigid schedules or guilt. The app celebrates any reflection, whether it's a word or a paragraph.
"Designing for emotions means designing for safety. Every choice—from the corner radius to the word choice—should make vulnerability feel welcome, not exposed."
The visual metaphor needed to feel familiar yet fresh, structured yet warm. Through extensive exploration, I tested multiple directions before landing on the perfect combination.
from homework to conversation. from streaks to presence. from instant to patient. these became the backbone of nuuko.
I tested constellations, gardens, and candles. Users found them beautiful but confusing. The bookshelf metaphor won because it was both warm and structured—like building a personal library of experiences.
Early flows felt like school assignments. Paper prototype testing revealed that linear flows were too rigid. I switched to flexible prompts that users could skip, modify, or follow based on their mood.
I designed gentle streaks that feel supportive, not demanding. Combined with monthly reflection cards, they celebrate growth without pressure. No guilt, no performance anxiety—just acknowledgment of showing up.
Mapped journaling needs into design moves. Each job represents a specific emotional moment when users need support.
Designed the core user flows to be gentle and supportive, with clear paths for different user needs and emotional states.
Information architecture focused on emotional safety and clear navigation
Through interviews and testing, I identified key user types and their specific needs around privacy, emotional expression, and journaling habits.
Storyboarded the emotional journey users experience, identifying key moments where design could provide support and encouragement.
Through wireframing, I tested different information architectures and interaction patterns. The goal was to create a flow that felt natural and unintimidating, with clear paths for both new and returning users.
Validation Method: Paper prototype testing with 8 users revealed that linear flows felt too rigid. This led to the flexible entry system where users can skip, modify, or follow prompts based on their mood.
Wireframes showing the gentle onboarding flow and daily journaling experience
The final onboarding balances guidance with freedom, creating a warm first impression that reduces anxiety around getting started.
The refined onboarding design creates an inviting first experience
Most apps reward journaling with aggressive streak counts or badges. I designed gentle streak rewards that encourage reflection without pressure: bookshelf filling, simple streak acknowledgment, and monthly reflection cards.
Emotional reward explorations: from sketches to implemented features
The visual identity needed to balance professionalism with warmth. Through multiple iterations, I developed a color palette and typography system that feels like a cozy bookstore rather than a corporate app.
What I Learned: Small details matter enormously in emotional design. The 12px border radius feels more approachable than 8px. The golden-brown accent color tests better than pure brown for conveying warmth without feeling "muddy."
After extensive user testing and iteration, these final wireframes represent the complete user flow that successfully addresses the emotional barriers to journaling while maintaining a sense of warmth and safety.
Intro page — warm, safe first impression with feather companion and gentle prompt.
First entry — the guided flow that replaces the intimidating blank page.
Today's entry — simple daily space that feels like a conversation.
Look at entry — revisit memories with the same cozy, diary feel.
Library — your growing shelf of reflections and experiences.
Monthly insights — beautiful summaries that celebrate growth.
In testing, 78% of people completed their first entry with Nuuko—compared to 31% with a blank page. But my favorite moment was when one tester said, "I actually want to come back tomorrow." That's when I knew Nuuko wasn't just functional—it felt safe.
The redesign improves hierarchy, balances user expression with brand warmth, and creates a welcoming first impression.
to ground the design in lived experience, i storyboarded common journaling contexts that revealed how nuuko could become a true companion rather than just a tool.
these storyboards validated that nuuko isn't just a tool, but a companion that fits emotional rhythms of daily life.
Fig. 6 — User journeys showing how Nuuko supports morning reflection and night decompression
prompts that adapt to your energy; emotions as colors instead of data; insights that wait for readiness; celebrations that honor growth; privacy that's obvious, not hidden.
Complete app walkthrough showing user flow
Onboarding experience demonstration
Three gentle prompts help you start fast — like a friend asking how you are, not a task to complete.
Track feelings with colors. Tap a hue and see it grow. Over time, patterns appear — beautiful, not clinical.
AI that waits. After a steady streak, it shares calm, earned insights like patterns and prompts.
Monthly “wrapped” cards capture growth, challenges, and joy — something you’ll want to keep.
Privacy up front: offline mode, clear controls, and full export. Your words stay yours.
I first built a very basic web version in Cursor to test the idea. It was simple, but it let me try out the main things:
Even at this early stage, it helped me check if the concept made sense and get quick feedback before designing more.
Built with basic HTML/CSS in Cursor based on my Figma files:
Try the Interactive Prototype →
Interactive Features: Test the daily prompts, explore the library view, and experience the gentle onboarding flow. The prototype demonstrates the core interaction patterns and cozy aesthetic that make Nuuko feel safe and approachable.
At the end of each month, Nuuko creates a Wrapped-style reflection: playful yet meaningful summaries of your journaling habits and themes.
Seeing progress over time makes users more likely to keep writing.
Turning scattered entries into patterns helps users notice emotions, routines, and triggers they might otherwise miss.
A monthly "closing chapter" feels celebratory and gives users something to look forward to.
Not just about what you wrote, but about how you've grown across the month.
Wrapped keeps people engaged long term, making journaling feel less like a task and more like an ongoing story they're eager to continue.
built a basic web prototype to test core concepts; surveyed 59 people who tried it. the most meaningful feedback wasn’t about features—it was this: “this actually feels like it wants to hear from me.”
.png)
.png)
.png)
.png)
.png)
.png)
In short: people love how Nuuko feels, but want more clarity, faster insights, and stronger habit support.
I learned that people don't quit journaling because they're lazy—they quit because the tools make them feel guilty or judged. Nuuko taught me the best design decision isn't what you add, but what you remove. That's how you create space where people feel safe to show up.
"Nuuko showed me that the best products don't just solve problems—they hold space for human experiences that are messy and deeply personal. That's a design philosophy I'll carry forward."
