Category: Indie Dev

  • Stop Over-Engineering: A Minimal Architecture Pattern for Solo Devs

    Stop Over-Engineering: A Minimal Architecture Pattern for Solo Devs

    If you’re building apps alone, architecture can feel like a trap.

    On one side: the wild west. Everything talks to everything, your UI calls the API directly, business rules end up copy/pasted, and a “quick fix” turns into a permanent mess.

    On the other side: over-engineering. You get sold a stack of patterns — clean architecture, CQRS, event sourcing, hexagonal adapters, 12 modules, 40 folders, and a dependency injection graph that needs its own diagram. You haven’t shipped yet, but you already have “infrastructure.”

    Solo development doesn’t need a philosophy war. You need a repeatable structure that:

    • keeps you shipping
    • makes debugging obvious
    • keeps changes local
    • doesn’t require meetings (because you are the meeting)

    This guide gives you a minimal architecture pattern that works across Flutter, React Native, iOS (SwiftUI), and Android (Compose). It’s intentionally boring. It’s not “enterprise.” It is a small set of rules that stays useful from your first screen to your first paying customer — and still won’t collapse when you add features.

    Related guides on sminrana.com:

    Why solo devs over-engineer (and why it hurts)

    Over-engineering isn’t about intelligence. It’s usually about anxiety.

    When you’re solo, every future risk feels personal:

    • “What if I need to swap API providers later?”
    • “What if this becomes huge?”
    • “What if I need offline mode?”
    • “What if I hire contractors?”

    So you build a fortress. You add abstractions “just in case.” You separate everything into layers before you even know what the app does. Your code becomes a museum of hypothetical problems.

    The cost shows up fast:

    • Slower iteration: each change crosses five files and three folders.
    • Lower confidence: you can’t tell where the truth lives.
    • More bugs: abstractions hide flows that should be explicit.
    • Higher cognitive load: you spend energy navigating structure instead of building.

    The goal isn’t “no architecture.” The goal is the smallest architecture that gives you leverage.

    What “minimal architecture” actually means

    Minimal doesn’t mean tiny; it means necessary.

    A minimal architecture is one where:

    • every layer exists to solve a real problem you’ve already hit
    • boundaries are clear enough that you can replace parts without collateral damage
    • most code is easy to delete later

    When you find yourself asking, “Is this clean?”, ask a different question:

    “If I rewrite this feature in two weeks, will it be painful?”

    Minimal architecture optimizes for inevitable rewrites.

    The pattern: a strict 3-layer architecture

    This is the entire model:

    1. UI layer: screens and state holders. Renders state, triggers actions.
    2. Domain layer: use-cases and domain models. Pure business logic, no framework types.
    3. Data layer: repositories and data sources. Talks to network, database, storage.

    The magic isn’t the layers — you’ve heard that before. The magic is the strict dependency direction:

    • UI can depend on Domain.
    • Domain can depend on nothing (or only simple shared utilities).
    • Data can depend on Domain models/interfaces.
    • Domain never imports Data.
    • UI never imports raw network DTOs.

    That’s it.

    If you keep those rules, you get the benefits people chase with complex architectures:

    • You can test business logic quickly.
    • You can stub data for UI development.
    • You can swap storage and API details.
    • You can refactor without fear.

    And you can do it without building a cathedral.

    When you should (and shouldn’t) use this

    If you’re a solo developer building:

    • a mobile app with login + CRUD + subscriptions
    • a tool for a niche audience
    • a micro-SaaS companion app
    • an MVP you want to ship in days/weeks

    …this is a great default.

    When not to use it as-is:

    • You’re building a high-frequency trading platform. (Not your blog audience, likely.)
    • You already have a large team with a strict architecture and shared tooling.
    • Your app is extremely tiny (one screen, no API). For that, keep it simpler and skip the layers.

    Minimal architecture is not a religion. It’s a starting point.

    The core principles (print this and stick it above your desk)

    1) Patterns follow problems

    Don’t add a layer to prove you’re serious. Add a layer when you feel pain:

    • repeated code
    • impossible-to-test logic
    • coupling that makes changes risky

    If the pain isn’t there yet, write the boring code and move on.

    2) Make boundaries obvious

    Your future self should be able to answer:

    • “Where does this rule live?”
    • “What calls what?”
    • “Where does caching happen?”

    If you can’t answer in 10 seconds, the abstraction isn’t helping.

    3) Keep state flows explicit

    Most mobile bugs are “state is wrong.” Your architecture should make it hard to hide state mutations.

    A good rule of thumb:

    • UI owns UI state.
    • Domain owns business decisions.
    • Data owns side effects.

    4) Fewer dependencies, fewer problems

    Every third-party dependency is an additional system you must mentally simulate.

    Default to:

    • platform standard libraries
    • small, well-known libraries
    • first-party tools

    If you pull in a library, write down what you’re buying and what you’re paying.

    Layer 1: UI (screens + state holders)

    The UI layer has two jobs:

    1. render data
    2. dispatch user intent

    It should not:

    • parse JSON
    • decide pricing rules
    • format error categories
    • implement caching logic

    The UI can contain:

    • views/screens/components
    • view models / controllers / state notifiers
    • UI-specific mappers (like mapping a domain model to displayed strings)

    A simple UI rule that prevents chaos

    UI can call only use-cases (or a small facade) — not repositories, and never raw API clients.

    That rule does two things:

    • It forces business logic out of the UI.
    • It creates a stable “API” for the UI, even while data changes.

    What UI state should look like

    Avoid “a dozen booleans” state.

    Prefer a single object (sealed class / union type / enum + payload) that represents the screen:

    • Loading
    • Empty
    • Content
    • Error

    Example TypeScript (React Native):

    type TodosState =
      | { kind: "loading" }
      | { kind: "empty" }
      | { kind: "content"; items: Todo[] }
      | { kind: "error"; message: string; canRetry: boolean };

    This makes it hard to end up in impossible states like loading=true and error=trueand items!=[].

    Layer 2: Domain (use-cases + models)

    The domain layer is the brain of your app.

    It contains:

    • domain models: plain data structures that represent concepts the user cares about
    • use-cases: single-purpose operations like CreateTodoFetchProfileSubmitOrder

    A use-case is not a “service with 20 methods.” It is a function/class that does one job.

    What belongs in the domain layer

    Business rules, not UI rules.

    Examples:

    • “A trial can be started once per user.”
    • “A booking must be within the next 180 days.”
    • “VAT applies only if country is X.”
    • “If the network fails, fallback to cached data if it’s fresh enough.” (Yes, staleness rules are business rules.)

    Examples of what does not belong in the domain layer:

    • “Show a toast”
    • “Use Material 3 colors”
    • “Debounce button taps by 500ms” (UI concern)

    Domain types must be framework-free

    This rule matters more than people realize.

    Your domain models shouldn’t import:

    • Flutter BuildContext
    • React useState
    • SwiftUI View
    • Kotlin Context
    • network client classes

    Domain should be boring and portable.

    That’s not because you’ll reuse it across apps (sometimes you will, often you won’t). It’s because when types are “clean,” tests and refactors become easy.

    Example: use-case + repository contract

    Example contract (TypeScript):

    export interface TodoRepo {
      list(): Promise<Todo[]>;
      add(title: string): Promise<Todo>;
      toggle(id: string): Promise<Todo>;
    }

    Use-case:

    export class AddTodo {
      constructor(private repo: TodoRepo) {}
    
      async run(title: string): Promise<Todo> {
        const trimmed = title.trim();
        if (trimmed.length < 3) {
          throw new Error("Title too short");
        }
        return this.repo.add(trimmed);
      }
    }

    Notice what’s missing:

    • no HTTP
    • no storage
    • no UI

    Just the rule.

    Work in “nouns” and “verbs”

    A helpful mental model:

    • nouns: UserTodoOrderPlan
    • verbs: CreateOrderApplyCouponFetchTodos

    If you name things this way, your architecture stays grounded in product behavior, not technology.

    Layer 3: Data (repositories + sources)

    Data is where side effects live.

    It contains:

    • repository implementations
    • remote data sources (API clients)
    • local data sources (database, key-value storage)
    • DTOs and mapping

    This is the only layer that should know how data is stored or fetched.

    Repository interfaces vs implementations

    If you’re building solo, you don’t need 20 interfaces for the sake of it. You need interfaces at boundaries where swap-ability is valuable:

    • the boundary between domain and data (so use-cases can be tested without network)
    • the boundary between repository and its sources (so caching/offline can change without breaking use-cases)

    Keep the interface small. If it grows, your model is unclear.

    DTO mapping: keep the mess contained

    Network JSON is often:

    • inconsistent
    • abbreviated
    • not quite correct
    • likely to change

    That mess should not leak into domain.

    Instead, map DTO → domain model at the data boundary.

    Example:

    type TodoDTO = { id: string; t: string; d: 0 | 1 };
    
    function mapTodoDto(dto: TodoDTO): Todo {
      return { id: dto.id, title: dto.t, done: dto.d === 1 };
    }

    This is boring. That’s why it works.

    A practical caching approach (without building a spaceship)

    If you need caching, don’t invent “cache managers.” Put caching in the repository.

    A simple approach:

    • repository tries remote
    • on success: store locally and return
    • on failure: try local if available

    You can later add “cache freshness” rules without changing the UI or domain.

    The dependency rules (the part you must not break)

    Write these rules in your CONTRIBUTING.md or keep them as a team agreement (even if the team is you):

    • UI imports Domain.
    • Domain imports nothing (except shared primitives).
    • Data imports Domain.
    • Domain exposes interfaces; Data implements them.
    • DTOs stay in Data.
    • UI never sees DTOs.

    If you violate these rules, you’re not “being pragmatic.” You’re creating invisible coupling.

    Directory structure that stays sane

    Folder structure isn’t architecture, but it strongly influences how you think.

    Here’s a structure that works across frameworks:

    Flutter

    lib/
      ui/
        screens/
        widgets/
        state/
      domain/
        models/
        usecases/
        repos/
      data/
        repos/
        sources/
        dto/
        mappers/

    React Native

    src/
      ui/
        screens/
        components/
        state/
      domain/
        models/
        usecases/
        repos/
      data/
        repos/
        api/
        storage/
        dto/
        mappers/

    iOS (Swift)

    App/
      UI/
        Screens/
        Components/
        State/
      Domain/
        Models/
        UseCases/
        Repos/
      Data/
        Repos/
        Remote/
        Local/
        DTO/
        Mappers/

    Android (Kotlin)

    app/src/main/java/.../
      ui/
        screen/
        state/
      domain/
        model/
        usecase/
        repo/
      data/
        repo/
        remote/
        local/
        dto/
        mapper/

    This is intentionally repetitive. Repetition is clarity.

    A complete end-to-end example (the “feature slice” method)

    When solo devs get stuck, it’s often because they’re building architecture “horizontally”:

    • build all models
    • build all repositories
    • build all screens

    That approach creates a giant gap between code and value.

    Build “feature slices” instead: one end-to-end vertical path at a time.

    Let’s do an example: “Add a todo item.”

    Step 1: Domain model

    Keep it simple.

    export type Todo = {
      id: string;
      title: string;
      done: boolean;
    };

    Step 2: Repository interface in domain

    export interface TodoRepo {
      add(title: string): Promise<Todo>;
    }

    Step 3: Use-case in domain

    export class AddTodo {
      constructor(private repo: TodoRepo) {}
    
      async run(input: { title: string }): Promise<Todo> {
        const title = input.title.trim();
        if (title.length === 0) throw new Error("Title required");
        if (title.length > 140) throw new Error("Title too long");
        return this.repo.add(title);
      }
    }

    Step 4: Data implementation

    Create an API DTO, a mapper, and the repository implementation.

    type TodoDTO = { id: string; title: string; done: boolean };
    
    function dtoToDomain(dto: TodoDTO): Todo {
      return { id: dto.id, title: dto.title, done: dto.done };
    }
    
    export class HttpTodoRepo implements TodoRepo {
      constructor(
        private client: { post: (path: string, body: any) => Promise<any> },
      ) {}
    
      async add(title: string): Promise<Todo> {
        const res = await this.client.post("/todos", { title });
        return dtoToDomain(res as TodoDTO);
      }
    }

    Even if you later change networking libraries, everything above stays stable.

    Step 5: UI wiring

    UI calls the use-case, renders output.

    The UI layer doesn’t know about DTOs or HTTP; it knows only AddTodo.

    This gives you a small, testable integration seam: you can pass a fake repo in tests, or a stub repo during early prototyping.

    Error handling without drama

    Most architecture posts talk about error handling as if you need a framework.

    What you really need is consistency.

    A minimal error strategy

    • Data layer converts low-level failures into typed failures (network down, unauthorized, timeout).
    • Domain decides what to do (retry? fallback? stop?).
    • UI decides how to show it (message + action).

    If you want a single simple type, use “Result” style return values.

    Kotlin sealed results:

    sealed class Result<out T> {
      data class Ok<T>(val value: T): Result<T>()
      data class Err(val error: Throwable): Result<Nothing>()
    }

    Swift:

    enum Result<T> {
      case ok(T)
      case err(Error)
    }

    Dart and TypeScript have similar patterns (or you can use exceptions carefully). Pick one and use it consistently.

    A rule that saves time

    Never show raw technical errors to users.

    Instead, map technical issues into a small set of user-friendly categories:

    • “You’re offline.”
    • “Session expired, please log in again.”
    • “Something went wrong. Try again.”

    Put the mapping at the UI edge, where copy is managed.

    Observability lite: logs that actually help

    Solo devs often skip observability until it’s painful. Then they add too much.

    Minimal observability looks like this:

    • Log at boundaries, not everywhere.
    • Include one correlation ID per user flow.
    • Track 3–5 events that represent product progress.

    Examples of boundary logs:

    • UI: user tapped “Pay”
    • Domain: order validated, coupon applied
    • Data: POST /checkout started/finished, status code

    This is enough to debug 80% of issues without a “logging architecture.”

    Performance budgets that don’t waste your life

    Over-engineering often hides performance work behind abstractions.

    Minimal performance practice:

    • define a startup target (e.g., “home screen in under 2 seconds on mid-range phone”)
    • define a screen render budget (“no frame drops in main scrolling screens”)
    • watch bundle size (especially RN)

    Then apply boring optimizations:

    • lazy-load heavy dependencies
    • defer non-critical initialization
    • compress images
    • cache simple responses

    You don’t need a “performance layer.” You need a few measurable constraints.

    Testing that matters for solo devs

    You don’t need 90% coverage. You need confidence.

    The testing priority list

    1. Domain unit tests: fastest, most valuable.
    2. Repository integration tests: verify mapping + caching rules.
    3. UI smoke tests: only for critical flows.

    What to test in the domain

    Test:

    • validation rules
    • decision rules (what happens with edge cases)
    • transformations (prices, dates, sorting)

    Don’t test:

    • widgets rendering every pixel
    • HTTP client correctness (that’s the library’s job)

    The solo-dev litmus test

    If a test takes 30 seconds to run, you’ll stop running it.

    Build a test set that runs in seconds, and you’ll actually use it.

    Framework blueprints (practical mappings)

    This pattern isn’t tied to a specific state manager or DI library. Here’s how it translates cleanly.

    Flutter

    • UI: Widgets + state holders (ChangeNotifier, Riverpod Notifier, Bloc, etc.)
    • Domain: pure Dart models + use-case classes/functions
    • Data: repositories wrapping Dio/http + Hive/Isar/SharedPreferences

    A minimal Flutter wiring approach:

    • Create repository implementations in data/
    • Pass them into use-cases
    • Inject use-cases into state holders

    If you use Riverpod, your providers become the wiring layer. Keep them thin.

    React Native

    • UI: screens + hooks
    • Domain: use-case classes/functions (plain TS)
    • Data: API client + storage

    Keep UI state local unless it truly spans screens. State libraries are easy to overuse in RN.

    iOS (SwiftUI)

    • UI: View + ObservableObject / @StateObject
    • Domain: pure Swift structs + use-case types
    • Data: URLSession + persistence (CoreData/SQLite/File)

    A practical SwiftUI tip: make your ViewModel the UI boundary and keep domain logic out.

    Android (Compose)

    • UI: Composables + ViewModel
    • Domain: use-cases + domain models
    • Data: repository + Retrofit/Room

    Your ViewModel can call use-cases and expose state as StateFlow.

    Common anti-patterns (and what to do instead)

    Anti-pattern 1: “God service”

    Symptom:

    • ApiService has 40 methods
    • AppRepository becomes a dumping ground

    Fix:

    • split by feature or domain concept (AuthRepoTodoRepoBillingRepo)
    • keep interfaces small and cohesive

    Anti-pattern 2: Deep inheritance trees

    Inheritance makes changes hard because behavior is spread across classes.

    Fix:

    • use composition
    • pass small collaborators into classes

    Anti-pattern 3: Premature modularization

    Breaking your app into many modules early creates friction: build times, wiring, and navigation across modules.

    Fix:

    • start with folders
    • extract modules only when boundaries are repeatedly painful (or compile times demand it)

    Anti-pattern 4: “Architecture by library”

    If your architecture requires a specific library to exist, it’s fragile.

    Fix:

    • define your own boundaries (interfaces + use-case API)
    • treat libraries as replaceable implementation details

    A simple migration path when the app grows

    This pattern scales surprisingly far. Still, you’ll eventually hit a few thresholds.

    When to split into modules

    Consider extracting modules when:

    • build times get noticeably slow
    • features are mostly independent
    • you’ll onboard another dev

    Before that, folders are fine.

    When to add more architectural structure

    Add complexity only when you can name the pain.

    Examples:

    • offline-first requirements → add a local data source and sync rules
    • multiple environments/tenants → introduce configuration boundaries
    • heavy business logic → split domain into feature domains (OrdersDomainBillingDomain)

    What to keep the same

    Even if you evolve toward “clean architecture,” keep the small soul of this pattern:

    • explicit boundaries
    • stable domain model
    • data details don’t leak

    Your minimal architecture checklist

    If you want a practical “am I doing this right?” list, use this:

    • UI calls use-cases, not repositories.
    • Domain types contain no framework imports.
    • Data layer is the only place with DTOs.
    • Repositories hide caching/offline logic from UI.
    • Every screen has an explicit state model (loading/empty/content/error).
    • You can test a use-case without network.
    • Folder structure makes it obvious where things go.

    If you can check these boxes, you’re not over-engineering.

    FAQ

    “Isn’t this basically Clean Architecture?”

    It overlaps, but it’s intentionally smaller.

    Clean Architecture can turn into a lot of ceremony: entities, interactors, presenters, gateways, multiple models per layer.

    This pattern keeps the parts that create leverage for a solo dev:

    • use-cases for business logic
    • repos as boundaries
    • DTO mapping

    …and skips the rest until you need it.

    “What about dependency injection?”

    Use DI only as much as you need.

    • In small apps: manual wiring is fine.
    • In medium apps: a lightweight DI mechanism (or provider system) is fine.

    The key is that DI is a wiring tool, not the architecture.

    “What if I’m building both iOS and Android?”

    This pattern helps more when you’re multi-platform, because it gives you a consistent mental model.

    Even if you don’t share code, sharing the shape of the architecture reduces context switching.

    “What if my domain logic is tiny?”

    Then keep it tiny.

    A domain layer can start as:

    • domain/models
    • domain/usecases

    Five files total is still a domain layer.

    Next actions (do this in the next 60 minutes)

    1. Pick one feature in your app (login, list, checkout).
    2. Draw three boxes: UI → Domain → Data.
    3. Move one business rule from UI into a use-case.
    4. Add one repository interface and one fake implementation.
    5. Ship a small improvement end-to-end.

    Minimal architecture isn’t a refactor project. It’s a way of working.

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  • Why Power Users Pay (and Casual Users Don’t)

    Why Power Users Pay (and Casual Users Don’t)

    Most apps chase features. The users who pay aren’t buying primitives; they’re buying outcomes at intensity. Power users hit a repeatable moment every day (or multiple times a day) and the product removes, compresses, and automates that moment. Casual users never reach that cadence.

    It isn’t about “more features.” It’s about a system that makes one job unavoidable and fast. Price against intensity, design for an owned moment, and instrument the path.

    The Operating Assumptions (and why they matter)

    • Goal
      • Monetize repeatable, high‑intensity outcomes—not menu breadth. Earn a daily slot.
    • Constraint
      • Most users will never configure complex setups. Assume low effort tolerance, fragmented contexts, and mobile interruptions.
    • Customer
      • Split cohorts by intensity: explorers (0–1×/week), habituals (2–4×/week), power users (≥5×/week). Different defaults and pricing.
    • Moment
      • Owned moments drive willingness to pay. Casual use without a moment yields churn.

    Practical implications

    • Design for one path to a daily outcome; remove steps until it’s under 2 minutes.
    • Ship opinionated defaults that produce an immediate draft; let experts customize later.
    • Instrument intensity (sessions per week, moments completed, automation usage) as first‑class signals.

    Distribution: Two Very Different Machines

    • Parity distribution (keeps casual users lurking)
      • Feature lists and template galleries; broad SEO targeting nouns; passive marketplace listings
    • Intensity distribution (creates power users)
      • Problem pages titled by the job at cadence: “Run a 90‑second standup from calendar + commits daily”
      • 60–90s clips showing before/after at real speed; keyboard‑only, one edit, schedule the next run
      • Integrations that trigger your moment: meeting end webhook, git push, end‑of‑day notification
      • Weekly artifacts: one clip, one problem page, one integration listing; CTAs to schedule tomorrow’s run

    Checklist to publish

    • Hook names the cadence and outcome (“daily standup in 90 seconds”)
    • Demo shows the trigger, the draft, the accept/send, and the scheduled next
    • CTA asks for a scheduled run, not account creation

    Go deeper: Why indie apps fail without distribution

    Product: Craft vs Coverage

    • Craft (win by intensity)
      • Own a single recurring moment; TTV < 120s for new cohorts; P50 repeat within 48h
      • Defaults over options; draft‑first UI; momentum surfaces instead of inventory
      • Remove → Compress → Automate; triggers that fire at the moment users feel friction
    • Coverage (lose by parity)
      • Menu breadth (lists, boards, tags) with no defined cadence; dashboards reporting status
      • “AI everywhere” without a sharp job; customization debt that blocks activation

    Design patterns to steal

    • One‑decision onboarding: one permission + live preview; accept the first useful draft
    • Momentum surface: show “what moved since last time,” streaks, commitments completed
    • Cadence scheduler: pre‑schedule the next run at the moment of success

    Pricing and Packaging

    • Price on intensity, not primitives
      • Free: manual runs (1×/day), no automation, low storage
      • Pro: scheduled runs, auto‑ingest sources (calendar/repo/issues), sharing
      • Team: governance, audit, SLAs for triggers/integrations; admin views of cadence and outcomes
    • Trial design
      • Trial begins at the moment (e.g., meeting end → notes draft → send); success is scheduling the next run
      • Measure trial conversion by scheduled cadence adoption, not pageviews
    • Packaging rules
      • Don’t sell templates; sell “daily standup auto‑drafts” or “end‑of‑day summaries that ship”

    Where Founders Go Wrong

    • Pricing on features while power users pay for reduced time and reliable cadence
    • Blank‑slate onboarding; no credible draft; expecting users to architect their own workflow
    • Broad SEO without jobs/moments; traffic that doesn’t convert to intensity
    • Measuring clicks, MAUs, exports; not TTV, 48h repeat, weekly rhythm, automation usage
    • Premature enterprise packaging; no proof assets tied to cadence/outcomes

    Go deeper: What founders get wrong about app reviews

    Two Operating Systems You Can Adopt

    • Intensity OS (weekly)
      • Ship one improvement to reduce time or increase reliability for the owned moment
      • Publish one 60–90s clip showing the moment shift; include live keyboard demo
      • Instrument TTV and 48h repeat; review weekly by cohort (explorers, habituals, power)
      • Release one integration that triggers your moment automatically (meeting end, git push)
      • Write one problem page that maps search intent to your moment; add internal links
    • Parity OS (avoid)
      • Ship new primitives every sprint; let dashboards grow; no cadence emerges
      • Add settings before defaults work; customization debt kills activation
      • Publish feature lists; no outcomes; no intensity

    Decision Framework (Pick Your Game)

    Ask and answer honestly:

    • Which recurring moment will you own? Name the trigger and the output.
    • Can a new user get to a useful outcome in under 120 seconds? If not, remove steps.
    • What gets deleted because this ships? Write the subtraction list.
    • How will you prove it in 7 days? Choose a metric and a cohort.

    Your answers choose the moment and the pricing logic. Stop blending the rules.

    Concrete Moves (Do These Next)

    • Map the moment shift: “Before → After” in one sentence; ship the smallest version in a week
    • Collapse onboarding to one screen with a live preview and one permission request
    • Pre‑schedule the next run at the moment of success; replace dashboards with a momentum surface
    • Ship opinionated defaults; hide options until the first success
    • Instrument the right metrics and events
      • Metrics: TTV (minutes), 48h repeat of the moment, weekly rhythm, automation usage, cadence adoption
      • Events: signup, source_connected:{calendar|git|issue_tracker}, generated_first_summary, accepted_first_summary, scheduled_next_moment, moment_completed

    Implementation notes

    • Intensity measurement: track moments_completed_per_week and schedule adherence; alert if adherence < 60%
    • TTV: log t0=signup and t1= first useful output; track P50/P90; flag cohorts where P50 > 2 minutes
    • Repeat: attribute completion to scheduled triggers; measure 48h repeat and weekly rhythm

    The Human Difference

    • People pay for consistency and relief at the exact moment they feel friction
    • Your job is to make one cadence feel inevitable and light, every single day
    • Tell human stories in release notes and demos; narrative turns intensity into habit

    Final Thought

    Power users aren’t buying features—they’re buying a reliable cadence that produces outcomes fast. If you own one moment, remove steps until it’s under two minutes, and instrument intensity, you’ll know who pays and why. Casual users will churn; that’s fine. Build for the users who keep you open all day.

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  • Why Most Productivity Apps Feel The Same

    Why Most Productivity Apps Feel The Same

    Most productivity apps ship the same surface: lists, boards, tags, calendar, “AI assist,” and an inbox that slowly turns into a museum of intent. Different logos, same experience.

    It isn’t a taste problem. It’s the incentives and defaults you’re building under. When teams optimize for parity over outcomes, they converge on identical primitives and nobody earns a daily slot.

    The Operating Assumptions (and why they matter)

    • Goal
      • Earn a permanent daily slot by making one repeatable moment meaningfully easier (measured).
    • Constraint
      • Attention is the scarcest resource; most users won’t configure anything. Assume fragmented contexts: calendar, editor, repo, chat, and mobile.
    • Customer
      • Pick one: “solo dev doing 10:05 standup,” “team lead running weekly review,” “freelancer closing day with invoicing.” Different moments → different defaults.
    • Moment
      • Moments beat modules. If you don’t own one, you’ll be a shelf app.

    Practical implications

    • Scope features to the moment, not the persona. A weekly review needs a recap + next commitments, not tags + filters.
    • Ship defaults that pre‑fill a credible draft for that moment. Customization comes after the first success.
    • Instrument the moment end‑to‑end: detect context → produce draft → accept/edit → schedule next.

    Distribution: Two Very Different Machines

    • Parity distribution (keeps sameness alive)
      • “We have templates too” posts; changelogs with laundry lists; no outcome demo
      • Broad SEO against nouns (“task manager”) instead of jobs (“prepare standup from commits”)
      • Marketplace listings that don’t explain the moment you own
    • Moment distribution (breaks sameness)
      • Problem pages titled like the job: “Auto‑draft your 90‑second standup from calendar + commits”
      • 60–90s clips with literal before/after: open calendar → run → get standup script
      • Integrations that fire at the moment: meeting end webhook, git push, end‑of‑day notification
      • Weekly human artifacts: one clip, one problem page, one integration listing

    Checklist to publish

    • Hook sentence states the moment and outcome (“after meeting ends → usable notes in 45s”)
    • Demo shows keyboard only, no menus; one edit; send/schedule next
    • CTA: “Run it tomorrow at 10:05” (subscribe/schedule)

    Go deeper: Why indie apps fail without distribution

    Product: Craft vs Coverage

    • Craft (win by outcome)
      • Own one recurring moment; TTV under 120 seconds measured on real cohorts
      • Opinionated defaults: on first run, pre‑fill a credible draft from available context
      • Remove → Compress → Automate; replace status with “what moved since last time”
      • Example: after meeting ends, open a notes panel with attendees, decisions, 3 follow‑ups pre‑filled
    • Coverage (lose by parity)
      • Menu of primitives (lists, boards, tags) with no strong path to a moment
      • “AI for everything” without a defined job; users drown in options
      • Dashboards that show inventory and vanity charts; no momentum surface

    Design patterns to steal

    • Draft‑first UI: always show a proposal you can accept/edit; no blank slate
    • One‑decision onboarding: one permission + one yes/no; preview live result
    • Momentum surface: diff since last session, streaks, commitments completed; hide the rest by default

    Pricing and Packaging

    • Align price to outcomes, not primitives
      • Free: manual run of the owned moment (1×/day), no automation
      • Pro: schedule the moment, auto‑ingest sources, team sharing
      • Team: governance and audit; SLA for triggers and integrations
    • Trial design
      • Trial starts at the moment (e.g., “End of meeting → generate notes”) and ends with a share/send
      • Success metric: % of trials that schedule the next moment within the session
    • Packaging rules
      • Do not sell templates and tags; sell “standup auto‑drafts” or “end‑of‑day summary”

    Where Founders Go Wrong

    • Parity spiral: copying competitors’ menus without a defined owned moment
    • Blank‑slate onboarding: no credible draft; expecting users to architect their own system
    • Wrong metrics: clicks, MAUs, and sessions instead of TTV, 48h repeat, weekly rhythm
    • Premature AI: adding models before the job and context are defined; magic without guarantees
    • No subtraction: every addition creates maintenance tax and dilutes the moment

    Go deeper: What founders get wrong about app reviews

    Two Operating Systems You Can Adopt

    • Moment OS (weekly)
      • Ship one improvement to the owned moment (remove/compress/automate)
      • Publish one 60–90s clip showing the moment shift; include live keyboard demo
      • Instrument TTV and 48h repeat; review weekly by cohort
      • Release one integration that triggers your moment automatically (meeting end, git push)
      • Write one problem page mapping search intent to your moment; add internal links
    • Module OS (avoid)
      • Ship a new primitive every sprint; no owned moment emerges
      • Add settings before defaults work; configuration debt grows
      • Publish feature lists instead of outcomes; nobody cares
      • Let dashboards grow while momentum stays invisible

    Decision Framework (Pick Your Game)

    Ask and answer honestly:

    • Which recurring moment do you want to own in your user’s day? Name it precisely.
    • Can a new user hit a useful outcome in under 120 seconds? If not, remove steps until yes.
    • What gets deleted because this ships? Write the subtraction list.
    • How will you prove it in 7 days? Choose a metric and a cohort now.

    Your answers choose the moment. Stop blending the rules.

    Concrete Moves (Do These Next)

    • Map the moment shift: “Before → After” in one sentence; ship the smallest version in a week
    • Collapse onboarding to one screen with a live preview and one permission request
    • Replace your dashboard with a momentum surface showing only “what moved since last time”
    • Ship opinionated defaults; hide options until the first success
    • Instrument the right metrics and events
      • Metrics: TTV (minutes), 48h repeat of the moment, weekly rhythm, momentum delta
      • Events: signup, source_connected:{calendar|git|issue_tracker}, generated_first_summary, accepted_first_summary, scheduled_next_moment, moment_completed

    Implementation notes

    • TTV measurement: log t0=signup and t1= first useful output; track P50/P90; alert if P50 > 2 minutes
    • Repeat measurement: schedule next moment on first run; attribute completion to the scheduled trigger
    • UX guardrails: single keyboard shortcut to accept/edit; never force navigation

    The Human Difference

    • People keep tools that lower cognitive load at the moment they feel it
    • Your job isn’t to show breadth; it’s to make one moment feel inevitable and light
    • Write human release notes and moment stories; the narrative is part of the product

    Final Thought

    Neither more primitives nor vague AI will differentiate you. Owning one recurring moment—then removing, compressing, and automating until it’s under two minutes—will. That’s when users keep you open all day.

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