Nati Cohen
Four LEGO friends spending an afternoon together in the park

02 / PRODUCT DESIGN CASE STUDY

Let’s. Making plans feel easy again.

Let’s. Making plans feel easy again.

Let’s. Making plans feel easy again.

A social coordination app that turns ‘we should meet’ into a plan people can actually join, without the endless group chat.

Sole Designer / Consumer mobile app / In development

Dedicated to the memory of Sgt. Ido Ovadia z”l

01 / OVERVIEW

My role in
the product.

I’m the sole product designer on Let’s. I work with the founders, product manager and developers to turn requirements into product behavior, flows and interfaces.

My role
Sole product designer, responsible for product behavior, user flows, edge cases, UI and the design system.
Team
Working with 2 founders, 1 product manager and 3 developers
Status
Pre-launch, currently in development
Design scope
Event creation, group coordination, live location, chat and notifications.
Timeline
March 2025 to present
In this case study
02 / THE PROBLEM

Plans died between apps.

Conversations happened in WhatsApp. Dates lived in calendars. Locations were buried in chats. Nobody could tell who was actually coming, so even simple plans stalled.

“I never know who’s in or out.”

Heard while working on Let’s
18:42
Friday, finally.
So many chats. Still no plan.
WhatsAppnow
Weekend crew

So… are we doing Friday or Saturday?

12
Telegramnow
Daniel

I sent the location in the other group.

3
Instagramnow
Maya

This place looks great! Who’s in?

5
Facebooknow
Friday plans

The event time has been updated.

2
Gmailnow
Booking confirmation

Your table is reserved for 6. Not 8.

1
WhatsAppnow
Weekend crew

Wait, which place did we agree on?

18
What time?Who’s coming?Where was the link?
03 / USER RESEARCH

The friction was coordination, not motivation.

Before I joined, the founders surveyed 112 people about how they make plans with friends. I built on their findings, and on things I kept hearing from people while working on the product.

SCATTERED PLANS85%

said plans get lost between apps and chats.

Founders’ survey · 112 respondents
UNCLEAR COMMITMENT70%

said they never know who’s really in.

Founders’ survey · 112 respondents

“I thought someone else was organizing it.”

Heard while working on Let’s

“We spent more time planning than actually meeting.”

Heard while working on Let’s
04 / COMPETITIVE ANALYSIS

Each tool starts with a different part of the plan.

People already plan with tools that work. I compared their starting points to understand what Let’s should bring together in one activity.

WhatsApp
✓ Group conversations, polls, events and attendance responses
Instagram
✓ Group conversations and shared content
Google Calendar
✓ Event details, guest responses and alternative times
Eventbrite
✓ Event pages, registration and ticketing
Let’s concept
One activity connects people, responses, suggestions and confirmed details

Scroll across to compare the details

ToolExisting strengthDesign implication for Let’s
WhatsApp✓ Group conversations, polls, events and attendance responsesKeep the current plan easy to find as conversation continues.
Instagram✓ Group conversations and shared contentConnect the idea to clear activity details and responses.
Google Calendar✓ Event details, guest responses and alternative timesKeep one reliable version of the plan.
Eventbrite✓ Event pages, registration and ticketingKeep a casual invitation lighter than organizing a public event.
Let’s conceptOne activity connects people, responses, suggestions and confirmed detailsTest whether this clarity is worth moving the group to another app.

✓ Existing capability · Limited: relevant with constraints · Concept: proposed direction, not a tested result.

Feature references checked October 2026. Comparison focuses on this project’s use case. WhatsApp events ↗Calendar responses ↗Eventbrite registration ↗
05 / KEY INSIGHTS

Each plan needs one shared place to move forward.

I used the founders’ findings to connect coordination problems to specific product decisions.

WHAT I LEARNED

Switching between tools made the plan hard to follow.

WHAT IT CHANGED

One activity, one home.

Keep details, people, chat and location together in one activity.

The activity keeps its details and next actions together.
See the activity states
WHAT I LEARNED

Responses did not give the group a clear picture.

WHAT IT CHANGED

Make commitment visible.

Make each guest’s response state explicit.

An invitation makes the response choices and reply timer explicit.
See response states
WHAT I LEARNED

Plans lost momentum before decisions were made.

WHAT IT CHANGED

Give the plan a deadline.

Separate the reply deadline from the meetup time.

The meetup time and reply window are separate decisions.
See the reply deadline
06 / PERSONAS

Different habits shape the same plan.

These composites bring together the founders’ survey and informal conversations. They frame different coordination needs, rather than representing individual research participants.

Maya, 26 · The planner, LEGO portrait in a park
COMPOSITE PERSONA / 01

Maya, 26 · The planner

The friend who gets things going

Less chasing. More meeting.

Bring everyone together.

THE FRICTION

Replies arrive at different times, suggestions get buried, and every change starts another round of messages.

WHAT THEY NEED

See who can make it, understand conflicts and keep the plan moving without repeatedly chasing the group.

DESIGN IMPLICATIONS
01

A clear response window

Separate the reply deadline from the meetup time, so the group knows when an answer is needed.

02

Suggestions in one place

Bring alternative times and places into the activity, where the organizer can compare the group’s availability.

03

A clear decision owner

Let the organizer confirm the plan, with changed details visible and responses renewed when needed.

Daniel, 24 · The overwhelmed guest, LEGO portrait in a park
COMPOSITE PERSONA / 02

Daniel, 24 · The overwhelmed guest

The friend deciding whether to join

The right details. A clear answer.

Make saying yes easier.

THE FRICTION

The time or location is buried in the chat. The original plan may not work, and it is easy to miss a later change.

WHAT THEY NEED

Understand the invitation quickly, suggest an option that works and know what is actually confirmed.

DESIGN IMPLICATIONS
01

The essentials together

Keep who, what, when and where in one invitation, alongside the response deadline.

02

Room for an alternative

Let participants suggest a time or place and express availability, while keeping the final decision clear.

03

Changes that stay visible

Show updated details in the shared activity, so participants know when they need to respond again.

07 / USER FLOWS

Make creation, participation and solo plans easy to follow.

ORGANIZER

Create a clear invitation.

  1. 01Choose people
  2. 02Add activity details
  3. 03Set the reply deadline
  4. 04Review the invitation
  5. 05Send
PARTICIPANT

Respond with context.

  1. 01Open the invite
  2. 02Review the details
  3. 03Respond or suggest an alternative
  4. 04Follow confirmed changes
  5. 05Open the activity hub
WHEN SOMEONE SUGGESTS A CHANGE
  1. Participant proposes
  2. Organizer reviews
  3. Organizer updates the plan
  4. Affected guests reconfirm
Follow the suggestion and decision
Plan a solo activity

A plan for yourself

  1. Choose an activity
  2. Set date and time
  3. Add details
  4. Set a reminder
  5. Complete the activity
08 / EXPLORATION

Sketch flows before polishing the interface.

Before polished screens, I sketched activity creation, responses, response timers, group coordination, navigation and solo versus group plans. The strongest directions became wireframes.

Original hand-drawn Let’s sketches exploring creation and coordination
Selecting participants
Selecting participants

Start with the people.

Activity creation
Activity creation

Organize the invitation details.

Response deadline
Response deadline

Choose when participants need to reply.

My week
My week

Connect individual activities to the week.

Group creation
Group creation

Name the group before sending the invitation.

Activity about to start
Activity about to start

Keep the next action visible.

09 / KEY DECISIONS

Three decisions make plans easier to coordinate.

Three decisions shaped Let’s. One about AI, one about the team, one about scope.

AI WITH USER CONTROL
FLEXIBILITY WITH OWNERSHIP

Everyone can suggest.
Someone has to decide.

I made room for alternatives while keeping the final decision with the organizer. A suggestion should never look like a confirmed change.

Pilates in the parkOne activity, from suggestion to decision
PARTICIPANT

Propose another option.

Keep alternatives connected to the original activity. A suggestion leaves the original plan unchanged.

WHAT HAPPENS TO THE PLANOriginal plan unchanged
One plan. A little flexibility.
Original Let’s screen: Propose another option.

An annotated walkthrough of the designed screens. No invitation is sent.

Room for everyone’s availability. A shared plan with a clear owner.

SCOPE

Public discovery can wait.

A Public mode was on the table: anyone could search for activities nearby and join.

The developers flagged it as technically complex, big enough to put the rest of v1 at risk. We deferred it so the team could focus on the core. The product is still in development.

10 / FINAL DESIGN

Create a plan through people, details and review.

I split plan creation into three steps: choose the people, add the details and review the invitation.

Four LEGO friends playing doubles padel in an outdoor court
Original participant selection screen
The people are the point.

People

Start with friends or a group.

Time

Separate the meetup from its reply deadline.

Place

Keep the location with the invitation.

Commitment

Make every response easy to understand.

01

Who’s coming?

Choose friends or a group.

02

What’s the plan?

Add the activity, time and place.

03

Ready to send?

Review, edit and make it happen.

What’s the plan all about, activity details and response deadline
Overview Open Edit, review and edit the plan before sending
Who’s invited, choose friends or a group
A little structure.
A lot to look forward to.

Two times. Two different jobs.

When we meet is different from when we need an answer. I kept the activity time and reply deadline separate, with a final review before the invitation reaches the group.

ONE ACTIVITY, CHANGING STATES

One plan.
A story that moves forward.

I treated an activity as shared information with different actions for each role and state. The same Pilates plan shows how an invitation, a pending suggestion and a confirmed response need different controls.

PILATES IN THE PARKOne activity, three moments
  1. 01INVITED
    Pilates? I’m interested.

    An invite lands.

    See the plan and reply timer. Join, decline or suggest a time or place that works better.

    PARTICIPANT VIEW
    Original Let’s invited activity screen

    A clear choice, with time to respond.

  2. 02DISCUSSING
    Let’s see who can make it.

    Another time could work.

    A time suggestion is still being discussed. The organizer can see responses and the remaining voting time.

    ORGANIZER VIEW
    Original Let’s discussing activity screen

    A suggestion stays visibly undecided.

  3. 03GOING
    Same plan. Ready to meet.

    I’m in. See you there.

    Once confirmed, the activity appears in Going, with chat and directions ready before the meetup.

    PARTICIPANT VIEW
    Original Let’s going activity screen

    Arrival tools, with location sharing waiting to start.

THE SYSTEM RULE

Expressing availability does not confirm a changed plan. The organizer’s update and each participant’s response are separate decisions, with separate consequences in the interface.

11 / REFLECTION

Designing the space between
intention and commitment.

Visible momentum

Status needs a next action. A pending suggestion and a confirmed plan should not ask people to do the same thing.

Clear ownership

Flexibility needs ownership. Letting everyone suggest works only when it is clear who can finalize a change.

Reviewable AI

Automation adds a checking task. The AI result needs to be easy to inspect and correct before it becomes an invitation.

WHAT I’D MEASURE

How often people confirm a plan in Let’s without returning to another chat to finish coordinating. How many AI drafts are sent without switching to the manual flow. How often a suggestion actually changes the final plan.

WHAT I CUT

Public discovery. The right call for v1, and the first thing I’d revisit once the core is proven.

WHAT I’D CHANGE

I’d compare versions with and without suggestions to see whether the added flexibility helps groups confirm plans. I’d track how often suggestions change the final plan and how long confirmation takes.

SELF-REFLECTION

Designing connection
in a disconnected reality.

This project became much more than a product exercise. It became part of a broader memorial initiative dedicated to soldiers who lost their lives during the Iron Swords war.

Let’s was created in memory of Sergeant Ido Ovadia ז״ל, a soldier remembered for his warmth, kindness, and ability to bring people together. That spirit shaped the project from the very beginning.

With love, Nati
12 / WHAT I’D TEST NEXT

Questions for the next round of testing.

  1. 01

    How often does a suggestion actually change the final plan?

  2. 02

    Does a response deadline get more people to answer, or just more “Maybe”?

  3. 03

    Can a first-time guest understand the plan from the invite alone?

Sergeant Ido Ovadia z”l in uniform
Sergeant Ido Ovadia z”l in uniform

IN MEMORY OF

Sergeant Ido Ovadia ז״ל

Born

4 February 2004 · Tel Aviv, Israel

Enlisted

August 2022 · Combat Engineering Corps

Fell in battle

31 October 2023 · during operations in the Gaza Strip

His smile, his heart, and the way he always looked out for others will stay with us forever.

Part of the Next October memorial initiative