Nati Cohen

Projects

About

01 / CASE STUDY

let’s. Social coordination, simplified.

A lightweight mobile app that turns scattered group chats, calendars and unanswered messages into one place where casual plans actually happen. Built in memory of Sergeant Ido Ovadia ז״ל.

See how it works

02 / THE STORY

Making plans shouldn’t feel exhausting.

Planning simple meetups slowly became emotionally draining. Too many chats, unanswered messages, changing schedules and constant coordination turned spontaneous plans into effort.

The challenge wasn’t meeting people. It was coordinating them effortlessly.

People weren’t struggling to socialize — they were struggling to coordinate.

Conversations happened in WhatsApp

Locations were buried in chats

Nobody knew who was actually organizing

Dates lived in calendars

Responses were impossible to track

Plans faded before anyone decided

03 / THE PROBLEM

Coordination was spread across too many places.

Nothing was centralized, which made even simple plans hard to manage: a message here, a date there, a location somewhere in the thread, and no reliable way to see who was in.

A phone surrounded by floating notifications: group chats, reminders, missed calls, RSVPs and messages asking who is in

04 / THE CHALLENGE

Fast enough for spontaneity. Simple enough for everyone.

How might we reduce social friction without making the experience feel heavy or over-structured?

It needed to feel lightweight, natural and instant — while still helping people organize other people, time and decisions. A tool that organizes social coordination without making it feel like work.

Lightweight

No setup, no project management. Open it and go.

Instant

A plan takes seconds to create and one tap to answer.

Social-first

Built around friends and groups, not events and tickets.

05 / COMPETITORS

Powerful tools, none built for spontaneous plans.

Most platforms handle messaging, scheduling or event management separately — so people jump between apps just to coordinate one simple activity.

The problem wasn’t communication. It was fragmentation.

Feature

Instagram

Calendar

Eventbrite

let’s

Group chat

Core strength

DMs, not plans

Not a chat tool

No conversation

Chat inside every plan

Real-time responses

Replies get buried

Reactions, not answers

Invite replies only

Ticket confirmations

Live status for everyone

Easy planning

Manual coordination

Not built for planning

Strong for scheduling

Heavy event setup

A plan in a few taps

Polls & decisions

Basic polls

Story polls only

No decision tools

Suggest, vote, decide

Built for social spontaneity

Possible, not designed

Social, not for plans

Formal scheduling

Ticketed events

Made for last-minute plans

Built for it

Partly supported

Not supported

06 / RESEARCH

Why does planning feel exhausting?

I studied social coordination habits, communication patterns and decision-making friction — online surveys, behavior interviews, WhatsApp group analysis, planning-flow observation and UX pattern comparison.

Participants were young adults (18–34): friend groups, students and young professionals, socially active users, and users with ADHD or FOMO tendencies. The goal wasn’t to study event management, but to understand why spontaneous plans become overwhelming so quickly.

85%

lose plans between apps and chats

“Too many places, nothing is clear.”

70%

are unsure who’s actually attending

“I never know who’s in or out.”

90%

want one dedicated space for planning

“One place for everything? Yes, please.”

recurring personas

The planner, the overwhelmed participant and the spontaneous friend.

Who’s coming? The question every plan gets stuck on.

Beach Day 🏝️

YYouGoing

MMayaMaybe

TTomSeen

LLiorNo reply

14Going

7Maybe

11Pending

3Not going

“Wait… who already confirmed?”

Research participant

“I thought someone else was organizing it.”

Research participant

“We spent more time planning than actually meeting.”

Research participant

07 / KEY INSIGHTS

Planning wasn’t difficult. Coordination was.

The friction didn’t come from planning itself, but from how people coordinate with each other across multiple apps, messages and unclear responses.

78%

felt overwhelmed switching between chats, calendars, DMs and reminders

Fragmented coordination

Planning happened across too many disconnected places, making even simple activities feel exhausting.

64%

were unsure who confirmed, declined, or even saw the plan

RSVP uncertainty

Without clear response tracking, people hesitated, got confused and repeated the same conversations.

52%

said spontaneous plans faded away before decisions were made

Decision fatigue

Coordination friction slowed momentum and reduced real-world social interaction.

People don’t need more tools. They need one space that makes coordination effortless.

3 days ago

Friday Night Plan

Anyone free Friday?

What are we doing?

……

08 / PERSONAS

Different people. Different social frictions.

Planning looks different for everyone: some struggle with coordination, others with decision fatigue, social anxiety or keeping up with conversations. I built three personas from the patterns that kept repeating in the research.

Maya, 26

Social planner

“I’m always the one organizing everything.”

GOAL

Keep plans moving quickly without chasing everyone for answers.

BEHAVIOR

Creates group chats, sends reminders, coordinates locations and times.

PAIN POINTS

Too many unanswered messages, unclear RSVPs, repeated conversations.

Daniel, 24

Overwhelmed participant

“I saw the message… then completely forgot to answer.”

GOAL

Stay socially connected without feeling overwhelmed by notifications.

BEHAVIOR

Jumps between chats, forgets details, responds late.

PAIN POINTS

Decision fatigue, message overload, social pressure.

Noa, 29

Spontaneous friend

“I want plans to feel casual — not like managing a project.”

GOAL

Join spontaneous activities without complicated coordination.

BEHAVIOR

Prefers quick decisions, simple flows, minimal texting.

PAIN POINTS

Long discussions, fragmented communication, unclear outcomes.

09 / USER FLOWS

Different plans. One lightweight experience.

Three flows cover the way people actually plan: starting something spontaneous, answering an invitation in real time, or organizing something just for yourself.

FLOW 1

Create activity

Create and send a new activity invitation to friends or groups.

Activity details

Name, date, time, location & notes

Activity type

Choose a category

Response time

Set how long guests have to answer

Review

Check the plan before sending

Send invite

Invitations are out

FLOW 2

Join activity

Respond to an invitation, coordinate with others and stay updated.

Receive invite

Get invited to an activity

Respond

Choose your response

Suggest alternative

Propose another date or time

Activity confirmed

When enough people respond

Live activity hub

Everything in one place

FLOW 3

Solo activity

Plan something for yourself. Focus on you.

Choose activity

Pick what you want to do

Set date & time

Schedule your activity

Add details

Location, notes or reminder

Reminder

A nudge before it starts

Done

Activity completed

10 / THE SOLUTION

Making spontaneous plans finally feel effortless.

One space for creating plans, coordinating responses and turning scattered conversations into real meetups — from creating an activity, to getting responses, tracking attendance, chatting, sharing live locations and staying updated in real time.

Every interaction was designed to reduce friction, remove uncertainty, and help people spend less time coordinating and more time actually meeting.

Create plans in seconds

Get your idea out and see who’s in.

Coordinate with ease

Responses, updates and chat in one place.

Meet effortlessly

Share locations, stay updated, enjoy the moment.

Onboarding

No hassle

let’s screen for selecting participants, friends and groups

Who’s invited

Activity details

Invites feed

let’s confirmed activity with chat and directions

Going — live hub

11 / WHAT I LEARNED

Designing connection in a disconnected reality.

Designing for real human moments. Not every product solves productivity problems. Some exist to strengthen connection, belonging and presence between people.

Simplicity creates emotional clarity. Reducing friction wasn’t only about UX — it was about making social interaction feel lighter, easier and more natural.

Small interactions can carry meaning. Inviting friends, coordinating plans and showing up together seem simple, but in difficult times those moments become deeply valuable.

Good design doesn’t only organize information. Sometimes it helps people feel closer to each other.

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

This project is 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 Ido — a soldier remembered for his warmth, his kindness and his ability to bring people together. That spirit shaped the project from the very beginning.

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