Justt
Good content needs a new home.A product ecosystem designed to restore focus, empower creators, and simplify discovery.
Justt is a next-generation content platform built to create a better relationship between people and information.
Designed mobile-first, it offers an intentional reading experience for users and a complete publishing environment for creators, connecting clarity, ownership, and quality in one system.
Readers engage through a curated, distraction-free iPhone app.
Creators use the same platform, with expanded tools on iPad and web, to publish, build audiences, and grow independent media businesses.
At its core, Justt represents balance between consumption and creation, simplicity and depth, technology and human intent.
Thoughtfully designed. Ethically driven. Technically ambitious. What’s shown here is only the surface. A glimpse into a much larger ecosystem of design, logic, and care.
2016—2020
Munich, Germany 🇩🇪
Product Design, Brand Strategy, Visual Direction, Design System
The challenge was to rethink the media experience from both sides, reader and creator and build a platform that centers quality, control, and simplicity. No borrowed systems. No legacy decisions. Just a clean slate.
Instead of more feeds or faster content, Justt introduced a new model built on focus, trust, and autonomy.
For readers, it meant calm discovery and control over information.
For creators, it meant freedom to publish authentically and connect directly with their audiences.
Every part of the product — from content cards to creator dashboards — was designed around human attention, ethical technology, and meaningful interaction.
A platform designed to simplify how content is created, discovered, and experienced.
The goal was to merge clarity and technology: an ecosystem that works for both sides of the equation, readers and creators, without bias, noise, or manipulation.
Fairness, transparency, and balance across the ecosystem.
Simplicity
Minimal design language, intuitive structure, and focus-driven user experience.
You
A personal, adaptive, and human experience.
Through this process, two primary personas were defined and analyzed:
• The Intentional Reader: seeking trust, focus, and meaningful discovery.
• The Independent Publisher: driven by autonomy, quality, and direct audience connection.
These insights informed empathy maps, user journeys, and system flows, forming the foundation for how Justt connects creation and consumption into one coherent ecosystem.
“Recent cultural data validates this shift.*
For the first time in history, global time spent on social media is declining, led by younger audiences who are actively reducing screen time and rejecting algorithmic noise. Attention is moving toward experiences that feel real, slow, and intentional, a direct reflection of Justt’s founding principles.” *Updated in 2025
Systems Thinking
The process combined:
• Behavioral Mapping: Translating observation into actionable flow models.
• System Architecture: Connecting reading, creation, and curation through unified logic.
• Feedback Loops: Axligning creator and reader actions into shared metrics.
The result is a platform that behaves less like a product and more like an ecosystem — adaptive, modular, and self-sustaining.
Brand System:
• Identity: Minimal, confident, timeless.
• Core Values: Honesty, clarity, autonomy.
• Design Language: Modular, scalable, transparent.
• Accessibility: Fully WCAG AA+ compliant.
• Tone: Calm. Human. Real.
Every interaction in Justt was designed around cognitive clarity and emotional predictability, translating abstract heuristics into real behaviors.
The UX architecture follows the spirit of Nielsen Norman’s usability principles, adapted to a modern, mobile-first reading and creation context:
- Visibility of System Status: Subtle transitions, autosave indicators, and progress feedback ensure users always know where they are and what’s happening.
- User Control and Freedom: Undo, archive, and “recently deleted” flows give creators and readers a sense of reversibility and safety.
- Error Prevention and Recovery: Clear confirmation states, non-destructive delete actions, and inline validation minimize cognitive friction.
- Consistency and Standards: Shared patterns across cards, channels, and spaces reduce learning time and reinforce intuitive use.
- Recognition over Recall: Visual hierarchy, predictable navigation, and familiar microinteractions reduce memory load.
- Flexibility and Efficienc: Power-user shortcuts for content creation coexist with simple, linear reading paths.
- Aesthetic and Minimalist Design: Every surface communicates purpose; no ornament without meaning.
A core interaction model in Justt was contextual adaptability. A “what you see is what you need” philosophy. Instead of static navigation, actions appear only when relevant, forming a fluid, contextual layer around the interface. Menus float, adapt, and recede, maintaining focus while keeping essential tools within immediate reach. This approach, grounded in cognitive load theory and progressive disclosure, created an experience that feels both powerful and invisible.
Justt’s UX was not built to impress, it was built to disappear. The result is an experience that feels immediate, trustworthy, and calm, where design becomes a silent collaborator, not a visible interface.
Early prototypes featured more - additional screens, flows, and layers, before the idea became clearer and more focused.
Later versions simplified the structure, merging Explore and Feed, reducing learning time, and improving cognitive comfort.
Features like Focus Mode, Snooze, Time Machine, Spaces and Autosave emerged as direct responses to user behavior and feedback. The product also went through several internal phases and working titles, first Project Wundercard, then Project Stream, and finally Project Whant, before becoming Justt. Some early assets and interface elements still carry those names intentionally, kept as a quiet record of the product’s evolution and design journey.
Every campaign was part of a coherent ecosystem that spoke to two primary audiences — mindful readers and independent creators. The message was calm and confident: less noise, more meaning. Each piece linked directly to the full story, the website, or the App Store — creating an immediate and intuitive bridge from curiosity to engagement. Designed for clarity and connection, every visual reflected the brand’s intent: to inspire discovery without distraction.
One of the key ideas behind the marketing system was to showcase the platform’s own ecosystem — featuring selected content pieces and curated channels directly within campaigns. This approach blurred the line between communication and product, transforming marketing itself into a living extension of the reading experience. Published across digital and social channels, these materials helped define how Justt looked, sounded, and felt in the world — not as another content app, but as a quiet alternative to the noise.
These are only a few of the shared materials from that period, representing the visual and strategic foundation of the Justt brand system.
More meaning. More connection. More truth. More transparency.
The key contributors.
Chief Product & Content Officer
Anne Hufnagel
Partnerships & Marketing
Armend Gashi
Full-Stack Engineer
Deniz Tortoshi
Chief Design & Experience Officer
Chief Finance & Strategy Officer
Kate Bojkova
Backend Engineer
Rita Mehmeti
Scrum Master & Product Management
Sevgjan Haxhija
Senior iOS Engineer
Chief Executive & Technology Officer
Prof. Dr. Heiko Beier
Advisor
Ulrich Emmert
Advisor
Prof. Wolfram Winter
Advisor
If Justt were ever to expand to desktop, the experience would be built from the ground up. These are simply visual notes from that curiosity.
Sometimes exploration isn’t about what ships, but about discovering why it shouldn’t.
No. 2 & No.4
The voice was recorded on my phone and edited in Adobe Premiere to test narrative tone, pacing, and emotional direction. These videos were never officially finalized or released. Shared here only as part of the design and brand development process. Out of in total 6, these two are my personal favorites.
Note: All video footage used belongs to their respective copyright holders and is included here for demonstration and educational purposes only. No commercial use or redistribution intended.
Designed through years of collaboration, iteration, and belief in a more human digital experience. Justt reimagines what a content platform can be: quiet, ethical, and empowering. It’s not about more content, it’s about better content. Not about control, but clarity. A product built for people who care about what they read, create, and share.