Client: Decidr LLC • 8 Months • iOS & Android • Product Designer • Beta
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Key Decisions at a Glance
Binary swipe over ratings or checkboxes → Reduced cognitive load, no onboarding needed
Private preference expression → Eliminated social pressure before group influence kicks in
Context-first navigation over category-first → Matched how users actually think, not how features were organised
Tight scope with lean engineering → Every design decision weighed against real implementation cost
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Group decisions are broken — not because people disagree, but because the tools we use to decide together make honest preference expression almost impossible. Social pressure, dominant voices, and public voting push people toward consensus rather than truth.
Decidr is a group decision-making app designed to fix the social mechanics underneath the problem, not just the interface on top of it. I designed the product end to end from early wireframes to beta release over eight months.
Core Problem: In group settings, people hide their true preferences.
Thesis: If preference expression is private and influence is delayed, decisions become faster and more honest.
Key challenge: Supporting seamless switching between individual intent and group context.
Through conversations with 22 peers — friends, colleagues, and family. A consistent pattern emerged: groups don't struggle because they genuinely disagree. They struggle because preferences become distorted the moment they're made public.
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77% (17/22) changed their preferences after seeing others' responses — not because they were uncertain, but because existing tools create social pressure.
"I went along with the group to avoid being difficult"
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The problem isn't indecision. It's the conditions under which decisions are made.
When votes are public and visible in real-time, people conform instead of expressing true preferences. The interface becomes a social stage, and honesty becomes a risk.