PRODUCT DESIGN • BEHAVIOR CHANGE
TinyTask
Own Product • 2012–2022
The Problem
- — Organizations struggle to make abstract goals like employee wellbeing or vitality actionable. Most existing solutions fail to create lasting behavioral habits: digital apps suffer from low retention and notification fatigue, while workshops and lectures have a short-term effect—people revert to old patterns within days.
- — We had a promising academic concept, using physical tokens to trigger happiness habits, but it was a manual, unscalable prototype that was difficult to distribute commercially.
My Approach
- — I led a 10-year evolution from academic concept to commercial product, serving as creative director and lead researcher across all versions. Iterated the form factor from labor-intensive envelopes to a scalable "advent calendar" design, which improved user experience and solved logistical challenges.
- — I synthesized theories from positive psychology and behavioral science into 100+ "tiny tasks": fun, 5-minute actions that fit into a workday.
- — I validated the effectiveness through studies measuring behavior change outcomes.
What I Delivered
- — Launched a suite of wellbeing programs (Happiness, Vitality, Balance, Diversity & Inclusion), each featuring 24 tasks plus 6 reflective exercises.
- — Led end-to-end execution: creative direction, copywriting, sourcing sustainable local production (social workshops), and B2B sales.
The Impact
25+ organizations
have used TinyTask for their employees, including Unilever, L'Oréal, Henkel, and the City of Rotterdam
6000+ users
reached over 10 years across 5 TinyTask programs
Validated
Scientific paper confirms higher engagement and life satisfaction compared to alternatives
