It was around the time he left the company and started an app development venture.
The ordinary man was worried.
Ordinary man in distress (bondavi representative)
Just started this firm with the determination to make a living through app development, and I'm brimming with motivation.
However, in an environment where there's no boss to push me with a “get to work,”
how long can this ordinary and weak–willed me maintain focus on work?
No, I won't even be able to.
The ordinary man, who would start practicing illustration with the goal of "becoming better at drawing" and then get bored soon,
and who would start writing blogs with the aspiration of "trying my hand at writing" and then ended up shutting it down,
was considering not to underestimate his own lack of willpower.
And then he came to a conclusion.
"If left unchecked, I will undoubtedly fall into decadence. The company I've just started will crumble as well."
Shortly after starting his own business, the ordinary man already found himself at a crucial point in life, thinking.
“We need something that can make even an ordinary man avoid decadence. Something concrete.”
“Yes, something that ensures not to lose motivation and focus even years pass, without anything to do with the strength of one’s will.”
After contemplating for a while, he thought:
"Let's make an app like that. We are an app development company after all."
Make it Anyway
He promptly began the development of the prototype.
First, it's all about research.
How can one maintain focus on work?
I pondered over ideas and delved into books and papers that seemed to offer hints.
As a result, the keyword appeared to be "time."
For instance:
・Human brain has a limit, such as being able to concentrate for "up to 6 hours a day."
・While there are individual differences in a limit like "6 hours," there is no one without a limit.
・Taking breaks in between can extend this limit.
Based on this, the direction for the app has been formulated.
・TAn app that shows your daily working hours clearly and instantly, allowing you to understand your own focus limits.
・TAn app that naturally encourages taking small breaks, even when you don't consciously think about taking them.
Ideas and tentative designs at the beginning
Create and tear it down, create again and tear it down again. After experimenting over and over again, the prototype is finally complete.
Trying out the prototype himself, the ordinary person was delighted.
Using the app, it became evident that his concentration had improved compared to before.
"I might have created something unexpectedly good"
thought the ordinary person, feeling a bit proud.
Release. Regret.
"Since I went through the trouble of creating it," the ordinary person decided to release the prototype app.
"I wonder what kind of reactions I'll get. Perhaps this time, it might receive high praise right away,"
with expectations rising, he eagerly awaited user feedback.
And then, an email arrived.
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Subject: Feedback on Focus
I don't understand why, but somehow it's just so difficult to use.
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"…… what?
Contrary to the ordinary man's expectations, the feedback received was actually harsh.
No, it must be that the email happened to come from those with particularly high standards.
Unable to accept the reality in front of him, the ordinary man decided to wait a bit longer.
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Subject: Feedback on Focus
I liked the previous app.
But I have no idea when and how to use this one.
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Subject: Feedback on Focus
What can I use this app for?
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There was a fact there that could no longer be denied.
"This app is not helping people at all."
"In fact, it has only confused users.
With expectations high, the ordinary man is deeply disheartened.
The harsh reality, which he cannot escape, and the inexplicable reasons for the continuous harsh criticism have left the ordinary man in despair.
The Cause of Harsh Criticism
After being crushed by reality for a while,
the ordinary man, realizing that "escaping from reality right after starting a business would lead to its collapse,"
decided to think about the reasons for the unfavorable reviews.
Looking at the words from users, common points were evident,
"I don't understand how to operate it.""I don't understand what it's useful for."
The recurring theme was the users saying, "I don't understand."
From these voices, the ordinary person reached a conclusion.
"The intention is not getting across."
The ordinary man obviously had spent a considerable amount of time contemplating "concentration" and had read many books and papers on the subject.
However the majority of users had not done such things, for sure.
Therefore, features like
・Using a timer to break down time into shorter intervals and encourage frequent breaks.
・Displaying the working time every time.
are not making any sense to users.
Confused users
The apparent cause of the harsh criticism seemed to be the "failure to not think from the user's shoes."
Therefore, the ordinary man decided to reconsider their approach.
This time, he would consciously create an app that is genuinely "helpful to people," taking the user's standpoint into account.
Make "Being Helpful to People" Concrete
During his time at the advertising agency when he was working as a data analyst,
the ordinary man had a peculiar habit of
“the strong desire of turning vague expressions into specific words”
This habit leads to a single question:
"What does it specifically mean for 'this app to be helpful to people'?"
He pondered.
Without any hesitation, is it about the app being intuitively usable?
No, that's not it.
Intuitive alone doesn't necessarily mean it's helpful.
Is it about becoming able to concentrate?
Hmm, close, but it feels a bit different.
What people truly seek might not be just "concentration" itself, but surely something beyond that.
What could it be?
Something beyond that.
… The outcome?
Yes, it's the outcome.
For instance, for students, using the app could lead to "improved grades," a tangible outcome.
That is what people are seeking. So if the app can lead to outcomes, it can be deemed as "helpful to people."
In this way, "outcomes" have become a significant development theme for this app.
To Understand User's Mind
In the pursuit of creating an app that is genuinely "helpful to people," the ordinary man, upon listening to user feedback, realized the shallowness of his understanding of human psychology.
For instance, simply saying, "Take a break," doesn't necessarily prompt people to actually take a break. There are underlying psychological factors at play.
Even when it's time to take a break, people might think, "Let me finish up to a good stopping point."
When told to "take a break," people might not even know what to do during that break.
In environments like offices or libraries, people may be conscious of the eyes of those around them.
Without considering these delicate aspects of human psychology, an app that merely says,
"Breaks have been proven effective in many studies. Let's take a break,"
naturally fails to be helpful.
Feeling the inadequacy of his initial approach, the ordinary man underwent multiple updates to the app:
Notifications are sent multiple times to strongly draw attention to taking breaks (while ensuring they are not intrusive).
Specific ways to take a break, tailored to the situation, are clearly presented.
Through these trial–and–error efforts, the app gradually evolved into something that took into account the intricacies of human psychology.
As the updates continued, the app's popularity spread through word of mouth
After more than three years of continuous improvement, in 2021, a survey was conducted to assess whether the app had become what the ordinary man aimed for—a tool that delivers the desired "outcomes."
The results were overwhelmingly positive, with over 80% reporting "improved grades (students)" and "felt an increase in productivity (working professionals)."
This marked the achievement of the significant goal the ordinary man had set out to accomplish.
Beyond the Pursued "Outcomes"
Finally achieving a certain level of success with the pursued "outcomes," the ordinary man noticed something unexpected happening.
Users were consistently expressing a sentiment that went beyond the expected outcomes:
"Since using this app, studying itself has become enjoyable."
Actual feedback from users
The repeated voices of users made the ordinary man reflect deeply.
"This might be something more valuable than the ‘outcomes’ we've been aiming for all along."
Learning with a genuine sense of enjoyment, rather than reluctantly sitting at a desk because someone told you to, embodies one's own enthusiasm for learning.
It should represent a valuable attitude that continuously brings pure curiosity, living knowledge, and an inexhaustible sense of fulfillment to one's life.
Of course, the same applies to working professionals.
The philosophy of bondavi is:
"Make ordinary days a little bit more fruitful."
Even if today is not the long–awaited day of passing an exam or achieving a goal set over the years, feelings like "learning is enjoyable" or "working is enjoyable" undoubtedly enrich the day.
These sentiments align perfectly with what bondavi aims to achieve.
The ordinary man thought:
"If bondavi's app has the power to evoke such feelings, I will want as many people as possible to use it."
After That
The modest wish that began with user feedback prompted bondavi to embark on a new initiative.
May 2022
bondavi announced that it would provide its app "Focus" free of charge to corporations.
Currently, with a focus on educational institutions, the adoption of the app is progressing.
"Focus" is providing free of charge with no advertisements for both individual and corporate use.
App Store
