10Goals: Goal Tracker

Product overview
Home screen
Milestone goal detail
Update progress sheet
Progress history
Goal completion screen
Subscription paywall
App Icon

Intro

Hi! We are Uladzislau and Darya, a two-person mobile app team based in Poland. I focus on product, monetization and growth, while Darya handles design and development.

Why we built 10Goals

For years, we kept long-term goals mixed with tasks, backlog, calendar, and notes. Things like focusing more on marketing, relocating, reading more, or improving important parts of our life all ended up next to everyday work.

We tried different tools, but none really worked for us. For example, Google Docs had no reminders, reflections, or built-in progress tracking, while ClickUp Goals felt limited and not very interactive. The idea for a separate place for long-term goals stayed in our backlog for 3 years. Shipaton finally gave us the push to build it.

What 10Goals does

10Goals is a dedicated place for important long-term goals. Users can write them down, clarify why they matter, choose how to measure progress, review them regularly, and keep a current focus without turning goals into another task list.

It is for people who have important goals in their head, notes, paper, or mixed into productivity tools, and for people who want a dedicated place to write, review, and track them.

Calendar = when. To-do list = what to do. 10Goals = where you are going.

Research behind the product

We also looked at research around writing goals down, monitoring progress, and accountability.

One study by Gail Matthews at Dominican University of California found about 42% higher reported goal achievement among participants who wrote their goals down compared with those who didn't.

That, together with other research on progress monitoring, shaped the product: clear written goals, progress tracking, and regular reviews so goals do not disappear inside daily work.

Design and development

This was Darya's first full app built in SwiftUI after years of UIKit. We chose SwiftUI because we wanted the app to feel polished and interactive.

A lot of time went into UX, not just visuals. We simplified screens, tested flows, added haptics, and used Figma Motion to design animations. We also used paid doodles to give the app a unique visual style instead of relying only on generic free assets.

Pricing and monetization

We used RevenueCat's latest subscription research as the starting point, together with our own previous pricing experiments for other apps.

We launched with a hard paywall, $39.99/year with a 7-day free trial, and $9.99/month without a trial. RevenueCat powers the subscription setup.

Building in public

We shared the process on X from the beginning: product decisions, pricing, onboarding, design, App Store rejections, launch, growth experiments, and mistakes.

After launch, we also made a 1-year free promo code for people who wanted to try the app and give feedback. That gave us early users, feedback, and real usage data right away.

Launch and growth

The app took longer to build than expected, so we launched with less time left for growth before the submission deadline.

ASO produced almost no initial traffic, which was very different from our previous apps. Our hypothesis is that 10Goals sits in a less established search category. Our previous apps were built for existing markets, while this one started from our own idea and problem.

So we focused on other channels: TikTok, promo codes for feedback, and cross-promotion from our other apps with around 11.5k monthly active users. During the remaining Shipaton time, we tested these channels, collected data, and used the results to understand what to improve next.

Awards we're targeting

We're targeting the RevenueCat Design Award, HAMM Award, #BuildInPublic Award, and Grand Prize.

Design for the UX, animations, haptics, and visual style. HAMM for our monetization strategy, pricing decisions, and RevenueCat setup. Build in Public for documenting the full process and using community feedback. Grand Prize for launching during Shipaton and testing real growth channels after launch.