Palphone
Anonymous Call App
Palphone is an mood-based conversation app which is focusing on secure and private communications. All chats will be provided anonymously to share your feeling & secrets without the fear of being recognized. It has +5,000,000 Google PlayStore downloads.
This case study reflects on the reverse application of the Double Diamond framework, where we began with a strong solution hypothesis and then looped back into the problem space through real-world engagement and iteration.
Product
Android, iOS
My role
Design Lead
Team
Hamidreza Hadji, Maryam Alavi, Barbara Karimi
Timeline
Q3 2022 - Q1 2023
Skills
Product design
Motion design
Stakeholder management
Interactive prototyping
🌀 The Double Diamond… in Reverse
Unlike the traditional Double Diamond approach (Discover → Define → Develop → Deliver), Palphone evolved using a reverse method:
Started with a clear solution hypothesis
Validated through real-world testing
Discovered deeper user needs and pain points
Redefined the problem with emotional insight
This approach allowed us to pivot from “just another chat app” to a mood-sensitive emotional sanctuary.
🎯 Initial Hypothesis
“People want a safe space to talk freely when overwhelmed by emotions.”
This simple idea emerged during research on mental health trends and the rising use of anonymous platforms (like Whisper or Reddit confessions). But early sketches of Palphone looked similar to regular messaging apps.
We had to ask: What makes someone want to talk anonymously?
And more importantly: What makes them feel safe enough to open up?
The Userflow of Palphone MVP
🧠 Real-World Discovery
We launched a lightweight MVP on the Play Store in countries spanning the UTC+8 to UTC+10 time zones to gather feedback quickly. Surprisingly, without any heavy marketing, Palphone started gaining traction in niche mental health forums and communities.
Patterns that emerged:
70% of users started conversations between 10 PM and 2 AM.
64% of users opened the app while feeling sad.
Top requests:
Direct calling feature
Broader selection of moods
Users weren’t just looking for conversations—they were seeking emotional relief.
Figma Prototype of The First Version of Palphone Application
❤️🩹 Redefining the Problem
How might we help emotionally vulnerable users express themselves without fear, shame, or pressure to reply?
This reshaped our assumption.
We stopped thinking of Palphone as a chat app. It became a mood-based emotional release tool, like journaling, but with another human who could respond anonymously.
✨ Key UX Solutions
🧪 Testing & Iteration
We validated concepts for the next major update with a closed group of 30 testers over a week. Key learnings:
Users appreciated the Add Friend feature.
40% increase in user engagement after introducing recommended time slots.
Some wanted an optional save for meaningful conversations. We added a Backup Option with encryption.
📈 Impact & Results
+5,000,000 downloads on Google PlayStore
4.1★ average rating (based on 12,000+ reviews)
Over 10 million conversations in the first year
Palphone Interface Intro v2.2
💡 Reflections
By approaching the reverse Double Diamond, we let real users teach us what the true problem was.
Additional observations:
Sometimes we have to build first and learn after
Starting with a working product helped us uncover real user needs faster than upfront research alone
Letting users guide the direction made Palphone more human, relatable, and impactful.
Designing for emotions required constant listening, small iterations, and thoughtful details
📌 What I’d Do Differently
Involve mental health professionals to build smarter, more empathetic features
Design a web version to broaden accessibility