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Project overview
Feliz & Thriving was founded on one belief: high-achieving women shouldn’t be forced to choose between ambition and well-being. This belief — and personal experiences with stress and burnout — inspired the company’s founders to share their personalized self-leadership system with the world. This system is meant to help women lead, both in high-pressure roles and in their personal lives.
Unlike many personal development platforms, Feliz & Thriving is grounded in behavioral science and positive psychology. To make this self-leadership system available as an online platform and a mobile app, the founders turned to Darly Solutions. Our mission? Build a lean, scalable MVP with AI-powered personalized coaching, private journaling, and social features.
Client’s Review
Services
Challenges
When the company founders came to us, the platform was still in its conception stage, and the project’s scope and documentation hadn’t been finalized. So, a thorough initial discovery was in order. Yet, it wouldn’t have been enough: requirements were prone to change on the fly. So, we embedded clarification loops and flexible discovery processes into each sprint to stay adaptable.
While the platform already had design concepts, most user flows weren’t finalized, either. We had to step in and add UI/UX design to sprints during the development to ensure the platform was easy and convenient to use. At the same time, we couldn’t let the extra design work cause delays.
Finally, like any MVP, the platform had to strike the fine balance between being lean at launch and remaining scalable and customizable in the long run. No strangers to this conundrum, we enabled dynamic content configuration and future development of the admin panel. We also ensured the system could manage a growing user base without compromising personalization.
Strategic business needs
01 Build and launch a lean yet scalable MVP for the self-leadership platform for women, with an adaptable AI coach as the key selling point
02 Build and launch a marketing website to promote the platform online, capture leads, and convert visitors into users
03 Ensure that the platform can support future user growth, feature updates, and multi-product deployment without breaking flagship functionality
04 Enable the team to easily tweak the content without requiring any technical skills
05 Ensure that developers can later add a full-fledged admin panel to manage content and view coach analytics
Technical requirements
01 Build an AI-powered coaching engine (Coach Claire) using OpenAI APIs
02 Ensure it’s scalable and follows the tenets of positive psychology and behavioral science to provide tailored, reliable advice to each user
03 Implement editable prompt files to structure coaching sessions
04 Update design elements in response to incoming client requirements
05 Design new UX flows for Coach Claire, Journaling, and Community components
06 Align frontend rendering with dynamic content changes based on user-specific input
07 Design and implement a scalable backend architecture using NestJS with reliable PostgreSQL data storage
08 Ensure accurate, consistent data flow between the interface and the PDF output with careful handling of state and formatting
09 Build a Webflow marketing website that supports no-code content updates
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Solutions
We broke the project down into several phases. During Phase 1 and Phase 2, we worked closely with the client to refine the MVP scope. Weekly client meetings and internal syncs enabled us to remain flexible and adaptable and handle rapid changes in scope. And, of course, we stayed in touch with our client outside of weekly meetings, as well.
With the first two phases complete, the company launched its self-leadership platform with an AI-powered coach, private journaling, and a social feed. The project is now in Phase 3, which focuses on feature updates.
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Adaptable, scalable coaching engine
Coach Claire, an AI-powered adaptive coach, is the platform's flagship feature. However, our client was concerned about maintaining the effectiveness and reliability of its advice in the long run. Our solution? Making conversations more structured with predefined prompts that support natural language input from users.
Of course, it wasn't the only challenge awaiting us. We also had to balance the complex logic behind the AI chatbot with personalization and reliability. Our token optimization, prompt compression, and caching tactics made a measurable difference. Strict prompt formatting kept average responses to 20–30 tokens instead of the typical 150–300. ClaireMemoryService, in turn, filters context down to the 5 most relevant signals per category — cutting input tokens by 76%. Combined, these optimizations reduced the API cost per conversation by 77% compared to an unoptimized architecture.
Dynamic, user-specific content rendering
Personalization was paramount for Feliz & Thriving, but it also represented a challenge. Coaching content had to be tailored to each user’s initial questionnaire responses and ongoing progress — and rendered in the user interface without a performance dip.
We used NestJS to handle backend logic and Ionic to build the user interface, carefully aligning frontend rendering with dynamic, user-specific content. Our performance testing and fine-tuning helped reduce the Interaction to Next Paint (INP) by 23%, to 198 ms. Ionic was also the ideal choice for the client's long-term plans, as it enables reusing code across platforms.
Private journaling
The platform offers a private space to help users process their daily experiences, reflect on their feelings, and notice cognitive and behavioral patterns. We designed user flows for this personal journal from scratch, ensuring every user had full freedom of expression through a rich text editor. Thanks to that convenience (and journaling reminders), the feature has shown a 52% weekly engagement rate (for active users).
Highly personal by nature, this journal had to be secure and private to give users peace of mind.
Smooth questionnaire-based onboarding
The platform’s onboarding flows solve two problems at once. The questionnaire helps personalize Coach Claire’s responses based on the user’s challenges and goals. The quick guide to the self-leadership system that follows it, in turn, answers most of the questions users might have when they get started. So, they won’t feel overwhelmed or confused when they land on the main dashboard.
The onboarding user flows we designed and implemented helped boost key user metrics. For example, the platform secured a 71% onboarding completion rate and a 68% activation rate within six months after its launch.
Community-building social features
Feliz & Thriving’s founders wanted not just to empower high-achieving women but also to help them connect with their like-minded peers. That’s where the platform’s social features come in. Thanks to them, users can create public posts and leave comments on others’ publications to engage in meaningful discussions or offer support.
We designed the user flows for these community features from scratch, all while balancing ease of use with engagement-driving nudges.
Editable prompt files for no-fuss content management
What if our client wants to add a new structured conversation to Coach Claire? Understandably, the founders didn’t want to depend on developers to make any changes. While we laid the groundwork for adding the admin panel in the future, our client also needed a solution that would work right away.
We settled on creating editable prompt files that the AI model would be referring to. Any change to the file — which is as easy as tweaking text in a word processor — would be instantly reflected in the system.
Scalable architecture to support future growth
Feliz & Thriving founders were nothing if not forward-looking, making provisions for the platform’s future from the very start of our collaboration. Expansion to other products and platforms, growing user base, new components like the admin panel — the solution’s architecture had to be ready for all of that and more.
So, we approached designing the platform’s architecture with future growth in mind. The result? A scalable, composable NestJS backend architecture makes adding new components easy. Load balancing and horizontal scaling can handle growing user numbers. Ionic-powered frontend facilitates UI component reuse and enables dynamic rendering for complex interfaces.
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Tech stack
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Impact
With Feliz & Thriving’s platform now available to users, our client could see how our efforts in design and development translate into tangible results like:
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Contact usTestimonials
I love it! The team was thinking about the logic of the app first, instead of just making a code. They supported my vision.
I love it! The team was thinking about the logic of the app first, instead of just making a code. They supported my vision.
Anna Vashchuk
Startup Founder
Darly made me an app owner! The price we agreed is what I paid. I've already decided to work with them on my next project.
Darly made me an app owner! The price we agreed is what I paid. I've already decided to work with them on my next project.
Oliwia Kowalska
App Owner
We’ve been working together for over 2 years. Since then, our webpage has been ranking high on Google and bringing us leads.
We’ve been working together for over 2 years. Since then, our webpage has been ranking high on Google and bringing us leads.
Anastasiya Shitikova
Head of Marketing
We got the website ready and out of the gate in record time! Darly helps us maintain and refine the website for SEO purposes.
We got the website ready and out of the gate in record time! Darly helps us maintain and refine the website for SEO purposes.
Kavya Khattar
Product Owner
The responsiveness, attention to detail and high-level communication from Darly Solutions was outstanding. Communication with the team was all online and was absolutely seamless. They were highly responsive, worked to tight deadlines and provided great feedback and communication throughout the entire project to ensure it remained on schedule and all quality requirements were being met. They exceeded all of our expectations, from design through to delivery.
The responsiveness, attention to detail and high-level communication from Darly Solutions was outstanding. Communication with the team was all online and was absolutely seamless. They were highly responsive, worked to tight deadlines and provided great feedback and communication throughout the entire project to ensure it remained on schedule and all quality requirements were being met. They exceeded all of our expectations, from design through to delivery.
Kieran Donovan
Managing Director, Corporate Advisory Firm
LLC Darly Solutions's team performs well since the collaboration started. They are fluent in specific programming languages, they are also fluent in English, and they have a great response time. What is most unique and impressive about Darly Solutions is that everyone in the team is inherently communicative and understands the expertise of their respective fields. The team is very agile and can predict stress situations in which we work together to fix and maintain.
LLC Darly Solutions's team performs well since the collaboration started. They are fluent in specific programming languages, they are also fluent in English, and they have a great response time. What is most unique and impressive about Darly Solutions is that everyone in the team is inherently communicative and understands the expertise of their respective fields. The team is very agile and can predict stress situations in which we work together to fix and maintain.
Carol Arao
Product Owner, Software Development Company
Darly Solutions' work so far inspires confidence, as they're skilled and trustworthy. The health platform is incredibly happy with their work. The team at Darly is communicative, responsive, and responsible. I’d recommend them to people looking to do more than build a simple little software.
Darly Solutions' work so far inspires confidence, as they're skilled and trustworthy. The health platform is incredibly happy with their work. The team at Darly is communicative, responsive, and responsible. I’d recommend them to people looking to do more than build a simple little software.
Jürgen Bröker
Executive Director, Healthcare Platform Co.
By collaborating with Darly Solutions, there is a significant improvement in the project's quality of codes compared to their original codebase. They lead efficient project management and keep the client updated with their reports. They're a flexible team that delivers promising results. They don't just do as they're told, they actively participate in the design process, which is going to yield us a much better platform in the end.
By collaborating with Darly Solutions, there is a significant improvement in the project's quality of codes compared to their original codebase. They lead efficient project management and keep the client updated with their reports. They're a flexible team that delivers promising results. They don't just do as they're told, they actively participate in the design process, which is going to yield us a much better platform in the end.
PJ Fisher
Head of Tech, Software Consulting Firm
Darly Solutions was able to develop the site with all functions running. The team was responsive throughout the engagement. They excelled at scheduling and delivered projects on the specified timeline. The whole team was a pleasure to work with. I am very glad that I entrusted them with my project, this is the best company for me!
Darly Solutions was able to develop the site with all functions running. The team was responsive throughout the engagement. They excelled at scheduling and delivered projects on the specified timeline. The whole team was a pleasure to work with. I am very glad that I entrusted them with my project, this is the best company for me!
Inna Netudikhata
CEO, Mama Travel
The quality of their work is very high, and we get very good customer feedback on what our site looks like. They're very reliable and have a great overview of the technologies they're using. They meet our deadlines and are very accurate with their time estimations on a project. In addition, they're responsive and great with communication with a great command of English — it's very easy to talk to them. Moreover, we've integrated them into our development and scrum process, where we have daily stand-ups with their project manager and developers through Slack.
The quality of their work is very high, and we get very good customer feedback on what our site looks like. They're very reliable and have a great overview of the technologies they're using. They meet our deadlines and are very accurate with their time estimations on a project. In addition, they're responsive and great with communication with a great command of English — it's very easy to talk to them. Moreover, we've integrated them into our development and scrum process, where we have daily stand-ups with their project manager and developers through Slack.
Felix Leontyev
Head of Technology, PSS AG
LLC Darly Solutions are highly skilled at UI/UX and follow very good engineering standards, and have been very professional in its approach to all the work to date (including the initial consultancy, which was the deciding factor). They have taken ownership of the work in way that demonstrates how much they value the work they are doing and consequently the work we are doing. I am gaining confidence that the decisions they make are good decisions and that this will result in a product that will exceed our initial expectations.
LLC Darly Solutions are highly skilled at UI/UX and follow very good engineering standards, and have been very professional in its approach to all the work to date (including the initial consultancy, which was the deciding factor). They have taken ownership of the work in way that demonstrates how much they value the work they are doing and consequently the work we are doing. I am gaining confidence that the decisions they make are good decisions and that this will result in a product that will exceed our initial expectations.
Gordon Lang
CTO, Vidina Solutions Ltd
Darly Solutions developed the app in a quick manner, and the code quality was excellent. The professional team was committed to building a successful product. The code quality was good, and the app has been built in a little more than 1 month, which is a result I'm very happy with. They were laid back but professional at the same time.
Darly Solutions developed the app in a quick manner, and the code quality was excellent. The professional team was committed to building a successful product. The code quality was good, and the app has been built in a little more than 1 month, which is a result I'm very happy with. They were laid back but professional at the same time.
Piotr Nowakowski
Founder, 79 Characters, Inc.
Darly Solutions’ work helped my business tremendously. They were able to identify key areas for growth and improvement. The team was communicative and professional throughout the entire engagement. LLC Darly Solutions is a solutions-oriented vendor that drives results. They’re really professional and they know what they’re doing. The team knows how to identify my problems and solve them.
Darly Solutions’ work helped my business tremendously. They were able to identify key areas for growth and improvement. The team was communicative and professional throughout the entire engagement. LLC Darly Solutions is a solutions-oriented vendor that drives results. They’re really professional and they know what they’re doing. The team knows how to identify my problems and solve them.
Maiza Simeon
Founder, Food App Startup
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