Your users are 19.
Do they actually listen to you?
We are Kira Sizova, Diana Lapik and Georgy Bychin — a team of three that covers research, design and code. We help companies build digital products and brands that young people actually use: from the first interview to a working website.
Gen Z skips anything
that sounds like a lecture
Young people don’t read bureaucratic guides. They ask friends, parents and ChatGPT. If a product sounds like a bank form, it loses them in seconds. Here’s how we solved this for one media product.
Problem: adult life comes
without instructions
Renting a flat, paying bills, taxes, a first job. School doesn’t teach this, and the internet is either too dry or too shallow. The idea came from our own experience: we kept facing simple adult tasks without knowing where to start.
Research: we started
with people, not pictures
First we studied the topic: what young people actually search for when they face adult tasks.
5 in-depth interviews
revealed 3 core needs
Young people want their difficulties to feel normal, not shameful. They want clear guidance from outside. And they feel lost in money questions most of all. They act only when a problem hits, so they look for the fastest path.
Our research base: pitch and brief, mission and values, audience analysis and the cultural context of growing up.
«Adult life feels like a slimy
creature that gets inside you»
— interview respondent
Each finding became a design decision. People want to sort things out fast — so we added checklists, templates and difficulty indicators. Boring tasks get postponed — so we added a reading-time filter and clear topics. Context changes depth — so we mixed short posts with longreads.
Idea: not a teacher,
but an older friend
Checkpoint talks like a peer: casual, a bit ironic, never judging. Its archetypes are the Sage and the Caregiver. Every topic is packed as «situation → solution»: a short guide, a step-by-step plan or a checklist.
Identity: a save point,
not a lecture
Full logo and short mark: a crossroads with an arrow pointing forward.
Research: we started
with people, not pictures
Six sections — housing, money, documents, work, study, social life — each with its own color. Typeface: Onest.
Feels like social media,
not a textbook
UX: every feature
started as an insight
Information architecture: from the home page to sections, formats and articles.
Wireframes for six key pages: home, section, article, checklist, template and about.
UI kit: typography, buttons, tags, cards and navigation in one system.
