Rituals was an app I designed and shipped in 2025 for creators to build routines their audiences could follow together. It began with a practical problem: posts and group chats could announce a goal, but neither gave people a clear routine to follow over time.
One creator I worked with went from 20k to 100k followers in a weekend. Thousands of people were in her comments asking when they could start their season together. She improvised a Discord with themed days and moderators, but it was difficult to maintain. People still grouped themselves by age, life stage, and shared goals.
Watching people organize themselves around shared identities and goals led me to my next idea: that community itself can be infrastructure.