Rituals is a community product I designed and shipped in 2025. I started with a simple belief: creators needed better tools for bringing people together around shared goals, not just broadcasting to followers or pushing people into another group chat.
Building with creators helped me see a deeper gap. Today’s platforms are good at distribution, and tools like Discord are good at containment, but very few products help communities develop memory, presence, matching, and self-organization.
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 the structure fell apart. The interesting part was that members self-organized anyway. Moms found moms, age groups clustered, and people with shared goals formed their own threads.
That became the seed of what I am exploring now: community software that understands social context well enough to help people coordinate beyond loose ties.