Why we don’t build products in silence

And why co-creation is important

A few months ago, I was asked by a member if they could be an advocate for Understanding Zoe. 

“Can I be more involved?” “I’d love to advocate for what you’re building.”

We realised what was happening: our users were using Understanding Zoe, but also really believed in it. 

They wanted a way to go deeper, connect more, and contribute to the wider movement.

So we built it.

A quiet, safe, community space inside the Understanding Zoe app. Not a Facebook group. Not a Slack community. Not another WhatsApp chat. But a curated, neuro-affirming space where connection doesn’t come with noise, comparison, or overwhelm.

And we’re doing what we always do: rolling it out gently, with care, and with our users.

How we roll out features (the Understanding Zoe way)

We don’t drop updates like surprises. We build in partnership, with an agile, iterative model that centres safety, simplicity, and user experience.

Here’s our rollout approach:

• We listen (DMs, emails, conversations, interviews)

• We prototype and test early (thank you Johan for championing this release)

• We share it with a small group of super users

• We gather real-time feedback

• Then we build it in public, with more users and sharing it with people liel you 

This is product development shaped by community. Grounded in lived experience. Refined by real-world use.

It’s the opposite of top-down tech. And that’s intentional.

Why these feature matters

The new community feature is live, just in test mode for now.

Here’s why we believe it’s important:

1. Neuro-affirming connection: They asked for a space that didn’t feel like noise. That honoured our users experience. That lets them connect, share, and be supported without judgement.

2. Right where you need it: No jumping platforms. No extra logins. It lives inside the Understanding Zoe app, where our users already go for resources and answers.

3. Built for the way we communicate: We’re building this space intentionally, with accessibility, clarity, and tone in mind. No threads that get lost. No overwhelm.

We’re not here to build another ‘group’. We’re building an ecosystem of support.

And as always, we’re building it for our audience. 

What founders can learn from this

If you're a startup founder, here's the takeaway:

You don’t need to wait for perfection before you release. You don’t need to build behind closed doors.

Start small. Test early. Listen well.

What we’ve learned from building Understanding Zoe is that real growth doesn’t come from rapid scale, it comes from relational trust. From building something that people want to be part of. From inviting your users into the process.

Because when people feel ownership, they stay. When they feel seen, they advocate.

Whether you're building software, a service, or a product, build it with the people who need it most.

That’s what makes it meaningful. That’s what makes it work.

So how do you get started? I have shared it with my paid subscribers!