Apptisan #42 - Subo: How This Privacy-First App Ends “Subscription Anxiety”
For our 42nd edition, we feature Niclas, a digital product designer who ventured into native iOS development to create Subo, a beautifully simple and privacy-focused subscription tracking app.
Name: Subo
Developer / Team: Niclas Schmidt
Platforms: iOS, iPadOS
Read this newsletter issue in Chinese (中文) .
Please describe your product.
Subo is a beautifully simple, privacy-focused app designed to help you stay ahead of today’s subscription madness. Ever noticed a surprise charge for a subscription you completely forgot about? These days, it’s easy to lose oversight of all our memberships and recurring payments.
Subo provides a clear, calming overview to help reduce “subscription anxiety,” making sure you stay in control and never get caught off guard by unexpected charges again. Subo is focused, straightforward, and makes subscription tracking a breeze. It’s there when you need it, without demanding constant attention.
Was there a ‘aha!’ moment that inspired your app’s creation?
When I think about it, it was less of an ‘aha!’ moment and more of a constant frustration. I can be a bit (or a lot!) disorganized, and I’m definitely prone to impulsive purchases. Especially when it comes to beautifully designed apps or cool new online services. I’m just a sucker for great apps and innovative tech. But this habit frequently led to unexpected subscription renewals (sometimes upgrading to yearly plans without me noticing), leaving me anxious about overlooked payments or unused services piling up.
Honestly, we’re all human and it sometimes feels like companies intentionally take advantage of our forgetfulness or impulsiveness.
I went searching for an app to manage my subscriptions, but couldn’t really settle on one. None felt trustworthy enough for my data, and many had designs that felt outdated or neglected.
I’d always wanted to dive deeper into the native iOS universe and build something I would use myself. This frustration seemed like the perfect opportunity to finally create the subscription tracking app I wished existed. Beautifully simple, privacy-first, and genuinely calming.
Beyond specific ‘aha!’ moment, how do you generally find and nurture creative inspiration in your daily life?
For me, curiosity is key. I’ve found the best ideas often emerge when I’m not actively seeking them out but rather just staying genuinely curious and open. My inspiration typically comes from everyday observations: Interactions between people, small frustrations, beautiful details in nature or design, or even conversations with friends and family.
It might sound obvious or cliché to some, but my most productive and inspired moments often come from simply taking a break. Stepping back and becoming conscious of the tiny things we frequently overlook in our busy lives can lead to surprising insights. I love going out into nature (even if its just the park nearby) and intentionally leaving my phone behind. Changing environment often provides the mental reset needed to connect dots I hadn’t noticed before.
Besides that, I’m also somewhat of a tech nerd. I love discovering new gadgets, exploring beautifully designed websites, and trying out indie apps. Immersing myself in new tech often sparks fresh ideas and motivates me to experiment and play around.
As a “tech nerd,” what are some of the most intriguing or inspiring new gadgets, design websites, or perhaps even physical products you’ve stumbled upon recently?
Lately, I’ve been finding inspiration from all corners, gadgets, digital tools, and even everyday objects. Here are a few that genuinely stood out to me:
reMarkable 2: I recently got this e-ink tablet, and it completely changed my note-taking experience. It’s beautifully minimal, distraction-free, and somehow makes jotting ideas feel like a mindful ritual. I appreciate tech that intentionally removes clutter instead of adding to it.
LARQ bottle: It might seem a bit unnecessary (it probably is!), but I love how thoughtfully designed it is. The self-cleaning technology is a reassuring gimmick, but what really gets me is how such a simple product (a water bottle) can feel premium and create a sense of ease. No smelly water and always clean when you need it.
Dyson products: It’s hard not to admire Dyson. I have one of their vacuums, and honestly, it feels like more than just a vacuum cleaner. The attention to detail, performance, and user experience make everyday tasks genuinely enjoyable. Something few products achieve.
Jony Ive teaming up with Sam Altman: This recent news has me genuinely intrigued. Combining Jony Ive’s iconic design sensibilities with AI technology from OpenAI feels like it could redefine how we think about consumer products. I can’t wait to see what they come up with. The announcement made me hopeful that consumer technology will get a meaningful upgrade and the way we interact with AI might soon be changed for good.
Overall, I gravitate toward products that blend purposeful design with just enough delight and surprise. These products remind me why I love design and tech in the first place, and it’s exactly the kind of thoughtful creativity I hope to reflect in my own projects.
Could you walk us through your typical workflow, from initial concept to a shipped product? What key tools or methodologies do you rely on?
I’m a product designer through and through, so I naturally start every project with user research. Understanding my own needs is one thing, but building a product that genuinely helps others is what truly excites me. From the beginning, I intentionally leveraged my indie strengths. Without external pressures from corporate stakeholders or client demands, I could freely experiment, explore ideas, and build Subo purely as a passion project.
Before touching design or dev tools, I love diving into people’s stories. Sending out quick surveys, scheduling casual interviews, and simply listening deeply helps me grasp the nuances of the problem. During this early phase for Subo, I quickly discovered the phenomenon of “subscription anxiety”. To be honest, I had initially underestimated just how relatable this issue would be.
During the design phase, flexibility was key to me. I sketched countless rapid iterations based on continuous user feedback and fresh insights. But when things started to take shape, I transitioned into a more structured approach, clearly defining what the MVP needed (using the MoSCoW method). An important part of the journey was opening up and sharing my work early and often. Even when it made me feel vulnerable from time to time. Regularly posting unfinished designs online and openly asking testers for blunt feedback accelerated the app’s development more than I anticipated. Once I reached the beta stage, involving testers through TestFlight ensured the app genuinely reflected real user expectations. This iterative, collaborative approach turned out to be the most rewarding aspect of creating Subo.
Looking back, one feature stands out: The interactive “bubble cluster” overview. I spent an enormous amount of time perfecting this playful yet insightful visualization. Was it necessary to obsess over such tiny details? Maybe not, but that’s exactly the kind of creative freedom I love about indie projects. These thoughtful touches are often what users notice and appreciate most and ultimately, what makes Subo feel special.
As a product designer transitioning into native iOS development to build Subo, what would you say was the biggest technical challenge you encountered? Could you share how you approached the learning curve and any key resources or strategies that helped you overcome it?
The biggest technical challenge, in all honesty, was navigating the steep learning curve coming from an (almost) purely design background. Transitioning into native iOS development as someone who doesn’t yet fully see himself as a developer was equally exciting and intimidating. SwiftUI is approachable enough at a basic level, but creating a polished and intuitive app quickly revealed a depth I wasn’t initially prepared for.
My strategy is extremely hands-on and pragmatic: Breaking everything down into smaller, manageable tasks, relying heavily on trial and error, debugging, and experimenting with AI tools like ChatGPT to prototype and better understand the logic. I leaned into my strengths as a designer: Iterating quickly, making mistakes openly, and learning incrementally with every small breakthrough.
The real growth came from directly involving hundreds of beta testers. They surfaced challenges and edge cases I couldn’t have anticipated, turning each new issue into an invaluable learning opportunity. While sharing my early attempts publicly felt uncomfortable and brought moments of doubt, the feedback dramatically accelerated my learning and confidence.
Beyond structured resources like Paul Hudson’s Hacking with Swift and Apple’s documentation, using LLM’s enabled me to bridge gaps in my understanding quickly, serving as an accessible entry-point into development. Still, as powerful as AI tools are, they’re no replacement for genuine, hands-on learning and thoughtful problem-solving. For now, I see myself as a designer using code as an additional tool to bring my ideas to life, steadily building more developer skills with each new challenge.
What makes your product unique compared to others in the market?
What makes Subo unique, at least to me, is its calming, intuitive, and intentionally minimalistic design combined with a genuine focus on privacy. Of course, subscription trackers aren’t new, but many existing apps felt either overly complicated, a bit intrusive, or simply neglected and outdated. With Subo, my goal was to strip away all unnecessary clutter and provide a clear, enjoyable experience that’s not just useful, but delightful to interact with.
The playful yet insightful “bubble cluster” overview turns the mundane task of tracking subscriptions into something more engaging and fun. My hope is that Subo doesn’t feel like another chore, but rather provides a refreshing moment of clarity. Ultimately helping users effortlessly regain a sense of control without needing constant attention.
Privacy was also a non-negotiable priority from day one. Subo doesn’t track user data, uses no analytics. Everything stays securely on your device. It’s private by design, simple by intention, and built to be genuinely enjoyable to use.
Of course, this is only the beginning and version 1.0. I’m excited to keep refining Subo and exploring where it goes next. Maybe a way to reflect on your usage? Maybe more customization? But surely more detailed insights into your finances...
Subo’s “privacy-first” approach is a strong differentiator. Were there any features or conveniences you consciously decided not to implement because they might compromise this core principle, even if they could potentially offer more functionality or a different kind of user benefit?
Privacy was non-negotiable for Subo, meaning I consciously chose not to focus on data hungry features. For example, automatically detecting subscriptions via email or bank integration could add instant value, but I first held off due to privacy concerns.
As a product designer, going without analytics also means relying entirely on direct user feedback, emails, reviews, or messages to understand how Subo is used. Similarly, I depend fully on user requests rather than data to expand subscription templates.
Initially, I also hesitated about cloud syncing due to privacy concerns, but user demand convinced me to add iCloud sync. Specifically because it’s end-to-end encrypted and respects privacy fully.
Looking ahead, I’m open to exploring more automated and convenient features like secure banking integrations, but only if they genuinely align with Subo’s privacy-first principles.
How have you marketed your product, and what key lessons have you learned?
Marketing Subo has been an interesting journey for me. As a side project, I initially didn’t have an elaborate marketing strategy but just a genuine excitement to share what I was building. Early on, I focused heavily on user research to build initial interest: simple surveys, casual conversations, and openly sharing my process on platforms like LinkedIn and Threads helped me organically grow a community. By the time Subo was ready to launch, I had gathered over 1,000 waitlist sign-ups, regularly sending updates to keep everyone involved and excited.
A valuable lesson I quickly learned was the power of vulnerability and transparency. My raw, honest posts sharing unfinished designs and openly asking for feedback resonated deeply. People loved being involved early, genuinely shaping the product alongside me.
For Subo’s official launch, I experimented with Product Hunt, LinkedIn, Threads, and email newsletters. Threads really surprised me by becoming a major driver for engagement and visibility. Authentic storytelling, rather than polished sales pitches, proved incredibly effective.
Looking ahead, I’m planning to continue leveraging authentic content, connecting with newsletters and indie app communities, and exploring targeted outreach to relevant blogs. Staying genuine, embracing vulnerability, and involving users at every step has truly shaped Subo’s success so far.
What has been some memorable feedback since your product’s release?
It’s honestly hard to pinpoint just one piece of memorable feedback. I’ve been receiving emails daily these days from users sharing their stories, appreciation for Subo, or highlighting features they’d love to see. One type of feedback that always makes my day is hearing how Subo inspired someone else to restart or dive deeper into their own passion projects.
I’ve also been surprised by the unique ways people manage their subscriptions, and it’s taught me how diverse user needs can really be. For instance, I personally never thought much about multiple currencies since I only use Euro myself. But as it turns out, multi-currency support has quickly become a highly appreciated feature, highlighting a user need I wouldn’t have anticipated without this valuable feedback.
Additionally, requests for features like iCloud sync have come up frequently, and these insights help shape how I’ll prioritize upcoming improvements. It’s incredibly motivating to know exactly what people need. This direct input ensures I’m building something truly helpful.
How do you typically structure your day to stay productive and creative? Any favorite time management techniques?
Balancing my day job and Subo means I’ve become more mindful about how I manage my time. I usually dedicate weekends and some evenings to Subo, but always make sure I listen to my energy levels. I’ve noticed I’m most effective and creative with a fresh mind in the mornings, especially after a good night’s sleep. If I’m feeling stuck, stepping away briefly for a walk or a coffee in the city often helps me return refreshed and inspired.
Are there any products out there that you feel deserve more recognition?
Absolutely! Here are some thoughtfully designed apps I’ve been enjoying lately. Each bringing something unique to the table:
HiCoffee – A beautifully minimal caffeine tracker. It even estimates caffeine levels in homemade drinks, perfect for coffee nerds like myself.
Egghart – Found this little gem randomly a few years ago. It’s just an egg timer, but I just love the simple yet intuitive egg animation.
Highlighted – Makes organizing book highlights and quotes a breeze. Love it for keeping track of meaningful passages.
NeatNook – Super thoughtful and visually appealing home maintenance app. Helps keep everything tidy and reminds me of chores I’d otherwise easily forget.
And two more “mainstream” apps I admire for their outstanding design and attention to detail:
Gentler Streak – Redefines fitness tracking with a compassionate approach to activity, balancing exercise and rest intuitively. Love the mindful approach here.
Flighty – Takes flight tracking to another level. Reliable real-time updates and a sleek interface, making travel noticeably less stressful.
I appreciate apps that have a clear purpose and care about the details. These are just incredible examples of exactly that.
Would you mind sharing your phone and computer home screens with us and a few of your go-to daily apps?
My home screen is probably a bit underwhelming. I intentionally keep it minimal and stick to one page to avoid mindless distractions. It’s so easy to get pulled into apps these days! One app helping me manage this is Opal, located at the bottom right. Opal gently blocks app usage after a set time and keeps me motivated with some playful gamification.
Besides Opal, my daily go-to is the Arc Search, which is based on Chrome but feels incredibly intuitive, fresh, and genuinely enjoyable to use.
Also worth mentioning is “How we feel” on the top left. An incredible app to track your emotions giving you deep insights into, well... how you feel.
Which creators do you look up to, and what admirable qualities do you see in them or their work?
I deeply admire creators like Ryan Carver (Flighty), the team behind Gentler Streak, and indie creators like Andrew (Five Cents). Each impresses me with their attention to detail, beautiful design, and genuine empathy for their users. But honestly, there are so many more influences out there I probably don't even realize. People can bring such an inspiration and motivation...
Tell us a bit about yourself and what you envision for the future.
Hey there! I’m Niclas, a digital product designer with an ever-growing curiosity for the human mind. Originally from Germany, I moved to Amsterdam a few years ago, chasing creative opportunities and (slightly) better beaches. Over the past years, I’ve designed digital products across diverse industries: From ambitious startups and creative agencies to projects with the Dutch government.
Besides my design work, I organize design community meetups here in Amsterdam. Partly because I genuinely love bringing creative people together, and partly because it pushes me out of my comfort zone (I’m naturally more of an introvert).
What does the future hold for Subo? Honestly, it’s hard to say right now, but I want the community and users to guide the direction. Maybe some sort of “spring-cleaning” feature for subscriptions? More actionable insights into personal finances? Perhaps automation that catches forgotten subscriptions hidden in your emails? There are many exciting possibilities, but ultimately, I want the future of Subo to be shaped by real user needs, and wherever people find the most value.
Feel free to follow along on Threads, where I regularly share updates, learnings, and occasionally half-finished ideas. You can also connect with me on LinkedIn or signup to Subo’s newsletter.
About Apptisan
Apptisan is a portmanteau of “application” and “artisan”, signifying “a weekly exploration into the world of apps and the passionate artisans who create them.” Each issue is a conversation with global creators, aiming to uncover and present intriguing products to a wider audience.
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