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Case Study · 08 · Where it started

Axel — your people, full screen.

A social platform with feed, stories, reels, direct messaging, voice notes, and audio and video calling, free on Android. My own idea, built alone, started at 13 and shipped at 16: I designed it well past what I could then execute, left it for three years rather than cut it down, and came back once the skill had caught up.

Social platform Solo build
Axel landing page
Role
Sole builder
Timeline
2020 — 2023
Type
Social platform · Android
Status
Shipped
01 — Overview

I designed something I couldn't build yet, and refused to make it smaller.

The premise was simple and the scope was not: share the picture, not the app around it. Photos, reels and voice notes get the whole screen, and the interface recedes while your friends look.

Delivering that meant building a real social platform, not a feed mock-up: stories, a multi-reaction post feed, reels, direct messaging with voice notes, and both audio and video calling. I was 13 when I designed it, and nowhere near able to build it.

The obvious move was to cut it down to what I could manage. I didn't. I left it for three years, built other things, got good enough, and came back at 16 to ship the original design, on Google Play, free on Android.

Every escrow state machine and cloud architecture since traces back to this: designing past my current ability, then closing the gap. It is also why I learned to own a product end to end before I knew that was a job title.

02 — Why it's here
13→16
Started at thirteen, shipped at sixteen
Solo
Sole developer: product, design and engineering
Android
Shipped free on Google Play
3 yrs
Deliberately paused rather than scoped down
03 — What I did

All of it, alone.

01
Product and designDefined what Axel was and how it looked, with no brief and no client. Including the landing page, the brand and the Play Store presence.
02
The social coreStories, a multi-reaction post feed with social proof and inline comments, reels, and profiles. The full consumer surface.
03
Real-time messagingDirect messaging with presence, unread state, media attachments, and recorded voice notes with waveform playback.
04
Voice and video callingOne-to-one audio and video calls with ringing, in-call controls, camera switching and call duration: the hardest thing on the list, and the reason three years of waiting was the right call.
05
Knew when to stopRecognised at 13 that the design exceeded my skill, and paused rather than compromise it.
06
Came back and finishedReturned at 16 with the ability I'd been missing and shipped what I had originally drawn.
04 — Frameworks & stack

What it took to build.

Mobile

AndroidMobile UIMedia captureAudio recording

Real-time

Direct messagingPresenceVoice & video callingPush notifications

Social surface

Feed & carousels24-hour storiesReelsReactions & comments

Release

Google PlayLanding pageBrand & identity
05 — Screens

Inside Axel.

Landing page
Android app
Axel onboarding
Onboarding
Axel home feed
Home feed
Axel feed with reactions and comments
Reactions & comments
Messaging & calling
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