Goodchat

America is more polarized than at any point in recent history, with “very unfavorable” views of the opposing party at a record high. We set out to combine research on difficult conversations with emerging technology and thoughtful design — and that’s how Goodchat was born.

expertise:

Branding,Products

deliverables:

Web development,UX/UI design,Web design

Designing a simple way to bridge a divided nation

The key insight

Research shows that building understanding has surprisingly little to do with the facts surrounding any issue—but stories, values, and small human details do. These are the things that create good conversations, opening the door to real connection.

The bold strategy

A genuinely positive conversation has to get real about differences, but it also has to stay human. Our vision was to make that kind of connection accessible to anyone. By grounding the experience in everyday details and stories rather than arguments, the app creates a space where understanding feels possible—even across deep divides.

Laptop on a desk displaying the 'How It Works' page from Good Chat. The screen shows four sections: 'The Promise', 'About Yourself', 'Start Chatting', and 'A Good Question'

A person holding a tablet displaying a chat interface from Good Chat. The screen shows an active conversation between users, with the topic of the border wall

Built on research-backed techniques

To spark genuinely positive conversations, we structured Goodchat around proven behavioral insights:

Start with a promise

Participants begin by agreeing to try to understand each other. A simple commitment sets the tone—and dramatically improves the outcome.

Find common ground

Before topics turn serious, Goodchat uncovers shared likes and interests. Dogs? Football? Gardening? Even small commonalities shift conversations in big ways.

Lead with stories

Instead of debating positions, prompts encourage people to tell personal stories—one of the most effective ways to build empathy.

Slow the reactions

Guided follow-up questions replace knee-jerk responses, helping conversations stay open instead of reactive.

Get to values

Beneath every viewpoint is a value. Goodchat surfaces those values, helping people see what truly matters to each other.

An onboarding screen that asks users to agree to three commitment points about treating others with respect, seeking understanding, and avoiding derogatory labels

A user interface showing a political spectrum slider that allows users to position themselves from liberal to conservative, with a 'Continue' button below.

A user interface from Good Chat showing a survey question asking if the user has kids, dogs, or cats. The interface includes checkboxes for these options, allowing users to find common interests before discussing more serious topics.

Preference questions with multiple-choice options including 'Pumpkin pie vs. Apple pie', 'Football vs. Baseball', 'A night on the town vs. A home-cooked meal', and 'A great surprise vs. A great plan'

Designing a calm, approachable experience

We crafted a visual identity and interface that is intentionally soft and non-partisan—warm colors, friendly typography, and a conversational tone that lowers tension rather than inflaming it. Everything from the microcopy to the pacing of prompts was designed to make the experience feel safe, human, and optimistic. The end result doesn’t look like politics—and that’s the point.

The words "THANK YOU" in red and blue letters with a black and white image of the Statue of Liberty in the center. Red and blue stars are scattered around the text.

A five-minute chat with real impact

Goodchat turns a tiny moment into something larger: a chance to listen, reflect, and see another human being beyond their label. It’s civic participation without the heaviness, designed for people who want to help make things just a little bit better.

A person sitting at a desk using a computer that displays the Good Chat interface. The screen shows an active conversation between users with message bubbles visible in the chat window.

A person with long hair wearing a denim jacket with an American flag on the back, standing in a corridor. The image is overlaid with red and blue speech bubbles and stars.

Takeaways for your next project

Design for human connection, not just information

People respond more deeply to stories, values, and relatable moments than to data alone. Great experiences meet users at a human level first.

Structure guides behavior

When you give people a clear starting point, shared expectations, and thoughtful prompts, you shape the quality of the interaction. The right scaffolding creates better outcomes, almost naturally.

Color can communicate intent

While politics is a special case, color often sends strong signals. Choosing a palette that reflects the relationship between difference and connection can reinforce the experience’s deeper purpose.