SD

Soufiane

All case studies
2026Live application · personal project

Nullstep

Stop organizing. Start executing.

Nullstep is an application I designed on my own, outside the strict scope of my PFE dossier. It is a working execution OS plus a five-page marketing site where I apply business, product design, digital strategy, SEO, copy, GEO, social content, and Meta ads.

nullstep.app

Nullstep project landing page full scroll

Landing page

Challenge

I wanted a real proving ground for my skills: ship a live product and a credible marketing layer, not a mockup. Nullstep needed a calm in-app experience and pages findable through search, AI answers, social channels, and paid social.

Approach

I engineered the product loop first, then layered marketing: SEO and ranking structure, conversion copy, GEO-friendly content, social posts, and Meta ad angles aligned to landing pages.

Outcome

A live personal project demonstrating solo engineering plus SEO, copy, ranking, GEO, social content, and Meta ads on a real SaaS.

Deliverables & scope

What shipped

Concrete outputs from this project. Numbers reflect scope and delivery, not inflated performance claims.

1

Live SaaS shipped

Solo-engineered product + marketing site

5

Marketing pages

Landing, features, pricing, docs, and more

6

Product modules

Dashboard, Zen Chat, Kanban, and core flows

6

Mobile UX screens

Documented responsive app experience

6

Channels applied

SEO, copy, GEO, social, Meta ads, and product

Social & video · Instagram

Reels and feed posts for the Nullstep launch

Short-form video and static posts published on @nullstep.app to drive profile traffic to nullstep.app: hooks, product promise, mobile UX, and CTAs.

View @nullstep.app on InstagramVisit nullstep.app
7 reels3 posts@nullstep.appnullstep.app

Featured reel

Reel

Launch reel for Nullstep: mobile-first hook, execution promise, and CTA driving traffic to nullstep.app.

Go-to-market social creative

Scripted, designed, edited, and published as part of the go-to-market: social creative aligned with landing page copy, brand voice, and paid ads.

  • Scripted hooks, on-screen copy, and CTAs aligned with the landing page
  • Mobile-first vertical format for Instagram reach and profile traffic
  • Full launch series: reels and feed posts published on @nullstep.app

Reels

Scroll through the launch series

Campaign library

All Instagram content from this project

Social creative for Nullstep mobile app launch: product positioning and scroll-stopping layout.

Social creative for Nullstep mobile app launch: product positioning and scroll-stopping layout.

View on Instagram

Inside the app

Dashboard, Zen Chat, and Kanban: one execution loop

The marketing site sells the promise. The product delivers it: open the dashboard, talk through your goal in Zen Center, review the Execution Path, and watch tasks land on the board ready to ship.

01

Command dashboard

The home surface after login. Shows today's priority, active execution path, and recent Zen sessions so founders always know what to do next. No blank canvas, no tab hunting.

02

Zen Center · AI chat

A distraction-free chat workspace. Describe a goal in plain language, plan your day, or ask for the next step. Every conversation is saved so context carries into the next session.

03

Kanban execution board

To-Do, In Progress, and Done columns populate automatically from Zen Chat and the Execution Path. Drag, drop, and mark complete without re-entering work born in conversation.

04

Execution Path

The bridge between chat and board. AI returns a prioritized list grouped by Today, Next, and Later. Edit manually or ask why something ranked where it did before tasks sync to Kanban.

Full site walkthrough

Five pages, one execution story

Each page has one job. Screenshots fill the card so you can scan the whole site without dead space on the sides.

nullstep.app/features

Every feature built to eliminate procrastination.

Features page

Every feature built to eliminate procrastination.

Top bar: MENU on the left, white LAUNCH APP pill on the right. Center hexagon mark, MADE BY NULLSTEP TEAM eyebrow, then the hero headline. Below it, anchor links jump to each module: AI Chat, Task Management, Goal Setting, Conversations, AI Co-pilot, Cross-Platform.

  • 01 AI Chat: The distraction-free AI command center. Right panel: instant chat access, plan your day with AI, get answers, focus on what matters
  • 02 Task Management: Task board synced to AI sessions. Bullets cover sync with chat, easy management, staying on goals, shipping faster
  • 03 Goal Setting: AI turns goals into ordered action plans. Panels promise step-by-step guidance, progress tracking, faster achievement
  • 04 Conversations: Every chat saved, every context preserved. Highlights: save all conversations, never lose context, easy past access
  • +3 more details in full capture

nullstep.app/how-it-works

From intent to shipped. Five steps.

How It Works page

From intent to shipped. Five steps.

Header: LOG IN on the left, white START FREE pill on the right. Hero explains the gap between opening the app and recording a first task in under 60 seconds. Each step uses a large faded blue numeral (01 to 05) on the left with heading, paragraph, and bullet list on the right.

  • Step 01: Sign up in 30 seconds via Google or email. No credit card, no long questionnaire, no tutorial. Land in the workspace with no blank page paralysis
  • Step 02: Open Zen Center and describe your goal in plain language. AI reads context and constraints, then returns an execution plan instantly
  • Step 03: Review your Execution Path. Prioritized list with Today, Next, Later horizons. Edit tasks or ask the AI why something ranked where it did
  • Step 04: Tasks sync to Kanban automatically. To-Do, In Progress, Done columns with drag-and-drop. Power features stay hidden until needed
  • +3 more details in full capture

nullstep.app/solutions

The real problems. Direct solutions.

Solutions page

The real problems. Direct solutions.

BACK link top left, START FREE pill top right. Center hexagon, WHY EXECUTION STALLS eyebrow, then the hero. Subhead names five root causes: cognitive overload, executive dysfunction, procrastination, deep work barriers, and solopreneur overhead. Breadcrumb reads Home / Solutions.

  • Cognitive Overload: Too many tasks, no clear start. The Nullstep project removes cognitive friction by giving one next step at a time. Tags: cognitive friction, decision paralysis, task overload
  • Executive Dysfunction: You know what to do but cannot start. Cuts the startup cost of every task to near zero. Tags: ADHD productivity, attention residue, task initiation
  • Deep Work: Distraction-free sessions for real output. Zen Center reduces cognitive switching cost for long focus sessions. Tags: deep work, focus sessions, flow state
  • Procrastination: Break the avoidance loop. Targets ambiguity, perfectionism, and low starting momentum. Tags: procrastination fix, avoidance loop, task momentum
  • +3 more details in full capture

nullstep.app/faq

Everything founders ask before signing up.

FAQ page

Everything founders ask before signing up.

Minimal header with logo left and START FREE right. Hexagon icon, FREQUENTLY ASKED QUESTIONS eyebrow, hero headline, and a short trust paragraph. Breadcrumb: Home > FAQ.

  • About the Nullstep project: what it is, who it is for, what problem it solves, whether it is an AI tool
  • Features: full feature list, Kanban board, Zen Center, Execution Path, chat history retention
  • Comparison: vs Notion, vs ChatGPT, vs Linear, and the all-in-one replacement question
  • Pricing and Plans: free tier, Pro inclusions, Sovereign tier, try-before-pay
  • +3 more details in full capture

nullstep.app/pricing

Choose your execution layer.

Pricing page

Choose your execution layer.

BACK left, START FREE right. EXECUTION INFRASTRUCTURE eyebrow above the hero. Three tier cards side by side with a centered MONTHLY / YEARLY toggle. Yearly selected shows SAVE 20% badge and savings copy: Pro saves $48/yr, Sovereign saves $120/yr.

  • Nexus ($0/mo): Free forever, no credit card. Zen Center, Kanban board, Execution Path, 5 session history, daily AI co-pilot limit. Outlined Start Free CTA
  • Pro ($15/mo yearly, $180/yr billed): Unlimited AI threads, priority execution speed, deep work analytics, custom AI personas, neural soundscapes. Solid blue Go Pro CTA
  • Sovereign ($39/mo yearly, $468/yr billed): Custom neural cores, white glove onboarding, early beta access, dedicated architect line, gold accent override. Gold-bordered Go Sovereign CTA
  • Uppercase feature checklist labels for fast scanning across all three tiers
  • +2 more details in full capture

Responsive · mobile

How the site looks and works on mobile

Nullstep is mobile-first and fully responsive. The site appears cleanly on phones and stays functional across the full marketing funnel. No pinch-zoom, no broken grids, no CTAs falling off screen.

I built with responsive layouts, touch-sized controls, and single-column stacks on narrow viewports so navigation, forms, accordions, and pricing tiers work the same way on mobile as on desktop. The site does not just look good on a phone, it performs.

How we made it mobile-friendly

  • Responsive breakpoints reflow content from 390px phones to desktop without losing hierarchy.
  • Sticky header and thumb-sized START FREE / BUILD MY PLAN buttons keep conversion paths one tap away.
  • Typography, spacing, and cards scale so long pages (FAQ, Features, Pricing) stay readable and scroll smoothly.
  • Every page was checked on real mobile viewports before launch. Links, toggles, and CTAs all work live.

iPhone 13 · captured from nullstep.app

Hero and goal input on first screen

Landing · mobile

Open live page

Hero and goal input on first screen

The responsive hero stacks headline, subcopy, and a full-width goal field with BUILD MY PLAN, readable and tappable without horizontal scroll.

Six modules in one vertical scroll

Features · mobile

Open live page

Six modules in one vertical scroll

Each feature block stacks eyebrow, headline, body, and a dark highlight card so the full product story reads on a narrow screen.

Five steps without losing context

How it works · mobile

Open live page

Five steps without losing context

Large step numerals stay beside the copy so the signup-to-ship journey reads clearly on a small screen.

Pain-first cards that stack cleanly

Solutions · mobile

Open live page

Pain-first cards that stack cleanly

Five psychology-led solution cards collapse into a single column with tags and Read More links still tappable.

Long FAQ, still scannable

FAQ · mobile

Open live page

Long FAQ, still scannable

Six accordion categories stay readable on mobile, from product basics through cognitive science to privacy.

Tiers that still convert on mobile

Pricing · mobile

Open live page

Tiers that still convert on mobile

Monthly/yearly toggle, tier cards, and trust copy stack in one column so comparison and checkout intent stay clear.

Core capabilities

The workspace solo founders actually ship from

Nullstep is a live application I built on my own to practice product engineering with digital strategy, SEO, copy, GEO, social content, and Meta ads.

01 · Home base

Command dashboard

Today's priority, session history, and progress at a glance. The first screen after signup already points forward instead of a empty workspace.

02 · Zen chat

Zen Center

Distraction-free AI chat. Plan your day, describe a goal, get an execution plan, all inside one calm command center instead of five browser tabs.

03 · Synced board

Kanban board

Work born in chat lands on the board automatically. To-Do, In Progress, Done with drag-and-drop. Power features stay hidden until you need them.

04 · Priorities

Execution Path

Prioritized tasks grouped by Today, Next, and Later. The structured output between Zen Chat and Kanban so founders always see one clear next step.

05 · Personalization

AI Co-pilot

Customize tone, model, and preferences so the AI matches how you actually work as a solo founder, not a generic assistant voice.

06 · Memory

Session history

Every chat saved, every context preserved. Pick up where you left off without re-explaining your project to the AI from scratch.

Why it works

Less friction, one workspace, a rhythm built for shipping

Nullstep replaces the founder stack of Notion plus ChatGPT plus a task app. I translated that product loop into marketing copy, UX surfaces, and funnel pages so the value reads clearly before signup.

One loop, three surfaces.

Dashboard for orientation, Zen Chat for thinking, Kanban for doing. Founders stop juggling Notion, ChatGPT, and Linear for a single sprint.

Chat creates the board.

Tasks are not typed twice. Describe work in Zen Center, review the Execution Path, and the Kanban columns fill themselves. Edit or drag anytime.

Built for weekly shipping.

The product assumes you return often. Session history, compounding context, and a dashboard that surfaces the next move beat one-time planning docs.

Workflow

From intent to shipped. Five steps.

  1. 01

    Sign up in 30 seconds. It is free.

    Google or email signup. No credit card, no long questionnaire. Land directly in the workspace with no blank page paralysis.

  2. 02

    Open Zen Center and describe your goal

    Type what you want done in plain language. The AI understands context and returns an execution plan instantly.

  3. 03

    Review your Execution Path

    Prioritized tasks grouped by Today, Next, and Later. Edit manually or ask the AI why a task ranked where it did.

  4. 04

    Tasks sync to your Kanban board

    To-Do, In Progress, and Done columns populate automatically. Drag, drop, and ship without re-entering work.

  5. 05

    Execute. Ship. Return.

    Mark tasks done, sync across devices, and come back for the next sprint. The workspace gets smarter over time.

Solutions

The real problems. Direct solutions.

Solution

Cognitive Overload

Too many tasks, no clear start

When you have 40 open tabs and a growing task list, deciding where to begin costs more energy than the work itself. The Nullstep project removes cognitive friction by giving you one next step at a time.

cognitive frictiondecision paralysistask overload

Solution

Executive Dysfunction

You know what to do but cannot start

Executive dysfunction blocks the bridge between intention and action. ADHD, burnout, and attention residue all cause this. The Nullstep project cuts the startup cost of every task to near zero.

ADHD productivityattention residuetask initiation

Solution

Deep Work

Distraction-free sessions for real output

Shallow work fills the day and deep work never happens. The Zen Center provides a distraction-free command center built for cognitive switching cost reduction and long focus sessions.

deep workfocus sessionsflow state

Solution

Procrastination

Break the avoidance loop for good

Procrastination is not laziness. It is an avoidance response to ambiguity, perfectionism, or low starting momentum. The Nullstep project eliminates all three triggers.

procrastination fixavoidance looptask momentum

Solution

Solopreneur Productivity

One person. Full execution. No overhead.

Solo operators cannot afford the cognitive overhead of team project tools. The Nullstep project is built for single-operator speed: one workspace, one AI co-pilot, one daily priority.

solopreneursolo founderindie hacker productivity

FAQ structure

Everything founders ask before signing up

About the Nullstep project

  • What is the Nullstep project?
  • Who is the Nullstep project built for?
  • What problem does the Nullstep project solve?
  • Is the Nullstep project an AI tool?

Features

  • What features does the Nullstep project include?
  • Does the Nullstep project have a Kanban board?
  • What is the Zen Center?
  • What is the Execution Path feature?

Comparison

  • How is the Nullstep project different from Notion?
  • How is the Nullstep project different from ChatGPT?
  • How is the Nullstep project different from Linear?
  • Is the Nullstep project a replacement for Notion, Linear, and ChatGPT combined?

Pricing and Plans

  • Is the Nullstep project free?
  • What is included in the Pro plan?
  • What is the Sovereign plan?
  • Can I try the Nullstep project before paying?

Focus and Cognitive Science

  • What is cognitive overload and how does the Nullstep project fix it?
  • What is executive dysfunction and can the Nullstep project help?
  • What is the Zeigarnik effect?
  • What is attention residue and how does it slow execution?
  • What is deep work and why does the Nullstep project support it?

Technical and Privacy

  • Is the Nullstep project good for solo coding?
  • Do I need to be technical to use the Nullstep project?
  • Is my data private and secure?
  • Does the Nullstep project work on mobile?

Pricing

Choose your execution layer

Nexus

$0 /mo

Free forever. Start executing immediately.

  • +Zen Center AI workspace
  • +Kanban execution board
  • +Execution Path generation
  • +5 session history
  • +Daily AI co-pilot limit
Most popular

Pro

$15 /mo

Unlimited execution for full-time founders. Most popular tier.

  • +Everything in Nexus
  • +Unlimited AI threads
  • +Priority execution speed
  • +Deep work analytics
  • +Custom AI personas
  • +Neural soundscapes

Sovereign

$39 /mo

Elite infrastructure for elite operators. Billed $468/yr with 2 months free.

  • +Everything in Pro
  • +Custom neural cores
  • +White glove onboarding
  • +Early beta access
  • +Dedicated architect line
  • +Gold accent override

Page architecture

From hook to signup in one calm scroll

Features: prove the product

Six repeating modules with anchor nav and paired highlight cards. Each section answers what can I do here? without sending the founder to another page.

How It Works: show the journey

Five numbered steps with faded numerals make the path from signup to first shipped task visible in one scan. Learn More tiles bridge to the rest of the site.

Solutions: name the pain

Five psychology-first cards (overload, dysfunction, deep work, procrastination, solopreneur speed) with tags and Read More links for depth without clutter.

FAQ: remove objections

Six accordion categories from product basics through cognitive science to privacy. The science section is the trust differentiator vs generic AI tools.

Pricing: close the loop

Three tiers, yearly toggle with save badges, Pro highlighted as most popular, Sovereign gold-tier positioning, and trust copy on billing and cancellation.

Deliverables

  • Live personal project: solo-engineered execution workspace and marketing site
  • Solo-engineered live execution workspace and marketing site
  • On-page SEO, copywriting, and search ranking structure
  • GEO for AI search visibility and entity signals
  • Social content and Meta ads tied to the funnel

Tools & channels

Product engineeringDigital strategySEOCopywritingGEOMeta AdsFigma

More work

Nullstep Case Study | Digital Marketing Specialist · Soufiane DERGOUN · Soufiane DERGOUN