Forget Me Not

Bookmarking tools are graveyards for what you forget to read, and inboxes are cluttered with old links. As a concept project, I created a bookmarking tool that helps you remember the link and what's in it.

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I began with a survey to answer some key questions:

How are people saving links?

What works?

What doesn’t?

What do they want to change about it?

The survey got 55 responses from 20+ U.S. cities. To dig deeper, I looked at respondents who saved lots of articles online, the type of media bookmarking tools are used for the most.

100% of those who used a tool like Pocket also emailed links to themselves

Email isn’t designed for link saving or reading, why was it so popular?

Read the full survey, results, and analysis


24, Young marketer living in NYC

Regina is a self-improver who uses the web to find answers.

She uses Facebook Save, plus she emails herself tons of links everyday.

She’s tried Flipboard and Pinterest, but neither of them really stuck.

20, College Sophomore in Philadelphia

Bobby spends a couple hours on Facebook & Instagram every day.

He saves lots of articles to read later, but he never has the time to finish them.

He uses the web a lot for school research.Bobby uses Pocket, email, and Facebook Save, but he doesn’t have a system.

Competitive Analysis

The survey showed that the leading link saving methods were email, Safari Reading list, and Google bookmarks. A SWOT analysis revealed some interesting opportunities:

Strengths & Weaknesses

  • Simple, easy ways to save links
  • Organize links through folders
  • No reminders to view unread links
  • Nothing to help you remember your link


  • Have a simple interface with just a few key features
  • Work across devices
  • Fit into users’ existing habits
  • Help them remember what and why they were saving

Read the full competitive analysis



The survey and personas revealed that there were four core functions the platform needed to provide. These became user stories:

“As a new or returning user, I want to save a link so that I can gather helpful and interesting links"
“As a new or returning user, I want to remember to read a link so that all my collecting isn't a waste”
“As a new or returning user, I want to get rid of old links so that I don’t have an overwhelming dashboard”
“As a new or returning user, I want to remember what's in a link so that I get something out of what I save”

Before adding the more specific user stories, I researched reading retention techniques so that I could identify clear steps users could take to remember what they saved. The top techniques included visualizing what you read, articulating how the information relates to what you already know, and identifying the 3 main points. I created a retention question sequence around these techniques.

Read the user stories


From my survey I wanted to avoid the mistakes of other link saving tools. These tools asked users to download yet another app and learn new ways of storing and organizing links. They didn't seem to ask why someone would want save a link, or ask how the act of saving could provide genuine value to the user. The survey made it clear that all these link saving and organization tools were missing out on helping people actually read what they saved. What if people could learn from all the links they saved? What if they had a tool that worked within the way they were already saving links?

The user flows reflected how people were already saving links, while using the science of reading retention.

See all the user flows



Testers were confused about whether Forget Me Not was an app or website.

In thinking about how a company might create an MVP, it was clear a responsive website would be the best starting point. Building a website would be the fastest way to see if there was a demand for a tool like Forget Me Not, and it would work on all devices. The wireframes were changed to make this clear.

See the low-fi prototype
See the test results


Several ideas came up over and over as Forget Me Not developed:

Clarity · Forget Me Not is about bringing clarity to link saving and to what you remember from the links you save.

Simplicity · Forget Me Not is a simple and practical solution that doesn’t rely on complicated features or learning how to use another app.

Intuition · Forget Me Not is about simple, intuitive actions that help you get more out of the time you spend reading online.

Brightness· Forget Me Not helps people remember what they read so they can learn better and feel brighter.

I used these to develop a visual identity for Forget Me Not, beginning with mind maps and moodboards and ending with a full brand guide that included copy tone, color palette, logos, and typefaces.

Read the brand guide




Usability testing along with a few more user tests helped to refine some key design decisions.

Which selected page view?

Testers selected the orange


faster than the blue.

Which selected page view?



preferred the orange button.

Which retention prompt?



preferred the questions at the end of an article over a popup.

The user testing showed that several areas needed to improve:
  • The multi-colored tags were confusing
  • The email feature needed better explanation
  • The priority levels still needed to be clearer
  • The remember button had mixed results, but no clear winner. There had to be a simple, less obtrusive way to get users to do the remember sequence

See user test results
See usability test results


The copy in the onboarding sequence was refined along with some other visual tweaks.

The biggest challenge was to make the “remember” feature more usable while not relying on an annoying popup, or buttons that only appeared at the end of the article.

After more brainstorming, I realized that I could add two buttons to the top menu. By making them clearly different from the navigation bar and pinning the menu to the top of the screen, users could tap “remember” or “archive” at the moment they were finished with the link, even if they hadn’t scrolled to the bottom. This maximized the chance they would do the retention questions.

New retention prompt:


Two final user tests provided the feedback for the final version of the prototype. The label and priority colors were changed and the copy in the onboarding and saving sequences was refined.

Forget Me Not was now ready!



For the future

  • I would experiment with the retention sequence. Different types of reminders, like an additional question a few days after reading the link, could help users master new topics and skills.
  • I’d optimize the link view for photos and videos since this is big part of content saved on the web
  • I’d refine the onboarding and saving sequences


  • You must create and test well-differentiated design solutions. In my usability testing I could have tried other ways to start the retention question sequence instead of just testing two similar buttons.
  • Your testers must match your research results demographically and psychographically. In my first round of testing, I had one tester who said they wouldn't find the platform useful. When I asked why, they explained that they just never forgot to read links. This didn’t match my survey results or personas, so from then on I made sure to use testers who were like my future link-savers.

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We’ve done lot’s of work, let’s check some from here.