Why We Named It 'nuj'

Have you ever driven past the pharmacy three times in one week, each time thinking “I really need to pick up that prescription”?

Every time, the thought comes too late — you’re already in the flow of traffic, already thinking about the next thing, already running late for something else.

Then Friday night comes, and you go to take your medication, only to realise you still haven’t picked it up.

That feeling — standing there at your kitchen counter, that mix of frustration and disappointment — it’s something we all know too well.

Not because we’re forgetful people, but because remembering isn’t just about what we need to do.

It’s about remembering at the right moment, in the right place, when we can actually do something about it.

What nuj Is Really About — Building What People Actually Need

These days, everyone’s slapping “AI-powered” on their apps like it’s hot sauce at a burger joint.

“Want some AI with that?”

No thanks, we’re good.

We built nuj because life is complicated enough without having to remember everything at exactly the right time and place.

Whether it’s medications, library books, grocery shopping, or picking up something important for someone you care about — it’s not that we forget completely.

We just don’t remember at the moment when we can actually do something about it.

We wanted to create something that works the way our brains actually work — not on strict schedules, but on real-life patterns.

Something that could tap you on the shoulder when you’re actually near the pharmacy, not at some pre-set time when you can’t do anything about it.

We’re bootstrapping this ourselves because, it turns out that when you’re building something to help people remember things, it helps to remember why you started in the first place.

(See what I did there? Don’t worry, I’ll keep the dad jokes to a minimum.)

What’s in a Name?

Names are funny things, aren’t they?

Like how you can spend hours picking the perfect name for a plant, only to end up calling it ‘Steve’ anyway.

With nuj, we actually put a bit more thought into it than that (though Steve was briefly on the shortlist).

“Send me a nudge.”

That’s where it started. But “nudge” felt a bit… much.

Like wearing a three-piece suit to a pizza place.

So we stripped it down to “nuj” — simple, friendly, and slightly fun to say.

Try it: “Send me a nuj.” Easy.

Building Something That Actually Helps

I’m neurodivergent, and some days my brain feels like it’s running a million processes at once.

Important things slip through the cracks — not because they’re not important, but because there’s just so much to keep track of.

I know I’m not alone in this.

Traditional reminder apps never quite worked for me.

They’d ping at specific times, but what good is a reminder to buy milk at 3 PM when you’re nowhere near a shop? Or a reminder about a task when you’re not in the right place to do it?

We wanted to build something different.

Something that understands that remembering isn’t just about when — it’s about where you are and what you’re doing too.

Making It Work For Everyone

When we were designing nuj, this wasn’t just some tick-box exercise in accessibility.

It was more like, “Hey, what if we built something for brains that work like mine?”

You know those moments when you’ve had a brilliant idea, but your brain’s already three thoughts ahead and… oh look, a squirrel!

That’s what we built nuj for — those moments when your mind’s doing its best pinball impression, bouncing from thought to thought.

Breaking Free from Platform Prisons (No Jailbreak Required)

Picture this: You’re heading home after work, still thinking about that weird thing your boss said in the meeting (seriously, who says “synergize” unironically?).

Your partner, on their iPhone, realises they need milk.

The Old Way

They send you a text. You see it, think “Yep, milk, got it,” and immediately go back to wondering if you accidentally liked your ex’s Instagram post from 2019.

By the time you get home — no milk.

The nuj Way

They send you a nuj (from their fancy iPhone to your trusty Android, or vice versa — we don’t judge).

You accept it and then forget about it immediately because you’re human and your brain’s already moved on to wondering if dogs know they’re dogs.
 

But here’s the magic: as you’re driving home, nuj spots you’re near the shop and gives you a gentle nudge. “Hey, remember that milk?”

Crisis averted, tea saved, household hero status achieved.

The Power of Doing One Thing Well (Instead of Five Things Badly)

You know those Swiss Army knives with 47 attachments? The ones where you can supposedly open a tin can while trimming your beard and tuning a piano? Yeah, we didn’t want nuj to be like that.

We’re keeping it simple.

One thing, done right: helping you remember stuff at the right time and place. No bells, no whistles, no built-in cryptocurrency calculator (you’re welcome).

Looking Forward (While Remembering Where We Put Our Keys)

We’re building nuj for the long haul, doing it our way.

Right now, we’re focused on making something properly good for iOS and Android users, with web coming later (because apparently some people still use computers — who knew?).

Our team is diverse because that’s who showed up with the right mix of understanding and skills. Over half of us are women, and we all bring different perspectives on what makes a truly helpful app.

Join Us on This Journey

We’ve got some proper nerdy thoughts about everything from font choices to colour psychology (turns out, making an app that doesn’t stress you out means not making it look like a circus threw up on your phone).

We’re kicking off beta testing early in the new year, and we’d love to have you involved.

Warning: May involve actual remembering of things. Side effects include decreased forgetfulness, increased “how did I live without this?” moments, and occasional bursts of feeling smugly organised.

Because at the end of the day, we’re building this for real people.

People who sometimes forget why they walked into a room. People who’ve mastered the art of the “I totally meant to do that” recovery walk when they forget the milk.

People like us.

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First published on our Medium account