Grab your fellow nerds, and get reading

The goal was to remove friction from the logistics of book clubs and make room for what really matters: reading together, discussing meaningfully, and actually finishing the book.

We wanted to help shape the entire experience—from initial concept to product design and branding—crafting an app that could meet the needs of both casual readers and die-hard lit lovers, all while fostering connection, accountability, and joy.

Book clubs sound lovely in theory—but in practice, they’re often messy. Schedules clash, messages get lost, someone always forgets the date, and no one’s quite sure which edition of the book to buy. Existing tools (read: endless group chats and scattered calendars) weren’t built for this kind of shared experience.

We spoke with readers in both established clubs and those just trying to get one off the ground. What we learned was clear: the magic of book clubs lives somewhere between structure and spontaneity. People loved the idea of reading together, but dreaded the admin. They wanted support for planning and scheduling—but also the freedom to keep things casual when needed.

Another key insight: not all book clubs look the same. Some are tight-knit groups of friends, others are open to the public. Some meet monthly over wine, others asynchronously via chat. Flexibility and personalization were crucial to the experience, along with subtle nudges to help with momentum (without guilt-tripping anyone who fell behind).

We designed Booki as a modular, human-first platform that adapts to the vibe of your club—whether it's cozy and intimate or big and open. Users can discover or create clubs, set meeting times, vote on books, and keep track of reading progress in a way that feels communal rather than rigid.

In-app discussion threads allow for ongoing conversation, while smart reminders and scheduling tools remove the usual “who’s hosting?” chaos. We also built in space for profiles, shared libraries, and even mood-setting elements like themed reading lists. The interface is soft, welcoming, and gently organized—because book club life shouldn’t feel like work.

In the first month, which coincided with the peak hiking and cycling season in Denmark, we saw a 48 percent increase in website visits. Users were actively exploring the site, drawing inspiration for their upcoming trips on Hærvejen. The new app was downloaded over 4,000 times, with more than 50% of users engaging with the actual routes.

The overall engagement rate across both the website and the app reached an impressive 90 percent per visit, and the app received a rating of over 4 stars.