One Sec: Rewiring Your Brain & Raking In $150K/Month By Adding Friction

The Genius Hook: Friction as a Feature ✨

The core premise is deceptively simple yet rooted in behavioral science. When you try to open a configured distracting app (like Instagram or Facebook), one sec intervenes, forcing a brief pause – often a guided breathing exercise or a moment to look at yourself via the camera (the "Mirror" intervention).

This isn't about blocking apps entirely; it's about breaking the automaticity of opening them. That tiny moment of friction forces mindfulness. Do you really need to open this app right now? On average, they claim users save an hour daily – a powerful stat highlighted immediately. This core mechanic is customizable, offering various interventions like minimal breathing, following a dot, or even just a black screen, allowing users to tailor the friction to their preference.

Onboarding: Guiding Through Complexity 🧭

Setting up an app that intercepts other apps requires diving into iOS Shortcuts – potentially a huge friction point. One sec tackles this brilliantly across its initial steps.

First, it hits you with the powerful value proposition: "Save one hour every day – that's 2 weeks per year!" Instantly, the benefit justifies the effort. Then, it immediately mitigates the setup fear: "It's just 5 minutes NOW to set it up." This framing is crucial.

The onboarding then offers a comprehensive tutorial section. Users get a screen recording showing the exact steps within the Shortcuts app, which continues playing as a mini-player. There's also a step-by-step text guide with clear visual highlights and direct links to open the Shortcuts app. They even offer to email or share the tutorial, removing the need to switch back and forth. This multi-pronged approach transforms a potentially complex setup into a guided, manageable process.

Monetization: The Soft Touch Paywall 💰

Interestingly, one sec presents its paywall before the main setup tutorial but after the initial value proposition. It offers a "First Week Free, then €14,99 / Year" model. Crucially, it's a soft paywall – users can choose to "Skip for now."

This strategy is smart. By allowing users to proceed with the setup (the core value delivery) without immediate payment, they increase the chance of converting users who successfully integrate the app and experience its benefits firsthand. It filters for intent while lowering initial resistance. The fact that the app runs no ads further reinforces its premium positioning, focusing entirely on user value rather than intrusive monetization.

Beyond the Pause: An Ecosystem for Focus 🧘

One sec isn't just a one-trick pony. It builds a comprehensive ecosystem around mindful phone usage:

• Progress Tracking: The overview dashboard provides tangible proof of the app's effectiveness, showing prevented app opens and cumulative time saved (e.g., "6 MINS Time saved" for Facebook). This positive reinforcement is key for retention.
• Deep Customization: Users can fine-tune interventions, set app-specific durations, enable "Intentional App Switching" to avoid interventions during quick task-switches, and even leverage the Screen Time API for more robust blocking.
• Focus Tools: The "Block-Session" feature acts like a Pomodoro timer, allowing users to block distracting apps for set periods (e.g., 20 mins, 1 hr) to focus on tasks, with options to allow pauses or select specific apps.
• Mindfulness Integration: The Journaling feature (Morning & Evening) encourages reflection, prompting users to articulate feelings or intentions, further cementing mindful usage patterns. Typing entries and selecting emotions adds another layer of interaction.
• Education & Support: The app includes articles and guides on topics like digital wellbeing and focus techniques ("How silicon valley corps trick our brain," "How to get the most out of Apple's Focus Modes"). This positions one sec as a resource, not just a utility.
• Thoughtful Extras: Features like a Dyslexic Font option, the ability to lock the Shortcuts app itself, and an "Adult Content Detox" mode show a deep consideration for user needs and edge cases.

The Personal Touch & Design Philosophy 🎨

The app predominantly uses a clean, dark-mode aesthetic with calming illustrations. The "About" section prominently features the founder, Frederik Riedel, with the quote "I've built this app for myself." This adds a layer of authenticity and relatability often missing in utility apps. Small touches, like the strategically timed App Store rating prompt after demonstrating value, show optimization finesse.

Why One Sec Wins 🏆

One sec's success, reflected in its $150K monthly revenue and consistent user growth since 2020, stems from several key factors:

1. A Unique, Science-Backed Core Mechanic: It addresses the root of impulsive app usage effectively.
2. Masterful Onboarding: It turns a potentially complex setup into a guided, low-friction experience.
3. Value-Driven Monetization: The soft paywall prioritizes demonstrating value before demanding payment.
4. A Deep Feature Set: It evolves beyond the initial intervention into a holistic focus and mindfulness tool.
5. Premium Positioning: No ads and a clear focus on user well-being build trust and justify the subscription.

One sec proves that sometimes, the best way to improve user experience isn't removing friction, but adding it intelligently. It's a powerful reminder that understanding user psychology and designing thoughtful interventions can create highly successful, impactful products in crowded markets. Analyzing apps like this reveals the hidden patterns and strategic decisions that separate breakout hits from the rest.