Apple’s Invites mimicked Partiful. Just how good is Partiful?
Lessons from Partiful UX
What’s happening?
Apple launched “Invites,” a digital invitation service that closely mimicked Partiful - a free social event-planning app that gained significant popularity from Gen Z and young millennials.
It was crowned Google Play's Best App of the Year and named a finalist on the App Store in 2024.
Image credit: digestible UXHow Partiful changed the game
Before Partiful, Gen Z and young millennials used a mix of different platforms (iMessage, WhatsApp, Messenger, etc) to plan and coordinate parties. But each had its friction points that made the process messy and less seamless.
Partiful makes it easy to collect RSVPs while keeping things fun. It also allows people interact before and after the party, making it feel like a group chat with event planning built-in.
Image credit: PartifulWhy Partiful’s design works
1. Remove friction to adoption
No app required, just a simple link for RSVPs.
Instead of forcing users into a new system, Partiful fit into existing behaviors (texting, social media, and group chats).
SMS reminders are more powerful than app notifications. Unlike apps, people actually check their messages, reducing no-shows.
2. Emotional & social-first UX
Parties are associated with fun, not logistics
Partiful made event planning feel lighthearted and exciting.
Their design - soft multi-colored gradients layered with animated confetti and fun memes creates hype from the planning stage.
3. Create a growth loop
Partiful invites created an organic word-of-mouth growth engine.
Every party hosted on Partiful introduced the platform to new people.
Attendees saw how easy and fun it was, so when they hosted their own event, they were more likely to use Partiful.
Deeper dive into Partiful’s UX
1. Dampening fear of uncertainty: “Should I go?” 🤔
Partiful didn’t just make event planning easier—it reduced the social anxiety that stops people from going to parties in the first place.
People hesitate to commit to events when they’re unsure what to expect or worry about feeling left out.
The guest lists allow invitees to keep track of who’s coming before they commit.
Pre-event group chat lets attendees interact before the event, breaking the ice early.
2. Keeping the hype alive: after-party UX 🎉
Partiful didn’t just focus on getting people to the party—they extended the experience after the event, reinforcing positive emotions and increasing the likelihood of repeat use.
People may want to stay in touch but without a structured way to reconnect, new friendships fade quickly.
Group chat stays open post-event and encourages guests to share photos, thank the host, and keep the conversation going.
Guests can DM each other (optional privacy settings) makes it easy to follow up with new friends.
Worth thinking about
What hidden anxieties might prevent people from using your product, even if they need it?
Are you designing for engagement before, during, and after the core experience?
What do you think
When a big player like Apple copies a rising startup, does it validate the idea or kill innovation? What do you think?