Riffing off Framed Tweets I thought of an idea of sending a small violin to people in the post. After some research on Alibaba, I found little violins (think brass figurines) were a little more expensive than I thought. So I went back to the drawing board and somehow came up with sending emojis on postcard, so at 3AM I bought emojimailer.com.

After letting the domain languish for a while like all 3AM domains, I eventually started building. I originally played with the idea of building EmojiMailer with a bunch of different technologies, however settled on using something I was familiar with, Ruby on Rails. This allowed me to quickly build an MVP, using Lob and Braintree which worked end-to-end. However I didn’t like the experience, so after some consideration I decided to build a wizard-like interface with React. Although early on in the project I wanted to stick with known technologies, however the project was in a position where I was comfortable introducing something new. After doing some basic tutorials/projects and coupled with my VueJS experience, I wrote the frontend from scratch. I won’t lie, there was a lot of blood sweat and tears. I did the bulk of the work during a sojourn in paradise I did most of the ReactJS work. Happy with the results but not happy with the look, I decided to have a look at the design.

Original Logo

Original Design

As above, you can see it is functional and not overly ugly but doesn’t really fit with the idea. I decided to approach a designer friend to help me design a new website with a focus on mobile and UX. I was blown away with the design and the new logo.

After implementing the new design and some light refactoring I really struggled to motivate myself to finish the project. I have always found the last part of a project the hardest, it has been a slog to finish it. To keep myself motivated on releasing the bare minimum needed, I kept two lists, ones I need to launch and ones that I can do later. This helped me while I was in the weeds and thought “Feature X” would be cool, I would write it in my later list. The biggest motivation part of the project was receiving a postcard in the mail which I paid for through my website.


So this project is probably my first personal project that is actually commercial which has been an interesting learning experience. A few of my takeaways have been:

  • Payments can be hard
  • Need to think about things from the customers perspective
  • UX/Design can make a big difference
  • Get it done then make it better
  • Need a lot of error handling around APIs
  • Launching is REALLY hard
  • Refactoring can wait (not too long though)
  • A tangible output can be great to see
  • Redux can be useful but also confusing

I managed to learn a lot from this project and I haven’t got to the launch lessons yet (coming soon)!

In terms of areas of improvement, I think I definitely spent too much time on the project. In terms of commercialization, this isn’t a product anyone needs and I think the number of people who want it is very small. If this project wasn’t for fun I think I would have definitely done customer development upfront.

That being said, there are heaps of aspects of this project that I am pleased with. Foremost how polished the design is and the fact that it is a fully integrated frontend and backend which I haven’t done recently. I decided not to spend too much time on devops early on and rely on Heroku, which I believe helped me finish probably a week or two earlier. This obviously had the downside of cost and lack of control but I think it was worth the trade-off. As mentioned before I used React for this project without having used it before, I learnt a lot and surely will help with job opportunities. I even got to dog food my other project Fit on a Floppy for checking my website size!


EmojiMailer has been really fun and challenging to work on, seeing something quite polished and end-to-end has been really rewarding. However now it is time to move onto my next project!