01 // Case Study
ToDoTo is a task list with a timer built in. You write what you are working on, one click starts the clock, and reports show where your hours went: by day, week, month and project. When you need proof of your work, you export it as CSV or PDF.
It responds to a simple question most professionals cannot answer with evidence: I worked all day. On what? Without that answer, impact gets negotiated away in performance reviews, client conversations and budget discussions.
ToDoTo is deliberately not a project management tool. It is a personal layer of proof: your tasks, your time, and what they are worth.
02 // My Role
In a larger team, this scope would usually be split across:
03 // Current Stage
ToDoTo is a live product at todoto.diegonmtz.com. Anyone can sign up with Google or email, for free, with no card.
It is not a prototype. Data lives in each person's account, syncs between computer and phone, and every change is kept as history.
Today the product supports:
04 // The Problem
Employees are asked to prove their impact at review time, months after the work happened. Freelancers need to bill and defend their hours. In both cases, the evidence is scattered across calendars, chat threads and memory.
Existing tools fall on two extremes. Project management suites track work for the team and the manager, not for the person doing it. Time trackers measure minutes but lose the story of what those minutes produced.
The question was not how to manage projects better. It was: what is the smallest tool that lets one person capture what they do, with almost no effort, and turn it into proof of value?
05 // Product Thesis
If capturing work takes more than a click, people stop doing it. ToDoTo wins by doing less: one list, one clock, one place where every minute lives, and reports that turn it into evidence.
06 // Design Decisions
One visual language across the product, the landing page and this site: square corners, 1px lines, Space Mono labels, serif headings, pink used sparingly, orange only for the main action.
07 // Trust & Privacy
A tool that records how you spend your day has to earn trust before it earns usage. That shaped several decisions that are invisible in a demo but matter in real use.
The beta started with a third-party analytics service. I replaced it with our own counting: home-page visits per day, source, language and browser time zone. No cookies, no IP addresses, no visitor profiles.
Feature use is counted as totals, never as a timeline of what one person did, and never what they write.
08 // Quality as a Feature
Quality claims on the landing page are only the ones the product can back, each with the tool and the date. When the mobile score dropped from 97 to 91 after the landing launched, the badge was changed to the real number.
09 // Business Decisions
10 // How It Was Built
01 · Own experience
As a design and product leader, I needed to show what my time produced, not just that I was busy. ToDoTo began as the tool I wanted for myself, and I still use it for my own work.
02 · Research
I reviewed time trackers built for billing and teams (such as Toggl, Clockify and Harvest) and project suites built for managers (such as Asana, Jira and Notion). The gap was a personal tool that keeps tasks and time together and turns them into proof.
03 · Walkthroughs
Before each phase, I walked through the product as a first-time user and turned what got in the way into the next release: new tasks landing in the wrong project, a timer that was hard to find, too many ways to add a task.
ToDoTo went from its first commit on October 5 to eleven public releases between October 7 and 9, 2026. I worked as the product owner and designer, and directed AI coding agents for the implementation.
The agents wrote code. The decisions stayed human: what to build, what to cut, how it should feel, and whether a release was good enough to ship.
11 // Measuring & Next
An admin-only stats page shows visits, sign-ups and conversion by source and place, the first steps of new accounts, what people create, and which exports they use.
12 // Reflection
The most important decisions in ToDoTo were the things it does not do. Saying no to project management kept the product fast to use, honest in its numbers, and clear in its promise: know the value of your work.