When we designed the Callie app, we wanted it to feel friendly and easy to use, while still coming across as professional and trustworthy.

Our team were tasked with making a free personal safety app that would take the lessons of our B2B solution but focused on those who want a bit of extra support in their day-to-day lives.

The app was built by safety experts Safepoint and is backed by security giants, ADT. It is completely free and empowers users with an array of clever safety features.

With Callie, we've made it easy for people to keep track of everyone they care about, all in one place. The app will notify you if someone is alerted, but you can also see any active sessions –including any notes and updates– as well as the user's location, battery and cell status.

Once a user's session is over, however, their loved ones won't be able to see them. Callie is focused on privacy, as well as safety.

People use Callie every day when they're exercising, commuting, travelling, or simply when they're on dates and nights out. With Callie, you just add what you're doing, how long it will take, and any notes, and your session is instantly shared.

If the user doesn't check in as safe before their time limit, an alert is sent out. Making this as intuitive as possible was a big focus for our design team.

Alerts are sent either when a session times out, or when a user taps the "Send alert" button. Once triggered, the user's trusted contacts will be notified and will be able to use the live updates to make a response.

The Callie team has developed an exclusive safety bracelet to compliment the app. Made out of the highest-quality materials, this clever piece of wearable tech looks effortlessly stylish yet is packed full of features.

Callie's Safety Bracelet (launching soon!) pairs with the app and can trigger alerts and fake calls surreptitiously. Just tap your wrist and your loved ones will be alerted.

The challenge for the team was to seamlessly integrate the app with the device and to make onboarding a breeze.

"Fake Call" is one of Callie's handy features for life's daily awkward moments. We designed the Fake Call feature based on feedback from people who wanted a way to get out of "low-risk" or "awkward" situations.

With Fake Call, you can pre-select a countdown timer and a type of voice. Once triggered, an authentic-sounding call will come through to your phone –helping you make your excuses and leave.

Callie is the only personal safety solution in the UK to be paired with security giants, ADT. We are very proud to bring ADT's 150 years of security experience into the Callie app.

With our CalliePlus service, all alerts –manual and automatic– are sent to ADT's agents who operate from their dedicated Alarm Receiving Centre. ADT will then check up on the user, help them through their situation and, if necessary, work with the emergency services to provide a response.

Who made it?

Callie Personal Safety was conceived and created by the Safepoint team as a sister brand to their popular B2B solution.

As well as the in-house team, of which I was proud to be a part, major thanks should go to our various partners –especially NPD who oversaw the design of the wearable device.