Create exe file from Universal Windows Application
I think you are talking about a Windows 10 app !? There are several ways to do this. Your best bet is to distribute it through the Windows Store. You can hide the app there so that it is only visible to people who have a direct link to the app. Your friends can download it directly from the store.
Another option is to provide live IDs for your friends in the store. Your friends will then receive an email with a direct link.
An option that you can actually find, which is not store-related at all, is to create an app package and deploy that package to your friends. (See screenshot) For Windows Store apps, you will not create an .exe file, you will only create .appx packages.
Select not to upload to the store in the next dialog box. Then click "Create". In the output directory you will find a * .appx file (not * .exe)
You can distribute the app via sideloading. Just copy the contents of the output folder to your friends machine and run the ps1 script in Powershell. This will start installing the application.
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