Adult Coloring Book - Pigment

What it does

Pigment is a digital coloring app designed for adults. It offers a large library of intricate illustrations across various categories for users to color. The app provides a suite of tools, including tap-to-fill, realistic brushes, and custom color palettes. A key feature is the ability for users to import their own photos and convert them into colorable pages. The app also has a strong social component, allowing users to publish their finished work to a community gallery, follow other artists, and comment on creations.

Where it shines

Pigment excels by blending content consumption with powerful creation tools. The feature to import a personal photo and instantly turn it into a coloring page (08:42) is a standout, offering limitless, personally meaningful content. Another strong moment is the pre-coloring inspiration gallery (01:27). Before starting a new piece, the app shows how other community members have colored the same artwork, effectively solving the 'blank canvas' problem and fostering a sense of community.

UX highlights

Personalized Onboarding: The initial quiz (00:07) asks about art and color preferences, creating an immediate sense of a tailored experience.
In-Context Tutorials: The app introduces core features like the Fill tool (01:42) and panning/zooming (01:48) right before the user's first coloring session, making the instructions timely and relevant.
Robust Community Moderation: Users have granular control to report comments with specific reasons (07:23) and block other users (07:31), fostering a safer community space.
Flexible Project Management: The user's profile (08:22) allows for intuitive management of saved works, including deleting, duplicating (09:25), and reordering projects with a simple drag-and-drop interaction.

Monetization & growth

The primary monetization strategy is a premium subscription, presented after the initial personalization quiz. The app uses a soft paywall (00:44) that offers a 7-day free trial, reducing the barrier to entry. The yearly plan is highlighted with a 'Save 78%' discount to encourage a longer-term commitment. The community gallery acts as a powerful growth and retention loop. To participate by publishing art (04:07), users must create an account, which captures user data and enables social features like following and notifications.

Who it’s for

The app is for adults seeking a relaxing and creative digital hobby. It caters to a wide spectrum of users, from casual individuals looking for a simple tap-to-fill experience to more dedicated digital artists who want to use advanced brushes and create art from their own photos. The community aspect also appeals to users who enjoy sharing their work and drawing inspiration from others.

Notes & opportunities

While the onboarding is effective, the app immediately shows the native iOS ATT prompt (00:42) without a warm-up screen, which could be an opportunity to provide context and increase opt-in rates. The requirement to create an account to publish art (04:07) is a logical step for building a community, but it does introduce a point of friction after the user has already subscribed and completed a piece of artwork. A more streamlined, one-tap publishing process for new users could be tested.