Concepts

What it does

Concepts is a powerful vector-based sketching app designed for creative professionals. It offers an infinite canvas, allowing for boundless ideation without the constraints of a fixed page size. The app blends the fluidity of traditional drawing with the precision of computer-aided design (CAD), making it a versatile tool for architects, illustrators, and product designers.

Where it shines

Concepts excels in its core interaction model and powerful toolset. The radial tool wheel (04:36) is a standout feature, providing rapid access to a vast array of brushes, colors, and functions without cluttering the screen. The app's vector engine is another highlight; every stroke is editable, allowing users to select, move, and adjust lines after they've been drawn. Finally, its precision tools, like the on-canvas measurement guides for lines and arcs (08:16), seamlessly integrate technical accuracy into a freeform creative workflow.

UX highlights

The Tool Wheel: A compact, on-demand radial menu (04:36) keeps essential tools within thumb's reach, speeding up workflow significantly.
Live Brush Customization: When editing a brush, a live preview at the top of the menu (03:04) shows real-time changes to size, opacity, and smoothing, removing guesswork.
Extensive Color System: The app features a professional Copic color wheel (03:52), providing a familiar and comprehensive palette for designers.
Precision Guides: On-canvas guides for lines, arcs, and angles appear contextually, offering CAD-like precision with live measurements (08:25).
Object-Based Workflow: Users can create and import objects, like trees or people (09:17), and easily place and scale them within a drawing, streamlining complex scenes.
Flexible Export Options: The export flow (10:11) offers extensive control over format (JPG, PNG, SVG, PSD), region, background inclusion, and resolution.

Monetization & growth

The app operates on a freemium model with a powerful subscription offering. After a mandatory account creation during onboarding, users are presented with a soft paywall (01:54). It offers a free trial for a monthly or yearly plan that unlocks all features, brushes, and objects. The paywall clearly communicates the value of the subscription, highlighting the jump from a basic free version to over 200 features. The yearly plan is incentivized with a prominent "Save 50%" tag.

Who it’s for

Concepts is clearly built for creative professionals and serious hobbyists. Its feature set, including vector manipulation, layers, and precision tools, is geared toward architects, industrial designers, illustrators, and graphic designers. The infinite canvas is perfect for brainstorming, mind-mapping, and developing large-scale concepts, while the export options ensure compatibility with professional desktop workflows.

Notes & opportunities

While powerful, the app's onboarding could be a point of friction. The mandatory account creation (01:03) before the user can even try the basic tools might deter some casual users. Introducing a guest mode or allowing some basic drawing before the sign-up prompt could improve initial engagement. Additionally, the sheer number of tools and settings, while a strength for experts, could present a steep learning curve for beginners. A more guided, interactive tutorial within the first drawing session could help ease new users into the app's full potential.