What it does
Cosmo is an AI-driven photo and video editor designed for dramatic yet accessible transformations. Its core function is to allow users to apply a wide range of filters that alter appearance, from changing age and hairstyles to applying makeup and reshaping facial features. The app also includes advanced manual tools for retouching, object removal, and even generating animated videos like an aging progression.
Where it shines
The app excels at delivering immediate, high-impact results. The onboarding process is a great example, using a quick quiz (00:10) and a custom loading animation (00:22) to create a sense of personalization before the user even sees the editor. Once in the editor, the one-tap AI filters for 'Youth' (01:06) or 'Short' hair (01:59) provide instant gratification. The 'Remove' tool at 06:03 is also impressive, cleanly erasing a complex object with simple brush strokes.
UX highlights
- Instant Value Demonstration: The app's core editing loop is built around one-tap filters that produce powerful results instantly, showcasing the app's capabilities without a steep learning curve.
- Layered Complexity: Simple, broad filters are presented first. More granular manual controls like 'Smooth' (03:00) and 'Reshape' (03:40) are available in separate tabs for users who want more control.
- Contextual Tooltips: Instead of a heavy tutorial, the app uses small, dismissible tooltips (e.g., at 03:01) to guide users when they first access a manual tool.
- Clear Before/After: A persistent button in the editor (01:47) allows users to press and hold to see their original photo, constantly reinforcing the value of their edits.
- Organized Feature Set: The main editing screen uses a clean, tab-based navigation at the bottom to group dozens of features into logical categories like 'Age', 'Beauty', and 'Hair'.
- AI Feature Expansion: Beyond static photos, the app leverages its AI for more engaging formats like 'Aging Video' (08:05), turning a photo into a shareable animated asset.
Monetization & growth
Cosmo presents a soft paywall immediately after its brief onboarding quiz (00:25). The paywall offers a 3-day free trial for a weekly plan, with a heavily discounted annual plan ('Save %92') positioned as the primary call to action. This strategy aims to convert users early by locking core features while they are highly motivated by the personalized setup. After a user saves their first creation, the app prompts for an in-app rating (06:39) and offers to share the app (11:53), indicating a focus on acquiring user feedback and viral growth.
Who it’s for
The app is designed for social media users who want to create highly polished or fun, transformative content without needing professional editing skills. The focus on 'Face and body reshape,' 'Beauty and makeup,' and various hairstyle filters suggests a target audience interested in perfecting selfies and portraits for platforms like Instagram and TikTok. The 'Future Baby' and 'Aging Video' features also cater to users looking for fun, shareable content trends.
Notes & opportunities
The editing experience is fluid, but the initial onboarding forces users through two system permission prompts (notifications and tracking at 00:03) before they've interacted with the app at all. Delaying these requests until they are contextually relevant could improve initial adoption. Additionally, while the one-tap filters are powerful, the sheer number of them could become overwhelming. Introducing a 'Favorites' or 'Recently Used' section within the editor could help users quickly access their preferred styles.