What it does
Craft is a sophisticated document editor and note-taking tool designed for both individual and collaborative work. It blends traditional text documents with modern features like AI-powered content generation, task management, and unique embeddable whiteboards. This allows users to move fluidly from structured writing to freeform brainstorming within a single, aesthetically pleasing environment. The app also serves as a central hub for personal productivity, integrating calendars and reminders directly into notes.
Where it shines
Craft excels at making complex document creation feel intuitive and powerful. A great example is its AI Assistant (02:52), which is seamlessly integrated into the primary formatting menu, not hidden away. With a simple prompt, it can generate a detailed multi-day travel itinerary (03:18), transforming a blank page into a structured plan in seconds. Another standout moment is the introduction of Whiteboards (06:48). Instead of being a separate tool, a full-featured canvas can be embedded directly into a document, allowing users to visually map ideas right next to their written notes.
UX highlights
- Slash Commands: Tapping
/(03:46) instantly brings up a context menu for adding any type of content block, from to-do lists to images, which is much faster than navigating traditional toolbars. - Gesture-Based Editing: The app heavily utilizes gestures, like swiping right on a block (01:24) to access styling options, making the editing process feel fluid and native to mobile.
- Deep Document Customization: Users have granular control over a document's appearance, from page styles and fonts to custom backdrops and washi tape separators (10:35), allowing for highly personalized notes.
- Integrated Task Management: Tasks can be created anywhere and are automatically aggregated into a central 'Tasks' view (15:30), complete with calendar integration.
- Contextual Menus: Long-pressing on documents (14:17) or elements reveals a rich contextual menu with actions like duplicating, moving, or exporting, providing power without cluttering the interface.
- Flexible Views: The app offers multiple ways to view content, such as the standard document view, a freeform whiteboard, and a structured calendar (16:34), catering to different organizational needs.
Monetization & growth
Monetization is primarily driven by a subscription model for the 'Plus' tier, which unlocks unlimited usage and advanced features. The app presents a paywall when a user attempts an action reserved for premium users, such as adding a new space or accessing team settings (21:08). The paywall clearly highlights key benefits like unlimited documents and AI requests. It also offers a yearly plan at a discount to encourage longer-term commitment and presents a 14-day free trial, reducing the barrier to entry.
Who it’s for
Craft is for students, writers, project managers, and creative professionals who need more than a simple note-taker. Its blend of structured text, visual whiteboarding, and AI tools makes it ideal for anyone involved in research, planning, and content creation. The collaboration features also make it a strong contender for small teams looking for a flexible alternative to traditional office suites. The clean interface and deep customization options will appeal to users who value aesthetics and personalization in their productivity tools.
Notes & opportunities
While powerful, the sheer number of features and settings can be slightly overwhelming. For example, the page style menu (09:39) is extensive, and a new user might not immediately grasp the difference between page styles, backdrops, and paper types. The interactive onboarding (01:10) is excellent at teaching gestures, but a similar guided approach for navigating the deeper feature set could further improve user adoption. Additionally, while the AI assistant is well-integrated, providing more contextual, proactive suggestions could make it even more valuable.