Diet & Training by Ann

What it does

Diet & Training by Ann is a mobile fitness and nutrition app designed to create highly personalized plans for its users. It guides new users through an in-depth questionnaire covering their physical characteristics, fitness goals, motivations, and current activity levels. Based on this data, the app generates a tailored diet and workout regimen, including a specific daily calorie target, to help users achieve their desired weight.

Where it shines

The app's onboarding is its standout feature, meticulously designed to build user investment. The quiz is extensive, but a key moment is the interactive body part selection at 00:19, which is more engaging than a simple list. The entire process culminates in the pre-paywall plan summary at 01:11. This screen brilliantly translates the user's quiz answers into a tangible, visual plan, complete with a projected weight loss graph. This single screen effectively proves the app's value before ever asking for a subscription.

UX highlights

Interactive quizzing: The quiz uses visual aids, like the tappable body diagram (00:19), to make data input feel less like a chore.
Clear, single-column choices: Each quiz screen presents a simple question with large, easy-to-tap options, reducing cognitive load and speeding up the process (e.g., 00:28).
Unit conversion: The app allows users to switch between metric and imperial units for height (00:36) and weight (00:46), accommodating a global audience.
Animated plan generation: A progress wheel animation (01:06) provides feedback that the app is actively "tailoring" the plan, creating a moment of anticipation.
Value crystallization: The plan summary screen (01:11) is a masterclass in value framing, showing the user the personalized output of their efforts before hitting the paywall.
Contextual permissions: The notification prompt at 00:58 is prefaced with a screen explaining the benefit: getting workout reminders. This increases the likelihood of opt-in.

Monetization & growth

Diet & Training by Ann employs a hard paywall, meaning users cannot access the app's features without subscribing. The initial paywall at 01:16 presents two options: a monthly and a yearly plan, with the yearly plan highlighted as the 'Best price'.

A more interesting tactic appears at 01:24. When a user closes the initial paywall, an exit-intent offer is triggered. This second paywall presents a single, heavily discounted monthly plan with a one-minute countdown timer, creating urgency and aiming to convert hesitant users who were initially deterred by the price.

Who it’s for

Based on the onboarding flow, the app targets individuals who are serious about achieving a specific weight loss goal and are looking for a structured, personalized plan. The detailed quiz suggests a user who is willing to invest time upfront for a tailored solution rather than a generic fitness app. The focus on diet, calories, and specific body parts appeals to users with clear aesthetic or health-driven objectives.

Notes & opportunities

While the quiz is effective at building investment, its length could be a point of friction for some users. No progress indicator is shown during the quiz, which might lead to some drop-off. Additionally, the app requests tracking and notification permissions (00:04, 01:01) very early in the flow, before fully establishing trust or demonstrating value, which could be moved to a more contextually relevant point later on. The plan summary is excellent, but adding a small sample workout or recipe could make the value proposition even more concrete.