Elk Currency Converter

What it does

Elk is a currency converter designed for speed and simplicity. Instead of a traditional calculator-style interface, it presents a conversion table that users can manipulate with gestures. Swiping left and right multiplies or divides the amounts by ten, allowing for rapid estimation of costs at different magnitudes, a common need for travelers.

Where it shines

The app's primary strength is its fluid, gesture-based interface. At 00:04, the user effortlessly scales all values from single digits to tens with a simple swipe, showcasing how quickly one can check prices for a coffee versus a dinner. Another standout is the 'Create Wallpaper' feature (01:48), which transforms the conversion table into a custom lock screen image. This turns a simple utility into a persistent, glanceable tool.

UX highlights

Gesture-driven Interface: Swiping left and right to scale values is intuitive and much faster for estimations than typing numbers.
Progressive Disclosure: Tapping a row (00:08) reveals in-between values, keeping the initial view clean while allowing for more detail when needed.
Minimalist Design: The UI is clean, focusing entirely on the conversion table without distracting elements, which makes the information easy to read.
Clever Utilities: Features like setting a custom rate (01:19) and creating a Siri shortcut (02:21) cater to power users and add significant value beyond basic conversion.
Contextual Onboarding: The app teaches its unique gestures through an interactive overlay on the live UI (00:00), which is more effective than a separate tutorial.

Monetization & growth

Elk uses a freemium model with a contextual paywall. The paywall (00:49) is not shown on launch. Instead, it appears only when a user attempts to access a premium feature, such as 'Set Custom Rate'. The offer includes a monthly and an annual plan, with the annual option highlighted with a '58% OFF' discount and a 3-day free trial. This approach respects free users while clearly communicating the value of upgrading when the user shows intent.

Who it’s for

This app is ideal for international travelers who need to make quick, ballpark estimations of costs while shopping or dining. It's also useful for anyone who deals with multiple currencies and wants a faster way to compare values at different scales without constantly using a calculator. The power-user features appeal to those who need more control, like setting their own rates for business purposes.

Notes & opportunities

While the gesture-based UI is powerful, its novelty means the onboarding is critical. The app shows the tutorial again at 02:30, long after the first session. This could be a bug or a deliberate re-engagement tactic, but it might feel redundant to an active user. The app's minimalist design is elegant, but it could potentially hide some of its powerful features in the three-bar menu, which some users might not explore.