What it does
EPIK is a comprehensive AI-powered editing suite for both photos and videos. It goes beyond standard filters and adjustments, offering a powerful set of tools designed to enhance, transform, and create content. Users can perform basic edits like cropping, apply advanced AI features like object removal and background replacement, or explore creative options like AI-generated hairstyles, face analysis, and shareable templates.
Where it shines
EPIK's strength lies in its vast and accessible AI toolkit. The AI Remove tool, shown at 01:25, effectively erases unwanted elements from a photo with a simple brush stroke. The app's ability to turn a standard portrait into a creative piece is on display when the user changes the background and adds stylized text (08:50). A standout feature is the detailed Face Shape Analysis (10:49), which provides personalized styling tips, turning the app into more than just a utility.
UX highlights
- Customizable Toolbar: The "My Kit" feature (09:38) allows users to create a personalized toolbar, a smart way to let power users optimize their workflow without cluttering the UI for newcomers.
- Before/After Preview: A simple but effective slider (02:43) lets users instantly compare their edits to the original image, providing clear feedback on their changes.
- AI Feature Loading: Custom loading animations (e.g., 01:33) for AI processes keep the user engaged and informed that something complex is happening in the background.
- Community-driven Templates: The template gallery (14:05) leverages user-generated content, offering endless inspiration and lowering the barrier to entry for creating complex edits.
- Contextual Tooltips: The app uses unobtrusive tooltips to explain features as the user discovers them, like the one for AI Remove at 01:21.
- Direct Manipulation: Many features, like the lighting tool (03:25), use direct on-canvas controls, making the editing process feel intuitive and hands-on.
Monetization & growth
Monetization is introduced immediately after the initial permission prompts. At 00:08, the user encounters a paywall for 'EPIK Pro'. The offer emphasizes a '50% OFF' discount for the yearly plan and includes a 7-day free trial to reduce the barrier to conversion. The price is also broken down into a monthly equivalent ($4.33/Month at 00:13) to make the annual commitment seem smaller. Throughout the app, numerous features are marked with a 'Pro' badge, constantly reminding free users of the benefits of upgrading.
Who it’s for
EPIK targets a broad audience, from casual social media users to more serious content creators. Its simple interface and one-tap solutions like filters and templates appeal to those looking for quick enhancements. At the same time, its powerful AI tools, granular adjustment controls, and template creation system cater to users who want more creative control and are willing to invest time in perfecting their images and videos.
Notes & opportunities
The app's feature set is extensive, which can be overwhelming. The home screen presents many options, and the main editor has multiple tabs and sub-menus. While 'My Kit' helps, the initial discoverability of specific tools could be a challenge. For example, the powerful 'Selective' color adjustment tool is nested within several taps. Simplifying the primary navigation or offering guided editing 'journeys' for specific outcomes could help users navigate the app's depth more effectively.