Esti: Aesthetic Photo Editor

What it does

Esti is a mobile photo and video editor tailored for content creators seeking a specific, polished aesthetic. It goes beyond simple filters by offering advanced tools for retouching, applying cinematic effects, and creating a consistent visual identity. The app is designed to streamline the editing workflow, with features like batch editing and customizable presets, positioning itself as a tool for elevating social media content.

Where it shines

The app's onboarding is a standout experience. It uses a multi-part, thematic quiz (00:30 - 01:05) to understand the user's creative goals, style, and inspiration. This makes the personalization feel thoughtful and consultative. Another strong moment is the core editing interface itself. The app offers a huge range of adjustments, from basic filters (03:12) to granular controls for textures (03:34), stars (04:18), and even vintage date stamps (04:37), giving creators a deep toolkit to play with.

UX highlights

Copy/Paste Edits: At 08:58, the app reveals a powerful workflow feature. Users can copy all adjustments from one photo and paste them onto another, which is perfect for maintaining a consistent feed aesthetic.
Themed Quiz: The onboarding quiz is broken into logical sections like "What brings you to Esti?" and "What inspires you the most?" This reduces cognitive load and makes the process feel purposeful.
Visual Previews: All filters and effects are shown with clear, high-quality thumbnail previews, allowing users to see the result before applying it.
Granular Sliders: Tools like the "Heal" brush (06:08) and various effect sliders offer precise control, moving beyond simple one-tap edits.
Preset Saving: At 07:29, the user saves their combination of edits as a new preset, demonstrating the app's focus on creating a repeatable, signature look.
Non-destructive Previews: When selecting a filter category like "Clean Girl" (02:44), the app shows a preview of templates and filters without forcing the user to import a photo first.

Monetization & growth

The app introduces its subscription with a soft paywall at the end of the onboarding flow (01:40). It presents a 3-day free trial that converts to a weekly plan, alongside a yearly option that highlights a significant "Save 85%" discount. The value is communicated through a background video showcasing beautiful edits and a scrolling list of pro features. After the user subscribes, a "Free trial activated" screen (02:25) provides clear confirmation and offers to set a reminder before the trial ends, a nice touch for building trust.

Who it’s for

Esti is clearly built for aspiring and professional content creators, influencers, and anyone serious about curating a specific aesthetic on platforms like Instagram, TikTok, and Pinterest. The feature set, including batch editing, custom presets, and trendy looks like "Film & Analog," directly caters to users who view photo editing as a key part of their brand or creative expression, rather than just a casual hobby.

Notes & opportunities

The app experience is polished, but there is a moment of friction when an error message "Something went wrong" briefly appears (03:44) while using the refocus tool. Although it resolves quickly, it temporarily breaks the flow. Additionally, while the onboarding is comprehensive, its length could be a hurdle for users seeking immediate access to editing tools. Offering a "skip" option might cater to more impatient users without sacrificing the personalization for those willing to complete the quiz.