What it does
flowkey is a mobile application designed to teach users how to play the piano. It provides a structured learning path through video-based courses, covering everything from basic posture to advanced techniques. The app features a large library of popular songs across various genres, with interactive sheet music that follows along as you play. It caters to all skill levels, from absolute beginners to experienced players.
Where it shines
flowkey excels in its structured and user-friendly approach to learning. The onboarding quiz (00:06) quickly establishes a personalized path, making the user feel understood from the start. The core learning experience, demonstrated at 02:02, is particularly strong. It combines a top-down view of a person playing the piano with synchronized, easy-to-read sheet music and a virtual keyboard overlay. This multi-modal approach helps learners connect the abstract notes on the page to the physical keys on the instrument.
UX highlights
- Personalization Funnel: The app uses a five-question quiz during onboarding to tailor content, asking about experience, goals (00:13), and music taste (00:22). This builds user investment before the sign-up prompt.
- Clear Trial Explanation: Before showing prices, a dedicated screen at 01:09 clearly explains the 7-day trial timeline, including when a reminder will be sent. This builds trust and reduces subscription anxiety.
- Organized Course Structure: Lessons are logically grouped into courses like "Introduction to the Piano" (01:43) and "Playing Scales" (03:47). Progress is clearly marked with percentages, motivating users to continue.
- Level-Based Song Access: When selecting a song like "Clair de Lune" (04:28), users can choose their skill level (Beginner, Intermediate, etc.), making popular pieces accessible to everyone.
- Integrated Learning Player: The lesson view seamlessly integrates video, sheet music, and a virtual keyboard. Key highlights on the virtual keyboard correspond with the notes on the staff, reinforcing the connection.
Monetization & growth
Monetization is introduced after the initial personalization quiz. At 01:08, the user is presented with a soft paywall for "flowkey Premium," which is required to unlock all content. The primary offer is a 7-day free trial that converts to an annual subscription. The paywall screen at 01:14 clearly presents two options: a monthly plan and an annual plan, highlighting the savings of the annual option by showing the equivalent monthly price. The app also offers an Individual and a Family plan (01:16), creating an opportunity for upselling.
Who it’s for
flowkey is designed for aspiring pianists of all ages who want a flexible, self-guided learning tool. It's ideal for absolute beginners who need a structured introduction to the instrument, as well as for intermediate players who want to expand their repertoire and practice reading sheet music. The extensive song library, spanning classical to pop hits, suggests it also targets users who are motivated by playing specific, recognizable songs rather than just traditional exercises.
Notes & opportunities
The app provides an excellent, structured learning experience. However, the onboarding flow forces a subscription before the user can even sample a single lesson. Allowing a user to complete one introductory lesson before hitting the paywall could demonstrate the app's value more powerfully and potentially increase conversion rates. Additionally, while the course library is extensive, the main dashboard (03:35) could benefit from more dynamic recommendations based on the user's quiz answers to immediately surface relevant content.