Forma – PDF Document Editor

What it does

Forma is a comprehensive mobile document editor designed for creating, managing, and editing PDF files. The app allows users to import existing documents, scan physical papers, or even generate new text-based documents from scratch using AI. Its core functionality includes e-signing, adding text and images, marking up, and applying security features like watermarks and folder locks. Forma also integrates an AI chat assistant to help users summarize and interact with their documents.

Where it shines

Forma stands out with its powerful and intuitive editing tools. The signature feature at 02:02 is smooth and responsive, allowing for easy customization of color and thickness. The app's AI integration is another high point. The seamless transition from generating text on a given topic (01:03) to having a fully editable PDF document in seconds (01:27) is a powerful workflow. Furthermore, the dynamic watermark tool (03:58) provides excellent real-time feedback, making a complex task feel simple and interactive.

UX highlights

Multiple Creation Methods: The prominent plus button (00:48) offers several ways to start, including AI generation, scanning, and importing from various sources, catering to different user needs.
Contextual Editing Tools: When a document is open, the bottom bar provides clear, icon-driven access to primary actions like adding pages or editing text (01:28).
Intuitive Gestures: The app makes good use of standard mobile gestures. Users can easily resize and reposition elements like signatures (02:15) and images (03:19) with pinch and drag motions.
Advanced Security Features: The ability to lock specific folders with a PIN and Face ID (07:46), including an option for a decoy PIN, provides a level of security that inspires confidence.
Clear Visual Feedback: Actions are consistently confirmed with visual cues, such as the loading animation when applying a filter (02:54) or the toast notification confirming a file has been moved (07:14).
AI-Powered Chat: The dedicated AI chat (04:42) uses pre-set prompts like 'Summarize' to simplify interaction and deliver value quickly, without requiring the user to type complex queries.

Monetization & growth

The app presents its subscription paywall early in the user journey, right after the initial feature carousel (00:20). It employs a soft paywall model, allowing users to dismiss the offer and explore the app's interface. The paywall itself highlights a significant discount for the annual plan ('SAVE 92%') and breaks down the price to a weekly cost to make it seem more affordable. A prominent 'Free Trial Enabled' toggle (00:21) aims to reduce the barrier to entry by giving users a risk-free way to try the premium features. Later in the experience, a rating prompt appears (05:27) after the user successfully completes an editing task.

Who it’s for

Forma appears to be for professionals, students, and anyone who regularly works with documents on the go. Its feature set supports use cases ranging from simple form filling and signing to more complex document creation and security. The AI text generation is useful for creating first drafts, while the robust editing and security tools are ideal for business users handling contracts or sensitive reports. The simple scanning function also makes it a handy tool for digitizing physical paperwork.

Notes & opportunities

The app is powerful, but the sheer number of editing tools could be overwhelming for new users. While the icons are clear, a brief, optional tutorial on the main editing screen could improve discoverability for features like 'Blur' or 'Watermark'. The file management system is functional, but a drag-and-drop interface for moving files into folders could make organization feel even more direct and intuitive than the current multi-tap process (07:05). Finally, the initial ATT prompt at 00:07 appears without a warm-up screen, which could be an opportunity to test explaining the value of tracking to improve acceptance rates.