Forma: PDF Document Editor

What it does

Forma is a comprehensive mobile toolkit for handling PDF documents. It allows users to create, edit, convert, and sign files directly on their device. The app extends beyond basic PDF functions by incorporating a document scanner, an invoice generator, and a powerful AI assistant for content creation and analysis.

Where it shines

Forma stands out with its integration of advanced features into a clean, utility-focused interface. The AI Assistant (08:04) is a great example, offering tools like 'Rewrite' and 'Do Legal Analysis' that add significant value beyond simple editing. Another strong point is the robust document scanner (10:27), which includes features like automatic border detection, image filters, and finger removal, turning a phone into a capable scanning device.

UX highlights

Modular Home Screen: The main screen organizes tools into logical groups like 'Popular' and 'AI Assistant,' making a feature-rich app easy to navigate (00:42).
Granular Editing Controls: Features that are often basic in other apps come with pro-level controls. For instance, the watermark tool (04:43) provides sliders for size, spacing, and opacity.
Template-Driven Creation: The invoice generator (13:21) uses a simple, step-by-step form. This structured approach simplifies a complex task and ensures all necessary information is included.
Direct Manipulation: When editing a document, users can directly tap on text blocks (00:55) or other elements to bring up a contextual editing menu, which feels intuitive.
Multi-Page Management: The app provides a clear thumbnail view for managing pages, allowing users to easily split (05:28), reorder, and merge documents.

Monetization & growth

Monetization is introduced immediately after a brief feature walkthrough. At 00:19, the app presents a soft paywall that gates access to the main experience. It promotes a 3-day free trial that converts to a weekly subscription. The paywall highlights a 'Yearly Plan' with significant savings ('SAVE 89%') and breaks down the cost to a more palatable weekly price, a common strategy to reduce sticker shock.

Who it’s for

Forma appears to target a broad audience, from students to professionals. The basic editing and scanning tools are useful for anyone needing to manage documents on the go. However, advanced features like the AI legal analysis, detailed watermarking, and invoice creation suggest a focus on freelancers, small business owners, and other prosumers who require more than just a simple PDF reader.

Notes & opportunities

The app requests App Tracking permission immediately upon opening (00:01) without any warm-up screen, which could lead to a high decline rate. Similarly, the app asks for a rating at 05:39, which may be too early for a user to have formed a strong positive opinion. Delaying these prompts until after the user has successfully completed a core task, like editing or saving a document, might improve conversion rates.