What it does
IFTTT (If This Then That) is an automation platform that allows users to connect different apps, services, and devices to create powerful, automated workflows called 'Applets'. For example, a user could create an Applet to automatically save any Instagram photo they post to a Dropbox folder or get a notification if the weather forecast predicts rain. The app provides a vast library of pre-built Applets and also allows users to create their own from scratch.
Where it shines
IFTTT's primary strength lies in its simplicity and power. The app successfully abstracts complex API integrations into a simple 'If This, Then That' formula that anyone can understand. The AI-powered creation flow (07:31) is a standout feature, allowing users to describe their desired automation in plain English and have the app build it for them. This removes the final barrier to entry for non-technical users. Furthermore, the contextual permission requests (e.g., at 01:16 for Photos) create a trustworthy experience, as the app only asks for access when it's clearly needed for a user-initiated action.
UX highlights
- Clear Value Proposition: The onboarding carousel (00:01) uses concise language and clean graphics to explain the core concept of triggers, queries, and actions.
- In-context Permissions: The app waits to ask for permissions until the user actively tries to connect a service that requires them, making the request logical and justified (01:16).
- AI-Powered Creation: The AI feature (07:31) transforms a potentially confusing setup process into a simple conversational prompt, making automation accessible to everyone.
- Applet IDs: Each Applet has a unique ID (01:14), which is great for sharing specific automations and for streamlining customer support.
- Organized Browsing: Services are neatly categorized (03:42), and users can filter them, making it easy to discover new connection possibilities among hundreds of options.
- Constructive Feedback: When a feature is not available, the app doesn't just stop. It invites users to suggest new triggers or actions (04:14), turning a potential dead-end into a feedback opportunity.
Monetization & growth
A soft paywall for 'IFTTT Pro' is presented immediately after account creation (00:37). The paywall clearly lists the benefits of the paid plan, such as access to more Applets and faster execution speeds. It offers both yearly and monthly subscription options, with a 'SAVE 16%' tag on the annual plan to encourage a longer commitment. The app also uses in-app rating prompts (01:52) after a user successfully completes a task, which is a common strategy to boost App Store ratings.
Who it’s for
IFTTT is for anyone looking to save time and make their digital life more efficient. Its user base likely ranges from tech-savvy individuals who want to build complex workflows (e.g., connecting webhooks to Twitter) to everyday users who just want simple conveniences (e.g., getting a daily weather forecast notification at 7 AM). The smart home integration also makes it a key tool for users invested in connected devices.
Notes & opportunities
The app experience is generally smooth, but the mandatory sign-up right at the beginning creates a significant friction point. Allowing users to browse and see the value of the Applets before asking them to create an account could improve initial retention. Additionally, while the app shows 'Permissions issues' (05:56) when access is denied, providing a more direct path to resolve this from the Applet screen itself could improve the user experience.