Impulse - Brain Training

What it does

Impulse is a brain training app designed to improve cognitive skills through a collection of games and tests. It provides users with a personalized daily workout targeting areas like memory, attention, problem-solving, and mental math. The app positions itself as a personal brain trainer, helping users keep their minds sharp through engaging, bite-sized activities.

Where it shines

Impulse makes a strong first impression with a deep, multi-stage personalization quiz (00:08 - 00:37) that makes users feel the program is truly being tailored to them. The variety of games is another strength, ranging from simple matching puzzles like "Identical items" (01:26) to more complex memory challenges like "Hidden ghosts" (02:07). The app also provides detailed feedback and progress tracking, with dashboards (08:43) that visualize performance over time, which helps maintain motivation.

UX highlights

Clear Social Proof: The app immediately builds trust by showcasing impressive metrics like '75,000,000 users' on one of the first screens (00:04).
Gamified Instructions: Before each game, a simple, animated tutorial (01:16) quickly explains the rules, lowering the barrier to entry.
Tangible Progress: The app uses progress bars and completion stats after each game (01:58), giving users immediate positive feedback and a sense of accomplishment.
Rewarding Engagement: Completing the first training session unlocks a gamified reward in the form of a surprise discount (04:26), which cleverly links continued use with tangible benefits.
Accessibility: The inclusion of a 'Colorblind mode' (05:49) for color-based sorting games is a thoughtful touch that makes the app more accessible.
Thoughtful Interruption Handling: When a user tries to exit a long test, the app offers to 'Save and exit' (05:25), respecting the user's time and effort.

Monetization & growth

Impulse uses a mandatory paywall strategy. New users must subscribe to a free trial before they can access any of the app's content (00:47). This filters for highly motivated users. The initial paywall presents three options: a weekly subscription with a 3-day trial, a yearly plan, and a lifetime purchase. A key tactic appears after the first training session, where the app presents a surprise, time-sensitive 92% discount on the yearly plan (04:36), creating a powerful incentive to upgrade from the weekly trial.

Who it’s for

This app is for individuals looking to keep their minds active and improve their cognitive functions in a structured, game-like format. It appeals to a broad audience, from students wanting to boost focus to older adults aiming to maintain mental sharpness. The self-assessment tools, like IQ and personality tests, also attract users interested in self-discovery and personal development.

Notes & opportunities

The mandatory upfront paywall could be a point of friction, potentially deterring users who want to sample the games before committing, even to a free trial. While the initial games are simple, the app quickly increases difficulty. A more gradual difficulty curve in the very first session might help ease new users into the challenges more comfortably. Lastly, the app offers many different tests, and it could be beneficial to guide new users more clearly on which one to start with after their initial training.