What it does
JustStretch is a mobile fitness app designed to improve users' flexibility, mobility, and overall wellness through guided stretching routines. The app creates personalized daily plans based on a user's specific goals, problem areas, and physical condition. Beyond the pre-made plans, it also offers a library of exercises and a tool for users to build their own custom stretching sessions from scratch.
Where it shines
JustStretch excels in its onboarding and user empowerment features. The initial quiz (starting at 00:06) feels comprehensive, particularly with its interactive body map (00:14). This feature lets users tap on body parts and see the corresponding muscles highlight, which makes the personalization process feel tangible and credible. Another standout area is the custom routine builder (03:39). It gives users the freedom to mix and match exercises, adjust timings, and reorder their workouts, providing a level of control that goes beyond typical content-driven fitness apps.
UX highlights
- Visual Goal Setting: The anatomical diagram used during the quiz (00:14) is a great example of making data input visual and engaging, connecting user goals directly to their physical body.
- Anticipation Building: A simple "Creating your personal plan..." animation (01:01) with a circular progress bar effectively builds anticipation and makes the automated plan feel more bespoke.
- Clear Value Anchor: Right before showing the price, the app displays a personalized plan summary with an animated graph (01:08) visualizing a user's progress from "Before" to "After." This anchors the value firmly in the user's mind.
- Granular Customization: The custom routine editor is powerful yet simple. It uses clear categories, drag-and-drop reordering (04:09), and intuitive +/- buttons for timing, making a complex task feel easy.
- Content Gating Feedback: Tapping on locked content provides immediate, subtle feedback with a jiggling lock icon (02:26), clearly communicating its premium status without an intrusive pop-up.
Monetization & growth
Monetization is a primary focus from the moment onboarding is complete. The app uses an aggressive, multi-layered paywall strategy. First, it presents a main offer with a 60% discount and a countdown timer to create urgency (01:13). If the user attempts to close this, they are shown a secondary pop-up with an "Extra 16% OFF" (01:27). If they close that, the app presents a "Lucky Draw" spinning wheel (01:41) which results in a final, very steep 90% discount. This gamified, escalating approach is designed to capture users at various price sensitivities.
Who it’s for
JustStretch appears to be for a broad audience interested in improving their physical well-being. This includes beginners looking for guided routines, office workers aiming to correct posture, athletes needing recovery exercises, and more advanced users who want the tools to build their own specific stretching workouts. The focus on pain relief and flexibility makes it suitable for all age groups.
Notes & opportunities
The multi-paywall strategy, while potentially effective, could feel overwhelming or untrustworthy to some users. The constant presentation of new, better deals might devalue the initial offer. In the main app, while locked content is clearly marked, there isn't an obvious, persistent call-to-action to upgrade on the main dashboard. A user who skips the initial paywalls might not have a clear path back to the premium offers without tapping on a locked video.