Kic: Health, Fitness & Recipes

What it does

Kic is a comprehensive wellness platform designed to be an all-in-one solution for fitness, nutrition, and mindfulness. The app provides a vast library of on-demand workout videos across various disciplines like Strength, Pilates, and HIIT. It complements this with a large collection of recipes, automated meal planning, and an integrated shopping list. Additionally, it offers mindfulness content, including meditations and affirmations, as well as a GPS-based run tracker.

Where it shines

Kic excels at creating a motivating and holistic user experience. A standout feature is its 'Milestone' system (03:08), which celebrates a user's first time completing any new type of activity with a full-screen achievement badge. This turns simple actions into rewarding moments. The app also shines in its practical utility; the planner-integrated shopping list (11:39) automatically collates ingredients from scheduled recipes, removing a major point of friction in meal prepping. Finally, the content discovery is well-structured, catering to users who want personalized recommendations on the home feed (01:43) and those who prefer to use powerful filters to find specific content (04:25).

UX highlights

Unified Planner: The calendar (01:52) acts as a central hub, allowing users to schedule workouts, meals, and mindfulness sessions all in one place.
Detailed Content Cards: Workout cards on the home feed and search results provide key information at a glance, such as type, instructor, and title, helping users make quick decisions.
Interactive Checklists: The shopping list features interactive checkboxes (11:43), providing a satisfying user interaction and clear feedback.
Milestone Achievements: After completing a 'first' activity, a dedicated screen (03:08, 05:41) appears, gamifying progress and encouraging exploration of different content types.
Contextual Search Filters: The app offers robust, multi-faceted filtering options that are context-aware, allowing for granular control over content discovery (04:25).
In-Video Player Controls: The workout player includes standard controls like pause/play and a timeline scrubber, but also a clear 'Finish' button that prompts for confirmation (02:40), preventing accidental exits.

Monetization & growth

Kic uses a free-trial subscription model with a hard paywall. During onboarding, after a brief personalization quiz, users are presented with a choice of three subscription plans (Monthly, 3 Months, Yearly) at 01:12. The monthly plan is pre-selected and highlights a 'First 7 days free' offer. The yearly plan is presented with a discount, showing a crossed-out higher price to create a sense of value. Users must subscribe to gain access to the app's core content, making it a key conversion point early in the user journey.

Who it’s for

Kic appears to be for individuals looking for a single, structured platform to manage their overall wellness. The variety of workout types, from Pilates to HIIT, and the inclusion of running programs suggest a broad audience, from beginners to intermediate fitness enthusiasts. The detailed meal planning and recipe features cater to users who want to align their nutrition with their fitness goals without the hassle of manual tracking. The mindfulness section also appeals to those seeking a more holistic approach to health.

Notes & opportunities

While the filtering is powerful, the app sometimes returns 'Oops, no matching results' (05:06) when combining multiple filters. This could be a frustrating dead end. Instead of an empty state, the app could suggest loosening one of the filter criteria to show the next best results. The onboarding process, while efficient, could benefit from more social proof on the paywall screen itself to build trust and increase conversion. Finally, the HIIT timer (11:25) is a useful utility, but its placement within the Profile section makes it less discoverable than if it were a more prominent feature.