Lose It! – Calorie Counter

What it does

Lose It! is a comprehensive health and fitness app designed to help users lose weight through calorie and macronutrient tracking. It creates a highly personalized program by guiding users through an in-depth quiz about their goals, habits, and lifestyle. Beyond simple logging, it offers features like flexible dieting schedules, intermittent fasting tools, and educational content to support long-term behavior change.

Where it shines

Lose It! excels in its onboarding, which is one of the most thorough and psychologically-aware flows available. Instead of a generic quiz, it visually builds the user's plan as they answer questions (00:39), making the process feel collaborative. A standout moment is the introduction of the 'Flexible Weekender Schedule' at 01:50, a feature that acknowledges real-world social dynamics and makes the plan feel sustainable from day one. Finally, the main dashboard (05:51) presents a clear, data-rich overview without feeling cluttered, effectively summarizing daily progress.

UX highlights

The app uses an iterative 'program builder' during onboarding to provide constant feedback, showing the user the direct result of their answers.
Questions are thoughtfully sequenced, starting with emotional motivation ('Why now?' at 00:14) before asking for sensitive biometric data.
It offers sophisticated customization options, like adjusting calorie intake for weekends, which are presented as simple, clear choices.
The main dashboard is modular and customizable, allowing users to prioritize the metrics that matter most to them.
Interactive logging, such as tapping glasses to track water intake (09:03), makes routine tasks feel more engaging.
The app provides clear explanations for its recommendations, like the two-step process for determining a calorie budget (00:54), which builds user trust.

Monetization & growth

The app uses a soft paywall strategy, presenting a premium subscription offer after the user has completed the entire personalization quiz and has seen their final plan summary. The paywall at 04:36 offers a one-week free trial for an annual plan. It effectively communicates value by showing a visual timeline of the trial period and highlighting access to premium features. This placement is strategic, as it capitalizes on the user's high intent and investment after the lengthy setup process.

Who it’s for

Lose It! is for individuals looking for a structured, data-driven approach to weight loss who are willing to invest time upfront for a personalized experience. It appeals to users who have tried and failed with rigid diets, as its flexible scheduling and educational content cater to long-term, sustainable change. The detailed tracking features also suit users who are motivated by data and enjoy seeing their progress visualized across various metrics.

Notes & opportunities

The onboarding flow is very long, which could be a point of friction for users seeking a quicker start. While effective at filtering for high-intent users, it risks losing those who are less patient. The main dashboard, while comprehensive, could benefit from a clearer visual hierarchy to guide new users to the most important first action: logging a meal. The 'Favorites' view (05:51) is powerful for returning users but could initially overwhelm someone who hasn't logged anything yet.