What it does
Meitu is an all-in-one photo and video editing application that leverages AI to offer a vast array of tools. Its core function is to allow users to enhance, beautify, and creatively transform their media. This ranges from simple filter application and retouching to generating entirely new images with AI art and restoring old photos.
Where it shines
Meitu shines in the breadth and accessibility of its AI-powered features. The app makes complex editing simple. For instance, the AI Repair tool (11:23) can take a damaged, low-quality old photo and restore it with a single tap, presenting a compelling before-and-after comparison. Another standout moment is the AI Art generation (14:04). The app can transform a standard photo of a pet into a stylized, imaginative scene, and it smartly handles the potentially long processing time by offering a 'Check later' option (10:04), respecting the user's time. The 'Batch preview' for filters (04:13) is another clever UX feature, allowing for rapid comparison of multiple effects at once.
UX highlights
- Proactive Membership Transfer: If you subscribe without an account and then sign up, Meitu prompts you to transfer your purchase (02:06). This is a thoughtful touch that prevents lost subscriptions and builds trust.
- Asynchronous AI Processing: For features like AI Art that take time, the app lets you queue the task and continue browsing (10:04). It notifies you when the task is complete.
- Batch Filter Comparison: A 'Batch preview' mode (04:13) shows your photo with nine different filters applied in a grid, which makes choosing the right one much faster.
- Interactive Paywall: The subscription screen (00:16) isn't static. It's an auto-playing carousel that actively demonstrates the value of premium features with before-and-after examples.
- Comprehensive Tool Organization: Despite the huge number of tools, they are logically grouped into categories like 'AI Editor', 'AI Retouch', and 'AI Design', with a 'View all' option (15:49) to prevent overwhelm.
- Contextual Onboarding: Small tooltips appear when using a feature for the first time, like the 'Use two fingers to enlarge' message for the mosaic tool (08:17), providing just-in-time guidance.
Monetization & growth
The app presents a soft paywall very early in the user journey (00:13), immediately after the initial consent and permission screens. It offers a 7-day free trial for its yearly plan, which is presented as the 'Best Deal'. The paywall screen itself is dynamic, cycling through key benefits like 'Smart Natural Beauty' and 'Hundreds of Styles' (00:19). Many advanced features, marked with a pink diamond icon, are locked behind this VIP subscription. The app also has a 'Renew' button and shows the remaining trial days prominently in the user's profile (16:45), creating a clear path to continued subscription.
Who it’s for
Meitu is for social media users, content creators, and casual users who want to elevate their photos and videos with minimal effort. The extensive beautification and retouching tools suggest a focus on users interested in portrait and selfie enhancement. The creative and AI-driven features also appeal to those looking to create unique, artistic, or humorous content for platforms like Instagram, TikTok, and others.
Notes & opportunities
While the app is powerful, the sheer number of features can still be a bit disorienting. The main dashboard is dense with icons, and it might be challenging for a new user to know where to start. A more guided first-time editing experience or highlighting a few key 'starter' tools could help with initial user activation. Additionally, some AI processes show a generic 'generating' animation without a progress bar at first, which could be improved by providing immediate feedback on the estimated time.