What it does
Mila is a fitness and wellness app designed to make movement more intuitive and less intimidating. The app, centered around creator Camilla Lorentzen, provides users with daily activity suggestions tailored to their self-reported energy levels. It features a library of video workouts, guided audio walks, and podcast-style series focused on topics like body image and nutrition.
Where it shines
Mila excels at creating an empathetic and supportive user experience. The core interaction, a daily energy check-in (01:24), immediately adapts the app's recommendations to the user's current state. This makes the app feel like a partner rather than a demanding coach. The content is also well-structured into themed series, such as "Rewrite your relationship with food" (03:03), which encourages long-term engagement over one-off workouts. Finally, the app integrates small, thoughtful moments, like a pop-up celebrating the user for showing up for their first day (04:41), which reinforces positive behavior.
UX highlights
- The main dashboard is built around a simple choice: High, Middle, or Low energy. This removes decision fatigue and gets users into content quickly.
- Content cards clearly distinguish between video, audio, and learning formats with distinct icons and tags like "Core" or "Learn" (02:18).
- The video player offers standard controls but also integrates seamlessly back into the app experience, allowing for quick exploration of content.
- The "All Activities" screen (02:53) provides robust filtering options, allowing users to find content by category, length, and energy level.
- After a workout, a toast notification confirms that the activity has been saved to favorites, providing clear and immediate feedback (02:34).
- The progress screen uses playful gamification, awarding the user an avatar ("Gretha the flamingo") and a title ("FLAMIN-GO YOU!") to celebrate their first day of activity (04:41).
Monetization & growth
The app uses a hard paywall with a 14-day free trial, which appears early in the onboarding process (00:32). This strategy aims to convert users while their initial motivation is high. The paywall presents two options, a yearly plan with a "Save 17%" discount and a monthly plan. A standout feature is the "How it works" link (00:37), which opens a transparent timeline of the free trial, building trust at a critical moment.
Who it’s for
Mila appears to target individuals who are looking for a more mindful and less punishing approach to fitness. The language, content, and core energy check-in mechanic are geared towards users who may be new to fitness, returning after a break, or simply tired of rigid workout plans. The inclusion of prenatal content and series on relationships with food suggests a focus on holistic wellness and body positivity.
Notes & opportunities
While the onboarding is effective, placing the paywall before the personalization quiz might deter some users who want to see how the app will be tailored to them first. The main dashboard (01:24) could feel a bit empty after the initial energy selection; promoting a featured series more prominently on this screen could improve discovery. Finally, the app asks for a rating (02:39) after the user's very first workout, which might be too soon to get a meaningful or positive review. Waiting until a user has completed a few sessions or a streak could yield better results.