What it does
Movavi is a versatile mobile content creation suite for both photo and video editing. It allows users to combine clips, apply artistic filters and effects, adjust speed, and add audio or voiceovers to create polished videos. The app also includes a robust photo editor with AI-powered tools for background changes, auto-correction, and creative enhancements, as well as a feature for building stylized photo collages.
Where it shines
Movavi shines in its accessibility and breadth of features. The app makes complex editing tasks feel straightforward. For example, selecting multiple clips and having them instantly appear on a timeline (01:25) is seamless. The AI-driven background change for photos (08:54) works quickly and effectively, transforming a portrait with just a few taps. Furthermore, the extensive library of effects, from simple color filters to dynamic overlays like "Fluid" (03:21), provides a lot of creative power without overwhelming the user.
UX highlights
- Unified Hub: The main screen (01:11) acts as a clear starting point for various projects (video, photo, collage), preventing user confusion.
- Intuitive Timeline: The video editor's timeline (01:30) is clean, with intuitive controls for splitting, adjusting speed, and managing audio layers.
- Live Previews: Filters and effects are previewed live on the media, allowing for rapid visual feedback before applying a change (02:22).
- Contextual Toolbars: Editing tools are organized into logical categories (Filters, Effects, Adjust, AI Magic) in a bottom toolbar, keeping the main canvas uncluttered.
- Direct Manipulation: Sliders are used extensively for adjusting parameters like filter intensity (02:28) and audio volume (01:55), giving users precise control.
- Clear Export Options: When saving a project, the app offers straightforward resolution choices (8:10) and provides a clear progress indicator.
Monetization & growth
The app introduces its subscription model early. After a quick feature carousel, a paywall for a monthly plan with a 7-day free trial appears (00:44). The value propositions, such as "No watermark" and "1,000+ effects," are clearly listed as bullet points. The flow to subscribe is standard for iOS, using the native system prompt. After a user saves a creation, the app presents a rating prompt (12:03), which is a common tactic to solicit positive reviews from engaged users.
Who it’s for
Movavi is built for social media content creators, aspiring influencers, and casual users who want to elevate their photos and videos without a steep learning curve. Its combination of powerful AI features and simple controls makes it suitable for those who need to produce high-quality content quickly for platforms like Instagram, TikTok, and YouTube. The inclusion of both photo and video tools in one app is a major draw for users who want a single, reliable tool for all their creative needs.
Notes & opportunities
The app's workflow is generally smooth, but there's a missed opportunity to provide pre-permission warmup screens. The app jumps directly to the system-level prompts for app tracking, photos, and notifications (00:04, 01:06), which can feel abrupt and may lead to lower opt-in rates. A custom screen explaining why these permissions are needed could build more trust. Additionally, while the AI tools are powerful, the "Healing brush" feature is marked as "SOON" (09:22), which could disappoint users looking for that specific functionality.