Natural - Search Perfected

What it does

Natural is an AI-powered personal assistant designed to transform how users search and act on information. Instead of just returning a list of links, it provides direct, multi-format answers that can be explored and expanded upon. The app integrates transactional capabilities, allowing users to seamlessly move from a query to actions like booking a flight or purchasing a product, all within a conversational interface.

Where it shines

Natural's strength lies in its ability to turn static search results into dynamic, interactive experiences. At 01:28, a search for "What is UI Design?" yields a concise summary that can be expanded into a detailed breakdown. The user can then pivot to an image grid (02:16) or a video list (02:38) without ever leaving the context of the original query. Another standout moment is the transition from an informational voice query to a transactional flow at 05:52, where the app takes the command "Book me a flight" and instantly presents a flight booking interface, showcasing its power as an action-oriented assistant.

UX highlights

Morphing Results: Search answers aren't static. They intelligently reformat based on user interactions, moving from text to detailed lists to media galleries.
Progressive Disclosure: The app provides a top-level answer first and allows users to drill down for more detail (01:38), preventing information overload.
Contextual Actions: Related topics and actions appear below the main answer, anticipating the user's next step without requiring a new search.
Seamless Voice-to-UI Transition: Voice commands (05:22) smoothly trigger complex UI flows like flight booking, making the interaction feel natural and efficient.
Integrated Transactions: The app handles tasks like finding products (04:06) and booking travel (05:58) within its own interface, reducing user friction.
Clean, Minimalist Interface: The design is uncluttered, using ample white space and clear typography to keep the focus on the information being presented.

Monetization & growth

Monetization is not explicitly detailed through a paywall or subscription in the recording. Instead, the app appears to rely on integrated commerce. For example, when the user searches for phones (04:06), the results are product listings with prices, likely linked to affiliate revenue. Similarly, the flight booking flow (05:58) presents a direct path to purchase, suggesting a commission-based model. This strategy monetizes user intent at the point of action rather than charging for access to the tool itself.

Who it’s for

This app is for users who want more than just a list of links from their search engine. It's designed for curious individuals who enjoy deep-diving into topics, as well as busy professionals who need to quickly move from a question to an action. Whether it's a student researching a topic, a traveler planning a trip, or a shopper comparing products, Natural aims to be a one-stop-shop for information and execution.

Notes & opportunities

The onboarding is quick but forces a sign-up immediately (00:09), which could be a point of friction for users wanting to try the app first. The payment method flow showed an error when saving an incomplete card number (07:30) but could benefit from more proactive, inline validation. Finally, while the settings are comprehensive, the help section leads to a broken Zendesk link (07:41), which undermines user trust when they need support.