Natural - Search Perfected

What it does

Natural is an AI-powered personal assistant that reimagines the search experience. Instead of just returning a list of links, it synthesizes information into concise, direct answers. From there, it allows users to explore topics through different formats like articles, images, and videos. The app also bridges the gap between information and action, enabling users to book flights or purchase products directly within the app.

Where it shines

The app's core strength is its "morphing" answer engine. At 01:28, a simple query about "UI Design" transforms from a text summary into a rich, interactive dashboard with multiple content types. Another standout moment is the seamless transition from research to action. After viewing information on a tourist spot in Spain, the user can say "Book me a flight" (05:53), and the interface instantly shifts to show relevant flight options, demonstrating a deep contextual understanding.

UX highlights

The app uses progressive disclosure for its answers. A concise summary appears first (01:28), with options to expand for details and view sources, preventing user overwhelm.
Contextual follow-up actions, like the "Book flight to Spain" card (05:46), anticipate user needs and reduce friction between apps.
The main interface greets the user by name (01:07), adding a simple but effective touch of personalization to the experience.
A search history feature (06:40) makes it easy to revisit previous queries, improving usability for recurring research tasks.
The ability to switch between text-based and voice-based input (05:08) offers flexibility in how users can interact with the app.
The UI smartly uses filter-like tabs to organize different content formats (e.g., Images, Videos), making exploration intuitive (02:14).

Monetization & growth

The video does not show any paywalls, subscription prompts, or direct in-app purchases. The user is able to access all demonstrated features after a simple sign-up. The app's monetization strategy is not apparent from this recording. It is possible the business model relies on affiliate revenue from transactional actions, like the flight booking shown at 05:58, or that monetization is introduced later in the user lifecycle.

Who it’s for

This app appears designed for curious individuals and researchers who want deeper, more structured answers than a standard search engine provides. It's also well-suited for travelers and shoppers who appreciate a seamless experience from discovery to transaction. The user who wants to go from "What's the best beach?" to "Show me flights there" in a single, fluid session is the ideal user.

Notes & opportunities

The help center link in the profile section leads to a defunct Zendesk page (07:40), which is a significant dead end for users needing support. Additionally, the payment method form at 07:29 flags an error ("Card number incomplete") upon an attempt to save an empty form. This validation could be triggered more gracefully upon field interaction rather than a premature save attempt.