What it does
Omo is a mobile app designed to help users lose weight by building a hyper-personalized plan. Rather than focusing solely on calorie counting and exercise, Omo uses principles of behavioral psychology to understand a user's relationship with food, their emotional triggers, and their lifestyle habits. It achieves this through an exceptionally detailed onboarding quiz that informs a tailored nutrition and activity plan.
Where it shines
Omo's primary strength is its onboarding, which successfully turns a potentially tedious data-entry process into an engaging journey of self-discovery. By framing questions around psychology, it builds a deep sense of personalization. A standout moment is the psychological association test (03:26), where users interpret abstract images. Another clever mechanic is the dynamic goal projection (01:28), which updates the user's target completion date as they provide more information, creating a powerful feedback loop that builds excitement and commitment.
UX highlights
- Deep Personalization Quiz: The onboarding quiz is exhaustive, covering everything from body type (00:18) and target zones (00:22) to sleep habits (01:33) and emotional eating triggers (03:16).
- Visual and Interactive Inputs: Instead of just text, the app uses visual aids like body diagrams (00:22, 00:33) for users to tap, making selections more intuitive and engaging.
- Educational Framing: Omo educates users on psychological concepts during onboarding, such as the 'Cue-Routine-Reward' loop (02:30), positioning itself as a teaching tool, not just a tracker.
- Constant Reinforcement: The app repeatedly updates its weight loss predictions (01:28, 02:05, 04:38), showing users that their answers are actively shaping a better, faster plan.
- Clear Summaries: Before proceeding to deeper questions, the app provides a summary of the user's BMI and current status (01:18), grounding the process in concrete data.
Monetization & growth
Monetization is handled through a hard paywall presented at the very end of the long onboarding quiz (04:55). By this point, the user has invested several minutes and a significant amount of personal data, creating strong buy-in. The paywall offers three subscription tiers (1, 3, and 12 months), with steep discounts for longer commitments ('SAVE 75%'). This strategy relies on the perceived value built during the extensive quiz to convert users who are already highly motivated and invested in the outcome.
Who it’s for
Omo is for individuals looking for a structured and highly personalized approach to weight loss who are tired of generic calorie-counting apps. Its emphasis on psychology and emotional eating suggests a target audience that recognizes the mental component of their health journey. The lengthy quiz filters for users with high intent and a willingness to commit time and money to a comprehensive program.
Notes & opportunities
The onboarding is incredibly long, which could lead to high drop-off rates for users with lower initial motivation. While the dynamic predictions help, the sheer number of steps is a significant hurdle. Introducing reinforcement screens or breaking the quiz into smaller, milestone-based sessions could potentially improve completion rates without sacrificing the depth of personalization.