Reframe: Drink Less & Thrive

What it does

Reframe is a comprehensive app aimed at helping users change their relationship with alcohol, whether that means cutting back or quitting entirely. It uses principles from neuroscience and psychology to create a personalized daily program. The core experience revolves around daily tasks, progress tracking, and a supportive community forum, with options for 1-on-1 coaching.

Where it shines

The app's greatest strength is its structured and educational onboarding. The process begins with a detailed quiz (01:00) that not only personalizes the subsequent plan but also educates the user on the app's methodology. The "Analyzing your answers..." screen (02:30) is a standout moment, effectively building anticipation and reinforcing the value of the data provided. Once inside, the dashboard (03:50) is clean and goal-oriented, presenting daily tasks in a clear, manageable checklist format that encourages consistent engagement.

UX highlights

Guided Onboarding: The app uses coachmarks and pop-ups (04:01) to guide new users through the main interface, ensuring they understand key features like Daily Tasks from the start.
Tangible Progress: The drink tracker (06:07) provides both weekly and monthly views, with clear visual charts that make it easy to see progress over time.
Multi-faceted Toolkit: The Toolkit tab (13:10) offers a diverse set of resources beyond simple tracking, including AI-powered book summaries, games to manage cravings, and mindfulness exercises.
Community Integration: The forum (15:51) is well-integrated, allowing users to not only post and comment but also follow other members and join specific support groups.
Gamified Achievements: The profile includes a detailed Achievements section with various badges for streaks and milestones (20:43), providing positive reinforcement and motivation.

Monetization & growth

Reframe uses a hard paywall at the end of its onboarding quiz. Before revealing the price, it builds significant value through social proof (00:17), scientific credibility (00:19), and a projection of tangible future benefits (03:05). The paywall itself (03:17) offers a choice between a 30-day paid trial or a 7-day free trial, which then leads to a choice between a discounted yearly plan or a standard monthly plan. This multi-step approach likely helps segment users and optimize conversion. After subscribing, the app also has an e-commerce component, selling merchandise (11:41) and coaching sessions.

Who it’s for

The app is clearly designed for individuals who are sober-curious or actively trying to reduce their alcohol consumption. The language is supportive and non-judgmental, making it suitable for a wide audience, from those just starting their journey to those maintaining long-term sobriety. The inclusion of features like a community forum, group challenges, and 1-on-1 coaching suggests it's for people seeking both a structured program and a strong support system.

Notes & opportunities

The onboarding is long and data-intensive, which might deter users with lower initial motivation. While the "Analyzing..." screen helps, the time-to-value is still several minutes. In the main app, the sheer number of features across the Home, Program, Toolkit, Community, and Discover tabs could be overwhelming for a new user. A more focused initial dashboard that gradually introduces advanced features might improve early retention.