What it does
Simple is a comprehensive health and wellness app designed to help users lose weight and build better habits. It combines intermittent fasting schedules, a nutrition tracker, and personalized insights into a single platform. The core experience is guided by an AI health coach named Avo, which helps users log meals, understand their metabolic status, and stay on track with their goals.
Where it shines
Simple excels at making the complex process of health tracking feel accessible and supported. The onboarding quiz (starting at 00:38) is incredibly thorough, creating a strong foundation for personalization that makes the user feel understood. The app's standout feature is 'Avo Vision' (07:56), which allows users to log a meal simply by taking a photo. This dramatically lowers the friction of a typically tedious task. Finally, the app effectively uses gamification, like the 'Mindful Eating Newbie' achievement (11:03), to provide positive reinforcement and make progress feel rewarding.
UX highlights
- The main 'Track' screen (04:58) is well-organized, presenting key daily metrics like fasting time, nutrition score, steps, and hydration in clear, digestible cards.
- Logging hydration is a quick, one-tap process that triggers a satisfying confetti animation (10:48), a small but effective piece of positive feedback.
- The AI coach, Avo, provides proactive insights, such as explaining what 'blood sugar is slowly rising' means after a meal is logged (06:48), making health data understandable.
- The 'Explore' tab (11:40) offers a rich library of content, including recipes, workout plans, and articles on eating psychology, all presented in a visually appealing card-based layout.
- The fasting schedule setup (05:18) is intuitive, with clear options and a visual clock interface for adjusting eating windows.
- Error handling is user-friendly. When a user selects a meal type that mismatches the timestamp, a non-disruptive prompt asks for confirmation (05:40).
Monetization & growth
Monetization is introduced at the end of the extensive onboarding quiz. After building a personalized plan, the user is presented with a paywall (03:32) to unlock it. The offer highlights a 50% discount and breaks down the price per week to make it seem more affordable. Testimonials are included directly on the paywall to build trust. Throughout the free version of the app, premium features are clearly marked with 'Upgrade unlocked' tags (e.g., 05:00), serving as constant reminders of the paid plan's value. There is no free trial offered in this flow.
Who it’s for
Simple is designed for individuals who are serious about making a lifestyle change but may feel overwhelmed by where to start. The guided, quiz-based setup and AI coaching are perfect for beginners who need structure and support. Its focus on intermittent fasting and mindful eating also appeals to users interested in habit-based approaches rather than strict calorie counting. The detailed tracking and data analysis cater to users who are motivated by seeing measurable progress over time.
Notes & opportunities
The onboarding is very long, which could lead to some user drop-off. While it justifies the personalization, condensing the quiz or showing a preview of the main app earlier might improve completion rates. The home screen has multiple entry points to the premium upgrade, which, while effective, could feel slightly aggressive to some users. Finally, the AI coach's conversational flow is strong, but integrating more proactive tips based on logged data could make it feel even more like a personal coach.