Themify - Widget & Icon Themes

What it does

Themify is a comprehensive customization suite for iOS devices. It allows users to browse and install complete aesthetic themes, including custom app icons, home and lock screen widgets, and matching wallpapers. Beyond its vast library of pre-made content, the app also provides a set of creative tools for users to design their own themes, widgets, and wallpapers from scratch.

Where it shines

Themify excels by simplifying a complex process. The guided, multi-step flow for saving a theme's components (starting at 02:26) is a great example. Instead of leaving users to figure it out, it breaks down the process of saving widgets, icons, and wallpapers into clear, manageable actions. The app also stands out with its 'Create' hub (06:23), which centralizes powerful tools like a Theme Maker and Widget Customizer. This successfully positions Themify not just as a content library, but as a creative platform for personalization.

UX highlights

Contextual Tutorials: The app proactively offers tutorials exactly when a user might need them, like after saving icons for the first time (02:59).
High-Fidelity Previews: Tapping on any content, like a wallpaper (01:29) or charging animation (05:51), opens a full-screen preview that shows exactly how it will look and feel, reducing uncertainty.
Component-Based Saving: When installing a theme (02:27), the app guides the user to save widgets, icons, and wallpapers separately, teaching the setup process through action.
Organized Navigation: The app is cleanly divided into four main tabs: Discover (browsing), Create (making), My Stuff (saved items), and Settings, making it easy to navigate.
Visual Personalization: The onboarding quiz (00:43) uses images instead of text, making preference selection quick and intuitive.
In-app Rating Prompt: Before triggering the system rating request, the app uses a custom modal (01:38) to gauge user satisfaction, a common strategy to filter for positive reviews.

Monetization & growth

Themify presents a mandatory paywall (00:58) at the end of its onboarding flow. It's a soft paywall promoting a 3-day free trial that converts into a weekly subscription. The screen highlights a 'SAVE 90%' offer for the annual plan, breaking down the cost to a more palatable '$0.57 per week'. Key features unlocked by the subscription are listed clearly with bullet points, and a prominent 'Free Trial Enabled' toggle is shown at the top to build trust.

Who it’s for

The app targets iOS users who are looking to move beyond default system aesthetics and deeply personalize their devices. It caters to two main groups. First, users who want a quick, easy makeover and can browse and install a pre-made theme. Second, more creative, hands-on users who want to use the app's tools to design a unique look from scratch. The wide range of styles, from minimalist to kawaii and aesthetic, suggests a broad, younger-skewing audience.

Notes & opportunities

While the core experience is polished, the initial onboarding forces a user through the ATT prompt (00:07) with no prior warm-up, which can be jarring. Similarly, the notification permission prompt at 01:50 appears without context. Adding simple warm-up screens could improve opt-in rates. The sheer volume of content could also be overwhelming. More curated collections or a more powerful search could help users find what they're looking for faster.