Think Dirty – Shop Clean

What it does

Think Dirty is a product ingredient scanner designed for health-conscious consumers. The app allows users to search for or scan the barcode of beauty, personal care, and household products to receive a simple safety rating based on their ingredients. It breaks down complex ingredient lists, highlights potential toxins, and suggests cleaner alternatives, aiming to make informed shopping easier.

Where it shines

The app excels at simplifying complex information. When a user views a product like The Ordinary's Ascorbic Acid Powder (05:01), the ingredient summary is presented with a clear numerical rating and color-coded bars for 'Clean', 'Half N' Half', and 'Dirty' ingredients. Another strength is its powerful search and filtering (00:46), which allows users to drill down into a massive product database. The barcode scanner (07:31) provides a seamless in-store experience, quickly pulling up product data with a simple scan.

UX highlights

Onboarding Tooltips: The app uses a series of contextual tooltips (00:15) to quickly orient new users instead of a traditional feature carousel. This is less disruptive and teaches functionality in context.
Gamified Profile: The user profile (12:01) acts as an engagement hub, tracking stats like product views, reviews, and earned badges, which encourages active participation.
Color-Coded Ratings: A simple green, yellow, and red color system is used consistently for product and ingredient ratings, making complex data instantly understandable.
Contextual Coach Marks: Throughout the app, small pop-ups explain features at the moment of interaction, like the one describing ingredient alerts (05:37).
Ingredient Bubble Chart: The 'Clean vs Dirty at a Glance' feature (13:18) uses an interactive bubble chart to visualize the most common ingredients in a user's scanned products, offering a unique data perspective.
Action-Oriented Product Pages: Product detail pages are well-organized with clear calls-to-action for saving to a list, reviewing, sharing, and shopping (05:42).

Monetization & growth

Think Dirty employs a freemium model with a contextual paywall. Core features like searching and scanning are free, but advanced capabilities like specific filters trigger an upgrade prompt (00:47). The app offers a compelling subscription model with multiple tiers, including a lifetime access plan (01:18) to capture users who dislike recurring payments. A free trial is offered on the annual plan, and pricing is broken down by the week (01:39) to make the cost appear more manageable. Post-subscription, the app immediately encourages deeper engagement by prompting account creation (02:23) and a personalization quiz (03:24).

Who it’s for

This app is clearly for health-conscious consumers who want to understand what's in the products they use every day. This includes parents shopping for baby products, individuals with allergies or skin sensitivities, and anyone committed to a 'clean' or non-toxic lifestyle. The detailed ingredient analysis and personalized alerts make it particularly useful for users who need to avoid specific substances.

Notes & opportunities

The overall flow is smooth, but the post-purchase experience could be tightened. After subscribing, the user is shown a confirmation, then prompted to create an account, then prompted to take a quiz. These steps feel slightly disconnected. Combining the post-purchase welcome with the account creation prompt could create a more seamless transition. Additionally, while the app has extensive lists, the empty states for these lists (11:15) are generic; they could be used as an opportunity to suggest popular products or starter lists to new users.