What it does
Today is a sophisticated habit tracker for iOS that helps users build and maintain routines. The app allows for detailed customization, including setting specific frequencies, multiple daily reminders, and unique visual themes for each habit. Its core function is to provide a flexible and powerful way to log daily actions and visualize long-term consistency.
Where it shines
Today excels in its tactile and customizable user experience. The check-in process at 01:23 is a great example. A simple tap on the screen provides satisfying haptic and visual feedback, making the act of logging progress feel rewarding. The app's flexibility is highlighted when the user adds a custom 'card' for Apple Health data to their habit dashboard (02:06), turning a generic habit into a contextualized data hub. Finally, the fluid gesture of swiping down to reveal a detailed calendar view at 01:40 demonstrates polished interaction design that makes data exploration feel intuitive.
UX highlights
- Modular Dashboards: Each habit has its own dashboard composed of customizable cards, allowing users to tailor tracking to specific goals.
- Tactile Feedback: Logging a habit is accompanied by smooth animations and sounds (01:23), which reinforces the positive action.
- Fluid Navigation: Gestures like swiping down to reveal the calendar (01:40) make the interface feel responsive and alive.
- Privacy by Default: The app leads with a clear data and privacy policy during onboarding (00:00), building trust from the first moment.
- Granular Tracking: The calendar visually differentiates between partial and full completion for habits with multiple daily check-ins (01:51).
- High Customization: Users can control everything from cover photos (01:03) and reminder times (00:32) to the app's theme (05:01) and the start day of the week (04:52).
Monetization & growth
Monetization is handled through a premium subscription, which is presented as a soft paywall. The user encounters it contextually when trying to add a premium feature, such as the Apple Health chart card at 02:08. The paywall itself is a clean screen offering two plans: Annual and Monthly, both with free trials (02:11). It uses a feature carousel to showcase the benefits of upgrading. This approach allows users to experience the core app for free while clearly gating advanced functionality.
Who it’s for
This app is designed for data-driven individuals who want more than a simple checklist for their habits. Its deep customization and integration options appeal to power users who enjoy fine-tuning their tools and tracking detailed metrics. It's also a great fit for users who are privacy-conscious, given the app's transparent policies and lack of mandatory account creation.
Notes & opportunities
While the app is powerful, the sheer number of options could be initially daunting for new users. The onboarding is so minimal that it might not effectively showcase the app's unique card system. The app also presents the system notification prompt (00:05) without a warm-up screen, which could negatively impact opt-in rates. A brief, interactive tutorial on building a habit dashboard could help users discover the app's full potential faster.