Todoist: To Do List & Calendar

What it does

Todoist is a task management app designed to help users organize, plan, and collaborate on projects. At its core, it's a sophisticated to-do list that allows users to capture tasks, set due dates, assign priorities, and categorize them into different projects. The app is built for both personal and professional use, aiming to bring clarity and order to a user's daily agenda.

Where it shines

Todoist excels at making the core loop of task management fast and rewarding. The natural language input, seen at 01:48, is a great example. Typing !!3 to set a priority level or #home to assign a project (01:19) makes data entry incredibly efficient for users who get comfortable with the system. Another highlight is the 'Todoist Zero' celebration at 00:40. Completing all tasks for the day triggers a delightful animation, turning productivity into a small, gamified victory that encourages daily engagement.

UX highlights

Quick Add from Anywhere: The persistent '+' button provides immediate access to task creation, reducing friction for capturing thoughts on the fly.
Efficient Bulk Actions: The 'Select Tasks' mode, initiated at 02:55, allows for easy modification of multiple items at once, such as changing dates or priorities.
Clear Visual Hierarchy: The use of color for priorities (e.g., the red flag for P1 tasks at 02:48) and indentation for sub-tasks provides an at-a-glance understanding of the task list.
Contextual Menus: Long-pressing a task or tapping the three-dot menu reveals relevant actions without cluttering the main interface.
Board View Option: Beyond a simple list, users can switch to a Kanban-style board view (03:31) to visualize workflow, which is useful for project management.
Undo Functionality: A prominent 'Undo' toast appears after completing a task (00:41), giving users a safety net and increasing confidence.

Monetization & growth

Todoist employs a freemium model with a contextual, soft paywall. During the entire initial session, the user is never forced to subscribe. The paywall only appears when a user attempts to use a Pro-only feature, like 'Reminders' at 00:55. This action-gated approach ensures the user understands the value of the feature at their moment of need. The paywall itself (01:00) highlights the value of the annual plan with a 'Save $11.89' badge and uses a feature carousel to showcase other benefits of upgrading.

Who it’s for

This app is geared towards individuals and small teams who need a structured way to manage their tasks. Its clean interface appeals to casual users who just want a digital to-do list for personal errands like 'buy gifts' (00:47). However, its power features like projects, labels, filters, and natural language processing also cater to productivity enthusiasts and professionals managing complex workflows like 'meeting with boss' (01:52).

Notes & opportunities

The app is highly polished, but there's a small point of friction. The 'Today' view and 'Inbox' can be confusing for new users. Tasks added without a specific date appear in the Inbox, while dated tasks appear in Today. This separation isn't immediately obvious and could be clarified with a brief coachmark. Additionally, while the natural language input is powerful, its full capabilities could be introduced more proactively through a short, optional tutorial for new users.