What it does
Ulike is a sophisticated camera and photo editing application designed for creating stylized selfies and portraits. It goes beyond simple filters, providing users with an extensive suite of tools for real-time and post-capture beautification. This includes one-tap "Looks," makeup effects, facial reshaping, and body adjustments, allowing for both quick enhancements and detailed, granular control over the final image.
Where it shines
The app's primary strength is the depth and specificity of its editing tools. At 01:05, the "Beauty" tab reveals a long, scrollable list of precise adjustments like "Nose job," "Cheekbones," and even "Aegyo-sal Style," giving users professional-level control. The app also excels at teaching these complex features through non-intrusive, contextual hints. For instance, a simple prompt "Drag to lift face" appears at 04:29, guiding the user through a manual adjustment without a disruptive tutorial.
UX highlights
- Layered Complexity: The app cleverly organizes its features. Users can start with simple, one-tap "Looks" (00:21) and progressively explore deeper tools like "Beauty" (01:05) and manual makeup (03:58) as they get more comfortable.
- Real-time Previews: When browsing filters or looks, the app shows live previews in a thumbnail grid, which helps users make quick decisions without having to apply each one individually.
- Intensity Sliders: Nearly every effect, from filters (01:00) to makeup (04:01), includes a slider for adjusting intensity. This gives users control over the subtlety of the final edit.
- Contextual Education: Instead of a mandatory tutorial, the app uses small, timely tooltips (00:49) to explain gestures and features at the moment they are relevant.
- Clear Premium Feature Gating: VIP features are clearly marked with a small diamond or crown icon, managing user expectations before they tap and encounter the paywall.
Monetization & growth
Ulike employs a freemium model with a 'soft paywall' strategy. The app is fully usable for free, but many advanced filters, looks, and editing tools are locked behind a VIP subscription. The paywall is triggered contextually when a user attempts to use a premium feature (01:47). The subscription screen at 01:53 presents multiple plans, highlighting a discounted annual option and offering a 7-day free trial to lower the barrier to conversion. The purchase is confirmed through the native iOS payment sheet.
Who it’s for
The app is primarily for social media users, content creators, and individuals who want to perfect their selfies and portraits. Its dual approach appeals to both casual users seeking quick, attractive filters and more dedicated users who enjoy fine-tuning every detail of their appearance. The extensive makeup and beautification tools suggest a user base that is highly engaged with modern beauty and social media trends.
Notes & opportunities
The user experience is generally fluid, but the distinction between "Looks," "Filter," and "Beauty" could be slightly clearer for new users. While the contextual hints are great, an optional, one-time tooltip explaining the hierarchy of these main tabs might be beneficial. Additionally, the app requests notification permissions very early (00:07) without explaining the benefit, which might lead some users to decline.