Welmi - Calorie Counter & Diet

What it does

Welmi is a health and fitness app designed to help users track their nutrition and achieve weight goals. Its core function is a sophisticated calorie and macronutrient counter. The app differentiates itself by offering multiple AI-powered methods for logging meals, including voice commands, camera scanning of food and labels, and manual creation of custom meals. It also provides personalized meal plans, recipes, and an AI coach for user queries.

Where it shines

Welmi's onboarding is exceptionally thorough, creating a strong sense of personalization before the user even sees the main app. The 'Building your plan' sequence (01:33) uses multiple progress bars to make the process feel robust and tailored. A standout moment is the 'See what's ahead' timeline at 01:48, which visualizes the user's projected weight loss journey with specific dates, making the goal feel tangible and achievable. The multi-modal meal logging system is another highlight, offering impressive flexibility with voice logging (02:55) and food scanning (04:58) that significantly lowers the barrier to daily tracking.

UX highlights

Interactive Data Entry: Instead of simple text fields, the app uses engaging vertical and horizontal sliders for inputting age, height, and weight (00:22 - 00:41), making the quiz more interactive.
Layered Credibility: The app builds trust in stages, starting with a data-driven graph (00:12), followed by user testimonials (01:53), and finally a scientific claim post-subscription (02:33).
Multi-Modal Input: The core action of logging a meal is supported by voice, camera scanning, and manual entry, catering to various user contexts and preferences.
AI Coach Integration: Users can directly ask questions about their logged meals via an integrated AI coach (03:14), providing instant, contextual support.
Comprehensive Recipe Details: The recipe section (06:24) not only shows ingredients and steps but also includes cooking time, difficulty level, and nutritional information, making it a genuinely useful tool.

Monetization & growth

The app uses a hard paywall with a free trial offer presented at the end of the onboarding quiz (02:07). The paywall screen itself is dynamic, featuring a background video of the app in action and a 'SAVE 50%' callout on the annual plan to anchor the user to a higher-value option. A switcher to enable the free trial (02:18) is an explicit opt-in, which can lead to more committed trial users. Post-purchase, the app immediately reinforces the user's decision with a value-centric screen (02:32), aiming to reduce churn.

Who it’s for

Welmi is for individuals who are serious about tracking their nutrition to achieve a specific weight or health goal. The detailed onboarding suggests a target user who is willing to invest time upfront for a highly personalized plan. The variety of advanced logging features would appeal to both tech-savvy users and those who have previously failed with more tedious manual calorie counters. The AI coach feature also caters to users looking for guidance and support beyond simple tracking.

Notes & opportunities

The onboarding flow is quite long, which could be a point of drop-off for less patient users. While thorough, testing a more streamlined version could be beneficial. The app requests multiple permissions (Tracking, Notifications, HealthKit) in quick succession, which could feel overwhelming. Spacing these requests or providing more context might improve opt-in rates. Finally, the main dashboard's feedback mechanism for a logged meal (05:59) is a simple thumbs up/down; expanding this to collect more specific feedback could improve the meal analysis algorithm over time.