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Loyalty Platform

Tropee was a no-code loyalty platform that turned audiences into a growth engine for modern creators and brands. Fans were rewarded for every action that mattered—follows, shares, signups, purchases, and more—through a simple, Linktree-style page that worked anywhere. Creators could create tasks, automate rewards and giveaways, and track performance from a single, streamlined dashboard designed to feel powerful yet affordable. Tropee raised a €5M seed round and was used by marketers to drive engagement beyond purchases.

2023 – 2025

Adidas, NFT Paris, Ledger, G-Star RAW, Sony, OpenSea

Customers, Partnerships

€5M seed round

Funding

Shipped 2,403 loyalty programs; improved claim completion by 305% and repeat participation by 84% over 6 months.

Loyalties

From NFT Utility to

SaaS Loyalty Platform

Tropee started in 2021–2022 during the NFT boom as a one-off utility platform—imagine: own this specific NFT, get access to a concert in NYC. Great for campaigns, but the business model struggled to show long-term value. When market sentiment shifted, leadership made a smart strategic pivot: instead of one-off utilities, become a SaaS loyalty platform where brands run ongoing, recurring programs for their communities. We kept Web3-native options—NFTs, token ownership—but opened the platform to general loyalty use cases. My UX challenge was to translate that business model shift into a self-serve builder and participant experience that made running recurring programs easy and reliable.

earlier NFT utility builder

new loyalty program builder

The Shift

Market changed; NFT sentiment shifted

Leadership decision: broader loyalty model

Keep Web3-native (NFTs, tokens) but expand to broader marketing use case, so incl. web 2

After (2023–2025)

SaaS loyalty platform for ongoing programs
Brands run ongoing quests + rewards for communities
Self-serve builder, measurable engagement, analytics

Before (2021–2023)

NFT utility campaigns (one-off, event-driven)
"Own this NFT? Get a concert ticket in NYC"
Great for hype moments, hard to show recurring value

The UX Challenge

Now, shifting from one-off campaigns to a subscription loyalty platform meant three things had to happen. First, marketers needed to launch programs themselves—no more engineering involved. Second, the business model depended on repeat participation, not one-time drops. And third, all that complexity—task types, audience rules, caps, scheduling—had to feel approachable and repeatable, not scary. That's where the UX redesign came in.

Enable self-serve, no-code program creation —

Marketers should launch programs without engineering bottlenecks (vs. custom one-offs in the old model)

Drive repeat engagement & retention ——

The SaaS model depends on recurring participation, not one-time hype campaigns.

Reduce friction

in program setup ———

Complex rules, task types, and audience targeting had to feel simple and repeatable, not risky.

Double Tension/s

The core tension was this: we had marketers who were used to running one-off NFT campaigns, suddenly expected to build recurring loyalty programs. They were overwhelmed by all the builder options—task types, audience rules, caps, and scheduling. They feared misconfiguring something live. And they couldn't see what fans would actually experience. On the fan side, participants were used to 'claim a one-time reward and leave.' Now we wanted them to engage repeatedly. But tasks weren't scannable, progress wasn't obvious, and especially with Web3 elements like wallets, claiming felt risky or unclear. So the UX had to do two things: calm down the creator experience, and make the participant flow feel safe and rewarding.

Creators (Marketers)

Background: used to running one-off campaigns, not ongoing programs.

Problems

Overwhelmed by (double) builder complexity (too many options, unclear what impacts what)
Fear of misconfiguring or braking a live program (rules, caps, audience segments)
No imagination/visibility into what members actually see when they interact, so, previews?

Participants (Communities)

Background: members accustomed to claim-and-move-on, not recurring engagement.

Problems

Scope of tasks wasn't clear; unclear what the goal or reward was
Hard to track progress across quests; points felt abstract
Claiming rewards felt risky or unclear (especially with Web3 wallet interactions)

Design Strategy

Given those users and constraints, we needed principles that would scale. Web3 brings wallet and on‑chain complexity, but the UX had to feel like a normal SaaS tool. Creators needed to launch and iterate quickly, while we still supported both simple and multi‑week programs. That led to four principles you see here: first, a calm, familiar layout for the builder; second, progressive disclosure of advanced settings so the basics stay simple; third, a real‑time preview of what participants will see; and fourth, templates and presets so marketers can start from proven loyalty patterns rather than a blank canvas.

1. Calm, familiar layout

2. Progressive disclosure & safe settings

3. Real-time preview of participant view

4. Templates & presets for quick starts

Participants: Simple,

Scannable, Rewarding

On the participant side, we focused on making everything scannable and rewarding. The quest list uses clear typography and grouping so fans immediately understand what to do. Progress is always visible—points, entries, and completion status are all tracked in one place, which encourages repeat engagement. And the claim flow is simple and mirrors what creators previewed, so fans know exactly what they’re claiming and what happens next. That consistency between builder and participant views was key for trust.

Scannable quest list –

Clear typography and grouping; participants immediately understand tasks

Simple claim flow ––

Mirrors the creator preview; fans know exactly what they're claiming and what happens next

Progress visibility –––

Points, badges, and quest completion status tracked in one glance

Outcomes

2,400 loyalty programs shipped (proof of self-serve scale)

+305% claim completion rate (participants understood and trusted the experience)

+84% repeat participation rate (fans came back; the loyalty model worked)

Key Learnings: From

Web3 to Product Design

Design that shifts business models –

company pivots from 1-off campaigns to recurring engagement = UX has to support that intentionally
design transforms business further & opens new avenues

Self-serve + complex systems –

make technical, powerful tools feel simple through progressive disclosure
real-time preview, and templates
non-technical users don't fear complexity

Two-sided coherence –

creators build and members experience => both sides must feel like one system
creators don't see the participant view => misconfiguration and user frustration follow

⚒️ Builder UX

Clear and intuitive interface: Ensure that your builder's interface is easy to understand and navigate, using a clean and simple design. Use familiar design elements and patterns to help users feel comfortable interacting with the platform.
Contextual guidance and help: Provide tooltips, hints, or step-by-step guidance within the builder to help users understand the purpose and functionality of each option. Offer a searchable help center or in-app support for users who need additional assistance.
Progressive disclosure: Reveal more advanced features and customization options only when they're relevant or when users express interest in them. This prevents information overload and keeps the interface as simple as possible for new users.
Drag-and-drop functionality: Allow users to quickly and easily rearrange elements within the builder using a drag-and-drop interface. This offers a more intuitive and efficient way to organize and customize content.
Visual feedback and real-time preview: Offer real-time previews of how changes will look, so users can see the impact of their customizations immediately. Visual feedback helps users understand the consequences of their actions and reduces the need for trial and error.
Undo/redo functionality: Provide an easy way for users to undo or redo their actions, allowing them to correct mistakes and experiment with different options without fear of irreversible changes.
Responsive design: Ensure that the builder works seamlessly on various devices and screen sizes, offering a consistent and enjoyable user experience.
Templates and presets: Offer pre-built templates or presets to help users get started quickly and inspire their designs. This can save time and provide a foundation for customization.
Save and autosave features: Allow users to save their work at any point and provide an autosave feature to prevent data loss in case of an unexpected issue, such as a browser crash or power outage.
Comprehensive documentation: Offer clear and thorough documentation on how to use the builder and its features, as well as any best practices or recommendations for creating and customizing content.

⚒️ Builder UX

competitor analyses

⚒️ Builder UX for Web3

User-friendly interfaces: Like other successful builders, Web3 builders aim to provide intuitive interfaces that simplify the process of creating and managing blockchain-based products. They often use drag-and-drop functionality and visual editing tools to make the experience more accessible for users without deep technical knowledge.
Integration with blockchain networks: Web3 builders are designed to seamlessly integrate with popular blockchain networks, such as Ethereum, Binance Smart Chain, or Solana, allowing users to create and deploy their products on the desired network easily.
Smart contract templates: Web3 builders often include pre-built smart contract templates for various use cases, such as NFT creation, token sales, or decentralized finance (DeFi) applications. These templates can be customized to fit the users' specific needs, significantly reducing the complexity of writing smart contracts from scratch.
NFT creation and management: Web3 builders focusing on NFTs enable users to design, mint, and manage their NFT collections. They often provide a range of customization options, allowing users to create unique digital assets with various attributes, metadata, and utility functions.
Wallet integration: Web3 builders typically integrate with popular cryptocurrency wallets, such as MetaMask or Trust Wallet, to facilitate secure transactions and interactions with blockchain networks.
Decentralized storage solutions: To ensure the decentralized nature of their products, Web3 builders often incorporate decentralized storage solutions, like IPFS or Filecoin, for hosting digital assets and metadata.
Interoperability: As the blockchain space evolves, Web3 builders are increasingly focusing on interoperability between different networks and platforms, allowing users to create products that can interact seamlessly with various blockchain ecosystems.

Flow/ Main creation