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Loyalty Platform

Tropee was a no-code loyalty platform for brands running Web3 and community campaigns. As the product evolved from one-off NFT utilities into ongoing loyalty programs, the challenge became systemic: creators needed a builder they could configure confidently, while participants needed an experience they could understand and trust. I redesigned both sides of the product into a more structured, self-serve platform, making programs more reliable, measurable, and repeatable.

2023 – 2025 · Role: Product Design & System Design

2023 – 2025

Role: Product Design & System Design

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

Customers & Partnerships

€5M

Seed round

2,403

Programs shipped

+305% claim completion
+84% repeat participation
(6 months)

Performance

PRODUCT SHIFT

From NFT Utility to

SaaS Loyalty Platform

Tropee began during the NFT boom as a tool for one-off utility campaigns. As market behavior changed, the product expanded into a broader loyalty platform where brands could run ongoing programs, quests, and rewards for their communities. The design challenge was to translate that business shift into a self-serve system that worked for both creators and participants.

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

UX CHALLENGE

Designing for two connected users

Every creator decision shaped the participant experience. Marketers needed to launch programs without wrestling with Web3 complexity or risking misconfiguration. Participants needed tasks, progress, and rewards to feel clear and trustworthy. The redesign had to simplify setup on one side while making engagement intuitive on the other.

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 needed confidence

make program setup feel familiar, not technical
reduce risk around rules, schedules, and targeting
see what members would actually experience before publishing

Participants needed clarity

understand tasks and rewards at a glance
track progress across quests and claims
trust what they were earning and what happened next

Creator experience

Making the builder feel calm, flexible, and safe

The builder had to support powerful loyalty logic without feeling like an operations tool. I used four principles to make setup faster and more reliable for non-technical marketers.

1. Calm, familiar layout

Organized the builder like a standard SaaS tool so marketers could orient quickly.

2. Progressive disclosure & safe settings

2. Progressive disclosure

Kept advanced settings available, but out of the way until needed.

3. Live participant preview

Showed what members would see, reducing guesswork and setup errors.

4. Templates and presets

Gave teams a faster, safer starting point than a blank canvas.

Four design principles turned a complex setup flow into a more reliable self-serve system.

PARTICIPANT EXPERIENCE

Making participation simple, scannable, and rewarding

On the member side, the goal was clarity. Tasks had to be easy to scan, progress had to stay visible, and claim flows had to feel trustworthy. Just as importantly, the member experience had to reflect what creators configured, so the system stayed coherent end to end.

Scannable tasks (desktop) — Clear hierarchy and grouping made actions easy to understand

Visible progress (mobile) — Points, entries, and completion states stayed in view

Clear claim flow (mobile) —Members knew what they were claiming and what happened next.

Outcomes

The redesign moved Tropee from a fragile setup into a more reliable self-serve system — reflected in both scale and user behavior.

2,400

loyalty programs shipped

Proof of self-serve scale

+305%

claim completion

Clearer tasks and reward logic

+84%

repeat participation

Users returned consistently over 6 months

REFLECTION

What this project changed in how I design

Tropee pushed me to think beyond individual screens and design for system behavior — where business model, creator tooling, and participant trust all have to line up.

Design can reshape the business model

UX was not decoration on the pivot; it made recurring engagement operable.

Complex systems must feel simple

Power only matters when non-technical users can act with confidence.

One user’s setup becomes another user’s experience

In two-sided systems, coherence matters more than any single screen.

I design systems, not just screens—products that stay clear under real-world use.

Next case

Designing a direct-to-blockchain memory product

Turning a simple photo flow into a system for capturing, owning, and sharing moments on-chain.

Product Design · Onchain Consumer Apps

View case

⚒️ 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.