Props MVP Redesign
Props MVP Redesign
Redesigning Props’ mobile app to reduce drop-off for first-time users and increase Day 1-7 retention
Redesigning Props’ mobile app to reduce drop-off for first-time users and increase Day 1-7 retention
Industry
Consumer Social
Skills
UX Research
iOS App Design
Rapid Testing (RITE)
Product Strategy
Team
Logan Cundiff (Co-Founder, Engineer)
Edward Mensah (Co-Founder, Engineer)
Carolyn Tung (UX Manager & Consultant)
Allison Chu (UX Designer)
Sean Pak (User Testing)
Timeline
Aug - Oct 2025
TL;DR
Overview
Overview
Props is a gamified community-building and reward platform for social groups, charities, and businesses. It aims to incentivize users to join communities and win “props” by participating in their events. In this project, we transformed Props’ confusing MVP into a clear, learnable experience that helps users understand what to do, where to go, and why it matters.
Props is a gamified community-building and reward platform for social groups, charities, and businesses. It aims to incentivize users to join communities and win “props” by participating in their events.
Over 3 months, we partnered with Props to reduce first-session drop-off and increase Day 1-7 retention for Props’ gamified event platform. We focused on:
Constraints
Constraints
Business Goals
Business Goals
MVP features
Props Premium
Advertising
User stickiness
MVP features
Props Premium
Advertising
User stickiness
Timelines
Timelines
3-month timeline
3-month timeline
Technical Constraints
Technical Constraints
Responsive design
Responsive design
PROBLEM
Users liked the idea behind Props, but it felt overwhelming and unintuitive.
Users liked the idea behind Props, but it felt overwhelming and unintuitive.
50%
of users would use Props
but
but
75%
of users thought it was hard to use
OUR APPROACH
Identifying product-market fit through user research
Identifying product-market fit through user research
Since Props was early-stage, we conducted user research to identify how Props could boost community engagement in a way that met user needs and addressed the right users.
Since Props was early-stage, we conducted user research to identify how Props could boost community engagement in a way that met user needs and addressed the right users.
16 discovery interviews
4 usability tests
System Usability Scale (SUS) Survey
6 personas
INSIGHTS
The platform’s reward loop was buried under unclear navigation + visual hierarchy.
We aimed to fix that.
The platform’s reward loop was buried under unclear navigation + visual hierarchy.
We aimed to fix that.
✶
First-time users abandoned key tasks mid-flow
First-time users abandoned key tasks mid-flow
✶
Users cycled through every tab trying to guess where to complete tasks
Users cycled through every tab trying to guess where to complete tasks
✶
Users don’t understand what key features in Props are
Users don’t understand what key features in Props are
✶
Organizers completed key tasks only through trial and error
Organizers completed key tasks only through trial and error
STRATEGY
Creating a seamless experience for first-time users and strengthening the reward loop
Creating a seamless experience for first-time users and strengthening the reward loop
User testing made it clear that new users needed a smoother path to their first win. Our strategy focused on reducing early friction and making the quest → reward loop unmistakable, so users immediately understood the value of Props. The redesign aimed to boost user retention to make Props' business model sustainable after launch.
User testing made it clear that new users needed a smoother path to their first win. Our strategy focused on reducing early friction and making the quest → reward loop unmistakable, so users immediately understood the value of Props. The redesign aimed to boost user retention to make Props' business model sustainable after launch.
HMW make a new user understand Props and complete a first meaningful action in < 5 min?
HMW make a new user understand Props and complete a first meaningful action in < 5 min?
HMW surface the right groups/quests above the fold so first-time users always see something compelling to do?
HMW surface the right groups/quests above the fold so first-time users always see something compelling to do?
HMW reinforce the reward loop to boost user retention?
HMW reinforce the reward loop to boost user retention?
HMW give organizers clear, low-effort creation with immediate confirmation and guaranteed visibility?
HMW give organizers clear, low-effort creation with immediate confirmation and guaranteed visibility?
EXPLORATIONS
Onboarding
Onboarding
User testing showed that the original onboarding was cluttered, unintuitive, and lacked system feedback.
User testing showed that the original onboarding was cluttered, unintuitive, and lacked system feedback.
After auditing the platform, our goals were to:
After auditing the platform, our goals were to:
Improve visual hierarchy
Strengthen reward framing to boost emotional hook
Sharpen CTA buttons to boost interactivity and engagement
Based on these criteria, we created 3 onboarding user flows to test different key hypotheses:
Based on these criteria, we created 3 onboarding user flows to test different key hypotheses:
1
1
Cut-scene onboarding
Cut-scene onboarding
Strengthens Props's branding, evoking Animal Crossing & Pokemon
Strengthens Props's branding, evoking Animal Crossing & Pokemon
2
2
Quest-based onboarding
Quest-based onboarding
Guides users through experiential learning
Guides users through experiential learning
3
3
Tutorial onboarding
Tutorial onboarding
Provides contextual education for first-time users
Provides contextual education for first-time users
In the end, we combined a guided empty state with quest-based onboarding to both orient users and drive active engagement. This approach reinforces learning through completion and rewards while prompting users to start key user flows.
In the end, we combined a guided empty state with quest-based onboarding to both orient users and drive active engagement. This approach reinforces learning through completion and rewards while prompting users to start key user flows.
Final Design
Final Design
1
1
Home (My Groups)
Home (My Groups)
By restructuring the Home (My Groups) section with clear labels, predictable grouping, and reduced scroll depth, we gave users a reliable entry point into their community activity.
By restructuring the Home (My Groups) section with clear labels, predictable grouping, and reduced scroll depth, we gave users a reliable entry point into their community activity.
2
2
Home (Discover)
Home (Discover)
We reorganized Discover into a structured, scannable system that surfaces high-value groups and quests early, helping users discover a first action quickly.
We reorganized Discover into a structured, scannable system that surfaces high-value groups and quests early, helping users discover a first action quickly.
1
Home (My Groups)
By restructuring the Home (My Groups) section with clear labels, predictable grouping, and reduced scroll depth, we gave users a reliable entry point into their community activity.
2
Home (Discover)
We reorganized Discover into a structured, scannable system that surfaces high-value groups and quests early, helping users discover a first action quickly.
3
Complete Quest
We redesigned quest completion to feel guided, intuitive, and confidence-building.
4
Quest Rewards
By enlarging the visuals, simplifying the layout, and categorizing rewards into Prizes and Props, we brought the reward loop to the forefront. Users now see exactly what they’re working toward, making each quest feel purposeful and motivating.
5
Quests
By redesigning the Quest List with clear hierarchy, simplified cards, and stronger visual cues, we turned a dense, overwhelming list into a scannable flow that guides users toward meaningful action.
6
Eventure Profile
By restructuring the Eventure profile around clear hierarchy and social cues, we transformed a visually noisy page into a focused event overview that helps users understand what’s happening, who’s attending, and what to do next.
3
Complete Quest
We redesigned quest completion to feel guided, intuitive, and confidence-building.
4
Quest Rewards
By enlarging the visuals, simplifying the layout, and categorizing rewards into Prizes and Props, we brought the reward loop to the forefront. Users now see exactly what they’re working toward, making each quest feel purposeful and motivating.
5
Quests
By redesigning the Quest List with clear hierarchy, simplified cards, and stronger visual cues, we turned a dense, overwhelming list into a scannable flow that guides users toward meaningful action.
6
Eventure Profile
By restructuring the Eventure profile around clear hierarchy and social cues, we transformed a visually noisy page into a focused event overview that helps users understand what’s happening, who’s attending, and what to do next.
SHIPPING
Developer Handoff
Developer Handoff
My UX design intern annotated key user flows to provide maximum clarity and context for the developers to implement the designs, tagging them as "Navigation Flow," "Interaction," or "Other" for miscellaneous notes. As the lead UX consultant, I managed the project, delegated tasks to my intern, and provided design critiques on user flows and design thinking. I also owned communicating with our client about high-level post-project questions about specs, design tokens, and navigation/usability as the dev implemented our designs.
My UX design intern annotated key user flows to provide maximum clarity and context for the developers to implement the designs, tagging them as "Navigation Flow," "Interaction," or "Other" for miscellaneous notes. As the lead UX consultant, I managed the project, delegated tasks to my intern, and provided design critiques on user flows and design thinking. I also owned communicating with our client about high-level post-project questions about specs, design tokens, and navigation/usability as the dev implemented our designs.
ITERATION
Redesigning the Home Screen for Long-term Scalability
Redesigning the Home Screen for Long-term Scalability
While the project was limited to an MVP scope, the founders provided feedback that the Home screen design might violate user expectations, given that "My Groups" displayed an At-a-Glance view of a user's joined Eventures.
While the project was limited to an MVP scope, the founders provided feedback that the Home screen design might violate user expectations, given that "My Groups" displayed an At-a-Glance view of a user's joined Eventures.
As a result, we decided to separate Groups and Eventures into their own tabs to account for future feature expansion.
As a result, we decided to separate Groups and Eventures into their own tabs to account for future feature expansion.
Key Takeaways
Key Takeaways
Product Strategy
Product Strategy
Reducing ambiguity is often more impactful than adding features. We focused on perfecting in-scope features to ensure the experience of first-time users and the reward loop would be seamless and valuable.
Reducing ambiguity is often more impactful than adding features. We focused on perfecting in-scope features to ensure the experience of first-time users and the reward loop would be seamless and valuable.
Stakeholder Alignment
Stakeholder Alignment
When feedback conflicted with research or scope, I redirected conversations back to research insights, business anchors, and frameworks like user stories and Jobs to be Done.
When feedback conflicted with research or scope, I redirected conversations back to research insights, business anchors, and frameworks like user stories and Jobs to be Done.