CASE STUDIES

MC Trope

A new way of living and sharing reading

Design and development of a digital experience designed to connect readers, discover new readings and transform the BookTok universe into a living, social and participatory community.

CRM, Mobile apps, Web design

CRM, Mobile apps, Web design

The solution

wwwarcelona designed and developed Trope: a mobile app that combines book discovery with gamification mechanics to create a social and addictive reading experience. Users can log their readings, complete challenges, earn badges, compare themselves with friends, and discover new works within their favorite subgenres. Gamification is not an add-on: it is the heart of the app, the engine that keeps readers coming back every day.

UX/UI design

Creation of intuitive interfaces and design system

Development

Cross-platform development and mobile experience optimization

Marketing

Digital acquisition strategy and conversion optimization

Definition of the challenge

The reading app market was dominated by generalist platforms that did not speak the same language as readers passionate about speculative fiction: romance, dark romance, epic fantasy, classic science fiction. Trope was born to fill this gap: an application designed exclusively for this segment of readers, with a community and gamification approach that turns reading into a shared and motivating experience. The technical challenge was to build this entire experience from scratch, with an aspirational design and an architecture capable of growing with the community.

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Product strategy and functional design

The design of Trope has been a key piece of the project. Working with Figma, an immersive visual identity was built that was aligned with the aesthetics of the speculative fiction book world: deep colors, expressive typography, and an interface that invites exploration. The gamification required specific design work: badges, levels, challenges, and rewards have been integrated naturally into the flow of the app, without interrupting the reading experience. Each screen has been validated with the client to ensure consistency, usability, and a strong and recognizable brand identity.

Technical architecture, integrations and performance

The application has been developed with React Native, allowing a single code base for iOS and Android with a smooth native experience. The backend is built with Laravel Nova, which centralizes all data management: users, book collections, gamification system, challenges and rewards. The technological choice prioritizes scalability and development speed, allowing rapid iterating on the product based on community feedback.

Trope MC’s architecture is designed to support an active and growing community. The backend, developed with Laravel Nova, manages users, personal libraries, reading challenges, badges, ratings, and the app’s social feed. Analytics tools have been implemented to measure user behavior within the app: retention rates, usage patterns, gamification metrics, and conversion funnels. All of this information is actively used to make product decisions based on real data.

Market launch and validation

For the launch of Trope, a growth strategy based on the reading community was designed: collaboration with influencers from the book and pop culture sectors, an active presence on social networks and specific actions for subgenres such as romance and dark romance. The result was a very solid launch: 20,000 downloads in the first two months. At the same time, a metrics system was implemented to analyze the conversion funnels, identify at what points users abandoned and at what times activity was highest. This information has allowed it to iterate on the usability and experience of the app continuously, improving community retention and engagement.

In two months, 20,000 downloads. wwwarcelona understood our vision and turned it into an app that the community has embraced.

The team

We have covered the project from end to end since 2024: product definition and gamification strategy, experience and interface design, app development with React Native, backend with Laravel Nova, behavioral analytics and conversion optimization. A continuous and constantly evolving collaboration.

Clients who have already walked the journey with us.

Real experiences of customers who have entrusted us with their digital products.

The wwwarcelona team accepted and overcame the difficult challenge of remaking and improving our app initially developed by another agency. A job that many other agencies were not able to do.

P. Larrañaga

Fiesters

Company with a very professional team. I asked for a quote for a project, they looked after me perfectly and they have exceeded my expectations. Thank you wwwarcelona!