Steph

Steph

Steph

BeReal App

Project Overview

Product Management Externship Case Study

This case study outlines a comprehensive product strategy developed during a 3-week Agile sprint. The goal was to address user churn and introduce a sustainable revenue model for BeReal without compromising its core value of authenticity.

  • Role: Product Strategy & UX

  • Timeline: 8 Weeks

  • Tools: Figma, Miro, Market Research, Google Forms, Zoom

  • Deliverable: Validated MVP Prototype & Product Roadmap

The Challenge: Prompt Fatigue Data projected a sharp drop-off in user engagement after Day 30. The novelty of the "random" daily notification wears off, turning the core loop into a chore rather than a delight.

The Solution: Gamified Authenticity

  • The Daily Drop: A feature introducing synchronized creative prompts (e.g., "Find something GREEN") to gamify the experience and reignite curiosity.

  • RealBrands: A native monetization strategy where brands become "Guest Hosts" of these prompts, turning ad placements into participatory events.

Research & Discovery

Competitive Analysis

To identify gaps in the market, I conducted an audit of key competitors.


Feature

Snapchat

Instagram

BeReal (Proposed)

Retention Driver

Anxiety (Streaks)

FOMO / Curation

Creativity (The Drop)

Authenticity

Low (Filters)

Low (Polished)

High (Raw)

Monetization

Disruptive Ads

Ads Everywhere

Native "Guest Hosts"

Key Insight: Competitors rely on social pressure or consumption. BeReal's opportunity lies in gamifying creativity, giving users a low-pressure reason to post.

Focus Group Findings

I facilitated a focus group with 6 participants (2 Active Users, 2 Lapsed Users, 2 Non-Users) to validate the concept.

  • The "Quest" Framing: The most significant finding was an emotional shift. Standard notifications were viewed as a "task," whereas the "Daily Drop" was viewed as a "quest" or "event."

    "I'd actually want to see how my friends interpreted 'Find something Green'. It's like a mini-game." — Participant 3 (Lapsed User)


  • Friction Points: Non-users felt "trapped" if the prompt wasn't relevant to their immediate surroundings, highlighting the need for an opt-out mechanism.

User Persona: Chloe (The Lapsed User)

  • Age: 22

  • Behavior: Checks the app daily but only posts once a week.

  • Pain Point: "My life isn't interesting enough to post at 2 PM. I just end up posting my laptop screen."

  • Goal: Wants a spark of inspiration to make posting fun again without the pressure of "perfect" curation.

Strategy & User Flow

The "Activation" Loop

We mapped the user's emotional journey to ensure the new feature creates a positive feedback loop.

  1. Trigger (Notification): "Time to BeReal. Daily Drop: Find something YELLOW."

  2. Curiosity (Reaction): "Oh, I have a yellow mug! I wonder what Sarah found?"

  3. Action (Capture): User snaps a photo using the frictionless overlay guide.

  4. Reward (Relief): Unlocks a "Streak" badge and the ability to see friends' creative interpretations.

Information Architecture (IA)

The feature integrates seamlessly into the existing flow with smart logic branching.

  • Trigger: Notification Received (2-min timer starts).

  • Decision Node: Is today a "Daily Drop"?

    • NO (Standard): Open Standard Camera → Post to Standard Feed.

    • YES (New Feature): Open Overlay Camera ("Find Object" Guide).

      • Sub-Branch: Is it Sponsored?

        • YES: Apply "Guest Host" branding (e.g., Starbucks Logo).

        • NO: Apply Standard "Drop" UI.

Ideation & Prototyping

Low-Fidelity Wireframes

Initial sketches focused on three key screens to validate the flow:

  1. The Hook (Lock Screen): Designing a notification that "pops" and signals a unique event.

  2. The Capture (Camera): An overlay system that guides the user without menus or friction.

  3. The Reward (Feed): Visual reinforcement (Streak Badge) to encourage repeat behavior.

Usability Testing & Iteration

Testing with 6 users led to critical refinements:

  • Friction Point 1: The "Trap" Feeling.

    • Issue: Users felt stuck if they couldn't answer the prompt.

    • Iteration: Added a high-contrast "Dismiss X" button to ensure the feature remains an invitation, not a mandate.

  • Friction Point 2: Confusion ("Is this a game?").

    • Issue: First-time users didn't understand why they were seeing a prompt.

    • Iteration: Added a pulsating tooltip for first-time users: "New! This is today's creative challenge."

High-Fidelity Design & Monetization

Core Feature: The Daily Drop

  • Prompt Overlay: A minimalist text overlay on the camera viewfinder (e.g., "Find something YELLOW") guides the user's content creation.

  • Upload State: A "Posting..." screen that reinforces the social aspect: "Sharing your discovery..."

  • Streak Reward: A "3 Day Streak" badge appears on the post, introducing a "cost to churn" (users return to keep the streak alive).


Monetization: "RealBrands" Partnerships

We introduced a B2B strategy where brands become "Guest Hosts", curating the prompt rather than disrupting the feed with banner ads.

  • Screen: Branded Alert:

    • Notification Copy: "GUEST HOST: STARBUCKS. Show us your morning fuel."

    • Value: High intent to open due to scarcity and brand recognition.

  • Screen: Branded Cam:

    • The camera overlay uses the brand's voice ("Sip," "Fuel") to frame the content naturally.

  • Screen: The "Golden Ticket" (Incentives):

    • Completing a Sponsored Drop unlocks a tangible reward (e.g., "Claim 15 Stars").

    • Value: Users aren't just posting content; they are earning value.

Projected Impact & Recommendations

Key Performance Indicators (KPIs)

Based on competitive benchmarks and focus group validation, we project the following impact:

  • +15% Daily Active Users (DAU): Driven by the gamified "Streak" mechanic and the shift from "task" to "quest."

  • 3.5% Conversion Rate: Projected claim rate for Brand Rewards, validating the high-intent ad model.

  • Day-30 Retention Stabilization: Solving "Prompt Fatigue" to flatten the churn curve.

Strategic Recommendations

  1. Build the Engine: Prioritize the development of the synchronized prompt notification system.

  2. Frequency Cap: Implement a strict guardrail for monetization. Sponsored Drops should occur maximum once per week (e.g., "Starbucks Saturdays") to preserve their status as a special event.

  3. Creative Prompt Bank: Develop a library of broad, achievable prompts (e.g., "Find a light source," "Look up") to ensure accessibility in any environment.

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