Kutt
Optimizing the share experience to boost peer-to-peer virality and platform growth.
The Problem
How might we redesign Kutt's share experience to be more inviting and drive engagement?
Kutt users often share bets with friends, especially on iMessage. However, the original share feature lacked context and used overly competitive language ("I’m challenging you!") that didn’t reflect the collaborative tone many users preferred. This resulted in lower share engagement and missed virality potential
Process
1. Identified friction through research and real-world use.
• Shared a live Kutt link with 10 peers: no one engaged
• Interviewed users: many preferred to tail friend's bets rather than challenge them directly
• Benchmarked viral growth models from Wordle and Immaculate Grid, both of which relied on visually compelling, low-friction iMessage shares
2. Benchmarked best-in-class iMessage share flows.
3. Redesigned the message structure and tone featuring visualization of key details like bet amount, team, odds, and time.
4. Validated design with a prototype and feedback from users.
Results
10/10
Users in a group chat said they would be more likely to click on a shared bet with the new design.
20%
Increase in shared bets per user during the month following implementation
Lessons learned
• Small changes can unlock big growth: Optimizing something as simple as a share text can unlock viral mechanics—especially in social betting contexts.
• Tone matters: A shift from “challenge your friends” to more collaborative language better matched real user behavior and increased sharing likelihood.
