This study addresses the need to enhance environmental literacy, focusing on urban adults through mobile applications, based on the example of PULA app that engages early adopters in gamified pro-environmental activities, offering insights into informal learning. Grounded in 'urban pedagogy,' the study combines semi-structured interviews with 17 application testers and quantitative data analysis, unveiling motivations, user feedback, and success aspects. Motivations include a desire for environmental impact, heightened climate awareness, and behavioral transformation. Users perceive knowledge increase as a key benefit, emphasizing educational features, gamification, and social interaction. Success aspects manifest in a sense of belonging, positive behavioral changes, and heightened environmental responsibility. Optimizing the environmentally-friendly app requires continuous gamified content innovation, technical issue resolution, and diverse educational content. Strengthening social interaction features and conducting longitudinal studies are crucial for sustained impact. This study advances our understanding of mobile apps' role in promoting environmental literacy, emphasizing the transformative potential of digital platforms and collaborative efforts for sustainable impact.