Duolingo Method Explainer
Overview
UXR insights in 2022-2023 revealed that new users felt Duolingo was too fun or delightful to be effective as a language learning app. Learners wanted more prescriptive lessons, efficacy claims, and trustworthy teaching methods.
Our goal
Address common learner misconceptions about Duolingo’s learning methods and increase retention among new users with prior proficiency in a language.
My role
I collaborated with Studio, Learning Scientists, and Product Design leadership to develop the content strategy and script for a short onboarding video. I translated learning science and UXR insights into a narrative that: 1) addressed common misconceptions about Duolingo’s learning methods, and 2) combined copy, design, and animation to build credibility and trust in the onboarding experience.
Impact
Although retention results were neutral, my role in the video script and content strategy development contributed to a ~3% increase in total Super Duolingo subscription bookings. I also played a significant part in helping the team gain valuable insights into how to introduce in-app features, as well as how to approach collaborating on similar multi-faceted projects in the future.
Note: This is the closest version to the final video. The voiceover and copy are final, but some illustration details are unfinished.
Duolingo Widget Newsletter
Overview
When Duolingo first launched its widget on iOS in 2022, it was clear it could drive business metrics. However, the Growth team had only promoted it inside the app. The Growth team wanted to see if we could re-engage users outside the app by sending a dedicated marketing newsletter.
Our goal
Target users who were active in the last 30 days but hadn’t installed the widget yet. Highlight the widget's best perks to drive installations across Android and iOS. Test different copy angles to see what resonates most.
My role
I collaborated closely with Product Design and Marketing to understand the widget’s main value props, as well as different “flavors” or themes we could explore in newsletter variants. I explored different tones and creative directions, leaning heavily into expressive copy and illustration-led design.
Impact
The copy variations I developed, including the winning variant, led to an increase in the widget installation rate. The team incorporated insights from the winning variant into future testing aimed at continuing to drive widget adoption.
Duolingo Avatar Creator
Overview
When Duolingo’s Avatar Creator launched in 2023, users were upset that they could no longer upload custom profile pictures. This led to a spike in user complaints and support tickets.
Our goal
The team and I hypothesized that adding an educational confirmation message when users created their first avatar would lead to better user comprehension and long term adoption of the new feature, even if it slightly slowed down initial adoption.
My role
I wrote the copy for a new confirmation message that explicitly told users they’d no longer be able to use custom profile photos after creating an avatar. My approach was to keep the microcopy straightforward and conversational so users wouldn’t be caught off guard before making the switch.
Impact
The confirmation message led to a drop in support tickets and complaints. While initial adoption decreased in the short term, the experience helped protect user satisfaction without hurting long-term adoption rates. The Avatar Creator continues to evolve today.