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.