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.