3 takeaways from Duolingo's product culture

•

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UXDXConf

In this talk, Zan Gilani, product manager with Duolingo will share what we can learn from Duolingo's product culture.

Software

3 takeaways from Duolingo’s
product culture
Zan Gilani (@zan_g)

Irish learners on Duolingo > native Irish speakers

don’t copy competitors…even if it works sometimes

experiment #1
add levels to skills
+5%
DAU
+6%
D14
+7%
lessons
completed

15
Listen and answer the question
¿Qué edad tiene Ana?
Ana tiene 21 años.
Ana es mamá.
Ana no tiene hijos.
You’re out of moves!
Get extra moves to keep going.
KEEP GOING15
10
5
15
Listen and answer the question
¿Qué edad tiene Ana?
Ana tiene 21 años.
Ana es mamá.
Ana no tiene hijos.

remixed: weekend amulet
weekends = streak ends

experiment #3
let users protect their
streak over the weekend
+4%
D14
+5%
less likely
to lose streak

experiment #4
only offer streak repair as
part of Duolingo Plus
REPAIR FOR $4.99
52 day streak lost!
Do you want to repair your streak?
This helps us keep education free.
Basics 1
Phrases
Food
Basics 2
Animals
IdiomsChristmas Flirting
7-day streak lost!
Try Duolingo Plus and get 1 free streak
repair per month!
12507 12%0
REPAIR STREAK
9%
of daily
revenue

your users are different
your product is different
your hypotheses are different

experiment #5
add an achievement for
signing up
0%
DAU
0%
D14

experiment #7
ask you to share Duolingo
with Facebook friends
+500
app installs per
day
NOT NOW
INVITE FRIENDS
You and your friends will each receive 100
gems when they sign up!
Invite friends, earn gems!

experiment #8
receive in-app currency
when you refer friends
NOT NOW
INVITE FRIENDS
You and your friends will each receive 100
gems when they sign up!
Invite friends, earn gems!
+600
app installs
per day

experiment #9 (running)
receive Duolingo Plus
when you refer friends
TBD
app
installs per
day
1
Basics 2
Basics 1
3
3
PhrasesPhrases
Invite friends. Get free Plus.
INVITE FRIENDS
Get one week of free Duolingo
Plus for every friend who joins
3 75Spanish

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3 takeaways from Duolingo's product culture

1. 3 takeaways from Duolingo’s product culture Zan Gilani (@zan_g)

2. 30+ languages

3. Irish learners on Duolingo > native Irish speakers

4. presidential recognition for Duolingo

5. Scottish envy

6. free language education for all

7. 300M+ users worldwide

8. 1. accessible

9. 2. effective

10.

11. we run hundreds of AB tests

12. where do our ideas for tests come from?

13. borrow

14. borrow remix

15. remixborrow revisit

16. 1. BORROW

17. don’t copy competitors…even if it works sometimes

18. an email from our CEO over

19. we learn from the gaming world

20.

21.

22.

23. borrowed: streaks

24.

25. longest streak ever = 2087 days

26. borrowed: levels 4

27. Clash Royale

28.

29. experiment #1 add levels to skills +5% DAU +6% D14 +7% lessons completed

30. remixed: “moves” 17

31. Gardenscapes

32. 15 Listen and answer the question ¿Qué edad tiene Ana? Ana tiene 21 años. Ana es mamá. Ana no tiene hijos. You’re out of moves! Get extra moves to keep going. KEEP GOING15 10 5 15 Listen and answer the question ¿Qué edad tiene Ana? Ana tiene 21 años. Ana es mamá. Ana no tiene hijos.

33. 15 Listen and answer the question ¿Qué edad tiene Ana? Ana tiene 21 años. Ana es mamá. Ana no tiene hijos. You’re out of moves! Get extra moves to keep going. KEEP GOING15 10 5 15 Listen and answer the question ¿Qué edad tiene Ana? Ana tiene 21 años. Ana es mamá. Ana no tiene hijos. -5% lessons completed experiment #2 lessons inspired by match 3 games

34. remixborrow revisit

35. remixborrow revisit

36. 2. REMIX

37. remixed: weekend amulet weekends = streak ends

38. remixed: weekend amulet

39. experiment #3 let users protect their streak over the weekend +4% D14 +5% less likely to lose streak

40. remixed: streak repair

41. experiment #4 only offer streak repair as part of Duolingo Plus REPAIR FOR $4.99 52 day streak lost! Do you want to repair your streak? This helps us keep education free. Basics 1 Phrases Food Basics 2 Animals IdiomsChristmas Flirting 7-day streak lost! Try Duolingo Plus and get 1 free streak repair per month! 12507 12%0 REPAIR STREAK 9% of daily revenue

42. remixborrow revisit

43. remixborrow revisit

44. 3. REVISIT

45. recognize HIPPOs

46. your users are different your product is different your hypotheses are different

47. heed the law of shitty clickthroughs 1

48. your users are different your product is different your hypotheses are different

49. your users are different your product is different your hypotheses are different

50. revisited: achievements

51. experiment #5 add an achievement for signing up 0% DAU 0% D14

52. CHECK Troy Barnes Achievements View Proﬁle Abed Nadir 81 XP Proﬁle experiment #6 add 10 achievements + trophy case on profile tab +3% DAU +3% D14

53. revisited: referral

54. experiment #7 ask you to share Duolingo with Facebook friends +500 app installs per day NOT NOW INVITE FRIENDS You and your friends will each receive 100 gems when they sign up! Invite friends, earn gems!

55. experiment #8 receive in-app currency when you refer friends NOT NOW INVITE FRIENDS You and your friends will each receive 100 gems when they sign up! Invite friends, earn gems! +600 app installs per day

56. product process: retrospectives

57. experiment #9 (running) receive Duolingo Plus when you refer friends TBD app installs per day 1 Basics 2 Basics 1 3 3 PhrasesPhrases Invite friends. Get free Plus. INVITE FRIENDS Get one week of free Duolingo Plus for every friend who joins 3 75Spanish

58. remixborrow revisit

59. remixborrow revisit

60. meet Shannon

61. thank you

3 takeaways from Duolingo's product culture

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