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Duolingo App Notification Technology Breakdown
- 1. Notifications NextLeap’s Learn inPublic challenge (1/5) Aditya Chainani | PM C28 Product Teardown
- 2. Overview User PersonaTechnology UX Key Metrics What is Duolingo? Key Value Proposition Emerging Trends Differentiation Factors A free app that teaches languages through fun, interactive lessons Positioning Statement A free, fun, and engaging language-learning platform that leverages gamification and personalization to make learning accessible to everyone Gamification Streaks, experience points (XP), and leaderboards for a fun & engaging experience Adaptive Learning Algorithm Personalizes lessons based on a user's performance Regardless of their location or financial situation Accessible Learning Forums and many other social elements Community Oriented Life-Like Communication Lessons focus on a real-life goal Founded 2011 Users 500M+ CEO Luis von Ahn Market Capital $8.93B Headquarters Pittsburgh, Pennsylvania Languages Offered 42 Status Public Freemium Accessibility Many Languages Brand Loyalty Continuous Innovation Gamification Mobile Learning Language Certification Competitors Focuses on real-life scenarios and contextual learning Rosetta Stone Provides a platform for learners to practice with native speakers Busuu Uses AI to adapt and personalize the learning experience Lingvist Offers language learning solutions tailored for corporate clients Babbel Emphasizes memorization techniques and real-world language usage Memrise Show me the money!!! (Revenue Sources) Premium Subscription that allows Ad-free learning and offline lessons and more Super Duolingo Subscription Language proficency evaluation recognized by institutions, employers, and immigration programs as a credible assessment of language skills Language Certification Tests In-App Ads leverage Duolingo’s user data and targeting capabilities Advertising Partnerships Customized language learning courses and tools to companies looking to enhance their employees’ language skills Language for Business Solutions Access to specialized language courses, bonus lessons, or further learning materials In-App Purchases Top 10 Languages Learnt 45.6m Spanish 26.0m French Japanese 21.5m Korean 17.7m German 17.4m Italian 12.2m Hindi 11.2m 9.84m Chinese Russian 8.20m Arabic 7.90m (In millions) Fictional languages are taught too ! High Valyrian (Would you learn it?) Klingon Freemium Business Model Core features of the app are free to use, but additional features and services are available through a paid subscription
- 3. Overview User PersonaTechnology UX Key Metrics Education Time Constraints Motivations Pain Points Language Goals Tech Skills Priya Patel 29 y/o Female Bangalore, Karnataka (Tier 1) IT Consultant Masters in Computer Science Learn Spanish to communicate with international clients and enhance career prospects. High; uses smartphones and apps extensively for both personal and professional use Busy work schedule with limited time for language learning • Improve career opportunities • Build a global network • travel for business • Needs short,effective lessons that can be integrated into a busy schedule, • Desires progress tracking. Education Time Constraints Motivations Pain Points Language Goals Tech Skills Arjun Sharma 20 y/o Male Mumbai, Maharashtra Engineering Student Bachelors in Engineering Learn German to prepare for an exchange program and future job opportunities in Germany Very high; uses various apps for education and entertainment. Flexible schedule with time available for dedicated study, but prefers engaging and varied content. • Prepare for studying abroad • Improve language skills for future career • Explore new cultures. • Needs engaging, gamified content to maintain motivation • Enjoys community interaction and practical language use. • Limited spending capacity
- 4. Overview User PersonaTechnology UX Key Metrics Notifications Notifications Feelings Journey Duolingo has revolutionized how notifications can be sent to not just enhance the user learning experience but also enhance sales and business outcomes by utilizing user data to target premium membership The notifications have even found a fan base amongst the meme makers. Push Permission Excited & curious Reminder Motivated Proud & encouraged Tensed Competitive Excited Accomplished Excited Streak Update Applause New Goal Reminder Continuation New Language Skill Update Friend’s Progress Extra Challenge Badges Leaderboard Practice Areas Reward Claim Cheer Goal Setup In-App Sign Up Daily Practice Achievement Challenges Social Competition Special Events Course Completion Re-engagement
- 5. Overview User PersonaTechnology UX Key Metrics In-App Notifications Push Notifications Bandit Algorithm Every User gets a different notification. The AI learns which notification works best for the particular user and optimises the next notification Simple Reminder Emotional Connect Appeal to Conscience Daily Streak Reminders Achievement Unlocked XP Goal Progress Skill Level Up Practice Reminders Leaderboard Updates Shop Promotions Event / Challenge Friend Activity
- 6. Overview User PersonaTechnology UX Key Metrics Duolingo Push Premium feature that takes Push notifications out of your phone and into the real world! Duo the Owl will literally show up to remind you to practice. The most unique experience a user can get... “Duo appeared while I was on a second date. We didn’t make it to the third date, but I did make it to the third lesson of the Flirting skill in my French course!” Ashley F. Pittsburgh, PA You can find him in your notifications Your #1 fan & biggest cheerleader Duo User Interface (UI) User Experience (UX) Design Goal He is Helpful Motivating Dedicated A green owl Concise Messaging Bright & Engaging Icons Friendly Tone and Language Clear Call-to-Action (CTA) Timely Customized Non- Intrusive Adaptive Motivating Social To create a learning environment that makes the users feel at ease and have a positive outlook towards the process. The app as well as the notifications have a clean design and clear goal defined which is to “encourage learning for all” Duo enters our world ! The official mascot of Duolingo Familiar Face ?
- 7. Overview User PersonaTechnology UX Key Metrics What Works Can be Improved What Why Engagement Reminders Motivational Messages Achievement Alerts Daily Reminders Regular reminders keep users practicing and motivated. Encouraging messages that celebrate user progress. Notifications about completed lessons or streaks. Prompts users to return and practice each day. Supports maintaining a learning routine. Reinforces user commitment and progress. Boosts motivation and satisfaction. Helps users stay consistent and engaged. What How Enhanced Personalization Timer based notifications with personalized page access similar to discovering a new location. When the user opens the app through the notification they should reach a personalized page that otherwise cannot be accessed. Intelligent Timing Optimize the timing of notifications based on user activity patterns and time zones. Use data to determine the best times to send notifications for maximum engagement. Reduced Notification Fatigue Interactive Content Balance the frequency and content of notifications to prevent overload. Add interactive elements to notifications, such as quick exercises or practice prompts. Add features like quick actions or mini-lessons directly in notifications. Implement a system to monitor user responses and adjust notification frequency dynamically.
- 8. Overview User PersonaTechnology UX Key Metrics Open Rate What Why Click-Through Rate (CTR) Retention Rate Post-Notification Conversion Rate Opt-Out Rate The percentage of users who open push notifications or in-app messages. The percentage of users who interact with the notification (e.g., tapping a link or button). The percentage of users who continue to use the app after receiving a notification. The percentage of users who continue to use the app after receiving a notification. The percentage of users who opt-out or disable notifications. Provides insight into user satisfaction and the potential negative impact of notifications. Indicates how effectively notifications drive key user actions and business outcomes. Assesses the impact of notifications on user retention and ongoing engagement. Measures how effectively notifications drive user actions and engagement. Indicates the initial engagement and relevance of the notifications to users.
- 9. Here are somemore memes since you stuck around till the end Thank you!