SlideShare a Scribd company logo
FINN MCKENTY
How Duolingo
drives retention
with gamification
FINN MCKENTY
Duolingo improved
next-day retention
from 47% to 55% using
gami
fi
cation patterns.
Challenges are their
core gami
fi
cation
feature.
Source: Duolingo co-founder Luis von Ahn via Businessweek
FINN MCKENTY
Challenges turn the intimidating task of
learning a language into structured
collections of sub-goals.
FINN MCKENTY
Duolingo’s framework
for challenges
1. User chooses a high-level goal
2. Give visual motivation to make
daily progress
3. Use external reminders to
drive users back to the app
Source: Duolingo associate product manager Zan Gilani via The Drum
FINN MCKENTY
1. User chooses a
high-level goal
The highest-level goal is as
simple as “learn Vietnamese”
FINN MCKENTY
They also drive users toward smaller
challenges such as committing to practicing
every X days. Note that they explain why
they’re asking for this commitment.
FINN MCKENTY
2. Give visual
motivation to make
daily progress
The “goal gradient” concept says that the
closer a user gets to a goal, the less likely
they are to abandon it.
FINN MCKENTY
Duolingo also has a robust “economy”
inspired by video games. Rewards are
redeemed for various in-app things like a
“streak freeze” which resets a broken streak.
FINN MCKENTY
3. Use external
reminders to drive
users back to the app
Duolingo is somewhat infamous for the
volume of noti
fi
cations. But they’ve
validated this approach through years of
testing, with 23.5 hours being ideal.
Source: Duolingo associate product manager Zan Gilani via The Drum
FINN MCKENTY
The tone in their noti
fi
cations is also
somewhat polarizing, but in a world of
crowded, noisy inboxes a little personality is
key to standing out.
FINN MCKENTY
Follow for more insights
on how consumer
startups build product &
scale growth!

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How Duolingo drives retention with gamification

  • 1. FINN MCKENTY How Duolingo drives retention with gamification
  • 2. FINN MCKENTY Duolingo improved next-day retention from 47% to 55% using gami fi cation patterns. Challenges are their core gami fi cation feature. Source: Duolingo co-founder Luis von Ahn via Businessweek
  • 3. FINN MCKENTY Challenges turn the intimidating task of learning a language into structured collections of sub-goals.
  • 4. FINN MCKENTY Duolingo’s framework for challenges 1. User chooses a high-level goal 2. Give visual motivation to make daily progress 3. Use external reminders to drive users back to the app Source: Duolingo associate product manager Zan Gilani via The Drum
  • 5. FINN MCKENTY 1. User chooses a high-level goal The highest-level goal is as simple as “learn Vietnamese”
  • 6. FINN MCKENTY They also drive users toward smaller challenges such as committing to practicing every X days. Note that they explain why they’re asking for this commitment.
  • 7. FINN MCKENTY 2. Give visual motivation to make daily progress The “goal gradient” concept says that the closer a user gets to a goal, the less likely they are to abandon it.
  • 8. FINN MCKENTY Duolingo also has a robust “economy” inspired by video games. Rewards are redeemed for various in-app things like a “streak freeze” which resets a broken streak.
  • 9. FINN MCKENTY 3. Use external reminders to drive users back to the app Duolingo is somewhat infamous for the volume of noti fi cations. But they’ve validated this approach through years of testing, with 23.5 hours being ideal. Source: Duolingo associate product manager Zan Gilani via The Drum
  • 10. FINN MCKENTY The tone in their noti fi cations is also somewhat polarizing, but in a world of crowded, noisy inboxes a little personality is key to standing out.
  • 11. FINN MCKENTY Follow for more insights on how consumer startups build product & scale growth!