Background:
With more than 300 million users and embedded artificial intelligence, Duolingo is the world’s most downloaded education app. We believe that anyone can learn a language with Duolingo. Our free, bite-size lessons feel more like a game than a textbook, and that's by design: Learning is easier when you're having fun.
Business objective:
Helps language learners create an interactive and stress-free study environment for active learning to increase ROI by 25%.
Persona:
User story:
As a student who’s interested in learning a new language, I would like to have real interaction with native speakers, so I can remember more by practicing in real-world situations.
Hypothesis:
Adding a group feature will allow users to communicate with native speakers and follow local leads/influencers, making the language learning process more intuitive and active.
Users would not just study classes alone, but also become more willing to attend the engaging sessions, leading to an average 30 minutes of increase in active sessions per day.
Feature solution:
Group feature:
The group feature is designated for people who seek to learn language interactively with the locals and peers. The idea is to invite major local influencers or top instructors to join the platform and host live classes to attract students. Topics can include the followings: artists, music, culture, language, personal growth, psychology, science, etc.
Ultimately, we want to create an interactive and stress-free learning environment for active learning. By chatting with the local people, students can engage in the learning experience automatically and reinforce their knowledge without putting too much effort.
Format of the live class:
There will be 3-levels and each session progresses. Each class has less than 3 local leaders to lead a 1-hour engaging session.
Notification feature:
We will understand users by using Machine Learning approach to detect the time of a day when users on the app. By calculating the data, the app can send push notifications at the best time of the day accordingly.
Prototype:
Goals/Key results:
Operational success metric:
an average of 30 minutes of active session per day
Counter Metrics
MAU at 80%
80% retention rate per month
Get 10% more downloads
Increase 10% sign ups
Generate 5% more revenue
Risks and mitigation:
Validation:
If we see an increase in active users or users join multiple group sessions, we can draw conclusion that users are interested in the interactive learning mode.
Test:
A/B testing:
Keep the same KPI for both control groups and experimental groups
Compare a mockup with group feature and one without it
Conduct testing - make sure that we have the same amount of users for both mockups during the testing time period.
Finally, compare the results
User experience research:
Quantitative research methods:
Do they notice the group feature (number of clicks or seconds of hesitation on the bottom of the page)
How often do they attend the session
Do they find user flow easy to follow?
Groups -> travel -> join class
Qualitative research methods:
Are they satisfied with the session
Score ranking
1-10 as 10 being very satisfied
Survey feedback
Combine both open and closed-ended questions
If they stuck, ask why
Will they provide any improvements
Thank you for reading
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