CONTENT DESIGN

Duolingo: A new learning path

PROBLEM

Users were confused about the “correct” or “best” way to use Duolingo and felt choice paralysis about the many options

SOLUTION

Provide a guided path that makes it super clear which lesson the user should do next

MY ROLE

Content designer

WHAT I DID

• Wrote all UX content and defined content guidelines

• Designed onboarding flows and wrote onboarding content and launch comms

• Worked with:

• UX researcher to conduct research, synthesize, and socialize insights

• Product designer to refine information architecture and UX flows

• C-level leadership to align on overall strategy

OUTCOMES

• The redesign shipped with positive retention, +3.7% bookings ($16k/day), and +18% IAPs ($8k/day)

• The talking points and blog post I wrote and video I scripted were used in extremely positive press coverage of the redesign by industry outlets (it was the largest redesign in 3 years)