This submission covers a strong analysis and brainstorming for the popular language learning app Duolingo

1. Level 1 Octalysis
By Kamran Hatami
June 1, 2020

2. ● Launched in 2011 by Luis von Ahn, Duolingo is the world's largest online language learning platform.
● Duolingo currently offers more than 81 language courses across 37 languages and has more than 300
million active users.
● Duolingo provides a road-map of lessons in each language that includes writing and listening
exercises, flashcards, and multiple-choice questions for learning new phrases.
● Each exercise has a dedicated thread in Duolingo forums where learners can share their knowledge
or ask questions.
WHAT IS DUOLINGO?

3. ● Octalysis Strategy Dashboard
○ Business Metrics
○ Player Types
○ Desired Actions
● Analysis of the Current Experience
● Brainstorming
TABLE OF CONTENTS

4. OCTALYSIS STRATEGY DASHBOARD

5. 1. Revenue
2. Product stickiness ratio (DAU/MAU ratio)*
3. User retention rate
4. User growth rate
5. Average errors per checkpoint quiz
Duolingo measures the effectiveness of its teaching methods by tracking the average errors in checkpoint
quizzes. While increasing the effectiveness of teaching methodology is a way to improve other metrics, it is
an extremely crucial determinant of the long-term success of learning platforms and must always be
considered during the design, as extrinsic rewards may boost other metrics in the short-term, but hurt the
learning quality. Thus, this factor is listed as a secondary Business Metric, for us to keep it in mind in the
design process.
BUSINESS METRICS
* Active user is someone who meets the daily XP goal.

6. PLAYER TYPES

7. PLAYER TYPES
1. Big-Hearted — Social & Studious
2. Self-Moving — Individual & Studious
3. Sociable — Social & Casual
4. Inspired — Individual & Casual
Social — Is gregarious and enjoys social interactions; is learning a new language primarily to communicate
with others. Using Jungian terminology, they are extroverts.
Individual — Is not primarily interested in making social interactions and is concerned with their own affairs;
often takes pleasure in solitary activities such as reading or writing. Using Jungian terminology, they are
introverts.
Studious — Considers language learning a new language a primary activity, has a certain goal and plan for it
and is willing to spend large amounts of time each day studying.
Casual — Considers language learning a new language a secondary activity; practices new languages
whenever has free time or fills dead times with practicing a new language; is not focused on instant progress.

8. CD#1
- Wants to develop a more tolerant and
liberal mindset by learning a new language
and meeting new people.
- Cares how the brands that they use or
identify with reflect their values.
- Enjoys helping other learners or
developing new lessons and courses as a
volunteer.
CD#2
- Is willing to spend large amounts of time
learning a new language.
- Makes a plan for learning new languages and
keeps up with it.
- Is likely to use other, parallel tools to learn new
languages.
- While cares about fluency levels, certifications,
etc., primarily feels accomplished when uses
their new skills to communicate with or impress
others.
CD#4
- Identifies as a polyglot and shows off or
reinforces this part of their identity by
multiple means (e.g., badges, merchandise,
or certifications).
CD#6
- Is willing to learn challenging vocabulary
and grammatical rules as long as they are
useful in conversations.
CD#8
- Does not want to feel isolated, whether in
online forums or during travel or
immigration.
CD#7
- Constantly looks for opportunities to learn new
languages and meet new people.
- Embraces diversity and likes to connect to a
diverse range of people to explore different
cultures and world-views.
CD#3
- Looks for ways to express themselves using new
vocabulary and languages that they've learned.
- Enjoys learning languages that help them to use
their native languages in a more sophisticated and
stylish manner.
- Wants to customize the learning path.
CD#5
- Uses opportunities to impress others with their
language skills.
- Primarily learns a new language for social
connection and communication (e.g., for their
partner or to communicate better in travel or during
immigration).
- Looks for inclusive and active language-learning
communities to connect to like-minded peers.
- Is likely to use social media to share or show off
their skills or experiences.
- Prefers a cooperative learning methodology with a
focus on interactions with real people to an isolated
approach.
- Enjoys mentoring other, less proficient learners.

9. CD#1
- Values education as inherently meaningful
action.
CD#2
- Is willing to spend large amounts of time
learning a new language.
- Makes a plan for learning new languages
and keeps up with them.
- Is likely to use other, parallel tools to learn
new languages.
- Likes using elements like progress bars or
proficiency scores to track their progress.
- Likes to feel productive and take a step
towards goals every day.
CD#4
- Is proud of their knowledge of different
languages and practices regularly to refresh
their skills.
- May look at constant learning as a way to
improve or maintain mental fitness.
CD#6
- Enjoys learning rare and challenging
languages like Klingon.
- May want to gain access to new sources of
information by learning a new language.
- Does not shy away from learning complex
words or grammatical rules.
CD#8
- Wants to make sure that each learning tool
has maximum efficiency to avoid wasting
time or feeling unproductive.
CD#7
- Is generally curious and loves learning new
things.
- Likes to learn more about the culture and
history of the target language.
- Likes to explore and unlock all learning
tools in the platform.
CD#3
- As a conscientious learner, wants to find or
come up with new tips and tricks for learning
new vocabulary and grammatical rules (e.g.,
mnemonics or analogies).
- Wants to customize the learning path.
CD#5
- Connects to other learners only when
thinks it will improve the learning quality.
- Whether in social media, online forums, or
real-life meetings, tends to be reserved.

10. DESIRED ACTIONS - SCAFFOLDING
● Use the app every day to study
● Take new lessons
● Read tips for each new lesson
● Retake previous lessons to keep them fresh (spaced repetition)
● Regularly participate in practice sessions
● If available in the target language, read Duolingo interactive stories
● Meet daily XP goal
● Activate power-ups with Lingots
● When unsure or confused:
○ Check Duolingo forums for an explanation
○ If none was existent, ask the question in forums
● Give Lingots to helpful answers, questions, or explanations
● Pass checkpoint challenges
● Unlock new lessons and practice types with Lingots
● If available in the target language, listen to Duolingo podcasts
● Share tips and experiences and create discussions in forums
● Follow/find friends and expand friends leaderboard
● Join community-based contests
● Participate in Duolingo online events
● Invite friends
● Share achievements, certifications, or easter eggs in social media

11. ANALYSIS OF THE CURRENT EXPERIENCE

12. CD#1
- Gender-inclusive language in lessons; “when
language is such a big part of identity, inclusivity
matters.”
- Driven by a mission: to provide free quality
education for all.
- Active participation in political and social issues
through ad campaigns.
- Diverse and LGBT+ friendly phrases and
characters.
- Duolingo Incubator, where volunteers develop
new Duolingo courses.
CD#2
- Thirteen badges, each one with different levels.
- Progress bars in lessons, exercises, and quizzes.
- XPs which are earned by taking new lessons or practicing.
- Language tree that shows finished lessons, Crown Level of each lesson,
and upcoming lessons (which stimulates dopamine and facilitates action).
- Crown Levels which are earned by practicing and mastering skills. Each
skill has 5 Crown Levels. Exercises will get harder as users pass each
level.
- Weekly leagues which are composed of five divisions and are arranged
based on the XPs earned in each week. Top members of each league will
get promoted to the higher division, while members with the least XPs will
be relegated.
CD#3
- The ability to choose the learning depth: while serious
learners can maximize their Crown Levels for each skill, casual
learners have the choice to don’t dive deep in every skill.
- An easily accessible tool that can be used in many situations.
Learners can choose when, where, and how they want to
practice new languages.
- The ability to customize the learning pace by setting a daily
XP goal.
CD#4
- Lingots that can be redeemed to unlock new features, lessons, or
power-ups (Virtual Currency).
- Daily streaks which are maintainable by meeting daily XP goals
(Protection).
- Spaced-repetition-based reminders to practice previous lessons to
refresh skills.
- Using AI to learn more about the learning habits of each user and
customize the learning experience (Alfred Effect).
- Vocabulary Vault where learners can see all words they learned and
the level of learning.
CD#5
- Advanced users can share their knowledge with others and help
them (Mentorship).
- Learners can appreciate the help of others by giving them
Lingots (Thank-You Economy).
- When users send posts, the languages that they know, their
level of proficiency in each language, their streak count, and their
membership tag is visible next to the profile (Tout Flags).
- Duolingo Forum is used by users to share tips, ask and answer
questions, make friends, show off achievements, and create
community-based contests (Water Cooler, Friending).
- Duolingo events where language learners can meet peers
(Water Cooler).
- The leaderboard of Facebook and Duolingo friends to compare
the progress (Conformity Anchors).
CD#6
- Countdown timers in weekly leagues and in timed practices to urge
the users to take action.
- End of course certificate, received after completion of a language
tree.
- Special Global Ambassador tags (e.g., Insider, Event Host,
Contributor, etc.).
- Rare and unique languages like High Valyrian, Klingon, and
Esperanto.
- Hard Mode, which is a special type of lesson that challenges
learners by using more difficult content and questions, but gives extra
XP.
CD#7
- Lingot boxes which are accessible after leveling up; users
choose between 3 boxes, each one with a different reward in it
(Mystery Boxes).
- Lessons are full of funny easter eggs (e.g., “do you like
feet?” in Norwegian course or “I don’t like your president” in
Spanish couse). Find more in wtfduolingo.tumblr.com.
- The ability to unlock new features and lessons (Evolved UI).
- Duolingo interactive stories, songs, and podcasts which are
rich and engaging content for language learning.
- Duolingo Push, which is an in-person reminder program for
25-100$/month. Duo the Owl will show up in real-life to remind
learners to practice.
CD#8
- Aggressive push notification and reminders, focused on
negative reinforcement (infamous “You Made Duo Sad”
email).
- The possibility of relegation to the lower division
(Progress Loss) or losing the league ranking in the final
seconds of the week (Rightful Heritage).
- Double or Nothing wagers, where users bet five Lingots
that they can maintain their streak for seven days. If they
win, they’ll get ten Lingots, and if they lose, they get zero
(Sunk-Cost Prison).
- Learners have three hearts in each quiz and lose one by
making mistakes. Losing all will end the session.

13. CURRENT EXPERIENCE vs. MAIN PLAYER TYPES
Brainstorming should focus on CD#3, CD#5, & CD#7 and also on using less CD#8.

14. BRAINSTORMING

15. Name Description CDs
Culture Trip
Learners can unlock lessons about the culture, art, religion, and history behind the target language. Narratives and road-maps
can be used to make the experience more engaging (CD#2, CD#7). Also facilitates assimilation and making friends (CD#5).
#2, #7
Goal-Setting
Users define a language-learning goal for themselves in the Onboarding phase, an action that is proven to be an extremely
crucial boost to the long-term commitment and performance of learners (Schippers, Scheepers & Peterson 2015; Locke 1996).
One example could be: "I want to achieve B2 fluency level in Hungarian in 12 months because I am planning to immigrate to
Hungary," and then Duolingo creates a customized learning path for the user based on their goals and timelines.
#2, #3,
#4
Goal-Sharing
Learners can unlock special content by sharing their goals in social media or with their friends, which can considerably improve
their long-term success in goal pursuit (Shteynberg & Galinsky, 2011).This technique, along with an early goal-setting system, can
give a big reward to learners early in their experience, which will increase learning quality and learner motivation (Arias-Carrión &
Pŏppel, 2007).
#2, #5
Customizable
Learning Path
While all learners have to learn the basic lessons, they can choose between multiple learning path templates or create their own
by picking the topics that they are interested in. Since the reasons for learning a new language are diverse, letting users choose
what exactly they want to learn can give them a sense of satisfaction and control (CD#3).
#3, #4
Success Buddy
(Pen Pal)
Learners can find someone with similar goals, interests, and timelines in the Success Buddies section. Success Buddies can
practice communication, give feedback to each other, participate in cooperative challenges like co-streaks, or even revive each
other’s streak counts (Social Treasure).The American Society of Training and Development found that people are 95% likely to
meet their goal when they share their goal and set ongoing meetings with their partners to check the progress.
#2, #5,
#7
Daily Quest
Lists
To reduce clutter and confusion during the Endgame and late-Onboarding phases, a list of lessons and practices that learners are
supposed to take each day (based on their long-term goal and timeline and also spaced repetition algorithms) is added. Since
confusion and frustration in the long-term lead to a drop in learning quality (Liu et al. 2013), it is important to always present clear
actions to learners.
#2, #7
Customizable
Reminders
Based on the goal and the learning path that learners selected, they can choose specific times of the day and the week to
receive notifications. They can also pick the tone of the notifications (inspiring, negative, quirky, threatening, etc.).
#3, #4

16. Name Description CDs
Streak
Milestones/Boot-l
eg Quests
To reduce the stress of losing streak counts, which can hurt the learning quality (Vogel & Schwabe 2016), streak milestones are
used. For example, if a user fails at the 432nd day, their streak count would go back to 400, instead of 0. But if they keep failing,
for instance, in two consecutive days, they'll lose two milestones. Finally, adding a rare reward for users who can maintain a sixty
days streak once motivates learners to use the app for sixty consecutive days, which could help them form a habit of daily
learning (Status Quo Sloth).
#2, #4,
#8
Guilds
Learners can join or create guilds and compete with other guilds in different ways (e.g., collective quizzes, where all members take quizzes
and the guild with least errors wins, or 2-2 streak battles, where each member of the guild challenges a member from the opposing guild on
maintaining the highest streak). Between-group competition promotes intra-group cooperation (Cárdenas & Mantilla 2015). Advanced
users mentor beginners and beginners try to perform better to help the group. "The more skillfully instruction and assessment are
interwoven in learning groups, the more students will learn," David and Roger Johnson explain in their book, Assessing Students in
Groups: Promoting Group Responsibility and Individual Accountability.
#1, #2,
#5, #8
Customizable
Pet
A companion pet is added to the game that grows as the user learns a new language and gets weak/dies if the user becomes
inactive. Users practice because they want to help their pet grow (CD#2, CD#3) and be healthy (CD#4, CD#8, Protection), which
is more sustainable than the current, shame-driven system of motivating inactive users to come back. Customizable pets create
meaningful ways for users to spend Lingots (CD#3, CD#4, Build from Scratch). Pets, when visible next to the profile in forum
threads, allow users to show off their creativity and status (CD#5, Tout Flags). Also, rare combos and collections of items for pets
(CD#6, Collection Sets) produce a more engaging Endgame experience.
#2, #3,
#4, #5,
#6, #8
Lingots for
Humanity
A special section is designed where users donate Lingots to help underprivileged children in need of education. A leaderboard
based on the number of donated Lingots is added to create a healthy competition that increases overall engagement with the
app. The costs of the program are paid by sponsors (purpose-driven marketing, similar to Khan Academy programs).
#1, #2,
#5
Weekly Chest
Instead of encouraging the learners to come back to the app each week to keep their rank in leagues (CD#8), weekly
achievement chests are implemented. Learners who earned more than 70 XPs in the last week can open the chest. Earning more
XPs in each week leads to higher chance of unlocking rare items (CD#6, CD#7, Probability Booster).
#2, #6,
#7, #8
Glowing
Choices
Glowing choices and coach-marks are added to help users find tips and grammatical rules of each lesson and also explore
forums.
#2, #7

17. THANKS!
Disclaimer: Illustrations used in the presentation are all designed by the Duolingo design, brand strategy, and marketing teams. In the
context of this presentation, they are not used for commercial, but for educational purposes (to present Duolingo's gamified user
experience). All elements are available at Duolingo Brand Guidelines webpage.
Note: Duolingo uses different UX elements in its Android, iOS, and web apps. This presentation focused mainly on the web app.