onboarding with Duolingo.
onboarding with Duolingo.
01 / overview.
01 / overview.
We will deconstruct the onboarding flow in Duolingo and understand the nitty-gritty decisions of design. Eventually, we will also come to a conclusion on how to use the insights when we are designing an onboarding experience.
We will deconstruct the onboarding flow in Duolingo and understand the nitty-gritty decisions of design. Eventually, we will also come to a conclusion on how to use the insights when we are designing an onboarding experience.
02 / role of micro-animations.
02 / role of micro-animations.
Duolingo has consistently used micro-animations with it's Duo mascot to set the brand vibe and mascot character, keeping the long onboarding flow engaging.
Duo is animated to take notes which is also a clever way to make the user feel heard.
Duolingo has consistently used micro-animations with it's Duo mascot to set the brand vibe and mascot character, keeping the long onboarding flow engaging.
Duo is animated to take notes which is also a clever way to make the user feel heard.
03 / feedback mechanisms.
03 / feedback mechanisms.
When the user selects their reason of learning a new language, Duo responds with a different reply affirming the user's choice.
Also, subtle yet powerful, each loading state has brand injected UX copy that specifies what is loading for the user based on previous user response. That removes user frustration while waiting.
When the user selects their reason of learning a new language, Duo responds with a different reply affirming the user's choice.
Also, subtle yet powerful, each loading state has brand injected UX copy that specifies what is loading for the user based on previous user response. That removes user frustration while waiting.
04 / forming a habit.
04 / forming a habit.
From the get-go, Duolingo's intention is toward knowing user's goal and reason to learn a language. Ultimately, it leads the user to commit to learning everyday for specific minutes.
From the get-go, Duolingo's intention is toward knowing user's goal and reason to learn a language. Ultimately, it leads the user to commit to learning everyday for specific minutes.
05 / storytelling.
05 / storytelling.
A very nuanced storytelling framework can be seen in use. The user experience is personalised at every step, cause is attached to learning and user is made to commit. Perfect set to reveal the Hero. Then Duo is set as the guide who leads the Hero to their destination.
Permissions are asked in a way that feels personal and contextual - "I'll remind you to practice so it becomes a habit."
"I'll cheer you from home screen" - combined with a cool animation of Duo which literally compels anyone to add Duolingo widget on screen. Every box checked to retain users.
A summary of the success state is seen where the user imagines what they can do after learning - "play songs".
And right when the user is high on happy juices, comes the paywall. Not too early the user feels being ripped off, and not too late that the user feels misled about being a free product.
The onboarding ends with a small exercise and starting the streak to give users the feel of staying on a streak, brilliant way to set the narrative of coming back daily.
User lands on the Home screen with clear direction to the next step. Only that lesson is highlighted.
A very nuanced storytelling framework can be seen in use. The user experience is personalised at every step, cause is attached to learning and user is made to commit. Perfect set to reveal the Hero. Then Duo is set as the guide who leads the Hero to their destination.
Permissions are asked in a way that feels personal and contextual - "I'll remind you to practice so it becomes a habit."
"I'll cheer you from home screen" - combined with a cool animation of Duo which literally compels anyone to add Duolingo widget on screen. Every box checked to retain users.
A summary of the success state is seen where the user imagines what they can do after learning - "play songs".
And right when the user is high on happy juices, comes the paywall. Not too early the user feels being ripped off, and not too late that the user feels misled about being a free product.
The onboarding ends with a small exercise and starting the streak to give users the feel of staying on a streak, brilliant way to set the narrative of coming back daily.
User lands on the Home screen with clear direction to the next step. Only that lesson is highlighted.
06 / gamification.
06 / gamification.
These core drives of human psychology are used to gamify the experience:
epic calling & meaning: by making the user connect to a reason to learn and commit 15 minutes daily, user now has a promise to fulfill.
accomplishment & development: a goal gradient effect is used with the progress bar. Additionally, low effort responses smoothly lead the user down the rabbit hole.
ownership & possession: with a micro-lesson, a streak is started and the user unlocks the first Duo character, just like collectibles.
These core drives of human psychology are used to gamify the experience:
epic calling & meaning: by making the user connect to a reason to learn and commit 15 minutes daily, user now has a promise to fulfill.
accomplishment & development: a goal gradient effect is used with the progress bar. Additionally, low effort responses smoothly lead the user down the rabbit hole.
ownership & possession: with a micro-lesson, a streak is started and the user unlocks the first Duo character, just like collectibles.
07 / so what did we learn?
07 / so what did we learn?
Listing down the takeaways:
Long onboarding is not often bad, till design of it can keep users hooked.
Every permission popup is perfectly timed and contextual.
Clear storytelling enabling the user to see how success looks like.
Gamified experience to nudge the core drives of the user.
Listing down the takeaways:
Long onboarding is not often bad, till design of it can keep users hooked.
Every permission popup is perfectly timed and contextual.
Clear storytelling enabling the user to see how success looks like.
Gamified experience to nudge the core drives of the user.