Please enable JavaScript to view this content.
Portfolio
Freelance
Playground
About

Call

Email

Close

Duolingo

Advertising Campaign / UX Case Study

Many Americans are proud to be descendants of immigrants, however only few still know the language of their ancestors. 
A rebranding advertising campaign to broaden the user spectrum, and a UX/UI case study to determine motivational aspects and painpoints of the app.

Julian Brueggemann
Creative Director

Brendan Mansfield
Art Director

Harvey Gillet
Copy Writer

The intro images shows a phone with country flags and Duo the own in the center

Research

Duolingo wants to encourage Americans that it is never too late to learn the language. This rebranding campaign is to extend the current target audience by matureing the overall brand image, and to reduce demotivating factors of the gamification system.

Current User
Extended User
25.4 Years
30-45 Years
66.2% female
Balanced gender usage
98% Novice learners
All levels of speakers

Logo Redesign

The same owl, but a more mature logo to address the current and extended target market more precisely.

Poster Campaign: We have the words you've been missing.

The poster campaign features unusual words in other languages in a playful way to waken the couriosity of the viewer.

Treppenwitz
Treppenwitz
Treppenwitz
Treppenwitz

User Interface Redesign

This screen shows the different levels duolingo offers. They rage from vacation vocabulary, to fluency, to business level
This screen shows the different levels duolingo offers. They rage from vacation vocabulary, to fluency, to business level
This screen shows the different levels duolingo offers. They rage from vacation vocabulary, to fluency, to business level

User Interface Redesign

This screen shows the different levels duolingo offers. They rage from vacation vocabulary, to fluency, to business level
This screen shows the different levels duolingo offers. They rage from vacation vocabulary, to fluency, to business level

User Insights
- Extended Audience Group

We asked 20 adults (m/f) ages 30-45 years about their languages skills, goals, and if they ever considered installing a language app such as Duolingo.

All participants were selected randomly.
“I have considered using an app to learn a language, but I have never actually installed one because it seemed silly to me.”
“I always wanted to learn Spanish and travel to Spain, but I never did. I never considered language apps as a useful option.”
“I would be more interested in learning how to hold up a conversation rather than learning how to write the language, so I don't think an app could help with that.”
“I never used an app because
 I don’t feel confident that it would help me.”
“An app is more convenient than a book, especially when travelling, but I haven’t actually installed one before.”
“I did speak Spanish in college,
 but never used it as I didn’t really have anyone to practise with. I do not have a smartphone.”

New and Improved Features

Revised and added features to improve the overall learning experience.

Compete with your friends on Facebook or LinkedIn

Select your desired level of study from simple touristic sentences to fluency

Hands-On expereince through sponsored news articles with vocabulary helper

Improved level selection based on relevance critria set by the user

Vocabulary check before the actual grammar lessons

Ai error detection for skill improvement. Less restrictive personalities for wrong answers