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I’m Frances!
Introducing
Duolingo Delights
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Duolingo + Culture
Music
Art
Food
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Future Plans for Duolingo
“In the longer term, we want everybody to
have access to all types of education of the
highest quality. We started with languages,
but we won’t stop there.”
- Luis Von Ahn
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Surprise yourself with Delights.
Learn the language, explore the culture.
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Objectives
Create an even more immersive platform
where users can learn more about the culture
around the language they're trying to learn
Achieved by inserting mini culture-related
tasks throughout user's learning tree
These will be dubbed delights
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the definition
of culture
?
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It’s more than just language.
Culture
Architecture
Religion Ethics
Customs
Language
Music
Films
Theater Literature
Clothing
Art
Cuisine
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Features
3 key categories
CEFR level for video
and music only
PG rated
hands on & engaging
taste, sight, hearing
food
video
music
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video
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iPhone Mockups
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delight delight unlocked!
food delight
Did you enjoy it?
meh yes!
food delight
French
croissant
with nutella
I’m done!
Recipe
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CEFR Level
each delight
associated with CEFR
difficulty level
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10 year old
French lvl 2
CEFR: A1
All personas desire a deeper immersion
for the language they’re learning
17 year old
French lvl 13
CEFR: B2
La Vie en Rose
by Edith Piaf
I’m done!
Listen
music delight
food delight
French
croissant
with nutella
I’m done!
Recipe
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Current Industry
small niche market
no competitors have similar product
products out there that focus on learning
through video, music, and food
specific culture facts usually found on
numerous niche blogs and are not visually
pleasing or engaging
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Comparative Products
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User Testing & Validation
# of students who do/do not provide
feedback for delights after it is unlocked
A/B testing with delights turned on/off
delights with most positive/negative
feedback
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Success Metrics
increased retention
and reduced churn
new user signups
more MAUs and
DAUs
expected increase
in MAUs by 10%
monetization
sponsored delights
advertising models
for entertainment
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Timeline | MVP
French language
video delight
creation
video on Android
verify success
metrics
A1 and A2 levels
beta release
MVP 2 & 3: more languages and platforms
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Desired Impact
fall back feature for users that get tired of being tested
on vocabulary and grammar
engage users further with interactive recommendations
better understanding of what cultural aspects of the
language are
further motivation for user to complete lessons
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It takes Duolingo one step further towards
becoming an immersive learning platform,
true to its long-term mission of providing
free education for everyone.
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Risks
• copyright legal
complexity for
music, video, and
recipes
• avoid tech debt with
partnerships (Netflix,
HBO, YouTube, etc.)
Alternatives
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Q&A
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Thanks for listening!
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References
• iconfinder.com/Squid.ink
• duolingo.com
• duolingo.com/design
• wikiwand.com/Outline_of_culture
• greekgeek12.deviantart.com
• quora.com/profile/Luis-Von-Ahn
• donquijote.org/culture
• everyculture.com
• fluentu.com
• rockalingua.com
• worthofweb.com
• wikiwand.com/en/Mango_Languages
• rockalingua.com.w3cdomain.com
• iconfinder.com
• qlipo.com
• mangolanguages.com
• fluentcity.com
• rosettastone.com
• lingvist.com
• memrise.com
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Appendix
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Niche Culture Blogs
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Comparative Products
Focusing on Culture
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JSON Format
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JSON
category
video, music,
food
CEFR level
A1, A2, B1, B2…
etc
delight
image
link to delight
{
"category": "video",
"level": "A1",
"delight": "A Cat in Paris (2010)",
"image": "http://goo.gl/TLHN2h",
"link": "http://goo.gl/d6eEpj"
}
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JSON Format
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delight
delight unlocked!
food delight
French
croissant
with nutella
I’m done!
Recipe
food delight
Did you enjoy it?
meh yes!
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Web Design
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Elaborate Timeline
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Timeline
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
User Testing &
Validation
Delight Creation
& Review
Categorize
Delights
Develop &
release Beta
Launch
Launch Plan &
Marketing
Official Release