How Duolingo Reignited User Growth

Say you have 100,000 DAUs and a retention rate of 80%, and for every five users, one of them tells a friend each day to download your app (and they do it). You get 20k new users per day just from word of mouth. In this equation, Xn is the number of DAUs today and Xn+1 is the number of DAUs tomorrow:

X n+1 = (X n * 80%) + (X n * (1⁄5))

If you start w... See more

Streak Wager A/B Test

Our team wanted to make the streak even more motivating. We hypothesized that getting learners to explicitly challenge themselves to maintain a streak would make them more likely to work toward one. We ran an A/B test where we surfaced a “Streak Wager” store item at the end of a lesson and asked learners if they wanted to spend... See more

This helped us continuously increase our retention over the years, making Duolingo more fun and sticky. Every screen in our products is obsessed over many times by many people. You can see this throughout the product, where every screen takes Duolingo design principles seriously: every screen will have minimal text, be gamified, simple and intuitiv... See more