How DUOLINGO became a Game-Changing Edtech Company ? : Detailed Business Case Study - thinkfaststudio.com

How DUOLINGO became a Game-Changing Edtech Company ? : Detailed Business Case Study

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VIDEO INTRODUCTION:

Hi everybody,

My best friend Mayur is by far the most insincere guy I have ever met other than myself!! He and I never completed assignments on time, we were always late to college and we barely passed our engineering!! But surprisingly, last week I discovered that Mayur is learning a new language using an app and he has been doing the exercises for 180 consecutive days without missing a single day! And this is not because Mayur is a changed person but because the app by design makes him complete the exercise! And when I checked the stats, I found a goldmine of product design which every edtech company must use to scale their business!

This company that I am talking about is called Duolingo!
If you’ve ever learnt a foreign language, there’s a high chance you’ve used it, or perhaps you’ve used it for foreign language testing (DET), or at least you’ve seen its popular green owl mascot – Duo.

Duolingo was started in 2011 by a computer science professor and his student with a mission to make education free and accessible to people worldwide. Today, with over 800M downloads and 2 million DET test takers all over the world, it is safe to say that its the company that changed the face of language learning and testing forever.

They made this possible by hacking its learning design to such a level that, while the top language learning apps in the world had total app downloads of 26.7 million (26,728,041) in January of 2024, duolingo alone stood at 16.2 Million downloads in January alone! So duolingo has more downloads than its 10 competitors combined! And its retention rate is so high that its more than best performing games like Candy Crush and Royal match!! And now they are using this model to solve even bigger educational problems from English proficiency testing to teaching math and even music!

And this extraordinary difference is the result of an insane product design strategy that have been used by legendary products like Instagram, facebook and Snapchat!

So if you want to similarly design legendary products and crack the code to customer retention please take notes from this episode!

So let’s dive into this case study and understand,
How on earth did the designers of Duolingo crack the code to learners engagement?
How are they using this model to solve other challenges in the language ecosystem today?
And most importantly, what are the lessons that we need to learn from the incredible product design of Duolingo?

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55 Comments

  1. Duolingo really is manipulative even i have 470 days streak on duolingo

  2. Extremely good video. Efforts behind this video is top notch 🎉

  3. Did 2 lessons after warning memes were shown 😂😂

  4. Pura video dekh kr bhi pata nahi chala ke thumbnail ke pichke ka context kyaa hai to 😂 😂

  5. Thankyou for clearly explained this model 🙌

  6. Awesome case study. It's the only learning app I'm using everyday.
    One more thing I liked about this app are those characters who're not interactive as such but they sound interactive.

  7. Great episode.. Actually I was thinking why the channels like yours took so long to make a video on a startup which has been a game changer. I am 631 days + on Duolingo French. It is so positively addictive that I feel panicked on any day when I did not complete a lesson by 5pm. Excellent presentation Ganesh.. Keep your always great work even better…

  8. I had a streak of 200+ days but they introduced subscription model and started ads, also restriced many activities.. had to quiet

  9. Hey Team Think School I've been a fan of your insightful financial contents. Your ability to break down complex topics is impressive. Could you please consider creating a video on the current Andhra Pradesh Pradesh financial position? Your expertise would be invaluable in helping the citizens of the state to understand and navigate the economic landscape. Looking forward to another enlightening video as the current media has totally confused everyone.

  10. Hey Team Think School Kindly consider my request ASAP.
    I've been a fan of your insightful financial contents. Your ability to break down complex topics is highly impressive. Could you please consider creating a video on the current Andhra Pradesh financial position? Your expertise would be invaluable in helping the citizens of the state to understand and navigate the economic landscape as the state as it is having the elections in a month as the current media has totally confused everyone. Kindly consider my request ASAP with an enlightening video for the sake of the YOUTH to awake on the current realistic scenario.

  11. I have been using duolingo since 2023 and it is really great to learn multiple languages

  12. As a regular user of Duolingo app, one of the triggers that makes me logging in the app regularly is the weekly analysis of XP points through emails and mention regarding the streak rate that if you build streak of 360 days, you are likely to learn the language faster, etc. are very appealing and compelling for making me use the app regularly. Once you start building streak, it is very painful to lose it and end up completing atleast one assignment even in busier day, just to continue the streak rate 😅

  13. Learning Türkiye since COVID quarantine 2020 ❤❤❤❤
    Duolingo is amazing

  14. I think issue with indian startup is hat they undermine the commerce part of business.

    The founding members are reluctant to add finance background personnel in Board or higher management. Hence they lack this forecasting in expenses or market itself.

    Also hugh part of M.B.A graduates doesn't have these skills. I think that's where the indian businesses has to improve.

  15. Earlier passion and interests dictated his video. Now Ads come first then content. Same with lot of other youtubers

  16. This is what happens when a private company tries to use psychological tactics such that it is win-win for both them and their users. Tactics like this has always been used by private companies, like tobacco and alcohol, to maximize their profits but we only ended up with addiction and destroyed lives.

  17. Can you make case study on chaswala!! One of growing starup😊

  18. Who installed DUOLINGO APP after watchin this amazing content…

  19. Who installed DUOLINGO APP after watchin this amazing content…

  20. I think you have solved the biggest question of mankind… Why girls like toxic guys… Unpredictable patterns of reward… Listen in guys, forget about all those women now giving you course on flirting, Ganesh has today unmasked it for us all. I say, Ganesh for Nobel… #GaNobel

  21. Can you make a case study on video on demand platforms like ullu and Alt Balaji.

  22. Can you make a case study on video on demand platforms like ullu and Alt Balaji.

  23. my mother and I have been using Duolingo for more than 40 days now,

  24. my mother and I have been using Duolingo for more than 40 days now,

  25. Nearing a 1000 day streak on Duolingo!!

  26. Nearing a 1000 day streak on Duolingo!!

  27. I think you have solved the biggest question of mankind… Why girls like toxic guys… Unpredictable patterns of reward… Listen in guys, forget about all those women now giving you course on flirting, Ganesh has today unmasked it for us all. I say, Ganesh for Nobel… #GaNobel

  28. Started learning Spanish in Covid Era as I was so much free.
    Boom, here I am today with a 1400 day streak.

  29. I have a 320+ day streak , learning German

  30. Can you make a business case study on Aircraft Leasing Industry

  31. Which is the best app to learn Indian languages? I would like to learn Kannada as I have moved to Bengaluru recently. Do we have any great app like Duolingo for our languages?

  32. I have a 380 day streak. And it is still going on….

  33. the news channel clips and background music at the beginning is cringe

  34. The way they made use of concept of gamification is mindboggling

  35. Who downloaded Duolingo after watching this video ? 😂

  36. Bhai , you didn't explain how Duolingo made money after offering the free language learning platform without ads ?

  37. “काक: चेष्टा, बको ध्यानं, श्वान निद्रा तथैव च। अल्पाहारी, गृहत्यागी, विद्यार्थी पंचलक्षणम् ॥”
    – चाणक्य ।

    Edtechs are massively failing to fulfil these needs … That's why there is no option to them to Spend more on customer acquisition or retention to SURVIVE .

  38. Hi, can you please make a video on the Art and crafts supply market leaders like Camlin & Fevicryl (Pidilite) and its huge monoply since the 1940s

  39. Google&Youtube stole my app data , recommended this video😮
    Also I have 354 days of Streak until today 👌!!!

  40. I did learn a lot of French on Duolingo, and this episode kinda hurt cause it seems it wasn't due to my consistency but just Great Product Design

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