Projects

Product Overview

Duolingo is a popular language learning platform that offers courses in over 30 languages. Known for its gamified approach, it provides a fun and engaging way for users to learn languages through bite-sized lessons, interactive exercises, and daily challenges. Duolingo is available on various platforms, including mobile apps and web, and offers both free and premium subscription options. The premium version, SuperDuolingo, includes benefits like ad-free learning, offline access, and progress tracking.

Check out the captivating presentation we've crafted!

The purpose of this project was to create a pitch to present to a group of stakeholders with the goal of developing a shared product strategy to create and develop a new feature that incrementally achieves the desired goal. We paid special attention to the discovery phase and tried to be impactful in presenting the rationale behind our goal. We wanted to be different in the way we presented personas and problems, we were looking for an engaging wow effect, and we had a very short amount of time to make our pitch (10 minutes per workgroup).

Our approach for the complete lifecycle of a new feature

As a team of product managers, we followed a structured path to arrive at an agreed-upon solution. We then set the parameters for a desirable first MVP for our feature, keeping in mind the product goal.

Analisys

we did an initial deep analysis on the product:
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Type of target audience
Pricing
Competitor Analysis (Market Share, Benchmarking and SWOT Analysis)
Services offered for different market segments
Main revenue sources and business model
Unique value proposition
SWOT analisys B2B/B2C

Product Discovery

We then did some UX / product research to define some of the basics of our feature:
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Personas B3B/B2C
Actual Customer base
Main revenue sources and business model
Unique value proposition
SWOT analisys B2B/B2C
User Story Mapping

Find Problem & metrics

And we went on to find the problem to solve and choose our metrics
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Research Goals
Pains/Gains/ Customer jobs
Job To Be Done to find the main problem to solve
Unique value proposition
SWOT analisys B2B/B2C

Rapid Prototyping & Test

With a philosophy of "experiment and test, do it the fastest", we identified the Solution and I designed a draft of the feature to be integrated as a dedicated area in the SuperDuolingo version of the app.

Solutions brainstorming
Matrix Value/Effort
Define MVP + TestCard
Use Case map + Positioning
Rapid prototyping in team
Figma Wireframing/ Idea framing for a First MVP
Presentation of the possible integration to the stakeholders

The Problem

Lack of scalability and customization of content, repetitive proposals that are the same for everyone.
In the free version, Chiara finds only generic and inflexible content; She does not have the possibility to choose topic/area of focus/topic glossaries.
Chiara would like to be able to customize her learning so that she can maximize her journey while traveling.

Concept

We ideated and prototyped an integration in partnership with Lonely Planet that allows users (whether they are trial SuperDuolingo users or have already subscribed to a SuperDuolingo plan) to select their next travel destination.
Users can then test themselves through live games and an interactive map, demonstrating their language skills related to the selected points of interest and potential interactions there. Our proposed solution works "out of the box" and can convert non-paying users into paying users who seek a customized experience while traveling.

What I learned

I learned a lot from working with other product managers. We quickly formed a team in which everyone found their place to showcase their unique characteristics and qualities. We empathized with our audience and worked out the best strategy to convey an issue and promote an idea, making it truly "come alive." Personally, this project taught me to focus on the end goal and purpose of the team, as well as the importance of testing proposals and supporting with metrics and data the choices. I learned to let go of the obsession with "pixel perfect" results. Through rapid prototyping, however, I also turned assumptions into concrete ideas and brought objectivity to the table, leading to discussions about MVPs and release strategies.

SIMONA

DuoPlanet

Product Goal