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My Role: Research & UX/UI
My Role: Research & UX/UI
Duration: 3 months
Duration: 3 months
Overview
As someone who loves learning languages and speaks several, this project is close to my heart. I decided to create a language app that addresses the gaps in existing apps and offers something unique.
As someone who loves learning languages and speaks several, this project is close to my heart. I decided to create a language app that addresses the gaps in existing apps and offers something unique.
As someone who loves learning languages and speaks several, this project is close to my heart. I decided to create a language app that addresses the gaps in existing apps and offers something unique.
First I did a research online on language learning apps. I found that as much as 90% of users stop using a language learning app within the first three months of downloading it (Business of Apps) (Ling App).
First I did a research online on language learning apps. I found that as much as 90% of users stop using a language learning app within the first three months of downloading it (Business of Apps) (Ling App).
First I did a research online on language learning apps. I found that as much as 90% of users stop using a language learning app within the first three months of downloading it (Business of Apps) (Ling App).
*even though it's a hypothetical case study, but the user research done here in this UX case study has used real people
*even though it's a hypothetical case study, but the user research done here in this UX case study has used real people
*even though it's a hypothetical case study, but the user research done here in this UX case study has used real people
Business Problem
Revenue Loss
Revenue Loss
Revenue Loss
Businesses rely on subscriptions, in-app purchases, or ad revenue, all of which diminish when users leave the platform early.
Businesses rely on subscriptions, in-app purchases, or ad revenue, all of which diminish when users leave the platform early.
Businesses rely on subscriptions, in-app purchases, or ad revenue, all of which diminish when users leave the platform early.
Increased Acquisition Costs
Increased Acquisition Costs
Increased Acquisition Costs
High dropout rates force companies to spend more on marketing and user acquisition to replace lost users, increasing overall costs.
High dropout rates force companies to spend more on marketing and user acquisition to replace lost users, increasing overall costs.
High dropout rates force companies to spend more on marketing and user acquisition to replace lost users, increasing overall costs.
Damage to
Brand Reputation
Damage to
Brand Reputation
Damage to
Brand Reputation
Persistent dropout trends can harm the app's reputation, making it harder to attract new users who might view the platform as ineffective.
Persistent dropout trends can harm the app's reputation, making it harder to attract new users who might view the platform as ineffective.
Persistent dropout trends can harm the app's reputation, making it harder to attract new users who might view the platform as ineffective.
Language learning apps often experience high dropout rates due to low motivation and insufficient depth for achieving fluency. These apps struggle to maintain user engagement beyond initial use due to a lack of accountability, repetitive gamified content, and inadequate comprehensive learning experiences. Our app goal is to solve these issues by focusing on users motivation and providing a deeper, more effective language learning experience.
Language learning apps often experience high dropout rates due to low motivation and insufficient depth for achieving fluency. These apps struggle to maintain user engagement beyond initial use due to a lack of accountability, repetitive gamified content, and inadequate comprehensive learning experiences. Our app goal is to solve these issues by focusing on users motivation and providing a deeper, more effective language learning experience.
End Goals
1. Increase User motivation by 30% and boost subscription renewals by 20% over the next 6 months.
1. Increase User motivation by 30% and boost subscription renewals by 20% over the next 6 months.
1. Increase User motivation by 30% and boost subscription renewals by 20% over the next 6 months.
2. Achieve Comprehensive Fluency: Provide a deep and thorough learning experience by integrating real-world practice opportunities, advanced language exercises, and interaction with native speakers to help users achieve true fluency.
2. Achieve Comprehensive Fluency: Provide a deep and thorough learning experience by integrating real-world practice opportunities, advanced language exercises, and interaction with native speakers to help users achieve true fluency.
2. Achieve Comprehensive Fluency: Provide a deep and thorough learning experience by integrating real-world practice opportunities, advanced language exercises, and interaction with native speakers to help users achieve true fluency.
This project is divided into three major phases:
This project is divided into three major phases:
Design Phase
Testing & Iteration
Phase
Research Phase
my focus was on solving the design problems that addresses the issues of low motivation and insufficient depth needed for fluency.
my focus was on solving the design problems that addresses the issues of low motivation and insufficient depth needed for fluency.
my focus was on solving the design problems that addresses the issues of low motivation and insufficient depth needed for fluency.
First phase
First phase
Discovery & Research
Competitor Analyisis
Surveys
User Interviews
Competitor Analysis
To begin, I conducted a competitor analysis of the top language learning apps available in the market. Duolingo, Memrise, Babble, to understand the current market and users.
For competitor analysis I used the following methods
~ Feature Comparison table
~ & SWOT analysis
To begin, I conducted a competitor analysis of the top language learning apps available in the market. Duolingo, Memrise, Babble, to understand the current market and users.
For competitor analysis I used the following methods
~ Feature Comparison table
~ & SWOT analysis
To begin, I conducted a competitor analysis of the top language learning apps available in the market. Duolingo, Memrise, Babble, to understand the current market and users.
For competitor analysis I used the following methods
~ Feature Comparison table
~ & SWOT analysis
Duolingo
Memrise
Babble
Main Takeaway
The users cannot make a proper of conversation.
Too many ads show up on these apps, which is distracting from focusing on the lessons.
The learning rules on these apps are weak, and it is hard to remember words later on, which is a significant attribution to the user's lack of motivation.
The users cannot make a proper of conversation.
Too many ads show up on these apps, which is distracting from focusing on the lessons.
The learning rules on these apps are weak, and it is hard to remember words later on, which is a significant attribution to the user's lack of motivation.
The users cannot make a proper of conversation.
Too many ads show up on these apps, which is distracting from focusing on the lessons.
The learning rules on these apps are weak, and it is hard to remember words later on, which is a significant attribution to the user's lack of motivation.
Survey
After completing competitor analysis, the next step is to collect more data on what causes the users to drop out from using language learning apps.
After completing competitor analysis, the next step is to collect more data on what causes the users to drop out from using language learning apps.
After completing competitor analysis, the next step is to collect more data on what causes the users to drop out from using language learning apps.
For conducting surveys, Google survey form is used, as it is easy, accessible and cost effective.
For conducting surveys, Google survey form is used, as it is easy, accessible and cost effective.
For conducting surveys, Google survey form is used, as it is easy, accessible and cost effective.
15 Survey Participants
15 Survey Participants
18+
18+
Existing Language learners
Students (Language learners)
Previous Dropouts
Others
Existing Language learners
Students (Language learners)
Previous Dropouts
Others
In this research, the closed-ended questions were thoughtfully tailored to gather relevant data. These inquiries were centered around user preferences, identifying motivational factors, pinpointing source of frustration, and suggestions for enhancement.
In this research, the closed-ended questions were thoughtfully tailored to gather relevant data. These inquiries were centered around user preferences, identifying motivational factors, pinpointing source of frustration, and suggestions for enhancement.
In this research, the closed-ended questions were thoughtfully tailored to gather relevant data. These inquiries were centered around user preferences, identifying motivational factors, pinpointing source of frustration, and suggestions for enhancement.
"I find it frustrating when I can't track my progress effectively."
"Customizable learning paths would be helpful to accommodate different skill levels."
"I wish there were more opportunities for real-life conversation practice."
"I prefer learning through interactive exercises rather than passive lessons."
"It's important for me to have access to cultural context when learning a language."
After completing survey research, user interviews were conducted using open-ended questions to provide both depth and context,
allowing respondents to express their thoughts, feelings and suggestions in their own words.
This can uncover the insights that structured questions in the survey might have missed.
After completing survey research, user interviews were conducted using open-ended questions to provide both depth and context,
allowing respondents to express their thoughts, feelings and suggestions in their own words.
This can uncover the insights that structured questions in the survey might have missed.
Main Take Away
Learning Progression Challenges
40%
40%
Lack of interaction Exercise
35%
Limited Personalization options
25%
Ineffective progress tracking
Motivation Challenges
45%
Find Learning Grammar Challenging
30%
Find Pronunciation Challenging
25%
Find Vocabulary Challenging
Second phase
Design phase
Ideation
Mindmapping
Information Architecture
Wireframing
Userflows
Testing Wireframes
After gathering all the information through user research, enough qualitative and quantitative data was collected, which was enough to help in the generation of ideas, concepts, or solutions to address the design challenges that the language learners experience
After gathering all the information through user research, enough qualitative and quantitative data was collected, which was enough to help in the generation of ideas, concepts, or solutions to address the design challenges that the language learners experience
After gathering all the information through user research, enough qualitative and quantitative data was collected, which was enough to help in the generation of ideas, concepts, or solutions to address the design challenges that the language learners experience
Low-FidelityWireframes
Mid-Fidelity Wireframes
Sign Up Screens
Sign Up Screens
Sign Up Screens
SIGN UP
Onboarding Screen
Onboarding Screen
Onboarding Screen
Onboarding
Onboarding Screen
Onboarding Screen
Onboarding Screen
Onboarding
Home Screen
Home Screen
Home Screen
Home
Practicing Lesson
Practicing Lesson
Practicing Lesson
Practice
Practice with People
Practice with People
Practice with People
Practice w/ people
Practicing w/ AI
Practicing w/ AI
Practicing w/ AI
Practice w/ AI
App Settings
App Settings
App Settings
App Settings
Learnings & challenges
This case study presented several key challenges such asIntegrating a seamless connection between investors and real estate agents within the app, eliminating the need for external platforms, was another significant hurdle.
This case study presented several key challenges such asIntegrating a seamless connection between investors and real estate agents within the app, eliminating the need for external platforms, was another significant hurdle.
This case study presented several key challenges such asIntegrating a seamless connection between investors and real estate agents within the app, eliminating the need for external platforms, was another significant hurdle.
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