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How to hook 500M users: breaking down Duolingo’s gamification
Lessons in motivation, competition, and habit-building.
In this article, we will dive into Duolingo’s engagement strategies and how this company keeps users motivated and coming back to the app again and again.
Duolingo uses the Self-Determination Theory in the product. This concept says that people are driven to learn when they feel in control, capable, and connected to others.
- Control. Users can set daily goals for a number of minutes spent in the app. This gives them a sense of ownership over their learning.
Research shows that when people feel in control of their choices, they’re more likely to persist in those behaviors, which increases retention of the app in case of Duolingo.
- Capability. Completing exercises and getting instant feedback makes users feel like they’re progressing well.
- Connection and competition. Duolingo lets users connect with others learning the same language and compete with them.
Warm welcome for users who come back
When users log back into Duolingo after a long break, the app rolls out the red carpet to welcome them back and keep them engaged. The warm welcome for returning users is designed to improve short and medium-term retention rates.
Friendly message
Users see cheerful messages encouraging them to continue their learning. It feels like a friendly nudge, reminding them that they’ve been missed. Let’s unpack what exactly is happening.
In-App Currency Reward
Users receive bonuses in the form of gems (Duolingo’s fun currency) just for logging back in. This little reward makes them want to explore the app again. After that, Duolingo clarifies the goals relevant at the moment:
- Does a user want to keep learning what they started or start something new?
- Did their goals for learning change?
