A game built to get beginners past the first awkward words, together.

Research

“The biggest barrier isn’t always knowing the words. Sometimes it’s having the confidence to use them.”

I looked at what makes beginners hesitate to speak and what gets in the way of their confidence.

Key Findings

Communication

Communication

Learners want everyday conversation, not vocabulary drills.

Intimidation

Intimidation

The fear of getting it wrong is what stops the first sentence.

Isolation

Isolation

Studying alone makes the distance feel bigger.

Simplicity

Simplicity

Pointing at something beats spelling it out.

Engagement

Engagement

If it plays like a game, people come back to it.

Persona

Meet Akemi.

Akemi is a Japanese exchange student at UCLA studying game design. She wants to make friends and improve her English, but limited confidence and fear of making mistakes often keep her from joining conversations.

Goals

Make friends and build confidence speaking English.

Needs

A fun, encouraging way to practice without fear of mistakes.

Pain Points

Feels nervous speaking English and struggles to join conversations.

Akemi persona illustration

Ideation

What if practice felt more like interaction than studying?

Brainstorm

Duolingo AUDIENCE INTERACTION EXPERIENCE Students Int'l Students Travellers Practice Speak Connect Share Simple Social Playful

User Flow

Welcome Choose language Practice Conversation Expressions Connect Achievement

Early Wireframes

Early wireframe 1 Early wireframe 2 Early wireframe 3 Early wireframe 4

Turning the flow into something two people can play.

Visual System

Color

#58CC02
#FFC800
#F39829
#EB4233
#CE82FF
#1CB0F6

Type

Courier

Aa Bb Cc 0123

Elements

Duolingo brand shape elements: a rounded bar, circle, sparkle, eye, dome, smile curve, double-bump, pill, and owl-feet shape

Experience

01

Enter

Goodbye Language Barriers

03

Explore

recognize simple phrases through speech bubbles

05

Finish

Hello Friends Everywhere!

02

Choose

select the appropriate language for the country

04

Interact

engage with language through playful visual interaction

Final Design

Final UI across the six-screen flow, from Goodbye Language Barriers to Hello Friends Everywhere
Explore the Prototype
Duolingo hanging banner campaign visual
Person browsing the Duolingo Facebook page on a laptop

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