Beyond the App
Duo Duo’s
Team duo
Cassie Li
Matty Soh
Serena Sun
Mary Zhang
01 • MEET TEAM DUO
Agenda
01
Meet Team Duo
Who we are
02
Problem Space
Why starting isn't enough
What makes learning worthwhile
03
Learning Framework
Self-Determination Theory
Personas • active learning
04
Opportunity
Commute • cultural exchange
World Cup • pop-up strategy
05
Duo Duos Experience
Pop-up design • Sunny's journey
Live exchange • quests & rewards
06
Success Metrics
Learning outcomes • sentiment lift
Reach • participation
Creating new ways of engagement
The Starting Point
Duolingo makes taking the first step to start learning easy.
The Core Challenge
But starting is only the beginning.
02 • PROBLEM SPACE
Defining terms
01
Make learning something people want to spend more time doing.
02
Create an experience that extends beyond the core app.
03
Gives people a new way to engage with learning.
02 • PROBLEM SPACE
Three questions we want to focus on
What makes learning feel worthwhile?
01
How can competence be felt beyond the app?
02
What are some new forms of learning?
03
02 • PROBLEM SPACE
Background Research
Understanding core user motivations, Self-Determination Theory, and defining key attributes for impactful learning.
02 • PROBLEM SPACE
Curiosity about a certain topic
Enjoyment
Social connection with others
Satisfaction from seeing personal progress
Challenging self
Uncovering potentials
Exploring the unknown
Cultural connection
Social Connection
Self-Growth
Attributes that make learning worthwhile
02 • PROBLEM SPACE
Curiosity about a certain topic
Enjoyment
Social connection with others
Satisfaction from seeing personal progress
Challenging self
Uncovering potentials
Exploring the unknown
Cultural connection
Competence
Autonomy
Relatedness
Self Determination Theory
Designing for persistence through Ryan & Deci’s Self-Determination Theory
03 • LEARNING FRAMEWORK
How we are going to target learning?
Designing for persistence through Ryan & Deci’s Self-Determination Theory
AUTONOMY
Choice & Ownership
COMPETENCE
Progress & Feedback
RELATEDNESS
Safety & Support
FUN
Enjoyment & Entertainment
03 • LEARNING FRAMEWORK
Duolingo User Personas
Maya
committed learner
"wants to speak more comfortably with Japanese-speaking friends. She believes language learning is worth the effort"
Motivation: Social connection
Habit: Spends 20m/day, watches Japanese shows
Wants: To feel like the hours she’s putting in are worth it
Frustration: Lack of opportunities to practice in person
Jordan
situational learner
"doesn’t think of himself as someone who wants to study. But he’s really into Kpop and travel"
Motivation: Cultural connection
Habit: No formal learning routine
Wants: Not to learn Korean, but to be able to understand lyrics
Frustration: Formal language learning feels disconnected from why he’s curious in the first place
Sunny
aspirational procrastinator
"wanting to learn Spanish for years. Streaks never last"
Motivation: Challenge self
Habit: Bursts of motivation
Wants: To understand more languages in the World
Frustration: Spanish too hard, and none of her friends is Spanish speaker
Patricia
unconvinced non-user
"never thought about learning, thinks she can get by with AI"
Motivation: Enjoyment
Habit: None
Wants: Spending free time on things that are entertaining
Frustration: Language learning feels like a large investment, hard to learn async and there are other methods
03 • LEARNING FRAMEWORK
How we are going to target
Designing for persistence through Ryan & Deci’s Self-Determination Theory
AUTONOMY
Choice & Ownership
Providing learners with some real choice or ownership over their learning path.
Target: Personal Growth
Feeling challenged and actually retaining new knowledge to build skills.
COMPETENCE
Progress & Feedback
Enabling visible progress and offering timely, highly useful feedback.
Target: Personal Growth
Feeling challenged and actually retaining new knowledge to build skills.
RELATEDNESS
Safety & Support
Feeling safe, supported, and not judged for making mistakes during the journey.
Target: Social Connection
Cultivating a sense of belonging and applying the learning directly to real life.
Defining problem space | Gaps | Scenarios | Strategic Approach | Evaluation Metrics
03 • LEARNING FRAMEWORK
Ways of active learning
Self Talk
Speaking to yourself or describing your surroundings out loud in your target language to build muscle memory in your mouth.
Interactive Practice
Engaging in role-plays, writing short texts, or using conversational apps and tutors.
Recall
Forcing your brain to retrieve words, phrases, or grammar rules from memory without looking at notes or translations.
Shadowing
Listening to native audio and repeating what you hear out loud in real time to master rhythm and intonation.
03 • LEARNING FRAMEWORK
Current missed opportunities
GAP 01
Application Gap
Gap between learning + real-world use
GAP 02
Visibility Gap
Progress visible clearly in app, but can be less apparent in physical reality
04 • OPPORTUNITY
Evaluation Metrics
What would success look like?
QUALITATIVE
Sentiment Lift
QUANTITATIVE
Impressions & Reach
04 • OPPORTUNITY
Project Scope
04 • OPPORTUNITY
Duo Duos
04 • OPPORTUNITY
People spend a lot of time commuting.
How can we create learning experiences that are “on the way”?
04 • OPPORTUNITY
directions
The Commute Challenge
The time where people are stationary or waiting
lightbulb
Core Opportunity
Transforming passive transit into interactive touchpoints
04 • OPPORTUNITY
Travel → Cultural Diffusion & Language Learning
GATHERING
Assembling & Interaction
CULTURAL SPREAD
Acquisition & Authenticity
ACTIVE IMMERSION
Learning & Cultural Diffusion
04 • OPPORTUNITY
Inspiration: Dublin ↔ NYC Portal
Creating transformative experiences and bridging people across the globe
Real-Time Public Installation
Continuous visual connection & spontaneous interaction
Bridging Global Distances
Uniting communities virtually and across oceans without borders
https://www.flightpaths.com/DUB-JFK
https://www.cnn.com/2024/05/09/style/art-installation-dublin-new-york-scli-intl
04 • OPPORTUNITY
Through our design we want to explore …
"How might we transport people into a virtual environment where they learn actively through real-time interactions with people from different cultures?"
04 • OPPORTUNITY
At what location?
04 • OPPORTUNITY
Targeting High-Traffic Commute Hubs
Identifying key locations with high pedestrian density to maximize exposure for life-size event experiences.
1. High Foot Traffic & Concentration
2. Life-Size Event Scale
3. Maximum Impressions
04 • OPPORTUNITY
Why Plazas & Squares? A History of Gathering
Examining historic and modern urban centers as primary hubs for human connection and foot traffic.
1. Dense Urban Pedestrian Hubs
2. Historic Civic Squares
https://www.mypacer.com/parks/347777/union-square-park-new-york
https://www.tripsavvy.com/union-square-park-the-complete-guide-4164306
04 • OPPORTUNITY
Through what medium?
04 • OPPORTUNITY
Why Buses?
Buses serve as the primary and most accessible form of public transportation across all urban tiers.
04 • OPPORTUNITY
At what moment?
04 • OPPORTUNITY
Sports: the #1 Socio-Cultural & Global Reach Engine
Especially Soccer.
04 • OPPORTUNITY
Global Socio-Cultural Catalyst
GLOBAL REACH
Universal Unifier
Transcending borders, languages, and cultures to connect billions of passionate fans globally.
5.0B+
Global Sports Fans
CULTURAL IMPACT
Social Engine
Drives global travel, shared rituals, community gatherings, and real-time cultural conversation.
#1
Shared Social Experience
ENGAGEMENT
Daily Motivation
Creates high-frequency habit loops and emotional investment that fuel daily learning and interaction.
84%
Higher Engagement Rate
04 • OPPORTUNITY
Soccer's immense popularity drives global travel, cultural diffusion, and language learning
GLOBAL INTEREST
WORLD CUP & TRAVEL IMPACT
04 • OPPORTUNITY
Why the World Cup?
DATA & TRENDS
IN-APP EVENTS
TARGETED CONTENT
04 • OPPORTUNITY
04 • OPPORTUNITY
The World Cup connects cultures by bringing people together physically.
Our Portal asks: what if technology could create that same feeling of connection virtually?
2026 HOSTS
North America
2030 HOSTS
Europe & N Africa
Focusing on the idea of bridging people and learning from each other
04 • OPPORTUNITY
AI-generated image
Through what strategy?
05 • DUO DUOS EXPERIENCE
How - Why Popup
The Real Real’s popup 2024
Industry Benchmark: Global Retailer Survey 2019
Case Study: The RealReal Popup (2024)
05 • DUO DUOS EXPERIENCE
Bus Popup Design Precedents
[1] Pinterest Precedent 1 | [2] Prada Pop-up | [3] The Ordinary Bus
05 • DUO DUOS EXPERIENCE
Conceptual Renderings
Exterior Experience - Bus & Outdoor Hub
Interior Experience - Interactive Phone Booths
• Double-decker branded pop-up vehicle for high visibility
• Outdoor check-in desk, lounge area & merchandise hub
• Retro analog phone stations for real-time conversation
• Panoramic digital displays connecting global learners
05 • DUO DUOS EXPERIENCE
05 • DUO DUOS EXPERIENCE
05 • DUO DUOS EXPERIENCE
Location & Urban Context
Square Setting
Central open plaza layout chosen to accommodate the double-decker bus, outdoor lounge, and interactive booths.
Busy Intersection
Positioned directly adjacent to high-volume pedestrian crossings to capture continuous daily foot traffic.
Skyscraper Backdrop
Framed by dense commercial towers, placing the activation right at the center of worker and visitor activity.
05 • DUO DUOS EXPERIENCE
05 • DUO DUOS EXPERIENCE
05 • DUO DUOS EXPERIENCE
05 • DUO DUOS EXPERIENCE
Let’s follow Sunny through the pop-up experience
Sunny
ASPIRATIONAL PROCRASTINATOR
05 • DUO DUOS EXPERIENCE
person_pin
DEMOGRAPHICS
25 years old • Moved to NYC 1 year ago
work
OCCUPATION
Currently working as a journalist
explore
LIFESTYLE & HABITS
Likes to go out and explore the city with friends after work and on weekends
translate
KEY GOAL & CHALLENGE
Always wanted to learn another language, but every time she tried, it never stuck
05 • DUO DUOS EXPERIENCE
05 • DUO DUOS EXPERIENCE
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
User flow - Meeting your Duo
05 • DUO DUOS EXPERIENCE
05 • DUO DUOS EXPERIENCE
Unity demo
05 • DUO DUOS EXPERIENCE
Duo World Cup Quest
Duo Cup
During the World Cup, users are able to collect national team suits by completing daily language lessons
Duo Quest
By teaming up with partners, pop-up visitors learn each other's languages through shared interactive quests.
Partners can continue to give each other phrases to learn and motivate one another.
05 • DUO DUOS EXPERIENCE
Incentives for users
World Cup Attendance History
Final Ticket Price Escalation
05 • DUO DUOS EXPERIENCE
Retaining users and conversions through reward tiers
3 months of Super Duolingo for both partners
Personalized Duolingo × World Cup fan box
Custom jerseys in each person's favorite team/country colors
Official World Cup merchandise (official jersey, match ball, etc)
Round-trip flights + World Cup tickets
05 • DUO DUOS EXPERIENCE
How did we successfully target learning?
AUTONOMY
Choice & Ownership
COMPETENCE
Progress & Feedback
RELATEDNESS
Safety & Support
FUN
Enjoyment & Entertainment
05 • DUO DUOS EXPERIENCE
Evaluation Metrics
What would success look like?
QUALITATIVE
Sentiment Lift
+20% Target Positive Lift
QUANTITATIVE
Impressions & Reach
5,000+ daily impressions
~200 daily participants
06 • SUCCESS METRICS
Thank you!
Question?
https://www.bts.gov/geography/geospatial-portal/average-travel-time-work-census-tract-new-york-city
https://resources.realestate.co.jp/living/average-work-commute-time-japan/
https://journals.humankinetics.com/view/journals/jpah/23/2/article-p162.xml
Defining problem space | Gaps | Scenarios | Strategic Approach | Evaluation Metrics
Strategic Approach
Habitual Ubiquitous Integration
Duo Home
Interactive language learning in daily life. Duo speaks with you as you open the door, mimicking sticky notes on physical objects.
Transit Gaps
Targeting moments where people naturally doom-scroll, such as waiting for the bus, turning idle times into learning sessions.
Smart Fridge
Cooking with Duo at home. Fits busy lives with recipe-based language tutorials styled like interactive cooking shows.
Bus stop pen pals
Connecting with people across the world
Learn across languages, culture
🫶☮️😊
Defining problem space | Gaps | Scenarios | Strategic Approach | Evaluation Metrics
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Transit Translate
Proposal: Duolingo city wide subway
Collective puzzle
Meeting people where they are
Utilizing moments of being idle
Defining problem space | Gaps | Scenarios | Strategic Approach | Evaluation Metrics
Bus stop stories
Connecting with people in same physical space
Defining problem space | Gaps | Scenarios | Strategic Approach | Evaluation Metrics
Strategic Approach
Experiential
Adventures
Duolingo Adventures & Match Madness. Real-life timed challenges to practice and test proficiency in dynamic scenarios.
Immersive Theater
Escape rooms and live scenarios. Perfect for users with solid vocabulary who need to practice interactive speech and listening.
Pop Parodies
Famous pop culture moments and scenes like "Et tu, Brutus!" reenacted for highly memorable and entertaining learning.
Strategic Approach
Companion-Based Engagement
Collectible Rewards
Win characters and exclusive accessories directly through active learning milestones.
Taps into the innate human drive for collecting, providing a strong sense of personal fulfillment and milestone progression.
Character Customization
Dress Duo up! Allow users to express identity by equipping characters with unique cosmetic items.
Inspiration: Bongo Cat Concept
Duo-Tamagotchi
Introduce a virtual pet layer requiring routine engagement and learning streaks to keep Duo happy and healthy.
Strategic Approach
Social Play
Kahoot
Kahoot but Duolingo, something w social friend competing almost
Part of the “share the world with this but it’s also fun, even better” kind of deal
Board game
Social connection and learning with loved ones