Duolingo Shop, Reimagined.

Role

Leading Product Designer

Collaborators

Growth, Monetization
Design Studio

Timeline

10 weeks

Impact

+$0.8M / year
IAP Bookings

DESIGN SHOWCASE

A less-wordy, more flexible Shop. Better visual and usability.

Simple purchase experience

Learners can choose the desired quantity of items without further actions.

Consolidated language

Simple, branded, and understandable naming of cards, no more confusing text.

Optimized for internationalization

Expanded card design allows more space for long-text languages such as Russian and German.

PROBLEMS

Usability and localization problems affect conversion rates.

Usability Issues

Old shop has a complex interface with a confusing purchase flow and poor visual hierarchy.

Lack of Brand Delight

Old shop does not reflect Duolingo’s engaging and delightful brand.

Poor Localization Compatibility

Late 2023 design lacks text support for long languages.

REFERENCE

Make Duolingo Shop personalized and engaging like games.

Make UI Unique and Fun

Major video and mobile games revolutionized their in-game shops by making them not only visually appealing but also highly personalized.

SOLUTION 1: USABILITY

The new design helps understandability, as well as localization.

Simplified card design

More space for long text, and better consistency with Duolingo Juicy Design System.

Show all bundled item options

For better understanding and less friction in purchase.

SOLUTION 2: COSMETICS

UI and visual improvements make the shop feel juicy and Duolingo.

New label styles

All status and time labels are now unified, understandable and flexible for different cards.

Isometric icons

Make icons reflecting Duolingo’s isometric styles.

Consolidated copy

Consolidated and refined copy for both shop and drawers

OUTCOME

$2k+ daily IAP boost, the shop keeps evolving with new features.

The new shop has quickly become a favorite among learners, leading to a $2000 increase in daily revenue, which is still growing. We keep adding new features.

Shop unlocking experience

Unlock shop prompt as session end cards appearing after the first several lessons, to introduce it to new learners better.

Flying gem animation

Gems get from chests on path will fly to top, as learners will find the shop entrance more easily.