Unlimited Hearts, Pre-selected.
DESIGN SHOWCASE
Tap once, start instantly: Pre-selected options.
Before
The old drawer interrupts the learning experience by forcing learners to choose one refill option.
After
The new design provided a more guided experience without interrupting the learning experience.
CONTEXT
Hearts are a core game mechanic for free learners.
5 Hearts
Free users typically have 5 heart lives. Hearts are crucial to continue making progress.
Heart Loss
Free learners lose one heart for each mistake made during lessons.
PROBLEM
Unlimited Hearts is a key paid feature, but only 10% learners subscribed.
Driving 2.8x more subscription
After moving Unlimited Hearts to Duolingo Max, we have 2.8x more subscriptions than Super Duolingo (Limited Hearts) by experiment.
USER JOURNEY
To provide a seamless learning experience for all learners...
SOLUTION
Effortless choices driving a 9% increase in conversions.
ROADMAP
Small sparks, big roadmap.
We've expanded into a robust pipeline of sub-experiments - iterating on layouts, brand colors, and more to further elevate the user experience and conversion impact.
Loss Aversion
Brand Color
Hero Animation