What We Think

 

What’s in An App?

That which we call an app by any other name would smell as sweet. Okay, so today I want to talk to you about an app that I have been using for just shy of 3 months now. There’s something that makes this truly stand out to me in our world of constantly evolving technology where new apps become available to us daily. I’m talking about Duolingo, a language-learning website and app that offers free interactive lessons in over 30 languages.

Why Is It Unique?

Aside from the “traditional” apps that the majority of us use on a daily basis such as email, Facebook, or messaging apps, Duolingo is different in that it doesn’t involve completing a necessary task, mindless scrolling, or even communicating. The interface is essentially made up of various “game-like” functions that challenge the user to complete different lessons aimed at teaching them their preferred language. It’s unique because while I don’t have to use it every day… yet I still have been.

What Keeps Me Coming Back?

As simple as this may seem, the app features a “streak” that shows you how many consecutive days in a row you have completed your set goal. Since I, like many others, consider myself to be fairly competitive, this is the perfect way to encourage users to keep coming back. The “I can’t lose my streak” mentality has pushed me to complete my lessons even on the days that I have felt less-than-motivated. Plus, it’s not just me; there are over 300 million learners on Duolingo, many of whom share their “streaks” on social media as an additional layer of motivation to encourage themselves and other users to keep practicing.

How Does This Relate to Marketing?

After being an avid user for the past 3 months, I have become an advocate for the app and happily endorse the brand to my friends and family. The point being, Duolingo has created a product that attracts users to continuously use their product because it offers quality content. Duolingo also handles their marketing and customer service well by conducting social media surveys to check in on functionality within the app and making sure their users’ voices are being heard. They then take that feedback and make sure their suggestions are being implemented within the app. For marketers, this is an important model important to keep in mind. I will leave you with this question: how can you tune into the needs of your customers to ensure they remain happy with the product or service that you are providing?

Fino alla prossima volta,

 

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