Overview
Langulife is a mobile language learning app that connects like-minded learners to make their learning journey more social and engaging.
I joined this project as the sole designer to create community learning feature to help users engage more with each other in the app, as well as providing an avenue for monetization.
Outcomes
📈 Improved user profiles that promote commenting and conversations
📋 30+ new screens designed to support community, messaging, and settings features
🤑 Addition of premium search features and CTAs to convert users to paid subscriptions
Problem
At the time of my joining the team, Langulife had its core language learning feature solidified in the form of vocabulary quizzes and topical questions.
The main concern that the product team and other stakeholders raised was a drop-off in app usage after language learners had completed their quizzes for the day. If we couldn't find a way to get users to spend (or want to spend) more time in the app, it was less likely that they would convert to paid subscription.
How might we encourage more language learners to buy a Langulife subscription plan and continue their learning journeys?
Ideation
Ideation kicked off with a meeting with the client stakeholders, where we looked at what language learning mobile app competitors such as HelloTalk were doing. After some discussion, we decided the product strategy would incorporate two elements:
Community engagement
Providing more opportunities for users to interact with each other creates a sense of community among learners studying the same language and makes it more likely they will use the app more frequently.
Call-to-actions for upgrading to VIP status
Langulife has both a free and paid VIP status tier, but the only way that users could upgrade their plan at the time was during onboarding. There was a lot of missed opportunity to prompt users to upgrade to a premium subscription at key interaction points in their experience.
Design
User Profiles
Social engagement pages
Plan upgrade CTAs
Impact
Through the design and creation of new social engagement pages, language learners will now have more ways of practicing and applying the lessons they've learned through conversations with new users. The new features also allow for the Langulife team to promote their VIP features and increase conversions to paid plans.
