The Future of Language Learning

Identifying user types, motivations, and challenges faced in language learning.

Overview

This project involved conducting user research for a startup creating a language learning app. The language learning industry is rapidly growing, which meant they needed to develop unique and innovative resources to distinguish themselves from competitors.

I explored concepts through creating and sharing a survey with current and potential users of a language learning service. Additionally, I identified the top competitors in this industry and performed a competitive analysis. This information was used to guide the creation of user personas and empathy maps.

Challenge

Develop a product that is original in a market with well-established leaders.

Solution

Survey potential users and evaluate the competitors to determine and address user needs.

My Role

Researcher

Tools and Methodologies

Figma, Google Forms, User Personas, Empathy Maps

Primary Research

My research began by surveying potential users through Google Forms. The 50 participants came from a mix of different backgrounds, which helped identify the ideal audience and provided insights into common needs and preferences.

Results

Key Insights

  • While 64% of the respondents had used a language learning app before, 78% still expressed interest in using a language learning app.

  • Initially, the average motivation appeared to be travel and personal growth. However, based on the higher levels of interest expressed by certain respondents, it became evident that family ties, cultural heritage, and career opportunities are more prominent motivations.

  • I did not identify a correlation between age and interest, but I did notice that people who speak multiple languages are more interested in learning additional languages, compared to those who only speak one.

Competitive Analysis

To get a better understanding of the players in this field, I researched the top three competitors. I found that Duolingo appears to be dominating the language learning category with the greatest revenue, significantly more downloads, and most accessible pricing. Duolingo also offers the largest variety of languages compared to its other competitors. A key difference is that Babbel and Busuu cater to a more in-depth learning experience including options like live learning sessions with native speaking tutors.

Results

Duolingo

  • Over 800 million downloads and 74 million monthly active users

  • Yielded $531 million revenue in 2023 (43.6% year-on-year increase)

  • 42 language courses

  • Linked to 6,107,620 websites

  • Completely free with premium options available

  • Regularly tests and adjusts the course design

  • Lessons designed to be short and manageable

  • Gamified learning options

Busuu

  • Over 100 million registered users

  • Yielded $50 million in revenue in 2022, (11% year-on-year increase)

  • Over 10,000 native speakers available for one-to-one tutoring

  • Focus on company-developed materials

  • Free and premium versions

  • Personalized study plans and grammar training

  • Focus on teaching sentences/phrases often used in conversation

  • Immersive speaking practice

  • 14-day money-back guarantee

Babbel

  • Over 10 million downloads

  • Yielded approximately $217.8 million in revenue in 2021 (34% year-on-year increase)

  • 15 million subscriptions sold

  • 13 language courses

  • Subscription-based access only

  • Live online language classes

  • Uses conversation with native speakers

  • Tailored to your interests and customized experiences

  • 20-day money-back guarantee

Key Insights

Duolingo

Babbel

Busuu

Languages Available

42

13

14

Downloads (mil)

800

10

100

Revenue (mil)*

$531

~$217.8

$50

$13.45/m

Pricing

Free

$13.90/m

*latest information available

User Personas

With a new understanding of user needs, preferences, and pain points I created two user personas to represent the characteristics and goals of the established audience.

Empathy Maps

My last step of the project was to provide further context to the personas by creating empathy maps that explored these users thoughts and feelings.

Reflection

I really enjoyed this project because it deepened my understanding of the research process. It may seem obvious, but I realized just how crucial it is to ask the right questions in order to get meaningful insights. Looking back, I wish I incorporated a larger variety of questions to go beyond just the fundamentals and uncover more innovative ideas. Expanding the scope of my research could have led to insights beyond the existing solutions. Additionally, I think conducting user interviews alongside surveys would have provided even richer feedback and a more well-rounded perspective.