We believe the new path will drive more engagement and give lapsed learners a reason to return to their language learning. In their Q1 shareholder letter, Duolingo management foreshadowed several benefits of their app redesign: As such, this home page redesign would have undergone substantial A-B testing and initial feedback was clearly positive enough to warrant rolling it out to their entire base of ad-supported/premium users. According to Duolingo, all progress from the old "tree" model was transferred in full to the newer "path" model (including that precious daily streak!).ĭuolingo Home Screen Update (Duolingo Website) Controversy and User Backlashĭuolingo is known for their data-driven approach to updating their core language learning app. There is no longer a need to revise "cracked" lessons as personalised practice lessons are built into the path. Lessons have been grouped into smaller units and stories are now built into the learning path, rather than an optional extra. In the new update, Duolingo switched to a "path" design which is more constrained and forces learners to complete lessons in a pre-determined order. Don't feel like studying family today? You can study animals instead! Lessons that had been mastered but not revised for an extended period (e.g., phrases in the below figure) appeared as "cracked" to prompt learners to consolidate that content. Duolingo formerly used a "tree" design where learners had lots of flexibility to choose which lesson they wanted to study on a given day. Over the course of 2022, Duolingo gradually rolled out a complete redesign of their home screen, the main interface through which users select their upcoming language lessons. As a Duolingo shareholder, I am concerned about this increasing user dissatisfaction and believe it warrants caution ahead of their upcoming Q4 results.ĭata by YCharts A Radical Change to the Home Screen QuarterĪlthough Duolingo's operational performance has been strong so far throughout 2022 ( see my breakdown of their latest Q3 results here), there is a material risk that upcoming quarters will be below expectations following a recent update which has been met with substantial backlash from users. For some context, the Nasdaq Composite Index is down 29% over this same 12-month period. Under their freemium model, language learners can either use Duolingo for free with ads (ad-supported plan) or pay a small subscription fee ($6.99/month for their most popular plan) to escape ads and gain access to other features (Super Duolingo).ĭespite comfortably beating their internal revenue and adjusted EBITDA guidance through the first three quarters of 2022, Duolingo's share price has fallen 30% over the past 12 months. Duolingo ( NASDAQ: DUOL) is one of the world's most popular language learning app with 56.5m monthly active users (MAUs) and 3.7m paid subscribers.
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