Project
Duolingo
Role
Service Designer, UX Researcher
Client
Graduate Project (Duolingo)
Project type
Service Design
Project overview
In April 2025, Duolingo announced their decision to become an "AI-first" company. Users were NOT happy. The announcement immediately sparked measurable, compounding damage across every financial and engagement indicator. Stock plummeted from its all-time high, and EBITDA margin was expected to decrease sharply as the company continued investing in AI features and higher marketing spend. When we researched real users, employees, and language experts, we found that cultural accuracy is non-negotiable, learners want real-world applications, and trust is built through up-front transparency. These findings led us to a core principle: trust is built when learners understand why they are learning, can apply it in the real world, and believe the content is credible.
Our team's solution is centered around rebuilding trust in AI-Powered Language Learning. This is achieved through three pillars: goal-based learning pathways, real-world missions and reflection, and visible AI transparency with human validation at every stage. Our solution framework is backed by 46 moments for metrics embedded in a fifteen-stage service blueprint, six strategic OKRs, and a five-level governance structure with real authority and accountability at each level.
View the full Service Blueprint + Metrics in Figma
View the project Process Book
