How would you improve Duolingo for the Indian market with the objective of increasing monetization (revenue)?

Clarifying Questions

Are their any time or resource constraints? - We have ample of resources but we want to see some uptick in revenue in the next 3 months

Product & Goal

Duolingo is a gamified application that allows users to learn and practice numerous languages

Goal is for increasing motivation which I feel is relevant considering it’s been quite some time that the application is operable in India and is currently at the fag end of the growth phase in the PLC

User Personas

Motivations to use Duolingo: Learn for fun, learning for foreign admits, learning for foreign travel, learning for academic purposes, learning for job interviews (professional purposes)

Pain points:

1. There is often the need to learn quickly, only what is needed

2. Duolingo does have listening and speaking exercises, but a need for conversational exercise is there

Solutions: Our premium offering could have some of these solutions to increase revenue

1. Personalized Learning

   1. Users can write briefly what is their purpose and we can provide them with a personalized plan

   2. This feature will get strengthen over time as users will tag what all things were useful for them for their purpose and we will fine tune our model to give better personalization for academic and professional purposes

2. Tailored Mini-courses

   1. Users can access specific mini courses having an amalgamation of exercises, for specific purposes such as exams and/or interviews

3. Conversational Bot

   1. Introduce a conversational bot that understands and responds in real-time

4. Peer-practice

   1. Premium users can connect with other users to converse and take feedback in real-time

Prioritization: Based on Effort and Impact Respectively

1. Personalized Learning - H, H - Creating a personalzied AI model would require a lot of time & effort, however, the impact would be huge since who doesn't like personalization?

2. Tailored Mini-courses - M, H - We can curate these courses by nudging power users, hence medium effort while the impact will be high

3. Conversational Bot - M, H - The effort is medium since this can be easily built on top of existing converstaional bots, while the impact will be high

4. Peer-practice - L, L - The effort here will be low but users might not be comfortable conversing with peers when they are in the learning phase.

Metrics:

Tailored-mini courses:

1. Mini-courses curated by users per week

2. Enrollment in mini-courses per week

3. Avg. Session-time when mini courses used 

Conversational bot:

1. CSAT

2. Avg. Session-time