Google is considering developing a language learning app. Should they proceed with it? Why or why not?

Here is my attempt:

Clarifying Question:

• Define product in this case language- natural language or programming language? Considering natural languages
• Standalone app or part of Youtube application? Combination
• Any geography related? Considering global
• How different it is from videos available in Youtube? --> Providing curated and structures model than randomize it

Identify Persona

• Professionals moving one city to another or one country to another
• Children or Students of those migrated parents who are struggling at local school to learn new language
• For students, English language schools in non-English speaking countries are 10 times expensive
• Out of station travellers for vacation in different country
• People who aspire to learn new languages

User Journey

• Exploring reading material or content in web
• Finding the right content
• Starting learning
• Completing one course and find another content for next level of course
• Identify the community group to share common challenges and concerns

Type of Users

• Power Users: number of people watching  or consuming the content on daily basis
• Occasional users: consuming content thrice a week
• Rare Users: Consumes content once a week

Pain points

• No structured resources available to start from the beginning
• Difficult to understand the notations or processes while municipal offices
• For children, they feel left out if they don’t understand the language
• Multiple resources are available but difficult to find one good structure course (Analysis paralysis)
• Recommended study material requires coaching but its very expensive in the country
• There are too many competition from regional players but no comprehensive source available.

Goal

• For Students and professional who are migrating from native countries or cities to different location, language app will provide one stop shop for all guided tutorials and contents to bridge the gap in learning, articulating and communicating thoughts seamlessly.

Prioritization

• Focusing on occasional users and moving it to power users to boost engagement and retention

Solution

• Digital App or option inside Youtube for language learning module. We would like to utilise the engagement of Youtube
• Identify happy journey with MVP

Features

Metrics

• Number of people started expressing interest in language filter or tab in Youtube
• Number of users started using language filter tab
• People who started consuming the content
• People who completed 1st module
• People who moved to subsequent module

Summary

We should definitely invest in language learning app as it has valid pain points and plethora of content but very unstructured market. It is one of the category creation feature. Focusing the features like searching, selecting and watching which finishes one transaction for user (students & professionals) should be considered as MVP. We should definitely invest in language learning application to get more engagement and utilise retention of users. Prioritizing P1 and P1.5 which focuses on completing transaction and also acknowledging through certificate which validates the relevance of knowledge.