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A whole product perspective, inspired by a company that does it well. The direction, the plays that carry it out, and the judgment to know what fits yours.
Inspired by these companies. Not affiliated with or endorsed by them.
Use a play when you have one decision to make. Use a playbook when you want
the decisions to add up to one product people understand.
The Duolingo playbook, at a glance.
In developmentHABITS · MOTIVATION · RETENTION
A marketing strategy inspired by Duolingo: build motivation, make progress rewarding, and give people a reason to return to your app.
Where the approach works, and where it breaks.
An example: the Duolingo playbook applied to a product that is nothing like it.
Keep the reason, change what doesn’t fit.
Borrow a clear learning goal, not a daily streak.
Translate a short first lesson into one affordable action.
Recognize a meaningful milestone, not transaction frequency or someone else’s savings total.
Keep encouragement; drop the lost-streak penalty.
Before you build, while you decide, after you ship, and on the way to launch.
Adapt the approach to your idea before you build.
Use the Duolingo-inspired playbook to plan my savings app before I build it.
Work through a product decision with context.
Should a missed week reset someone’s progress? Check it against the playbook.
Check whether a feature still serves your direction.
Does this onboarding still serve the direction we agreed?
Connect your positioning to a first launch plan.
Turn the positioning into a first launch plan.
More ship as the plays underneath them are researched.
Make your pricing page pay.
In developmentMake your app addicting.
Make your app addicting. Free to read in full, no account needed.
A marketing strategy inspired by Duolingo: build motivation, make progress rewarding, and give people a reason to return to your app.
Keep the reason, change the tactic.
In developmentTurn your users into a community.
