Psychology
Make an achievable next step feel worth taking.
A marketing strategy inspired by Duolingo: build motivation, make progress rewarding, and give people a reason to return to your app.

These are proposed adaptations, awaiting review by the content owner. Inspired by Duolingo, not affiliated with or endorsed by Duolingo.
Meet Pocket: an imagined app for young adults building a little financial breathing room.
Build an emergency fund, one doable step at a time.
Fit matters more than resemblance. Keep the underlying reasoning and change the surface execution for your users.
Make an achievable next step feel worth taking.
Connect useful progress with a reason to return.
Encourage effort without making setbacks feel like failure.
The complete playbook covers seven connected lenses. These are its proposed strongest areas.
A play is one focused marketing move with its own fit, adaptation, guardrails, and test. These canonical plays are included in the Duolingo playbook and can also be installed and used by themselves.
The playbook adds a central strategy around them. The play records stay independent, so choosing one never requires adopting the whole playbook. Every play below is researched and cited, with its status printed beside it.
Help someone experience why the product matters.
When learners who already know some of the subject are offered the optional placement test, label it as checking their level rather than as a test. Duolingo doubled the tests taken in Japan.
2× placement tests Placement tests taken by new English learners in Japan after Duolingo reworded “take a placement test” to “check your English level” (both options' copy changed). Company-reported, no base, period or retention figure.
2 cited sources, each with what it does not establish. Evidence from Duolingo.
Open the full playThe playbook supplies the central strategy. Its canonical plays can also be used independently. The free engine helps your coding agent put either format to work.
Adapt the approach to your idea before you build.
Work through a product decision with context.
Check whether a feature still serves your direction.
Connect your positioning to a first launch plan.
Install the playbook with the free Motifs engine, then use it inside your coding tool.
In development · Not available to install yetYou can explore this playbook now. Copy and download actions will open after the content and engine are verified.
Install command available with the first releaseThe Codex setup instructions will appear here after the installer has been verified.
Use the motifs skill to plan this app. Primary playbook: Duolingo. My idea: ___Each play packages one insight, adaptation, guardrails, and a test for your coding agent.
Browse standalone plays ↗Give people a useful reason to come back.
Put each user in a small weekly leaderboard ranked on points from normal use; top finishers move up a tier, bottom finishers move down. Duolingo reports big engagement gains — and its users report stress and unfair demotions.
+17% Overall learning time after Duolingo launched leagues, as reported by its former head of product; Duolingo's S-1 says “almost 20%”. Company-reported with the basis unstated, and not tied to a test.
3 cited sources, each with what it does not establish. Evidence from Duolingo.
Open the full play ↗Pick each reminder from a pool of written variants by how well each has worked, minus a penalty for ones this person saw recently. Duolingo's version beat random rotation; the penalty's own share is small.
+0.5% daily actives Duolingo's bandit against random rotation over a two-week online test; new users' next-day retention rose 2.2%. Group sizes not reported (Yancey and Settles, 2020).
3 cited sources, each with what it does not establish. Evidence from Duolingo.
Open the full play ↗Let a model predict how likely a learner is to recall each item, and put the items closest to being forgotten first — in review sessions and in the strength display. It helped recall in a classroom; at Duolingo it cut practice return.
+16.5% recall On an exam 28 days after the semester, over massed review (179 eighth graders, one Spanish course; points or relative not stated). At Duolingo, replacing the old Leitner system cut next-day practice return 7.3%.
5 cited sources, each with what it does not establish. Evidence from Duolingo, Lindsey et al., Tabibian et al..
Open the full play ↗