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Forgetful Friends

Mar 2021

 UX Research  |  UI + UX Design  |  Branding 



Duolingo Traveler is a new mode designed for the existing app Duolingo.
It focuses on short-term language learning
and aims to create more convenient traveling experiences for our users.

No more long-term commitment to learning a foreign language months before you travel.
Download                                                        and go whenever you need!


This is a group project for class, and the team needs to design a new user flow as well as a new visual style guide for an existing app within 3 weeks.

The app we chose is Duolingo.



Competitive Analysis


Low & High Fidelity Prototypes

Style Guide

User Testing

Interactive Prototype

Marketing Materials


Pen & Pencil


Camera / Smartphone

Adobe Suite


Duolingo Analysis



Duolingo is an American language-learning website and mobile app.
It features challenges, a game-like learning experience and unlockable language courses.

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current product offerings

1. Long-term study plan from basics to advanced

2. Language exams (which could replace TOEFL)

3. Duolingo stories: reading comprehension

4. Awards and lives to use for your lesson (gamify)

opportunity for improvements

1. Short-term study plan for basic traveling:

A customizable phrasebook for important words and sentences

Easily accessible online and offline

2. Cultural insights related to the phrases for better travel planning:

Japan: you cannot eat on the train

Thailand: you cannot talk about the King in public

Singapore: no littering or chewing gum or you would have to pay a fine

3. Real-time language assistance:

A real-time translation feature ( voice recognition )



research Process

- interview -


We decided to begin the research process by performing qualitative user research: interviewing people's language learning experience using Duolingo, as well as their preferred traveling habits. 

The goal was to interview people from a wide variety of age groups, occupations, and ethnicity.
When designing and asking questions, we were extra careful in keeping the questions neutral and open-ended.
We want to eliminate biases as much as possible so that we can accurately identify the user's pain points and problems, thus finding the best solution.


takeaways from interview

1. Duolingo is cute but it takes too much time to learn a language.

2. I prefer to google translate phrases when I travel because it’s faster.

3. I love Duolingo and use it to improve my language skills, but I never use it for short-term travels. I prefer google translate.

- personas -

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- Competitive analysis -

After gathering information from our interviewers, I was in charge of researching the direct and indirect competitors of Duolingo. I picked 3 of the most popular language-learning apps:

1. Babbel ( direct competitor )

2. Rosetta Stone ( direct competitor )

3. Lingoda ( indirect competitor )

Paper Prototype

Paper prototype

- brainstorming -


Using the information gathered from the research process, we move on to the design phase starting with a brainstorming session. In this session, we decided to use pen and paper to better capture ideas.



To better understand all the ideas generated from the brainstorming session, we refined the rough ideas and created a user flow of the app navigation. It helped our team to stay on the same page.

- Paper prototype -

We documented our ideas imagining how the user will actually use our app, testing out different actions and motions to move through each page. We want to use this interactive paper prototype to perform a round of user testing to gather feedback. This paper prototype is not only fast to make, but it also nicely demonstrates our ideas and the user flow. We believe that doing so will help us eliminate biases and mistakes.

Testing & Feedback

testing & feedback

- testing with our paper prototype -

Using our interactive paper prototype, we presented our app to the class and gathered opinions from 3 teams, each consisting of 3 ~ 4 members. We documented their feedback and below is the insight we get.

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- feedback evaluation -

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Branding & Visuals

branding & visuals

- style guide -

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High Fidelity Prototype

high fidelity prototype

- final screen design -

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- interactive prototype -

Marketing Ideas

marketing ideas

Last but not least, we designed marketing ideas to test out how our product will look like in real life.
Here are some of the ideas we created:

- Instagram stories -

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- Instagram promotion -

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- mailing list -

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- poster & billboards -

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