The Importance of Marketing and Design: A Case Study on Duolingo


Hatched by Glasp

Aug 29, 2023

3 min read


The Importance of Marketing and Design: A Case Study on Duolingo

In today's digital world, effective marketing and design play a crucial role in the success of any brand. One prime example of a company that has mastered the art of marketing and design is Duolingo, a language learning app. Their mission is simple yet impactful - to develop the best language learning education in the world and make it universally available. By turning their brand into a verb, they have effectively created an easily recognizable and memorable marketing strategy.

Duolingo's marketing efforts go beyond just creating awareness of their brand. They also focus on highlighting new features and course upgrades to encourage continual learning. This is a smart approach as it keeps users engaged and motivated to keep using the app. Additionally, Duolingo has embraced gamification, incorporating elements of gaming into their language learning platform. This not only makes the learning experience more enjoyable but also taps into the human desire for competition and rewards.

One aspect of Duolingo's success lies in their willingness to test and learn on new platforms. Their presence on TikTok is a prime example of this. It is not enough to simply join a new platform, but rather finding the right channel to reach your target audience. By doing so, Duolingo has been able to expand its user base and increase engagement.

In terms of design, Duolingo has made significant strides in creating a consistent app structure and incorporating elements that enhance the user experience. One notable design element is the subtle animations that accompany every icon. This attention to detail creates a pleasant user experience and leaves users with an overall feeling of joy. Furthermore, the use of visual cues, such as dotted lines under a word or pop-ups for course improvements, reassures users that they are not alone in their learning journey.

However, it is important to recognize the risks that come with content curation. As content curators, our work can be at risk if the platforms or services we rely on cease to exist. This can result in the loss of valuable collections and the need for significant effort to transfer that information to a new platform. To mitigate this risk, it is essential to curate on our own computers using trusted backup and save options to major cloud storage platforms like Google Drive, Amazon S3, Dropbox, and iCloud.

When choosing curation tools and platforms, it is crucial to prioritize those that offer export, backup, and save options for all the content we save. Additionally, curating directly on publishing or distribution platforms that are unlikely to disappear altogether provides an added layer of security. These platforms are more likely to preserve the content even if ownership or branding changes.

For startups entering the content curation space, it is imperative to consider the potential loss of curated collections in the future. Users are becoming increasingly cautious about relying on services that do not offer safeguards against the possible loss of their curated content. Therefore, new tools and features should be engineered to include export and backup functionalities that allow users to preserve the value they create with their collections.

In conclusion, the success of Duolingo serves as a testament to the importance of effective marketing and design in today's digital age. By leveraging innovative marketing strategies, continually improving their app's design, and embracing new platforms, Duolingo has become a leader in the language learning industry. As content curators, it is vital to prioritize the backup and export options provided by curation tools and platforms to safeguard our valuable collections. By following these actionable pieces of advice, we can ensure the longevity and preservation of our curated content.

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