Lenny's Podcast: Product | Growth | Career

Behind the product: Duolingo streaks | Jackson Shuttleworth (Group PM, Retention Team)

Dec 15, 2024

In this discussion, Jackson Shuttleworth, Group Product Manager at Duolingo, reveals the secrets behind the game-changing Streaks feature that has propelled Duolingo to over 600 million users. He shares the evolution of Streaks and insights gained from 600 experiments, shedding light on user motivation and engagement. Jackson highlights the delicate balance between flexibility and user commitment, the psychological impact of Streaks, and strategies for effective product management. His wisdom on high-velocity teams and user retention tips are invaluable for aspiring product managers.

01:28:32

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Jackson Shuttleworth

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Quick takeaways

The Streaks feature has been pivotal in Duolingo's growth, enhancing user engagement and retention by promoting daily learning habits.

Duolingo's culture of continuous experimentation, involving over 600 tests on the Streaks feature, helps refine effective strategies and minimize risks.

A balanced notification strategy effectively encourages user retention by providing timely reminders and motivational prompts without overwhelming users.

Deep dives

Duolingo's Growth and Streaks Feature

Duolingo has experienced significant growth, becoming a $14 billion company with a doubling in valuation over six months. The Streaks feature has played a crucial role in this success, helping to cultivate engagement and retention among users. As of now, over 9 million users maintain a streak of more than a year, indicating the feature's effectiveness in encouraging daily language learning habits. Streaks have contributed significantly to increasing daily active users (DAUs), making it necessary for the company to focus on strategies that sustain and enhance this level of user engagement.

Intro

4min

Exploring the Impact of Duolingo Streaks on User Engagement

3min

The Power of Streaks in Duolingo

20min

The Power of Experimentation and User Engagement

17min

Balancing Clarity and Delight in User Experience

4min

Balancing Streak Flexibility and User Engagement

22min

Streamlining Product Management and User Engagement

14min

Exploring Personal Interests and Unexpected Innovations

2min

Mottos and Team Traditions

4min

Jackson Shuttleworth is a Group PM at Duolingo, where he leads the retention team and the powerful streak feature. The streak feature, which gamifies consecutive days of learning, has been Duolingo’s most important and innovative growth lever and a key driver of their growth to a $14 billion business with almost 600 million users. In our conversation, we dive deep into the history and lessons of this feature:

• The evolution of the streak feature

• Biggest insights from over 600 streak-related experiments

• Biggest specific wins and misses along the way

• Key principles for building effective streak mechanics

• How to operate a high-velocity product team

• Tips for building engaging notification systems

• Much more

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