Realtalk
OVERVIEW
I designed a new conceptual feature that allows Spotify podcast listeners to save audio and text transcripts of their favorite podcast episodes for future reference and for learning aid purposes.
This project was completed as part of DesignLab's UX Academy program
ROLE & TIMELINE
Sole UX/UI Designer
8 weeks, Dec 2022 - Jan 2023
Context
Languages serve as a lens into a culture
It is the primary tool for expression and communication and is instrumental to everyday life. That’s why knowing a country’s language while traveling makes it easier to get around and helps support understanding the country’s culture and in forging connections.
Problem
Language learners struggle to effectively engage in conversations in their target language even after spending extensive time on popular language learning apps.
More people are turning to online learning platforms and relying on digital platforms to learn a new language.
Edtech apps—which encompass language learning products—already have one of the lowest user retention rates out of all mobile apps, with an 18.8% retention rate on the first day after downloading dropping to 2.5% after 30 days.
Market Research
‘Free’ doesn’t always get you what you need
I conducted an analysis of digital language learning products with various value propositions that already exist in the market.
Unsurprisingly, Duolingo is by far the most popular app. It delivers the most languages on a single platform but has a minimal focus on conversations. Apps that do have a conversation/speech component have very limited free access and follows a pre-determined learning path.
User Research
Finding value in immersive experiences
User interviews were critical in discovering the motivations behind learning a new language and uncovering trends in habits, values, and challenges in experiences.
Affinity mapping unveiled four main findings:
Users highly valued Immersive experiences such as studying or living abroad.
Users are attracted to Duolingo’s simplicity and gamification but often dropped the habit due to lack of conversational practice.
Participants lacked opportunities for authentic practice in speaking their target language when learning or practicing on their own.
Learners fell under two main groups: those looking to continue language learning from formal education experiences, and those interested in learning a language for travel.
Upon digging deeper into research on existing market trends, I came across one review of mobile language-learning apps found 3 major gaps in the 50 most popular language apps that provides opportunities for a product to add additional value to users in a competitive market:
Current Gaps
Opportunities
Vocabulary introduced in isolation
➣ Providing vocabulary in contexts relevant to the user's needs
Following a set user journey
➣ Allowing users to take initiative of their own path of learning. Learning choices are responsive to user needs.
Minimal learning opportunities after errors and mistakes
➣ Providing explanations and teachings around errors and mistakes
The ultimate question now, is this:
How might we make conversational practice more effective and valuable for travel so that users will continue learning their target language?
Hypothesis
Design
Designing a learning experience users will want to keep coming back to
In designing the solution, I leaned on the Hooked Model by Nir Eyal to create an experience that is not only desirable and valuable to users in achieving their language learning goals, but also supports the business goal of increasing user engagement, and retention.
With the Hooked model, this product would provide the user with 3 main experiences:
Use of natural language processing technology that allows users to engage in back-and-forth conversation with a chatbot.
Receiving real-time feedback that provides the opportunity to learn from grammatical mistakes, fix mispronunciations, and correct errors.
A gamified element to the experience to encourage continued practice.
TRIGGER
I need to practice speaking in order to be prepared for my trip!
Users want more conversation practice to increase their confidence and language skills and are motivated by the following factors:
Ability to interact with natives during travels
Anticipation of travel plans or the idea of travel itself
ACTION
I get to practice my conversational skills in a realistic way
The primary feature and the value proposition of this product is the opportunity to participate in conversation challenges that reflect scenarios users may experience during travel.
INVESTMENT
I’m improving in my speaking and comprehension skills because of the practice and useful feedback I'm receiving!
Users receive corrective feedback during the challenge as they engage in conversation with the AI.
Conversation challenges also provide users with different modalities to check their understanding.
VARIABLE REWARD
Check out the stamps on my passport!
When a challenge is completed, users earn a "Passport Stamp" that serves as a collectible token for completing the challenge. The purpose of this is two-fold:
It reflects the collection of passport stamps travelers receive going through customs in a foreign country
Utilizes gamification to increase user retention.
Usability Testing + Iterations
92% success rate in completing key product feature
During usability testing, users could complete all tasks with minimal errors. Many individuals commented that the interface was simple and easy to navigate, which is appreciated in a learning product.
Along with usability testing, I also used mentor and group critique feedback to make the following adjustments to the final design:
Updating UI Colors
➣ Changing primary buttons from orange to blue detaches any misconceptions of orange as a warning or error state and provides balance in the brand tone
➣ Incorporating a warmer beige neutral shade supports the visual organization and conveys a tone that is more inviting and welcoming to users.
Adding micro-interactions and animations
This provides users with system feedback to guide and inform users of what is happening during the task.
Providing scaffolded learning
In usability testing, users gave feedback that it would be helpful to access the following learning supports:
➣ Viewing the definition of words in isolation
➣ Receiving pronunciation feedback
Final Solution
Build your confidence in your ability to communicate with natives in your travels by practicing travel-relevant conversations.
Practice conversations you'll encounter in your travels
Receive corrective feedback with natural language processing
Keep up your progress with gamification by collecting badges along the way
Prototype
Other work…
Designing a 0→1 MVP to help travelers create optimized routes for their daily travel itinerary
Saving audio clips and transcripts for engaged podcast listeners and learners
A productivity app designed to help teachers maximize their non-instructional time
