How Duolingo reignited user growth - Deepstash
How Duolingo reignited user growth

How Duolingo reignited user growth

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Shift your user focus as your product matures

Shift your user focus as your product matures

In the early stages of a startup/product you should focus on new users and their first week experience.

But as your product matures you should shift your focus on improving the experience for existing users beyond their first weeks of usage. Otherwise, if you continue focusing on new users, you risk having a leaky bucket and not retaining users for a longer period of time.

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Create leaderboards based on level of engagement

Create leaderboards based on level of engagement

Leaderboards are a good gamification mechanism to increase retention and average time spent in app for existing users.

The most effective ones match players with similar levels of engagement, be they friends or strangers, as demonstrated by Zynga and Duolingo.

A leaderboard based strictly on friends is not as effective because few players have enough friends with a similar level of engagement. Many of their friends are inactive and those that are active are likely playing more or less than them.

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