Making Education Accessible and Engaging: The Duolingo Story

The creator of Duolingo shares his journey from Guatemala to creating a revolutionary language learning platform, built on accessibility and engagement.

The Problem: Education Inequality

Growing up in Guatemala, the founder noticed a stark reality: education, often touted as an equalizer, can actually exacerbate inequality. Those with means can afford better education, perpetuating their wealth, while those without struggle to access quality learning.

Inspired by his own opportunity to receive a quality education, the speaker wanted to find a way to provide equal access to education for everyone.

The Solution: Duolingo and Mobile Learning

The initial question was: what to teach? While math and computer science were considered, the decision was made to focus on foreign languages. Why?

Why Languages?

• Huge Market: Approximately two billion people are learning a foreign language worldwide.
• Direct Financial Benefit: Language skills, particularly English, can directly translate to increased income potential.

Mobile First

Recognizing the impracticality of building schools everywhere, Duolingo leveraged the ubiquity of smartphones. By creating a mobile learning platform, they could reach a vast and growing global audience. This accessibility is crucial to providing education to everyone, rich or poor.

The Freemium Model: Wealth Redistribution Through Learning

Duolingo operates on a freemium model: users can learn for free, supported by ads. Those who dislike ads can subscribe to remove them. Interestingly, the vast majority of revenue comes from subscribers in wealthy countries, effectively funding the education of users in poorer countries. This creates a form of wealth redistribution, with the affluent supporting education for all.

The Challenge: Competing with Addictive Apps

Delivering education via smartphone presents a significant hurdle: competing with highly addictive apps like TikTok and Instagram. The key is to make education engaging enough to draw users away from these distractions. The presenter puts it this way Delivering education over a smartphone is like hoping that people will eat their broccoli, but right next to it, you put the most delicious dessert ever made.

The Secret: Gamification and Psychological Techniques

Duolingo achieves this by leveraging the same psychological techniques used by addictive apps to keep users engaged, but applied to education. The goal is to "make the broccoli taste like dessert."

Examples of Engagement Techniques:

• Streaks: A counter tracks consecutive days of use, motivating users to return daily to avoid losing their streak.
• Notifications: AIpowered notifications remind users to learn, optimizing timing and content for maximum engagement.
• PassiveAggressive Messaging: Even subtle nudges, like a notification suggesting the app is giving up on them, can reengage users.

Duolingo's Impact and the Future of Education

Duolingo has become a cultural phenomenon, entering the zeitgeist with memes and parodies. This reflects its success in making language learning appealing and accessible. While education may not be as inherently engaging as endless scrolling, it offers intrinsic value. Even at 8090% of the engagement level of social media, the builtin meaning in the learning process, combined with the engagement techniques, motivates millions.

Duolingo has shown that you can make use of engagement techniques of social media to get people to do something meaningful.

Duolingo's reach is significant: in many countries, more people learn languages on Duolingo than in traditional schools. The hope is that this model can be extended to other subjects like math and science, creating a future where screen time is synonymous with highquality education for everyone. Subjects that are learned through repetition are ripe for gamification and the Duolingo treatment.

The speaker ends with a simple call to action: **Please, pretty please, do your language lessons today.**