Streak Offer
Product · Monetization · Mobile
$22K/day in incremental bookings
Design lead for an exploratory discount experience tied to learner streak milestones.
Context
Learners deeply value their streaks, and Duolingo already celebrates milestone moments with strong visual language.
This project explored whether those same moments could invite learners into a purchase experience, i.e. reframing a discount as something earned, not offered.
Timeframe
March - April 2025
Two Worlds: Celebration vs Purchase
Streaks are associated with pride, progress, and joy.
Purchase flows, by contrast, are often perceived as dark, transactional, and interruptive.
Hypothesis
Could a discount feel like a celebration, not part of a paywall?
Clouds & iOS26 — Reducing Visual Friction
We softened the iOS bottom bar and blended the web UI (clouds, background color) to keep attention on the package cards and CTA.
Outcomes
Clearer CTA focus → Less distraction during plan selection
Incremental wins in revenue/day
The Final Purchase Flow
The final experience reframed the discount as a reward for commitment:
you helped Duo power up → now he’s giving something back.
Outcomes
+$22K/day incremental revenue after accounting for cannibalization
Higher conversion than than any discount in Duolingo history
