Web Purchase Flow
Product Design · Monetization · Web
$48K/day in incremental bookings
Owned end-to-end design of Duolingo’s web purchase flow for U.S. learners, from entry points through checkout and confirmation.
Context
Led design of Duolingo’s web subscription purchase flow to reduce App Store dependency, while maintaining trust and clarity during a high-stakes financial decision.
Timeframe
Sep 2025 launch
Ongoing · Iterative ownership
Structure
May 2025
Epic vs Apple court ruling
In a week -
web purchase flow live for US learners
Next months -
v2, v3…. and iOS26
Continued ownership and experimentation
Scrappy v1 — Speed Over Perfection
Web purchase became mission-critical overnight. We aligned with leadership in a day and shipped a scrappy v1 to get real users through the flow, learn quickly, and iterate.
Outcomes
+$26K/day immediate lift
Fast launch surfaced key app → web drop-offs
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
Assurance & Recognizability — Making Web Feel Native
We designed the web flow to feel unmistakably Duolingo, reducing the jarring feeling of leaving the app for a browser.
Outcomes
Higher confidence during purchase
Web experience felt intentional, not ad-like
