The Ask
Duolingo Math is a Mathematics counterpart to the successful language app, Duolingo. Similarly, it uses streaks and gamification through bite-sized lessons to encourage effortless learning – making math fun for everyone.
The challenge is to create a campaign to draw new audiences to Duolingo Math, particularly elementary school children aged 8+.
The Ask
Duolingo Math is a Mathematics counterpart to the successful language app, Duolingo. Similarly, it uses streaks and gamification through bite-sized lessons to encourage effortless learning – making math fun for everyone.
The challenge is to create a campaign to draw new audiences to Duolingo Math, particularly elementary school children aged 8+.
Duopets
Art Direction, UX/UI
Ambition
Draw young audience to download and stay motivated on Duolingo Math.
Solution
Your very own math-loving, homework-eating, in app virtual pet tied into Duolingo’s successful features.
Collaborators
Mentored by
Duration
8 weeks
Tools
Figma, Adobe Illustrator, Adobe Photoshop
Process Overview
Click on each step to view process files.
+
Gather Insights
Solution
Crafting user flows
Ideation
(Tone of Voice + Visual Language)
Understanding
the Ask
Understanding the User
A Duopet always starts as an egg...
... and hatch into one of these four skins.
Next, you get to choose a name for your Duopet. Meet Olie!
Posters
Guerilla activation in places like supermarkets
Tear-away posters at playgrounds
Adoption drives at school
Why
¹ Math can be F’ing scary, for both parents and children alike, but learning is always easier with a friend.
² By the age of 6, kids ask their parents for a pet at least 11 times a month. Pets are a lot of work, so why not a virtual pet that puts your children to work?
Who
Elementary-school children aged 6-8.
What
Duolingo Math launches Duopets, an in-app virtual pet to encourage kids through bite-sized math lessons, keeping their streak and their pet alive.
How it Works
¹ Notifications, Duolingo style
² Gamifying (yes, even more) math, hinging the life of their Duopet on how well they keep their streaks, and unlocking more activities with the pet through doing more math, etc.
Tone of Voice
Duolingo is known for its effective copywriting, especially for push notifications. Duo is a sassy bird, we knew we had to keep this essence central.
Where
Activation is centered around an egg-hunt around cities all over the world, collected by scanning a QR code in various high-traffic* places.
*Specifically where children-parent pairings would drive by.