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IF / 001THIS WEEK

Duolingo's Habit Machine

PRODUCT & RETENTION
  • Streak psychology
  • Freemium flywheel
  • Viral acquisition
THIS WEEK'S LECTURE001
SPECIMEN 001 — DUOLINGO, iOS
214
Duolingo mascot inside the app interface
Keep your 214-day streakPractice 10 minutes to stay on track
CONTINUE
AMJKRS3 friends practised today
  • 01 STREAK
  • 02 LOSS AVERSION
  • 03 SOCIAL
PRODUCT & RETENTION

Duolingo's Habit Machine

How a green owl, a fragile streak and five-minute lessons turned good intentions into a daily ritual—and built one of consumer software's strongest retention loops.

THE CURRICULUM

A growing library of lessons from the companies shaping the internet.

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IF-001PRODUCT & RETENTION

Habit Formation & Retention

14 MIN READ ASSIGNED READING
IF-002PRODUCT AS MEDIA

When the Product Becomes Media

COMING SOONNEXT LECTURE
IF-003DATA & DISTRIBUTION

Turn Your Data Into Distribution

COMING SOON
IF-004NETWORKS & COMMUNITY

Building a Social Network Without a Feed

COMING SOON
IF-005BRAND & POSITIONING

When the Product Isn't the Problem

COMING SOON

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