The renewal flow must choose a plan ladder while paid access is being redefined.
Revenue needs a clearer paid decision, while daily practice needs a choice that does not feel like a penalty.
Who you’d be doing this for
“I used it every morning this month, then checkout showed me plans that felt like different products.”
Francesco Dominguez · Daily language learner
She is nearing the end of a month-long trial after practicing most days.
What is at stake
Trial-to-paid conversion has fallen to 14% as regular learners encounter conflicting plan choices. You must weigh a faster revenue recovery against the risk of weakening post-renewal daily practice.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- subscriber recovery vs. daily practice
- clear plan hierarchy vs. reversible learning
- revenue urgency vs. causal confidence
- consistent messaging vs. segment-specific value
Why Duolingo
Duolingo’s month-long trials make the handoff from sustained practice to a paid plan a direct test of subscription value.
Written with these in mind
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This is the setup. The work is inside.
Running it puts you in the room: the full situation and its constraints, stakeholders who push back in their own words, and the decisions that are yours to make. What you produce becomes a Day One Plan — work you can show someone instead of describing.