The purchase screen is gaining attention while interrupting the next day’s lesson habit.
Paid-plan discovery protects subscription growth, while an uninterrupted return to practice protects DAUs.
Who you’d be doing this for
“I finished my lesson, tapped to see the plans, then just closed the app and forgot about it.”
Karthik Agarwal · Free-plan language learner
She uses short evening lessons to maintain a Spanish learning streak and encounters paid options after completing lessons.
What is at stake
Next-day lesson completion fell among free learners who opened the new purchase screen. You have to weigh stronger plan discovery against the daily habit that makes learners return.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- plan discovery vs. next-day practice
- short-term conversion vs. DAU protection
- release speed vs. clean experiment evidence
- information clarity vs. post-lesson momentum
Why Duolingo
The paid-offering journey sits inside a daily learning app where free learners returning for another lesson sustain both habit growth and future subscription choice.
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.