The annual paywall is giving solo learners a family decision before an individual one.
Individual conversion needs a clearer first choice, while Family-plan value must remain visible for learners who need it.
Who you’d be doing this for
“I just wanted the no-ads plan, then I got stuck comparing a family option I don’t need.”
Hamisi Kosgei · Daily language learner
A solo learner who practices every evening and encounters the annual paywall after hitting free-plan limits.
What is at stake
Solo learners are leaving the annual paywall after Family appears first, and Individual completion is 6.4%. You have to weigh a clearer solo path against keeping Family visible for learners who need it.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- individual-plan clarity vs. Family-plan visibility
- conversion lift vs. buyer confidence
- fast experiment learning vs. broader redesign
- subscription revenue vs. daily practice continuity
Why Duolingo
Duolingo’s subscription surfaces must convert frequent learners without interrupting the daily practice habit that drives DAUs.
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.