Video Call access is raising Super usage while narrowing the visible gap to Max.
Super needs a clearer reason to renew, while Max needs a benefit learners can still recognize as distinct.
Who you’d be doing this for
“I used Video Call twice this week, then my partner asked why we pay for Max and I honestly didn’t know.”
Layla Taha · Super subscriber learning Spanish
She uses daily lessons during her commute and tried Video Call after it appeared in her plan.
What is at stake
Video Call use is climbing among Super learners, but the renewal signal and Max upgrade signal point in different directions. You have to weigh a clearer Super benefit against the value Max subscribers expect to keep.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- Super renewal clarity vs Max differentiation
- usage growth vs incremental revenue
- fast messaging vs durable plan expectations
- experiment velocity vs trustworthy attribution
Why Duolingo
Video Call now sits inside paid language practice at a cost low enough to change how Super and Max are differentiated.
Written with these in mind
Not your kind of problem? 19 more at Duolingo, or browse every organization.
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.