Watch and learn
Bridging passive watching and active learning to cut churn.
Lingopie is a platform that helps users learn languages through TV shows and movies, aiming to make the process engaging and effective. In this project, we addressed the gap in guiding users through their learning journey by introducing features like hover translations, learning modes, and quizzes. These enhancements improved the user experience, reduced churn, and increased feature adoption, allowing users to learn seamlessly without interrupting their watching experience.
Date:
2023
Role:
UX/ UI, illustration, micro-animation.
Team:
Problem statement
Watching TV is inherently passive, while language learning demands focus and structure. A significant number of users cancel their subscriptions within the first day. The user journey lacks clear guidance on where to begin, how to progress, and how to advance their language skills, resulting in confusion and frustration.
Goals
Reduce first-month cancellations by ensuring users see value in the platform and feel supported.
Solution
Create a seamless experience that combines watching and learning, offering users clear guidance and structure to reduce overwhelm and improve engagement, ultimately lowering churn.
research
User feedback
We ran continuous feedback loops, tested ideas, and iterated based on user insights. We found out that in the cancellation flow we can get some really informative and honest feedback, so we dive-deep into it.
Pain points
We managed to extract some key pain-points that indicates users either don't perceive value in the platform or feel overwhelmed by the experience.
design
The language learning process can turn overwhelming easily, so we decided to layer the experience: New users will be guided through features gradually during their 3 first sessions, we re-evaluate the order whenever we launch new feature. In addition, on the first session the video will be slowed down.
Pre-session discovery
Multi-layered filters
We re-organized the catalog to make it more personalized and added search & filters that matches student needs, such as dialect, level, duration, genres etc.
The words are displayed during the watching session.
Pre-play preparation
Vocab for your level
A word bank, shown before each video, highlights key vocabulary based on word frequency. A/B testing showed it boosts word interaction and reinforces learning.
During the watch session
Immersive learning in action
Users used to click on a word to get a detailed translation, which interrupted their viewing. We Integrated an instant hover translation and click-to-save functionality for unfamiliar words.I added also a feedback animation for "aha" moments when clicked to reinforce learning and retention. On TV app, moving with the remote control provides that instant translation, while clicking gives the full translation break-down.
Learning modes menu
We replaced the standard settings menu of any common video player with a Learning Modes menu. This includes key learning tools, brief descriptions, and the ability to toggle them on or off while watching.
A place where a user can control his learning process while watching.
Reinforcing knowledge post-session
After watching experience
To encourage a sense of accomplishment and continuous engagement, we designed a post-session quiz including the selected words by the user with progress tracking. Passive users that completed a session without selecting any word were encouraged to engage more in the next episode.
Active users
Passive users
results
Over the past two years, we’ve continuously improved the experience based on user feedback, with notable reductions in churn rate.
A/B testing showed that Vocab for your level increased engagement by encouraging users to select words for later practice.
The hover-on-word feature gives new users an instant “aha” moment, reducing the need to slow down the video, which can disrupt the watching experience.
Users also appreciate the balanced after-watching experience, completing quizzes and seamlessly moving to the next episode, promoting binge-watching while learning.
+10%
word interaction engagement
-17%
First-month churn
+16%
Binge-watch rate with quizzes
Smart word system
Optimizing vocabulary management with intuitive tools to boost engagement.
Complex system • Competitive analysis • User-centered design
Lingopie Music
creating, rethinking, and integrating to drive growth.
Concept development • feature adoption
Onboarding flow
Boosting user engagement with an improved onboarding.
Conversion optimization • User flow
