Duolingo had already implemented several gamification mechanics successfully, such as the progression system on the home screen, streaks, and an achievements system. And second, top digital games at the time had much higher retention rates than our product, which I took as evidence that we hadn’t yet reached the ceiling for gamification’s impact.

The moves counter allowed users only a finite number of moves to complete a level, which added a sense of scarcity and urgency to the gameplay. We decided to incorporate the counter mechanic into our product. We gave our users a finite number of chances to answer questions correctly before they had to start the lesson over.

Depressingly, the result of all that effort was completely neutral. No change to our retention. No increase in DAU. We hardly got any user feedback at all.

When you are playing Gardenscapes, each move feels like a strategic decision, because you have to outmaneuver dynamic obstacles to find a path to victory. But strategic decision-making isn’t required to complete a Duolingo lesson—you mostly either know the answer to a question or you don’t. Because there wasn’t any strategy to it, the Duolingo moves counter was simply a boring, tacked-on nuisance. It was the wrong gamification mechanic to adopt into Duolingo. I realized that I had been so focused on the similarities between Gardenscapes and Duolingo that I had failed to account for the importance of the underlying differences.

Referrals work for Uber because riders are paying for rides on a never-ending pay-as-you-go system. A free ride is a constant incentive. For Duolingo, we were trying to incentivize users by offering a free month of Super Duolingo. However, our best and most active users already had Super Duolingo, and we couldn’t give them a free month when they were already in a plan. This meant that our strategy, which needed to rely on our best users, actually excluded them.

Now when looking to adopt a feature, I ask myself:Why is this feature working in that product?Why might this feature succeed or fail in our context, i.e. will it translate well?What adaptations are necessary to make this feature succeed in our context?

Our failure with the Gardenscapes-style moves counter hadn’t actually disproved any of the original reasons why we believed gamification still had upside for Duolingo—we had only learned that the moves counter was a clumsy attempt at it. This time, we would be more methodical and intelligent about features we added or borrowed.

We deliberately made our leaderboard as casual and frictionless as possible; users were automatically opted in and could progress to the top of the first league by merely engaging consistently in their regular language study. By keeping the game mechanic exciting, but making it simpler than in FarmVille 2, we felt like we had struck the right balance of adopting and adapting.

as I’ve wrestled with writing this, it’s clear that many just don’t see the problem, as they assume a cheap button is nearly as good as a proper dial. They’ll openly admit a dial is indeed better but a cheap button is “good enough” and that a dial is “just too expensive.” That actually may be true! There are cases when using a push button is the right choice. But not always. We need to understand when to try a bit harder. Yes, you’re spending a tiny bit more on hardware, but you’re creating a product that is usually much easier to use, reduces returns, and builds your brand which improves sales. Is this positive outcome a given? Of course not, nothing is guaranteed but we need to stop pretending there is NO COST to cheaping out on buttons.

The dial changes the frequency with a simple twist. The push button device “Deconstructs” the twist dial into two up/down buttons. Each press increments the frequency a tiny amount. This means a twist is replaced with many button presses. Again, they are ‘functionally equivalent’ but the expression and ease of use are quite different.

“Adding a feature” is never free. Always start with the user’s problems first. If pressed into using one of these four abuses, make sure to fully appreciate its impact, the friction it creates, and what you can do to work around it.  Adding a feature shouldn’t also “add a problem.”

As a professional UX Designer, I want devices to offer more. But UX Design isn’t about cramming everything into your product in the vague Hail Mary hope it’ll ship a few more units. That’s the sales team speaking, not the user. It’s the wrong motivation and creates monsters.

When content is shorter and maximized for engagement, we often lose track of the origin, history, and context behind it: a new designer is more likely to hear about a UX law from a UX influencer on an Instagram carousel than through the actual research which brought it about.The lack of nuance from algorithm-suggested posts undermines any value we could get from them. For a discipline known for asking "why" and for striving to understand users’ context, it’s time we become more intentional about our own information sources.

Shifts in visual narratives happen every decade or so, so it’s not surprising that the design world is moving away from the corporate flatness of web2. Instead of reminding us of the problems of our current world and the harm that’s been caused by Big Tech, the new, abstract forms of web3 distract us from the crises of the day with the promise of a new virtual world.

TikTok looked at what makes their content unique. Applying an OOUX mindset, the most interesting object is the “post” populating the feed. Two things stand out. First, the videos are very short, with only a couple of seconds of runtime. Which meant the usual distinction between browsing and watching made little sense. Second, opting for a truly mobile experience, their videos would be portrait mode. This meant users could browse and watch in the same orientation, one video at a time. The design decision to merge the browse and watch experience into one stream with autoplay broke all kinds of conventions. Yet, by doing so, it created a unique and engaging experience that is even borderline addictive.

Tinder understood that the selection moment is what makes them unique. They wanted to provide a quick and easy method for their key interaction to decide if a user is a match or not.