Helping Babbel to engage users
and increase subscriptions
by 11.5%
Our team was challenged to create a language test to assess prior knowledge and to provide personalized results for learners to start learning.
Language learners struggle with motivation whether they have previous knowledge or not. The language learning path can be long and overwhelming and they don’t know where to start. Most learners would like to be tested to understand their level. The goal of this project was to create a language learning test that will help them to identify where to start.
platform
Mobile
Web
timeline
6 months
2024
my role
Design strategy
Research
Prototyping
UX/UI
User testing
What learners expect for a language test?
Trust
Users needs to feel confident that the test accurately measures their language abilities
Accuracy
If the test effectively evaluates language knowledge
personalization
The test should provide personalized recomendations
Explorations on creating a trustable test
Trust
We discovered that to create trust we needed to add complexity to the test
multiple skills
The test should test multiple skills like comprehension, grammar, and listening.
Increased Retention
There was an increase of 6% in day 1-3 retention
Increased subscribers
There was an increase of 12% in subscribers
Some heath metrics:
• The completion rate for the test was 91%
• 71% of users were assigned to beginner level