Busuu
Adding a feature to increase memory and learning absorption for language learners
Background
What is Busuu?
Busuu is an online learning platform that helps users learn a new language. It was made for anyone who is “learning for a new job, new love or simply a new skill.” Users can study at their own pace, follow a customized study plan, and even interact with other language learners using the app. (Busuu)
Growing Language App popularity
The Online Language Learning market is predicted to reach to over USD 31 billion by 2030 (SNS Insider). Reasons for the rising popularity include: globalization, technological advancements such as AI, flexibility, low costs, demand for bilingualism, and post covid boom in travel.
The Challenge
Users feel frustrated because they struggle to memorize or absorb the learning material, preventing them to achieve their language goals.
Users = Achieving Goals =Motivation= Low Retention
The Solution
A more in depth review system that takes the guess work away from the users. Users are provided with theory, behind what they're learning, guided on what to review based on strengths and have the ability to target review based on their specific needs.
How might we design an organized and in-depth review system for language learners, so that they can achieve their goals, stay motivated and consequently increase user retention?
Goals
Focus on web desktop, design an MVP of new feature(s), align with Busuu’s current values and goals
Role
UX Designer (Research, Ideation, User Flows, Wire-framing, Prototyping, Testing, User Interface Design)
Tools
Figma, Figjam, Airtable, Miro, Whimsical, Maze
Duration
6 weeks
Disclaimer: I am not affiliated with Busuu, this is project is theoretical and was completed prior to Busuu adding their desktop Grammar Review.
Research
Objective 1: Understand Competitors
In order to understand where Busuu fits among other language learning apps, I conducted a competitor analysis on three other apps. I also researched traditional language classes as a competitor in order to learn what can be done to best mimic this.
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Insights
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In comparison to other apps, Busuu’s learners are generally more serious language learners and are adults. They are learning either for professional reasons or for own personal passions.
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Most apps lack depth and are thus limited for advanced learners.
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Gamification, stories and AI are leveraged to keep users engaged.
Objective 2: Identify Target Audience
Before seeking out interview participants, I did some background research on Busuu's current users. Busuu had partnered with research universities, and thus provided data on user motivations, likes/dislikes, how the app is used and the efficacy of learning a new language.
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Objective 3: Discover User Experiences
USER INTERVIEWS & REVIEWS
In order to discover users' motivations, pain points ect; I set out the interview Busuu users (former and current) exclusively. However, that proved to be harder than I thought. Busuu’s users are mostly in Brazil, Turkey and Russia. Therefore, when I reached out to my network, I barely got any responses.
Step 1: Dig Deep into User Reviews
In order to obtain data on Busuu's users I researched the following resources:
Apple Store
Trust Pilot
Youtube
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Mapping It Out
I broke down the reviews into the 5 major issues (below). As the map shows, the pain point of 'Review' was dominant, (about 75%). From there, I further broke down the Review into 3 common specific frustrations:
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Step 2: Scour Social Media for Busuu User Interviews
I joined Facebook groups that either were created by Busuu’s users, Language Learners, Foreigners living abroad, and reached out to users interacting with Busuu’s social media pages.
I was able to speak with 4 Busuu users, and decided to interview a 5th user who has used other language apps. This was also beneficial to learn what other apps are doing. Their responses were similar to the reviews.
I used Affinity Mapping again to empathize with user's motivations and frustrations, and further find common threads within different categories.
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Merging Interviews and Review data
Next, I merged the data to see if there were any overlapping themes and if both sets of data matched up. After combining the results, it was clear that there is a need for improvement in the review system.
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Objective 4: Learn how Busuu Review system works
In response to my interviews and user reviews, I delved deeper into Busuu's current review strategy.
PROS
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The design clearly states and differentiates words that are weak, medium and strong. Both in summary and shows each word’s strength via colors and bars.
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Display of learning language and then native language translation
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Indicates that you can click, and then the full example along with audio is played, along with an image
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Option to favorite word
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Can filter by: favorites, weak, medium, strong
CONS
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Only vocabulary, no grammar
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No resources such as notes
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Image is very tiny, no way of opening it to be bigger
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Once you press review it’s simply the same exercises from the lessons
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You can only review all words or only one of the categories at a time.
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Filtering is limited
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No guidance to review
Define
Who are we designing for?
Using data from research, interviews, and reviews, two different user personas were created. Busuu’s users can be sorted into two main personas:
1. Harlow: The Language Lover
Passionate about languages and linguistics, currently working on achieving fluency in her fourth language!
Goals & Needs
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Regular practice
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Variety of review excercises
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Build meaningful connections with people around the world
Challenges
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Finding advanced language materials
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Busy schedule means she requires flexibility
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Reviewing vocabulary alone doesn't help her advance
2. Aylin: The Professional Learner
Learning English in order to advance his career and integrate into his new life in Canada.
Goals & Needs
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Improve English skills quickly
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Excel in communicating at his job
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Regular review and practice
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Take the guess work out
Challenges
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Balancing his demanding job
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Not knowing what and when to review
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Difficulty retaining new phrases
View Full User Personas Here
What is Harlow and Aylin's Problem?
I used the research findings to define the overarching problem:
Users feel frustrated because they haven’t memorized or absorbed the learning material (beyond vocabulary).
Because:
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There are no instructions on reviewing: what, when
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The layout and function of the current review feature isn’t optimal
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The current review feature lacks variety and engagement
Next to craft Point of View and How Might We statements, I used the formula user+need+insight to create actionable problems.
1. Adults who are serious about learning a new language need to be guided/reminded to review what they have learnt, because in bite-sized and fast-paced learning, they often struggle to absorb learning material.
How might we guide material review for language learners to ensure content absorption?
2. Adults who love to learn languages need to confidently identify and interact with review items because the current review feature doesn’t provide enough context and interaction.
How might we design an organized review system for language learners so they can confidently review learning material?
3. Adults learning a language need engaging and diverse review content because they currently don’t feel motivated to review due to lack of interactivity, variety and time.
How might we provide engaging and diverse review content for adult learners so they feel motivated to review and thus absorb the material?
Ideate
BRAINSTORMING
To get ideas flowing, I used two different methods.
1. Analogous Brainstorming
For each How Might We, I used information from my competitor heuristic evaluation (above), to generate new ideas.
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2. Crazy 8s
Next, I used the Crazy 8s method, where I divided a piece of paper into 8 squares, set a timer for 8 minutes and got to sketching! Unsatisfied, I completed this method twice.
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GOAL SETTING
To zero in on a solution, I created a ven diagram to ensure that my solution aligned with Business, User and Technology goals.
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SITE MAPPING
Next, I defined the new app map while ensuring the current structure stays in tact. I kept everything the same but made the following changes :
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In Learn page, when user clicks on a topic and the modal appears, add more capabilities such as view score and review theory
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In Review page add complete new tab called: Theory, where new functions include highlight and print
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Filtering by learning topic function
Blue: Currently
Green: New Design
Purple: Action
FLOWS
Firstly, task flows were created based on the user personas, along with their motivations & goals.
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As a passionate language learner, Harlow has been advancing nicely, but has hit a roadblock. She keeps making errors, is struggling to communicate and is not progressing. She wants to review the theory to gain a better understanding.
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Harlow logs in and is ready to start her daily lesson. But her most recently done Topic is Yellow.
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Aylin has been studying English ever since he moved to Canada for his new job. He wants to review vocabulary specifically related to Music/Cinema and Jobs
Next, a user flow was created with the purpose of understanding how a user would review Busuu’s revamped review system. The user flow ensures that the new features will be designed a seamless user experience with connectivity and no dead ends.
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Digital Sketching
Exploring how to add Theory tab
Version 1
Version 2
Decision: The second version is more consistent with Busuu's current designs.
Exploring different ways users can target and access their review.
Versions 1 & 2: Search bar and tabs to filter based on strength.
Version 3: Tabs to filter by topics that are in lesson plan.
Decision: Version 3 provides the best user experience because the filter tabs are more restrictive than the search bar. Busuu also currently allows the user to filter by strength via bar graphics, so my design will allow the user to filter by both strength and topic. This would look something like:
Next, since the theory page is completely new, I sketched out what that could look like and how to incoroporate the filtering from Vocabulary into Theory.
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Version 1
Version 2
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Both versions incorporate colour codes and icons to indicate to user the strength level and that a particular topic requires practice. I explored using a sort dropdown, but felt that was overcomplicating the process. In the second version I added a side tab to simplify the filtering process.
Decision: I used Version 2 (removing the sort) as a starting point.
Exploring how users can view, highlight and print theory notes.
Wireframing & Prototyping
How might we guide material review for language learners to ensure content absorption?
The check mark indicates the topic was complete, but the yellow indicates topic is not at full strength, and grabs user's attention.
Busuu currently only uses green for this component.
Notifications guide user to review (New)
Busuu's current design
Confirms strength is at medium level.
Guides user to go directly to topic that requires review.
My Design
How might we design an organized review system for language learners so they can confidently review learning material?
Key New Addition: Theory
Research showed that user’s were not satisfied with the current system. They wanted the ability to review the theory behind what they were learning and also have materials to reference.
Side Accordion
The accordion is used to simplify the page and filtering process. This limits the user’s need to think and also gives them the ability to easily understand what they are looking at.
Filter by Topic
Users expressed frustration with the vocabulary review system only allowing filter by strength level. The ability to filter by topic allows users to target their review and stay organized. I also applied this new feature to Theory review.
Filter by Strength
As users expressed positive feelings about current filtering and practicing by strength level, I kept this feature and included it in the Theory Review.
Printing and Highlight
Referring to data and interviews, people expressed the want for printable notes. While Busuu currently does offer this option, most users are not aware of this, because it's not easy to find. Here, the users can easily find the print button.
In addition, I added the ability to highlight notes. According to a study: ESL Literacy Project of the Hamilton-Wentworth Catholic District School Board, highlighting can be very affective in language learning, help students can recognize language components and spelling patterns, decode text, understand forms, among othrs.
User Testing
I conducted a remote usability test using Maze
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5 participants
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Aged 18-40
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Have used Busuu or a language app
Some questions I asked include:
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How easy was it for you to find and access the option to review language theory?
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Were the language theory materials presented in a way that was easy to understand?
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Did you find the filtering options for topics and strength intuitive and helpful?
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How would you rate the overall usability of the review and practice feature on a scale of 1 to 10?
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How likely are you to use the review theory feature? Why?
Iterations
Pre Testing
After Iterations
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Changed weak, medium, strong from links to tabs to match other filters, in order to indicate same function.
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Edited Vocabulary/Theory tab to me more visible and obviously clickable buttons. Also moved up white rectangle to divide the tab from rest of content.
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Used colors and different placement to signify more importance of strength level.
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Changed icons (!,?) and coloring to clearly indicate that the topic was complete but may need work.
Lesssons Learnt
1. It's always possible to obtain user feedback, even if that means digging through social media to find target users, or thoroughly surveying review platforms. It's important to review a variety of platforms to avoid bias.
2. Using constraints such as search vs filters has a profound difference on the user experience and shaping users' actions.
3. Visual prompts are extremely valuable.
Busuu's New Desktop Grammar Feature
Since completing this project, Busuu has added a desktop grammar feature. The feature is essentially solving the same problem, but in a slightly different way.
Firstly, instead of using 'Theory' they used 'Grammar'. I think this is because 'Grammar' is exclusively related to language and is more specific, while 'Theory' is more broad.
They included a 'Grammar Topic Mastery' section, where users can view a pie chart of which grammar topics are at:
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Needs practice
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Improving
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Strong
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Mastered
This section also allows them to filter through and review based on their needs. Although my design allows this based on strength level, I think the language is more clear and guides the user in their language journey better.
