I Deleted Duolingo
Over the past few years, I've noticed a large uptick in marketing for the popular language learning app Duolingo. I've tried it about 10 years ago and it just didn't stick for me. But, like many others, I dreamed of being fluent in another language. So, I joined all my friends and family in using the app as a means to do so.
The premise of Duolingo is simple; gamify learning so that it becomes fun. This concept isn't new, and has been applied to most structured learning to appeal to a nontechnical audience. (i.e., boot.dev)
But, I'll tell you. Duolingo has to be the most annoying app I've downloaded in my entire life. Not only will the app send you nonstop notifications by default, it basically acts like a virus to your phone by creating a widget, changing the way the app looks, and just generally injecting itself into every aspect of the phone's UI. So much so, that when I was removing it they gave a final message in the delete prompt that says "You cannot hide from duo".
I know why it does this. Something along the lines of "If we constantly remind them to do their daily lessons, then we'll have higher retention and active users." They measure this in the form of 'streaks' which increase each day you do a lesson. Streaks on their own aren't necessarily a bad thing, as a big aspect of gamification involves numbers going up indicating progress. However, this effect is arbitrated by streak extensions which can either be bought, or just given to you by the app for no reason at all. For example, if I don't do a lesson for 2 days, they will freeze my streak for 2-3 days before giving me a 'final warning' that if I instead do 5 lessons in one day; they'll restore the streak.
Overall, since downloading that god forsaken app my phone has felt less like a device I can use to do whatever I want, and more so just a vehicle for Duolingo to make constant noise. Good riddance.
The app clearly cares more about retention and routine, than the quality of learning. Yes, if you rehearse some common phrases and words over and over you will be able to recognize pieces of language. But, something designed to irritate you into routine, whether it be under the guise of 'quirky silly ominous duo owl' or otherwise, ruins the entire experience.
Yet another company/app that follows a trend of irritation as a means of forcing engagement. A method which in my opinion, should be illegal. As the line between the digital and physical world becomes increasingly blurred via new technological advancements. It is up to us now, and yesterday, to set guidelines that protect users from subliminal engineering which seeks to distort us- human beings, purely into a means of consumerism.