OVERVIEW

One month, five cities, one truck—McDuo's rewards your Duolingo streak with global flavors you won't find anywhere else.

OVERVIEW

CONTEXT

Duolingo
for the Young Ones 2025 Competition

ROLE

Experience Design
Digital Architecture & UX/UI Design

OBJECTIVE

"Create unforgettable reminders" to get Gen Z and millennial learners back to their language lessons

TIMELINE

3 weeks
February 2025

PROBLEM IDENTIFICATION

Digital Rewards, Diminishing Returns

Language learning starts with enthusiasm but quickly evolves into a challenge of sustainability: users lose momentum when typical rewards (badges, streaks, points) no longer provide sufficient motivation to continue.

Duolingo's iconic streak system effectively drives initial engagement but struggles to sustain long-term commitment. Without meaningful real-world application, language practice becomes an abstract exercise disconnected from cultural experiences that give language its purpose.

67%

of language learners cite "lack of practical application opportunities" as their primary reason for quitting

(SOURCE)

78%

of app users report "digital rewards lose meaning over time"

(source)

91%

of language learners are more motivated when learning vocabulary related to topics they're passionate about

(SOURCE)

USER INSIGHT

We're All Fluent in Food

Ordering food is often the first application of a new language.

It's an accessible, low-pressure, high-reward linguistic exchange that doesn't require fluency, yet delivers immediate satisfaction.

Duolingo recognizes this, which is why food vocabulary appears in the first unit of nearly every language course. Food creates an emotionally resonant connection to culture that pure language instruction cannot achieve.

When surveyed about language application goals, "ordering food in another country" consistently ranks in the top three aspirations for new language learners, alongside "giving directions" and "making friends."

OPPORTUNITY SPACE

The Most Coveted Rewards

Pairing Duolingo with McDonald's global menu transforms virtual achievements into concrete cultural experiences. This way, users don't just learn language—they taste the culture, creating a sensory connection that digital rewards alone cannot provide.

McDonald's already customizes its menus to reflect local cultures in 100+ countries—food items Americans never get to experience.

SOLUTION ARCHITECTURE

A five-city food truck tour serving international McDonald's items exclusively to active Duolingo learners.

Maintain your streak, taste the world.

SOLUTION ARCHITECTURE [1/3]

Cross-App
Integration

The Reward Destination

The McDonald's app serves as the central hub for our McDuo's experience. Through a simple API connection, Duolingo streak data is securely accessed by McDonald's existing rewards infrastructure, allowing McDonald's to handle all user-facing interactions while Duolingo maintains its learning-focused environment, as stipulated in the Young One's brief.

Streaks-to-Points System

Rather than building a separate rewards infrastructure, we engineered a conversion system in which Duolingo streaks convert to McDonald's existing points system. Daily maintenance earns base points, while milestone achievements and special missions trigger bonus point multipliers.

These points unlock international menu items for ordering on the app, creating a direct connection between what they're learning and what they can taste.

SOLUTION ARCHITECTURE [2/3]

"Unignorable"
Reminders

Push notifications from both the Duolingo and McDonald's apps directly tie lesson completion to tangible McDuo's rewards and Passport progress, making them uniquely galvanizing.

From the Owl

Notifications originating from the Duolingo app feature Duo the Owl's signature quirky, humorous, and slightly demanding personality, cutting through notification clutter.

From the Arches

Complementing Duo's prodding are notifications from the McDonald's app, which focus the partnership's reward elements. These messages highlight points earned, menu items unlocked, and the proximity of the McDuo's food truck, utilizing McDonald's platform reach to keep users motivated towards their next culinary reward.

Mobile Passport Experience

Each menu redemption earns a country stamp in the user's "Global Menu Passport" in the McDonald's app and Apple Wallet. This collection mechanic extends engagement beyond single visits, encouraging users to diversify their learning and try items from multiple countries.

Completed passport sections unlock exclusive combinations and shareable achievements, driving both return visits and social amplification.

SOLUTION ARCHITECTURE [3/3]

Geo-Targeted Food Truck Tour

Five American cities selected based on demographic language interest: the Bay Area (Chinese), New Orleans (French), Jersey City (Italian), Austin (Spanish), and Charlotte (Korean).

Speaking Challenge Incentives

Users who order in their target language receive exclusive rewards, creating low-pressure opportunities to practice language skills with real people.

Language Tables

Meet-ups at each food truck location where learners of the same language can practice together, building community that extends beyond initial activation.

REFLECTION

Key Successes

Our brand partnership that authentically serves both brands' objectives while delivering genuine user value.

Key Learnings

The most effective reminders don't feel like reminders at all—they become experiences users actively seek out.

ART DIRECTION

Reagan Tate

COPYWRITING

Logan Fuery

CREATIVE BUSINESS MANAGEMENT

Sarah Jones

EXPERIENCE DESIGN

Yanna Nguyen

STRATEGY

Kameron Franks