Insider - Korean Language Learning App

Solving EdTech Retention Through Behavioral Science and Gamification

Solving EdTech Retention Through Behavioral Science and Gamification
Solving EdTech Retention Through Behavioral Science and Gamification
#Product Design, #Gamification Service Design, #UX Research
#Product Design, #Gamification Service Design, #UX Research
#Product Design, #Gamification Service Design, #UX Research

This case study is based on my Master’s thesis at Seoul National University of Science and Technology. It details how I applied Behavioral Science, Gamification, and UX/UI design to increase user engagement for improving user retention and LTV.

My Role:

Lead Product Designer, Researcher

Lead Product Designer, Researcher

Research Advisor:

Eun Yu

Eun Yu

Tools:

Figma, Procreate, ClovaNote, Microsoft Excel, ChatGPT, Zoom

Figma, Procreate, ClovaNote, Microsoft Excel, ChatGPT, Zoom

Process and Methods
Process and Methods
Research

Problem Discovery
Desk Research

User Research

Problem Discovery

Desk Research

User Research

Synthesis

User Journey Map
User Requirements

Persona

User Journey Map

User Requirements

Persona

Ideation

Game Story

IA & User Flow
Service Blueprint

Wireframes

Design

Design System
UI Design & Prototype
User Testing

Design Iteration

Reflection

User Evaluation

Conclusion

Desk Research

User Retention Problem

Mobile language-learning apps often face a retention problem:

Churn rate within the 1st week

60% of users drop-off within the first week

60% of users drop-off within the first week

60% of users drop-off within the first week

Retention rate after 1 month

Only 7/100 users keep using an app a month later

Only 7/100 users keep using an app a month later

Only 7/100 users keep using an app a month later

While most products try to deal with this through streaks, badges, and leaderboards, these mechanisms often create short-term engagement, leading to declining retention and LTV:
So I wanted to find out:

The Question:

How to design a language learning experience
that sustains long-term user engagement?
How to design a language learning experience
that sustains long-term user engagement?

Desk Research

Desk Research

Research and Design Strategy

To address retention at its root, I moved beyond traditional UI/UX. I focused on behavioral design to understand why users behave the way they do and how to design for continuous user engagement. So I used three frameworks to inform product decisions:

Hexad Framework
Hexad

Helped to identify key user types and understand their motivational needs

Helped to identify key user types and understand their motivational needs

User types and their motivational needs

ARCS Model

Helped to design motivational experience specifically for learning

Helped to design motivational experience specifically for learning

Design motivational experience for learning

Octalysis Framework
Octalysis

Helped to adapt diverse gamification mechanics for long-term user engagement

Helped to adapt diverse gamification mechanics for long-term user engagement

Gamification mechanics for long-term user engagement

User Research

User Research Findings
26 Korean language learners were invited for user interviews
The interview findings helped to identify three main pain points:
Repetitiveness and irrelevance
Repetitiveness & irrelevance

Levels and roadmaps with translation tasks kill user autonomy, learning relevance, and interest

Levels and roadmaps with translation tasks kill user autonomy, learning relevance, and interest

Levels and roadmaps with translation tasks kill user autonomy, learning relevance, and interest

Motivation decay

Streaks and badges provide a temporary engagement spike but later users quickly lose their interest

Streaks and badges provide a temporary engagement spike but later users quickly lose their interest

Streaks and badges provide a temporary engagement spike but later users quickly lose their interest

Unhelpful chatting

“Chat with natives” can lead to anxiety, irrelevant and unexpected experience

“Chat with natives” can lead to anxiety, irrelevant and unexpected experience

“Chat with natives” can lead to anxiety, irrelevant and unexpected experience

Based on interview findings, I mapped typical experience of users on leading language-learning platforms (e.g., Duolingo, LingoDeer, Memrise) to identify failures in retention and how to solve the issue.

I found that current apps prioritize short-term dopamine rewards (points and badges) and neglect sustaining long-term user engagement. So based on this:

Insight 1:

Points, badges, and leaderboards can not continuously motivate everyone

Points, badges, and leaderboards can not continuously motivate everyone

Points, badges, and leaderboards can't continuously motivate everyone

Insight 2:

Retention fails when needs for autonomy, relevance, and competence are not supported

Retention fails when needs for autonomy, relevance, and competence are not supported

Retention fails when needs for autonomy, relevance, and competence aren't supported

Synthesis

User needs for long-term engagement

During user interviews, I was also able to identify user needs and requirements:

Engaging and relevant content:
Engaging and
relevant content:
Media-based content and different tasks

Users wanted different types of practice tasks and media-based content to stay engaged understand the context

Learn about Korean culture

Learning Korean culture helps them understand the context and how to use the language in real life

Personalized and curatable experience:
Personalized learning paths

Maps and levels forced users to complete irrelevant lessons before reaching what they actually needed

More autonomy and control

Users wanted to set their own goals, notification schedules, learning plans, and challenges

Collaborations and
social support:
Collaborations and social support:
Individual and collaborative tasks

Some participants enjoyed competitions, but others found them stressful and unhelpful, preferring individual and collaborative tasks instead

Peer and mentor support

Users needed guidance from peers and mentors to feel more confident

Synthesis

Persona

Based on the user research findings, I developed personas to guide the design decisions:

  • Alexander Korennov, 21

    #Player, #Achiever, #International_student

    Alexander is a university student in Korea. He’s highly competitive and wants to be the best in his class, collaborate effectively with Korean peers on group projects, and confidently present his work.

    Goals & Motivations

    • Learn conversational and business Korean

    • Motivated by competitions, challenges, and rankings

    • Needs practical examples

    Frustrations

    • Annoyed from repetitive tasks

    • Hates wasting time on irrelevant lesons

    • Frustrated if he is unable to see his progress

  • Sofia Martinez, 26

    #Socializer, #Philanthropist, #Marketing

    Sofia works on a marketing team for a Korean beauty brand. She wants to improve her Korean for both professional and social reasons—connecting better with colleagues, influencers, and friends.

    Goals & Motivations

    • Needs conversational practice

    • Wants to learn Korean culture

    • Feels more confident when she has support from others

    Frustrations

    • Feels unmotivated and lonely when learning alone

    • Thinks that book-style exercises are boring

  • Anna Williams, 34

    #Free_Spirit, #English_Teacher

    Anna moved to Korea to teach English at a local school. She’s wants to experience daily life like a local—beyond just ordering food or navigating public transport. She prefers a flexible, personalized approach over rigid structures.

    Goals & Motivations

    • Wants to learn at her own pace based on her mood, interest, or needs

    • Interested in culture, local slang, and casual speech.

    • Values spontaneity and exploration over structured paths

    Frustrations

    • Hates linear level progressions that locks interesting materials

    • Finds constant notifications and streaks stressful

    • Quickly loses interest if tasks are repetitive

  • Alexander Korennov, 21

    #Player, #Achiever, #International_student

    Alexander is a university student in Korea. He’s highly competitive and wants to be the best in his class, collaborate effectively with Korean peers on group projects, and confidently present his work.

    Goals & Motivations

    • Learn conversational and business Korean

    • Motivated by competitions, challenges, and rankings

    • Needs practical examples

    Frustrations

    • Annoyed from repetitive tasks

    • Hates wasting time on irrelevant lesons

    • Frustrated if he is unable to see his progress

  • Sofia Martinez, 26

    #Socializer, #Philanthropist, #Marketing

    Sofia works on a marketing team for a Korean beauty brand. She wants to improve her Korean for both professional and social reasons—connecting better with colleagues, influencers, and friends.

    Goals & Motivations

    • Needs conversational practice

    • Wants to learn Korean culture

    • Feels more confident when she has support from others

    Frustrations

    • Feels unmotivated and lonely when learning alone

    • Thinks that book-style exercises are boring

  • Anna Williams, 34

    #Free_Spirit, #English_Teacher

    Anna moved to Korea to teach English at a local school. She’s wants to experience daily life like a local—beyond just ordering food or navigating public transport. She prefers a flexible, personalized approach over rigid structures.

    Goals & Motivations

    • Wants to learn at her own pace based on her mood, interest, or needs

    • Interested in culture, local slang, and casual speech.

    • Values spontaneity and exploration over structured paths

    Frustrations

    • Hates linear level progressions that locks interesting materials

    • Finds constant notifications and streaks stressful

    • Quickly loses interest if tasks are repetitive

  • Alexander Korennov, 21

    #Player, #Achiever, #International_student

    Alexander is a university student in Korea. He’s highly competitive and wants to be the best in his class, collaborate effectively with Korean peers on group projects, and confidently present his work.

    Goals & Motivations

    • Learn conversational and business Korean

    • Motivated by competitions, challenges, and rankings

    • Needs practical examples

    Frustrations

    • Annoyed from repetitive tasks

    • Hates wasting time on irrelevant lesons

    • Frustrated if he is unable to see his progress

  • Sofia Martinez, 26

    #Socializer, #Philanthropist, #Marketing

    Sofia works on a marketing team for a Korean beauty brand. She wants to improve her Korean for both professional and social reasons—connecting better with colleagues, influencers, and friends.

    Goals & Motivations

    • Needs conversational practice

    • Wants to learn Korean culture

    • Feels more confident when she has support from others

    Frustrations

    • Feels unmotivated and lonely when learning alone

    • Thinks that book-style exercises are boring

  • Anna Williams, 34

    #Free_Spirit, #English_Teacher

    Anna moved to Korea to teach English at a local school. She’s wants to experience daily life like a local—beyond just ordering food or navigating public transport. She prefers a flexible, personalized approach over rigid structures.

    Goals & Motivations

    • Wants to learn at her own pace based on her mood, interest, or needs

    • Interested in culture, local slang, and casual speech.

    • Values spontaneity and exploration over structured paths

    Frustrations

    • Hates linear level progressions that locks interesting materials

    • Finds constant notifications and streaks stressful

    • Quickly loses interest if tasks are repetitive

  • Alexander Korennov, 21
    #Player, #Achiever, #International_student

    Alexander is a university student in Korea. He’s highly competitive and wants to be the best in his class, collaborate effectively with Korean peers on group projects, and confidently present his work.

    Goals & Motivations

    • Learn conversational and business Korean

    • Motivated by competitions, challenges, and rankings

    • Needs practical examples

    Frustrations

    • Annoyed from repetitive tasks

    • Hates wasting time on irrelevant lesons

    • Frustrated if he is unable to see his progress

  • Sofia Martinez, 26
    #Socializer, #Philanthropist, #Marketing

    Sofia works on a marketing team for a Korean beauty brand. She wants to improve her Korean for both professional and social reasons—connecting better with colleagues, influencers, and friends.

    Goals & Motivations

    • Needs conversational practice

    • Wants to learn Korean culture

    • Feels more confident when she has support from others

    Frustrations

    • Feels unmotivated and lonely when learning alone

    • Thinks that book-style exercises are boring

  • Anna Williams, 34
    #Free_Spirit, #English_Teacher

    Anna moved to Korea to teach English at a local school. She’s wants to experience daily life like a local—beyond just ordering food or navigating public transport. She prefers a flexible, personalized approach over rigid structures.

    Goals & Motivations

    • Wants to learn at her own pace based on her mood, interest, or needs

    • Interested in culture, local slang, and casual speech.

    • Values spontaneity and exploration over structured paths

    Frustrations

    • Hates linear level progressions that locks interesting materials

    • Finds constant notifications and streaks stressful

    • Quickly loses interest if tasks are repetitive

Ideation

Game Story Development
Instead of boring levels and translation tasks, I designed a story-driven learning system ✨

The story was inspired by the "Alien Registration Card," a foreigner identification card in Korea. This unique terminology sparked the idea of undercover agents trying to integrate into human society by learning Korean language and culture.

The main mission is:
Step 1.
Step 1

Become an undercover alien agent and adapt to life in Korea

Become an undercover alien agent and adapt to life in Korea

Step 2.
Step 2

Customize personal tasks and analyze how humans communicate

Customize personal tasks and analyze how humans communicate

Step 3.
Step 3.

Collaborate or compete against others to complete challenges

Collaborate or compete against others to complete challenges

Step 4.
Step 4.

Share insights and help other agents

Share insights and help other agents

Ideation

Information Architecture

It was important to choose game elements that matched design requirements and motivated users with different behavior. So I used Octalysis game elements and planned how to apply them:

User flows
Service blueprint

Ideation

Wireframes

To test the ideas and get user feedback I prepared wireframes and a low-fidelity prototype.

Ideation

Design System Preview

Design

User Testing and Improvements

During usability testing with 2 focus groups, I identified a critical risk common in social learning products: toxic competition and anxiety.

Design Improvements:

  1. Edited Discussions in collaborative challenges to keep users task-oriented

  1. Added reporting to flag inappropriate behavior

  1. Added translations to help users communicate better.

  1. Introduced a Penalty System:

    • Lose 1 life for inappropriate behavior

    • 0 lives = temporary challenge ban

Final Design

UI/UX Design for a Personalized Learning Ecosystem
1.
1.
1.
Onboarding - your mission begins!

You are an alien agent adapting to life in Korea!

Customize your mission plan and get full control over your journey.
And also, don't forget your personal Alien ID card!

2.
2.
2.
Promotion Requirements and Galactic Briefs

Complete required tasks and learn Korean culture through daily random Galactic Briefs!

3.
3.
3.
Customizable learning experience

Explore recommended lessons and add them to your Learning Space. Create your own learning path and complete the tasks at your own pace.

4.
4.
4.
Different challenge modes

Each lesson supports multiple practice styles:

  • Individual: focus on your own mastery

  • Collaborative: team up with others to solve problems together via chat or voice

  • Competitive: compete with others and climb the leaderboard in a balanced and multi-category ranking system

5.
5.
5.
Test and Review what you've learned

Unlock the Stellar Mastery Scan - a review challenge that helps you evaluate your grammar and vocabulary knowledge.

6.
6.
6.
Mentor Agents & Sharing Space

Need help? Ask a Mentor Agents or become one to help others!
Join discussions and share insights in Sharing Spaces. Learning is more fun when you're not alone!

Reflection

Results & Validation

This was a research-led concept project, that's why business KPIs (retention, LTV) were not available.
Instead, I evaluated the design using ARCS motivational metrics, which are widely used indicators of user engagement, confidence, and long-term learning persistence.

This was a research-led concept project, that's why direct business KPIs (retention, LTV) were not available. Instead, I evaluated the design using ARCS motivational metrics, which are widely used as leading indicators of user engagement, confidence, and long-term learning persistence.

I tested my prototype with 10 participants. Here’s a breakdown of the key results:
100%
100%

Said that the app felt more engaging and held their attention

Said the app felt more engaging and can sustain their attention

100%

Found the experience meaningful and relevant to their goals

Described their experience as relevant and meaningful

90%
90%

Felt more confident and motivated to continue learning

Felt more confident and motivated to continue learning

80%
80%

Expressed satisfaction and willingness to continuously use the app

Expressed satisfaction and willingness to continuously use the app

Reflection

Conclusion

I've completed my biggest UX project and got my Master's degree (Woohoo!)
I definitely learned a lot and hope to continue improving my UX design skills.

If taken to a production, next steps would be:
Collaborations and update

Collaborate with PMs and engineers to translate the concept into real product and update if needed

Analytics

Tracking time-to-mastery, user retention, and churn

Usability tests

Test with learners in real-life scenarios