Lenny's Podcast: Product | Career | Growth
Behind the product: Duolingo streaks | Jackson Shuttleworth (Group PM, Retention Team)
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Doolingo's a $14 billion company that's hitting all-time highs, too. It just keeps going up. I think it doubled in value in the past six months. Streaks is the most impactful feature. We have right now over 9 million users with a year plus streak. If you look at the numbers, I think has been our biggest growth lover. But Doolingo really focuses on is, you know, how do we help users build habits around language learning? Getting users come back the next day is the biggest problem to solve. Let's get into the mother load of learnings from the journey of streaks. Talk about the key lessons in sites and also wrong turns along the way. I'd say like test everything. We've run in the last four years over 600 experiments on the street. So every other day, we've actually set up really good infrastructure for copy testing. We used to say continue our like standard CTA is continue and we changed that to commit to my goal and it was like a massive win. There's so much human psychology that you all learn through all these experiments of just like how to motivate people. What motivates would you motivate to say that you played a mobile game or that you've done it for 3,000 days in a row? I don't know. Maybe that hits a little bit different than you've learned Spanish for 3,000 days in a row. Today, my guest is Jackson Shuttleworth. Jackson is a group product manager at Doolingo, leading the retention team. This is a different kind of episode that I'm experimenting with where we spent the entire conversation focused on the journey and lessons of a single feature. In this case, Doolingo streaks. Doolingo is a $14 billion business. Just over the past six months, they doubled in value. They're hitting all time highs in usage and market cap. They're also one of the very few successful and also the single biggest consumer app business in the world. And as you'll hear from Jackson, the streaks feature is the single most impactful feature that most contributed to this growth and success. In other words, you could argue this one feature created billions of dollars of value, which to me means it is worth studying in depth. In our conversation, Jackson shares the history of the streaks feature, all the biggest wins and wrong turns they've taken along the way, what he and his team have learned about what works and doesn't work with a streaks mechanic, and also how they set up their teams to operate in a way that allows them to run over 600 experiments on this product and continue to find big wins. I hope to do more episodes like this on features and products that you'd love to hear more about. So leave a comment, either on YouTube or on Substack and tell me which product or feature you'd love to see me cover. And if you enjoy this podcast, don't forget to subscribe and follow it in your favorite podcasting app or YouTube. It's the best way to avoid missing future episodes and it helps the podcast tremendously. With that, I bring you Jackson Shattleworth. Jackson, thank you so much for being here and welcome to the podcast. Yeah, thank you.
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