Skip to content
Sean Horgan
Essays
On differences between B2C and B2B product
Sean Horgan
I led product at a startup in a B2C product category similar to Duolingo and these principles are on point. We also needed to pivot to add a B2B product that required a completely different UX to support the new personas and CUJs.
One lesson on experimentation: Most B2B-focused personas really appreciate simplicity and stability in product experiences, which makes experimentation a lot more challenging. B2B personas probably have 50 tabs open, are hoping between meetings, and struggle to keep track of all the tools required to get their job done. They don’t like searching for anything.
We optimized for speed and highly targeted CUJs with clear guideposts that allowed them to track complex tasks and easily pick them up when they got interrupted.
Duolingo Handbook
Always prioritize the long-term view: Duolingo emphasizes building a "forever product" and putting long-term user retention first. This means making decisions that benefit the product and its users in the long run, even if it means sacrificing short-term gains.
Embrace a culture of shipping and experimentation: Duolingo moves with a sense of urgency, shipping new app versions weekly and running hundreds of experiments. This rapid experimentation allows for quick learning and iteration.
Be data-informed and "show, don't tell": Decisions at Duolingo are grounded in evidence and metrics, not just abstract narratives. Product Managers should lead with results and use data to drive their work and communications. They utilize TL;DRs (executive summaries) to distill key information and encourage clear, data-driven thinking.
Make the product intuitive and delightful: Duolingo believes its products "don’t have to explain themselves—they should be intuitive to everyone". Every feature shipped must be useful, intuitive, delightful, and polished. Product Managers should focus on creating a seamless and enjoyable user experience, ensuring features are easy to understand and use for a diverse user base.
Practice ruthless prioritization: Duolingo decisively focuses on what will have the largest impact on learners and quickly cuts what isn't working. Product Managers need to clearly define goals and prioritize projects that contribute most significantly to the mission and measurable outcomes.
Build "V1s," not "MVPs": Duolingo focuses on shipping polished initial versions (V1s) of features rather than Minimum Viable Products (MVPs) with lower quality standards. While V1s may take slightly longer, they ensure a better user experience from the outset.
Understand and leverage the power of "making it fun": Gamification and delightful, quirky elements are core to Duolingo's product and brand. Google consumer product do a good job of this but we can do WAY more to make building AI Platforms on GKE "fun"
Want to print your doc?
This is not the way.
This is not the way.
Try clicking the ⋯ next to your doc name or using a keyboard shortcut (
CtrlP
) instead.