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The product-led growth behind edtech’s most downloaded app – TechCrunch

So it replaced top-down curriculums with analytics-driven growth strategies, becoming consumed by an ethos that has more recently been dubbed product-led growth. Used by companies such as Calendly, Slack and Dropbox, product-led growth is a strategy in which a company iterates its product to create loyal fans-turned-customers who popularize the product with others, creating a viral growth loop. Duolingo had taken early inspiration from Angry Birds as well as Clash Royale later, following that game’s launch in 2016. “And I think that shaped our product roadmap a lot and our design language a lot.”Games solved a problem that was acutely personal for Murphy. In early iterations of the app, Duo was present but static, more of an icon than a personality.

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