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UX Research Case Study · 2026
Why Users Stop Learning on Duolingo
A survey-based investigation into the gap between Duolingo's engagement mechanics and users' actual learning effectiveness — and what could close it.
Understanding why most Duolingo users disengage within the first month despite high initial motivation.
Role
UX Research, Survey Design, Behavioral Psychology, Data Analysis
Approach
Structured survey research with 39 participants (mostly lapsed users) applying Self-Determination Theory to gamification, learning effectiveness, and retention.
Outcome
Identified four core patterns — rapid drop-off (53.9% within the first month), progress invisibility (35.9%), fun vs. effective tension (43.6%), and motivation decay — and proposed three evidence-based design interventions.
UX Research
Survey Design
Behavioral Psychology
Data Analysis
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Marketing & Digital Strategy
UCI Housing Sustainability Campaign
Led comprehensive digital marketing strategy for UCI Student Housing Sustainability, increasing student engagement by 30% through innovative content creation and targeted campaigns.
Needed to create awareness and drive student participation in sustainability initiatives across a diverse campus community.
Role
Social Media, Content Strategy, Campaign Analytics, Graphic Design
Approach
Developed a multi-platform content strategy combining creative visuals, student stories, and data-driven insights. Tracked metrics to continuously refine messaging and maximize reach.
Outcome
Successfully increased engagement by 30%, produced high-impact multimedia assets, and supported major campus events like Food Fair, Sustainival, and Celebrate UCI.
Social MediaContent StrategyCampaign AnalyticsGraphic Design
Social Impact & Communications
Human Rights Advocacy Campaign
Executed strategic social media campaigns for Amnesty International UCI, driving human rights visibility and fostering meaningful community engagement.
Needed to raise awareness about human rights issues and inspire action within the UCI student community.
Role
Social Media, Community Engagement, Content Creation, Data Analysis
Approach
Leveraged audience insights and engagement data to create compelling content, engage key influencers, and build campaigns that resonated with students.
Outcome
Successfully increased visibility for human rights causes, fostered community connection, and drove measurable participation in advocacy initiatives.
Social MediaCommunity EngagementContent CreationData Analysis
Operations & Process Improvement
Healthcare Operations Optimization
Streamlined patient records, scheduling, and documentation systems at Mahavir Hospitals, supporting efficient operations for 250+ daily patient visits.
Hospital needed to improve efficiency in patient documentation and interdepartmental coordination while maintaining quality care.
Role
Process Optimization, Data Management, Workflow Analysis, Healthcare Admin
Approach
Analyzed existing workflows, identified bottlenecks, and implemented process improvements. Coordinated across departments to optimize scheduling and documentation.
Outcome
Successfully streamlined operations, improved workflow efficiency, and contributed suggestions for enhancing overall patient experience.
Process OptimizationData ManagementWorkflow AnalysisHealthcare Admin
these are student projects, not agency work — but they reflect how I think, work, and learn.