Even if you don’t use the language learning app Duolingo, chances are you know of its nagging owl.
Whittier College Associate Marketing Professor Kristen Smirnov discussed the app's gamification tactics in a Business Insider article. Smirnov herself has been bombarded with notifications when breaking a streak with the app. According to Smirnov, the program keeps users engaged because players want to avoid friction.
However, the app has to be careful to not alienate its users, as the shaming could go too far.
“People kind of stop treating it like a habit, then they may find that they never open up that app again," Smirnov said.
Read more at BusinessInsider.com.
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