Disrupting acquiring Languages: Acquiring English
by talking to a native
brand Name: Talkengo
industry: English learning platform | EdTech
status: MVP development
Challenge type: Product design
Language learning market is a growing market which still has many opportunities to win. It is estimated to reach 22B $ market in China and
56B $ globally in 2022.
However, the playground which Talkengo (TEO) has chosen, is crowded and slow in terms of growth rate comparing other categories of this
industry. Therefore, differentiation is the most important key to success.
On the other hand, TEO has developed a method for acquiring English which is a key of differentiation. But their product wasn’t the best
representative for the value. this new method was not designed well based on user needs and behavior, So TEO had lost its differentiation in
this crowded market.
product- value alignment test:
We sat down with TEO team to understand how this new method for acquiring English
works. Also we framed what TEO value preposition is and how can we measure its
alignment with the current product.
After that, we examined the current product to see what is the feature/user experience
translation of each value measures. this table is a representative of our analysis.
In parallel with the product-value alignment test, we
conducted deep interviews and usability tests on TEO
competitors products with 6 people. What we wanted to find
•What it means for people to acquire English?
•What products do they use now to fulfill their needs?
•What are their pains while using these products?
Using Analogous research:
to replace missing value alignments
We examined different products in different fields in order to be inspired on
how can we build product features/concepts for the missing values.
We were trying to find out how other products have developed
engagement and entertainment (the missing values in TEO) in their product.
•People are more and more expecting to get services and experiences via
•When people reach a level of basic skill in English spoken, they prefer to
just practice it in an informal way and have fun by exchanging information,
passion and desires with others, specially native speakers.
•most of the interviewees complained that they don’t have enough time to
just participate in formal online or online classes. they prefer mobile apps
which can be used in dead times and not needing any preparation in order
1.Proposing what product features/concepts can convey the missing
2.Designing user stories in the product: how the user can understand
values in their journey using the product
3.Wire-framing the product based on new product features/concepts