# Duolingo ASO audit worksheet

Use alongside https://www.asoagency.com/briefs/duolingo. Published copy proposals are hypotheses, not tested outcomes.

## Published creative verdict: 5/10

Reassessed 2026-10-28. The vocabulary and chess exercises show genuine interaction. Keep that proof. The audience choice needs explaining so a language learner understands why the opening has changed subjects. The sequence needs a clearer audience choice and a completed lesson example. Lead with the intended learning job, enlarge the actual response and show feedback. Introduce other subjects deliberately rather than treating every new feature as an opening-frame obligation.

- Reason to care: 1/2. Free language choice is clear but menu-led.
- Product evidence: 2/2. Vocabulary and chess tasks demonstrate real interaction.
- Readable at a glance: 1/2. Small menu entries and captions weaken first-glance hierarchy.
- A useful sequence: 0/2. Chess interrupts the language story before a lesson completes.
- A reason to choose: 1/2. Short exercises are specific but the audience tradeoff remains unresolved.

## Three changes to brief

1. The menu postpones the first win
   Problem: Languages and other subjects share a long course picker.
   Deliverable: Open with one supported language exercise and clear access wording.
2. The exercise deserves its result
   Problem: A vocabulary choice is shown without the follow-up feedback.
   Deliverable: Demonstrate the same question's supported response and correction.
3. Chess changes the sales conversation
   Problem: A different subject replaces the unfinished language journey.
   Deliverable: Test a focused language sequence separately from the broader multi-subject treatment.

## Define your scope

- App and listing URL:
- Store, territory, language and device:
- Observation date and reviewer:
- Visitor intent and source:

## Your ASO assignment

1. Open with one supported language exercise and clear access wording.
2. Demonstrate the same question's supported response and correction.
3. Test a focused language sequence separately from the broader multi-subject treatment.

## Keep evidence separate from judgment

For each of your first three screenshots record: source URL, capture date, visible content, interpretation and proposed action. Identify the material that must remain unchanged.

## Review the proposed copy

Name: Duolingo: Language Lessons
Subtitle: Practice a little every day

Reasoning: This candidate keeps the existing category name and tests a practice-led reason to return rather than listing subjects.

Tradeoff: It gives up explicit math, music and chess cues. Review the business importance of those audiences before using it; it is not a recommendation to remove them from every locale.

Your alternative name:
Your alternative subtitle:
Character counts:
Important inclusions and exclusions:
Feature and entitlement checks:

## Plan one test

Example question: Does a language-led sequence work better for visitors arriving from a language-specific campaign?

Your audience:
Control:
Treatment:
Randomization or other comparison method:
Primary metric and definition:
Real baseline and available traffic:
Minimum practical effect and sample requirement:
Guardrails:
Decision rule and review date:
Confounding changes:
What would make the result inconclusive:

## Handover

Include the original listing snapshot, source links, dated review sample and selection method, competitor observations, copy decisions, approved creative, test brief and remaining evidence gaps.

## Evidence still needed in this audit

- Acquisition-source and subject-interest breakdown.
- Current premium entitlements for shown features.
- A recent balanced review sample including low ratings.