11 Comments
May 21Liked by Felix Lee

I'd be more likely to click on B due to the reasons you mention. However, the family option is excluded from option Both my daughters also use Duolingo so the family option is by far the best deal for us so I'd probably be a little annoyed not knowing that was an option and finding out later and having to try to amend my subscription so actually option B maybe isn't the best one as it doesn't show all the options.

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I agree, it seems that from latest screenshot (not the one shown on version b) family plan is one of the two options. What I'm seeing is Family Plan vs 12 Months. They took away the 1 month plan, which I think this is likely the best optimized version yet!

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May 21Liked by Felix Lee

When does it stop being a power UX move and it becomes a dark pattern though? Users may not be necessarily looking for the long term deal at supposedly the best price, some of them just want to give it a try (longer than the random 2 day trial that Duolingo gives to power users). For others, the family plan might be the better deal but they wouldn’t know with option B. Just a thought.

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I appreciate your perspective on the line between a power UX move and a dark pattern.

However, offering users options like longer trial periods or family plans transparently can actually enhance their experience rather than mislead them. Dark UX would actually mean hiding those options and make it harder. In this case, it's not.

Providing these choices clearly helps users make informed decisions based on their needs, ensuring they feel respected and valued. It's about balancing guidance with transparency, which maintains ethical UX practices while still being effective.

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deletedMay 21
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May 21Liked by Felix Lee

To be more precise - version B hides one of the three (the family plan), has the long-term subscription selected by default, and the CTA copy is clearly nudging the users to buy the 12 month plan too. How is this balancing guidance with transparency?

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I got you. What you're saying is that family B is completely missing from options, and feels like it could be dark UX. I believe Super Duolingo still has family plan, perhaps its not prioritize for what I seen. Dark UX, maybe not sure; it could be a business decision. Thoughts?

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[UPDATE] It seems that from latest screenshot (not the one shown on version b) family plan is one of the two options. What I'm seeing is Family Plan vs 12 Months. They took away the 1 month plan, which I think this is likely the best optimized version yet! 💜

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Yes, it’s totally the result of a trade-off between UX and business - I assume the 12 month plan is the most profitable for the company and that’s why they push it the most.

It’s the same with the 1 month plan option gone - are users committing to the longer plan because they want to or because they see no other option? I find a bit bizarre this choice of showing only 2 out of the 3 options available, I don’t believe it would cause a problem with cognitive load showing all the 3 options and let users decide autonomously.

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My gut reaction was option B because I liked the mascot 😭

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May 21Liked by Felix Lee

In Version B, the annual plan is already selected for users.

How do you know this it the explanation or reason?

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author

The "Default" UX methodology is not a new one, if you look at their iterations; it clearly points there.

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