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Curated Language Learning in a Multi-product Ecosystem


Babbel – Lesson Nine GmbH


Berlin, Germany

  • 4 Heads of Product

  • 3 Product Managers

  • 1 User Researcher

  • 2 Product Designers

  • 5 Engineers

  • 1 UX Writer 

  • 2 Content Managers

  • 1 Product Marketing Manager

  • 1 Product Strategist


2019 - 2020

Babbel products are the most effective way to learn a foreign language. Whether you're studying on-the-go, in your home or in a classroom abroad, Babbel is the guide for your learning needs.

Per the 2019 commercial strategy, Babbel embarked on introducing new marketing channels, products and features but needed clarity on how each of these fit into their customer life cycle.

Strategy objective

The goal was to identify which personas to focus acquisition efforts on and where cross-selling opportunities exist in the Babbel eco-system so Digital Marketing can effectively target the right audiences for each product.

Babbel mobile app
As a user, I want relevant recommendations on my lesson path so that I feel challenged and rewarded.
Babbel Live – A video & whiteboard software

As a user, I want private or small-group, online classes that fit my schedule so that I can learn a language in a community who have the same level.

Babbel Travel – A study Abroad e-commerce platform

As a user, I want a booking platform to guide me in finding a school abroad so that I can experience the culture while learning.

2019 commercial strategy
Onboarding and goal setting
My Role

Design Lead

  • Create an artefact that communicates how product features in the commercial strategy relates to each target audience 

  • Visualize how the product offerings integrate with the organization's personalization efforts

  • Raise awareness to internal stakeholders about Babbel Live and Babbel Travel – so we can support each other's initiatives better

What we did

Market research showed that Babbel Live struggled to get users to commit to tutor sessions due to a lack of confidence in their language skills so I collaborated with the language app designers since they were working on creating a learning path that would recommend new lesson materials based on level completion.


By defining the needs of the app users, I was able to isolate each product's target audience and start tackling challenges with virtual, private tutoring and study abroad classes.

What we learned

While the app teams were working on building a recommendation engine and user data collection, I created prototypes of the new Babbel Live and Babbel Travel experience to gauge market fit and paywall opportunities.

In Q3 of 2019, we learned that Babbel Travel had more traffic and monthly active users than Babbel Live. After the product owner did a cost-benefit analysis, we also discovered that the cost of Live outweighed its revenue so Babbel Live was put on hold.


After doing fake-door tests and gathering persona data from Sales teams, I created a product eco-system that outlined which product offering was most relevant to each user persona or target audience.

Helped marketing target audiences more effectively – improving the ROAS on each product

Brought clarity to Engineering and Data teams working on the recommendation engine for the mobile app's learning path

Unfortunately, due to the pandemic, the initiative was deprioritized

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