[{"data":1,"prerenderedAt":431},["ShallowReactive",2],{"project-poetly_app":3},{"locked":4,"title":5,"teaser":6,"slug":19,"type":20,"order":24,"hero":25,"herocolor":58,"year":59,"problem":60,"contribution":61,"content":67,"readNext":301,"casestudies":387},false,"Poetly",{"data":7,"body":8},{},{"type":9,"children":10},"root",[11],{"type":12,"tag":13,"props":14,"children":15},"element","p",{},[16],{"type":17,"value":18},"text","Expanding your vocabulary with the words of the greatest poets. Research, product strategy, and design.","poetly_app",[21,22,23],"Concept","Case Study","UX",108,{"metadata":26,"sys":29,"fields":46},{"tags":27,"concepts":28},[],[],{"space":30,"id":35,"type":36,"createdAt":37,"updatedAt":38,"environment":39,"publishedVersion":43,"revision":44,"locale":45},{"sys":31},{"type":32,"linkType":33,"id":34},"Link","Space","8fhxjm7547cq","5Jw4lPpvDUqgkk4MS4MyAK","Asset","2018-04-09T13:26:45.416Z","2026-01-06T14:42:29.126Z",{"sys":40},{"id":41,"type":32,"linkType":42},"master","Environment",25,4,"en-US",{"title":47,"description":48,"file":49},"poetly-cover","Screen from the app",{"url":50,"details":51,"fileName":56,"contentType":57},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5Jw4lPpvDUqgkk4MS4MyAK\u002Fe1ef46735364bb4f5f8d2e753df5dd2b\u002Fpoetly-cover.png",{"size":52,"image":53},1024375,{"width":54,"height":55},3200,1512,"poetly-cover.png","image\u002Fpng","0322EF",2017,"The language learning market is one of the most competitive spaces in EdTech: saturated with apps, dominated by a few giants, and littered with failed attempts to replicate Duolingo's habit loop. Before designing anything, the real question was whether there was a genuine gap worth filling. This was a fully self-initiated project, built to practise two things I care most about: product design and brand identity. That meant starting with the harder question first.",[62,63,64,65,66],"Visual Design","User Experience","Product Design","Strategy","Research",{"data":68,"body":69},{},{"type":9,"children":70},[71,78,85,90,95,100,112,116,122,128,133,190,193,199,205,210,246,249,255,261,266],{"type":12,"tag":72,"props":73,"children":75},"h6",{"id":74},"the-observation",[76],{"type":17,"value":77},"The observation",{"type":12,"tag":79,"props":80,"children":82},"h1",{"id":81},"serious-learners-outgrow-their-first-app-fast",[83],{"type":17,"value":84},"Serious learners outgrow their first app fast",{"type":12,"tag":13,"props":86,"children":87},{},[88],{"type":17,"value":89},"Research and user interviews pointed to a consistent pattern. People start with Duolingo; it is the obvious entry point. But those who get serious about a language quickly move on or add other tools alongside it. The core insight is that immersion is the goal, and apps are just one part of a broader strategy. Songs, films, podcasts, conversations — anything that puts the language in context.",{"type":12,"tag":13,"props":91,"children":92},{},[93],{"type":17,"value":94},"Poetry sits in an interesting position here. It was not mentioned unprompted, but it shares the same underlying logic as the tools people did reach for: rhythm, repetition, and emotional resonance make things stick. The gap was not another beginner app. It was something for learners who already have the habit and want to go deeper.",{"type":12,"tag":13,"props":96,"children":97},{},[98],{"type":17,"value":99},"The research was attitudinal rather than behavioural — one method, not multiple independent sources. That was a real limitation, and one worth naming. In practice, a single round of interviews is better than nothing but not enough to validate a product direction. The findings shaped the concept; they did not confirm it.",{"type":12,"tag":13,"props":101,"children":102},{},[103],{"type":12,"tag":104,"props":105,"children":109},"a",{"href":106,"rel":107},"http:\u002F\u002Flocalhost:3000\u002Fproject\u002Fpoetly_app\u002Fshould_we_add_one_more_langauge_learning_app",[108],"nofollow",[110],{"type":17,"value":111},"Deep dive into the research process ",{"type":12,"tag":113,"props":114,"children":115},"hr",{},[],{"type":12,"tag":72,"props":117,"children":119},{"id":118},"the-concept",[120],{"type":17,"value":121},"The concept",{"type":12,"tag":79,"props":123,"children":125},{"id":124},"poetly-curates-words-from-famous-poems",[126],{"type":17,"value":127},"Poetly curates words from famous poems",{"type":12,"tag":13,"props":129,"children":130},{},[131],{"type":17,"value":132},"With Poetly, words are not learned in isolation. They are absorbed in context; rhythm and rhyme acting as natural memory tools. Using lines of poetry as mnemonic devices transforms vocabulary building into something more engaging and more memorable. The positioning is deliberate: not a tool for beginners, but for learners who want range, nuance, and a reason to keep going.",{"type":12,"tag":134,"props":135,"children":137},"gallery",{"cols":136},12,[138,144,149,153,158,162,166,171,176,181,186],{"type":12,"tag":139,"props":140,"children":143},"gallery-item",{"span":136,"src":141,"width":142},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1phAvVPRViePlFrbDKQ4uy\u002F35a8d03730423f402b364b1deaf62268\u002FpoetlyLandingPage.png",2000,[],{"type":12,"tag":139,"props":145,"children":148},{"span":44,"src":146,"width":147,"start":44},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1pBnBOoi6cFGCrDeNBpipA\u002F3a8aa837adc310e91fae3ddda6102374\u002FpoetlyLogo.png",1000,[],{"type":12,"tag":139,"props":150,"children":152},{"span":44,"src":151,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7FIqYuKDhPax05OI4PaB7D\u002Fd55ad65121ab064a0231aa9a6ea72ae9\u002FpoetlyApp.png",[],{"type":12,"tag":139,"props":154,"children":157},{"span":155,"src":156,"width":147,"start":155},2,"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7E4wrcKr51AOGtEX4Nj2lT\u002F1622a58faa6a001a81f1b7731983d121\u002FpoetWilde.png",[],{"type":12,"tag":139,"props":159,"children":161},{"span":155,"src":160,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FfDoLvj6EmEKzgq77iFTKz\u002F6e84bd2486228a1d0b5a39053a8b5843\u002FpoetShakesPeare.png",[],{"type":12,"tag":139,"props":163,"children":165},{"span":155,"src":164,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1si4zykNnUzFu9nbZTMAPi\u002Fa09f00b753364199e0eb20ae949b105f\u002FpoetSylvia.png",[],{"type":12,"tag":139,"props":167,"children":170},{"span":155,"src":168,"width":147,"start":44,"row":169},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FwQSDFLBoOT6aOjtMYxPXb\u002Fa4ab5e4c36043fdbbadb20dc88a948b6\u002FpoetPoe.png?w=800","4",[],{"type":12,"tag":139,"props":172,"children":175},{"span":155,"src":173,"width":147,"start":174,"row":169},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1Lp4z7O5QWfa7Z3AJpfQyI\u002F7d5ce33585a44e7b116965929e4c3eef\u002FpoetRilke.png",6,[],{"type":12,"tag":139,"props":177,"children":180},{"span":155,"src":178,"width":147,"start":179,"row":169},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F3wU7F2xsiFk3yDV89TGUwm\u002F26fffeaca7a9a902fea8c6092edce35b\u002FpoetWalt.png",8,[],{"type":12,"tag":139,"props":182,"children":185},{"span":155,"src":183,"width":147,"start":174,"row":184},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6MZ9TLGCGB2FBwvYh7hbxe\u002Fc34413b6f716e7e39474c61eccb3684b\u002FpoetDickinson.png","5",[],{"type":12,"tag":139,"props":187,"children":189},{"span":155,"src":188,"width":147,"start":44,"row":184},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7oKmB5uTob1aIZdn82CnMe\u002F4a4fe1e49918c27ba68c770d89e4f246\u002FpoetEzraPound.png",[],{"type":12,"tag":113,"props":191,"children":192},{},[],{"type":12,"tag":72,"props":194,"children":196},{"id":195},"the-gamification-layer",[197],{"type":17,"value":198},"The gamification layer",{"type":12,"tag":79,"props":200,"children":202},{"id":201},"read-a-poem-explore-quotes-discover-poets-and-collect-words",[203],{"type":17,"value":204},"Read a poem, explore quotes, discover poets and collect words",{"type":12,"tag":13,"props":206,"children":207},{},[208],{"type":17,"value":209},"Poetly takes a self-directed approach to progress. Unlike traditional apps with rigid level progressions, the study path is open. Learners can browse poems and themes, dive into a poet, and collect the words they find along the way. Progress is tracked, feedback is provided, and small rewards keep the momentum going; without the pressure of streaks or failure states.",{"type":12,"tag":134,"props":211,"children":212},{"cols":136},[213,218,222,226,230,234,238,242],{"type":12,"tag":139,"props":214,"children":217},{"span":174,"src":215,"width":147,"start":216},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5ymQOfabQlh0bz141MteVc\u002Fd9a68c464ba0c8c6ba67f1132e32be38\u002FcourseActivity.png",3,[],{"type":12,"tag":139,"props":219,"children":221},{"span":216,"src":220,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5sb1dZ4DRO8AaSdF0ag0Hn\u002Feb49b8294a4b4dc235824a724d6250a2\u002FcourseHuman.png",[],{"type":12,"tag":139,"props":223,"children":225},{"span":216,"src":224,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FAdaQ9bMBpR1ctg1y1lwFf\u002Fd46c607451234a657fb026c37da48442\u002FcourseBrowsePoets.png",[],{"type":12,"tag":139,"props":227,"children":229},{"span":216,"src":228,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FbDQCv8XUY2upN86xgEvZI\u002F751cb49c689dbce2c6cfb0d40a58bc83\u002FcourseBorwseWords.png",[],{"type":12,"tag":139,"props":231,"children":233},{"span":216,"src":232,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6I2Ah3DgYKEUsY1TrPLXMi\u002F9b77009869fd3685371b1c123e474664\u002FpoePoems.png",[],{"type":12,"tag":139,"props":235,"children":237},{"span":216,"src":236,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F4GWWO1miD9DNDd8MsGzZty\u002Fd4ff85326c0f4a45a2b74eb900476841\u002FpoeOneWord.png",[],{"type":12,"tag":139,"props":239,"children":241},{"span":216,"src":240,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F3MX5X0lQVw81pPYXQeZBUy\u002F35db06d62901efff0076e5428889335d\u002FpoeAddCourse.png",[],{"type":12,"tag":139,"props":243,"children":245},{"span":216,"src":244,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F3kAVqbFnBVIfG65znktQaU\u002F6a95c568bd67192264d40f63e26de0ee\u002FpoeWords.png",[],{"type":12,"tag":113,"props":247,"children":248},{},[],{"type":12,"tag":72,"props":250,"children":252},{"id":251},"the-exercise",[253],{"type":17,"value":254},"The exercise",{"type":12,"tag":79,"props":256,"children":258},{"id":257},"repetition-but-make-it-poetic",[259],{"type":17,"value":260},"Repetition, but make it poetic",{"type":12,"tag":13,"props":262,"children":263},{},[264],{"type":17,"value":265},"At the core of the app is the idea of using poems as memory tools. Every session introduces new words and reinforces them through repetition across different contexts: word recognition, spaced repetition, matching pairs, completing poetic lines, arranging verses in order. Exercises are varied enough to stay engaging, structured enough to build real retention.",{"type":12,"tag":134,"props":267,"children":268},{"cols":136},[269,273,277,281,285,289,293,297],{"type":12,"tag":139,"props":270,"children":272},{"span":216,"src":271,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5ibSaKk8d54jgvVBw1RUdl\u002F714955bdb1ad348d40b806ed96c9a9ff\u002FexAntonym.png",[],{"type":12,"tag":139,"props":274,"children":276},{"span":216,"src":275,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7iSlUkjl5DwYRFD1noXP32\u002F1e161a08495f740b498e5b10376efdfe\u002FexPoemPlay.png",[],{"type":12,"tag":139,"props":278,"children":280},{"span":216,"src":279,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F3uyxroyJLdZMbPcEvJHM3P\u002Fa22bf71e9eb9e6b32b8887d547d0f366\u002FexIntroduction.png",[],{"type":12,"tag":139,"props":282,"children":284},{"span":216,"src":283,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5A3Ckge4CLXbjxocmv3tOJ\u002Fce0b16f4aa1c7bec88493fa151afd63a\u002FexSpelling.png",[],{"type":12,"tag":139,"props":286,"children":288},{"span":216,"src":287,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7CPE893c1feySJ34CjAXig\u002F8bdb9af559fabaf319bd06ecd9afa916\u002FexFindDesc.png",[],{"type":12,"tag":139,"props":290,"children":292},{"span":216,"src":291,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F1GoUtgYZ8Mq2DTnFU3uXK9\u002Fb4f979f228e1de4bee9a806eb241b4c9\u002FexLetterPlay.png",[],{"type":12,"tag":139,"props":294,"children":296},{"span":216,"src":295,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7bby30zFxttQ5ApPLhOroA\u002F635a8ba5226f6cecab71b28cddaf20a1\u002FexDesc.png",[],{"type":12,"tag":139,"props":298,"children":300},{"span":216,"src":299,"width":147},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F4GWWO1miD9DNDd8MsGzZty\u002F1e349c2278b21afd9010e0a70d752cb3\u002FexExplonation.png",[],{"metadata":302,"sys":305,"fields":320},{"tags":303,"concepts":304},[],[],{"space":306,"id":308,"type":309,"createdAt":310,"updatedAt":311,"environment":312,"publishedVersion":314,"revision":315,"contentType":316,"locale":45},{"sys":307},{"type":32,"linkType":33,"id":34},"1ZXub0XDOGb5lfP1R0257X","Entry","2020-11-28T15:33:47.508Z","2026-09-12T14:38:30.451Z",{"sys":313},{"id":41,"type":32,"linkType":42},1143,236,{"sys":317},{"type":32,"linkType":318,"id":319},"ContentType","project",{"title":321,"teaser":322,"slug":323,"type":324,"highlight":326,"order":327,"thumbnail":328,"herocolor":351,"link":352,"year":353,"problem":354,"outcome":355,"contribution":370,"content":375,"thankYou":376,"readNext":377,"casestudies":380},"eJobs","Elevating Romania’s top job portal with a reimagined digital experience and a scalable design system that connects brand to product.","ejobs",[325,23,22],"Client",true,90,{"metadata":329,"sys":332,"fields":341},{"tags":330,"concepts":331},[],[],{"space":333,"id":335,"type":36,"createdAt":336,"updatedAt":337,"environment":338,"publishedVersion":340,"revision":44,"locale":45},{"sys":334},{"type":32,"linkType":33,"id":34},"7HDRa3rPLVzHVITZuAP2Z6","2021-01-10T17:58:54.207Z","2024-04-30T10:40:26.699Z",{"sys":339},{"id":41,"type":32,"linkType":42},14,{"title":342,"file":343},"ejobsHeader",{"url":344,"details":345,"fileName":350,"contentType":57},"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7HDRa3rPLVzHVITZuAP2Z6\u002F82859de52a013a5f2809a5a82c9446a9\u002Fheader.png",{"size":346,"image":347},2265270,{"width":348,"height":349},2880,1752,"header.png","753BBC","https:\u002F\u002Fwww.ejobs.ro\u002F",2018,"With over 20 years of experience, eJobs is Romania's leading digital job portal — trusted, widely recognised, and home to a database of more than 4.5 million CVs. Its audience reflects the full demographic spectrum of the country, which brings both opportunity and real design complexity: the platform needs to work for users with vastly different levels of technical literacy. As Romania's largest job portal continues its digital transformation, the challenge was clear. Long-standing business expectations, entrenched user perceptions, and outdated technology all needed to move together.",[356,359,362,365,368],{"number":357,"description":358},"500k","monthly active user",{"number":360,"description":361},"↑","scalable multi-platfrom design system",{"number":363,"description":364},"4+","rating in Appstore and Playstore",{"number":366,"description":367},"3.9M","professionals on the platform",{"number":360,"description":369},"art direction spanning brand, product, and campaigns",[64,371,372,63,373,374],"Branding","Art Direction","Animation","Editoral","###### The observation\n# Beyond an aggregator\neJobs has uncovered major opportunities for growth that extend far beyond its traditional role as a job ad aggregator. The vision includes offering comprehensive HR services, delivering specialised recruitment solutions for niche industries, and supporting the workforce of the future through educational programmes focused on upskilling and reskilling.\n\nTo realise that vision, the brand and the product needed to grow together. The job was to build a complete visual language from the ground up: one that could scale across every surface the product touches, from campaigns to product to communications.\n\n::gallery\n  ::gallery-item{span=\"8\" src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FHh5txnetHoUxKF9TgPqRn\u002Fcb1135fbe56d52a4c7e421c695560465\u002FeJobsLogo.png?w=1600\"}\n  ::\n  ::gallery-item{span=\"6\" src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F3q2dNlhjnKe05JlMcuDiYH\u002F3412e49e641ee9fcfc27b6ee52f74d21\u002F_logoOutro.mp4\"}\n  ::\n  ::gallery-item{span=\"6\" src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F3vOxX0sG5eaWJiemSGjfEP\u002F1775834f52d2ee0e3af1067272c6c76f\u002F_logoTVpurple.mp4\"}\n  ::\n  ::gallery-item{span=\"4\" src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F4g9md5lcoMtxKZ82A3g13h\u002F8e53f825ad31d01b54af9b22ca8f141e\u002FeJobsLogoSwap.mp4\"}\n  ::\n  ::gallery-item{span=\"4\" src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F1JmbAx5BeJP2PvIx0Hd5sk\u002Fbb01ff510a79f2fe115f11c30d2df6a6\u002FeJobshHuman.mp4\"}\n  ::\n  ::gallery-item{span=\"4\" src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F5RJcSGk3eJjY6Tk7fk6VuN\u002F6ee4c26803bb886beb5615ce6b1438de\u002FeJobsShoutOut.mp4\"}\n  ::\n::\n\n---\n\n###### The art direction\n# A new journey starts here\nThe central idea was to make eJobs feel like a genuine starting point for every career move, not just a listings page. The art direction I developed centres on realistic objects — familiar, everyday items whose meaning is subtly reimagined to spark curiosity and connection. Friendly and playful, yet vibrant and distinctive, the style needed to work fast and at scale across campaigns, product, and communications.\n\nI developed the line art illustration style into something more flexible and systematic, giving the team a visual language they could apply consistently without losing character.\n\n\u003Cdiv class=\"gallery-block gallery-block container mx-auto h-max p-5 py-20 lg:py-28\">\n\n  \u003Cdiv class=\"tile is-ancestor\">\n\n   \u003Cdiv class=\"tile is-8 is-parent is-vertical\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7aiRnaPhMr8f429K3y7b8W\u002F0b57be618be0c0b3999111f15d61a8da\u002Felements.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n\n   \u003Cdiv class=\"tile is-4 is-parent is-vertical\">\n    \u003Cdiv class=\"tile is-child box\" style=\"background:#8538C1\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F5U3fRl3tobr7nNAIHL2zBC\u002F1cef08eb14d5dc0b5fbfd14c6ab881ac\u002FpencilDesign.png?w=800\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n\n  \u003C\u002Fdiv>\n\n  \u003Cdiv class=\"tile is-ancestor\">\n   \u003Cdiv class=\"tile is-4 is-parent is-vertical\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F4kyfUToTLaMYCeW1Fjeudc\u002F0e9b6d378d1619bf8f3aa5af6743cecc\u002Fperson.png?w=800\" \u002F>\n    \u003C\u002Fdiv>\n         \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7GK1uXiOuH6tPQN3QHCuTQ\u002Fa813a1006e4e963b503b27f1113b4605\u002Fframe.png?w=800\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n   \u003Cdiv class=\"tile is-8 is-parent is-vertical\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002Fw05XD4ibhUCzGkmJwbjv2\u002Fd86a0c8e9acdbe78f7928be9fe5bfb55\u002Fbooklet__2_.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n  \u003C\u002Fdiv>\n\n \u003Cdiv class=\"tile is-ancestor\">\n   \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n            \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F3DOlHZRXRRZALqpsrfGS77\u002F4d06231f53859d13203e477c8147c087\u002FperformanceMarketing.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n   \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n            \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FUzejk62L1FojZgJU2lBj0\u002Fb3ca32ece060631766eab5dd5bd058c6\u002FserviceOverview.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n  \u003C\u002Fdiv>\n\n\u003C\u002Fdiv>\n\n---\n\n###### The product design\n# A blueprint for a design system\nThe design system builds directly on the established art direction, turning aesthetic principles into a scalable, user-friendly, and accessible framework. Working from the atomic principle, I developed the foundational layer — grid, colour palette, typography system and scale, buttons, input fields, hierarchy, line widths, and illustrations — before advancing to more complex interaction patterns and components.\n\nThe system needed to support Android, iOS, and a responsive web app simultaneously, which meant defining clear breakpoints, simplifying platform quirks, and optimising performance across devices. With 500k monthly active users spanning all ages and digital literacy levels, accessibility and usability were priorities from the start. Custom illustrations and subtle UI touches kept everything true to the brand. Designer tokens were then handed to the front-end team, who translated them into their own component library.\n\n[Read more about eJobs' design system](\u002Fproject\u002Fejobs\u002Fhow_to_build_an_atomic_fluid_design_system)\n\n\u003Cdiv class=\"gallery-block gallery-block container mx-auto h-max p-5 py-20 lg:py-28\">\n\n  \u003Cdiv class=\"tile is-ancestor\">\n   \u003Cdiv class=\"tile is-4 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n      \u003Cvideo autoplay loop>\n\u003Csource src=\"\u002F\u002Fvideos.ctfassets.net\u002F8fhxjm7547cq\u002F7bF5HAHwKbThKrR2wHuR8k\u002F3333a070a7842425186c4262c99f7d43\u002FmobileAnimeJobs.mp4\">\n\u003C\u002Fvideo>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n   \u003Cdiv class=\"tile is-8 is-parent\">\n    \u003Cdiv class=\"tile is-child box\" style=\"background:#24184D\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FmCtLZtR4hby9SJMhfJjGI\u002Fe510ee83da14f69b3f723e4fe534feac\u002FlandingPageExemples.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n  \u003C\u002Fdiv>\n\n  \u003Cdiv class=\"tile is-ancestor\">\n   \u003Cdiv class=\"tile is-12 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F57NU9TIWtFE0xsuYaT6Due\u002F400b6cffb79dd3b51b8a4e4007c7b8d9\u002FsearchPage.png?w=2000\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n  \u003C\u002Fdiv>\n\n   \u003Cdiv class=\"tile is-ancestor\">\n   \u003Cdiv class=\"tile is-4 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6y1mA9L2evwldP37IPtaJ3\u002F00fb3afa27a86743e5974f346b204d1d\u002FdarkMobileExample.png?w=800\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n   \u003Cdiv class=\"tile is-8 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F116bgDkFHTCgxmLgLpyewq\u002F3c1f528dd5c4cc6575c841091857aa0a\u002FsearchPageDark.png?w=1400\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n  \u003C\u002Fdiv>\n\n  \u003Cdiv class=\"tile is-ancestor\">\n   \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n      \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002FF9BblJd4NzoRff89q8ZQm\u002Fddff8bae381f95052ee39fb5c58fe367\u002FillustratedIcons.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n    \u003Cdiv class=\"tile is-6 is-parent\">\n    \u003Cdiv class=\"tile is-child box\">\n      \u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6wvNOfdLv1iT1RXCNaK9xo\u002Fa6d12c26c567130b1de06fcb9bcdfa97\u002Femojies.png?w=1200\" \u002F>\n    \u003C\u002Fdiv>\n   \u003C\u002Fdiv>\n  \u003C\u002Fdiv>\n\n\u003C\u002Fdiv>","Thanks to David for management and product design and Mircea for the clever UX interactions, feedback, etc. To Laura for the research, insights, and clarity. And to Ana and Alexandra.",{"sys":378},{"type":32,"linkType":309,"id":379},"7z52gqj4GX0cEklQu5bgdM",[381,384],{"sys":382},{"type":32,"linkType":309,"id":383},"59Q6hNF2XXk6KV17Mj6scW",{"sys":385},{"type":32,"linkType":309,"id":386},"1FyKA04BPD32a8LYeB99rP",[388],{"metadata":389,"sys":392,"fields":405},{"tags":390,"concepts":391},[],[],{"space":393,"id":395,"type":309,"createdAt":396,"updatedAt":397,"environment":398,"publishedVersion":400,"revision":401,"contentType":402,"locale":45},{"sys":394},{"type":32,"linkType":33,"id":34},"2lL1MawDhS9Cv3T3n6C8dH","2021-10-30T19:40:09.881Z","2026-05-09T10:48:27.026Z",{"sys":399},{"id":41,"type":32,"linkType":42},168,24,{"sys":403},{"type":32,"linkType":318,"id":404},"casestudy",{"title":406,"slug":407,"body":408,"technique":409,"project":415},"Should we add one more language learning app?","should_we_add_one_more_langauge_learning_app","\n###### Understanding\n\nThe language learning market is one of the most crowded spaces in EdTech. Before designing anything, the question worth asking was an uncomfortable one: does the world need another app? This case study documents how that question was answered, how the research did validate a direction, and actively shaped the product thinking behind Poetly.\n\n# Believe it or not, not everyone reads poetry regularly \nInterviews pointed to a consistent pattern. Serious learners outgrow their first app quickly. Duolingo is the entry point, almost universally. But those who commit to a language move on or layer other tools on top. The goal is immersion: songs, films, podcasts, conversations, anything that puts the language in a living context.\n\nPoetry was not mentioned unprompted. But songs were, and the underlying logic is identical. Rhythm, repetition, and emotional resonance make things stick. The gap was not another beginner app. It was something for learners who already have the habit and want to go further.\nThe affinity mapping made the pattern visible across participants — different tools, same underlying need: context over isolation.\n\n\u003Cdiv class=\"gallery-block container mx-auto h-max p-5 pb-20 lg:-b-28\">\n\u003Cdiv class=\"tile is-ancestor\">\u003Cdiv class=\"tile is-12 is-parent box\">\u003Cdiv class=\"tile is-child\">\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F4KbSlEADKoEg6smEmII6W6\u002Fde5ce8a17da316a50e8b5d5184520a1d\u002Fmental-map.png\" \u002F>\n\u003C\u002Fdiv>\u003C\u002Fdiv> \u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n---\n\n######  Mapping competition\n# EdTech is a saturated market\nThe competitive landscape has a clear shape. Duolingo is the whale, the default entry point for almost every learner, built around heavy gamification and habit hooks that are hard to escape. It owns the top of the funnel.\n\nBelow it, the market splits. Babbel takes the structured, classical route: progression, grammar, a more traditional learning flow. Then there are the niche players. Memrise sits closest to Poetly's territory, focused on vocabulary expansion rather than foundational fluency.\n\nThe business models converge even when the products diverge. Everyone is chasing the same subscription revenue. The opportunity is not to out-Duolingo Duolingo. It is to serve the learner who has already passed through that door and wants something with more depth, more texture, and less pressure to keep a streak alive.\n\n- __Doulingo__: Offers free access with advertisements, and a subscription to remove ads and unlock extra features. The go-to entry point for most learners, built around heavy gamification and habit loops.\n- __Babbel__: Subscription-based access to structured courses, sold per language. A more classical, grammar-forward learning flow aimed at learners who want progression over play.\n- __Memrise__: Subscription model that includes personalised learning, additional techniques such as audio tools, and content from native speakers. The closest competitor to Poetly's niche — focused on vocabulary expansion rather than foundational fluency.\n\n![competitorExample](\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F3THYyfGfUsc64coaMaAw6a\u002F61b27f36e4134d5a740458992a5f2327\u002FcompetitorExample.png)\n\n# Establishing new habits\nHabit formation research added a layer of realism. Duolingo's model works because it lowers the barrier to starting and punishes stopping. But that model also creates a ceiling. Once the streak becomes the goal, the language learning becomes secondary.\n\nThe reference points that shaped Poetly's approach were different: Drops, Busuu, tools that prioritise quality of engagement over frequency of opens. The hypothesis was that a learner who genuinely enjoys a session will come back without a notification.\n\n- __Course based__: Busuu, Babbel, Doulingo\n- __Flash cards__: Tiny Cards, Memrise, Upmind\n- __Test based__: Johnny Grammar, Vocabulary.com\n\n---\n\n######  Defining the product\n# Thou art summoned to speak like Edgar Allen Poe!\nThis was the positioning direction that the research helped clarify. Going in, there was already a preconception: not a utility, not a habit tracker, but a voice. The research made that instinct slightly more informed, and gave it a direction worth designing toward. The idea that learning vocabulary through poetry could give a learner not just words but a register: a way of speaking that carries the weight of the poets behind it. \n\n![systemsActosObjects](\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F6GOwQayMDeAy24Y8sU4oy\u002F9f463f041f00eaf1cd68dfd3e39bd4d3\u002FsystemsActosObjects.png)\n\nThe development process began by mapping out the most important user flows, using words themselves as the building blocks. From there, the concept moved into wireframes: translating features into screens, refining hierarchy, adjusting the placement of text, buttons, and navigation.\n\n---\n\n# How hard should learning feel?\nEvery exercise in Poetly is a small answer to the same question: how much effort is worth asking for, and what does the learner get in return? Too easy and nothing sticks. Too demanding and they close the app.\n\nThe exercise set draws on proven techniques: word recognition, spaced repetition, matching pairs, completing poetic lines, arranging verses in order. Eight exercise types in total, varied enough to sustain attention across a session. The poetic context is not decoration. It is the thing that makes the effort feel worthwhile. You are not drilling a flashcard, you are finishing a line by Whitman.\n\nThe learning exercises were the most critical part to test: they sit at the heart of habit formation, and without them being engaging, nothing else matters. A detailed prototype was designed with a strong focus on the learning mechanics behind practising a course. \n\nTesting followed a clear scenario: participants were given context and asked to complete a practice session. Afterward, they shared their opinions and feedback on the experience. Insights from this process guided refinements: removing confusing elements, simplifying unnecessary interactions, and correcting misleading flows to create a smoother, more intuitive learning journey.\n\n\u003Cdiv class=\"gallery-block container mx-auto h-max p-5 pb-20 lg:-b-28\">\n\u003Cdiv class=\"tile is-ancestor\">\u003Cdiv class=\"tile is-12 is-parent box\">\u003Cdiv class=\"tile is-child\">\u003Cimg src=\"\u002F\u002Fimages.ctfassets.net\u002F8fhxjm7547cq\u002F7LMahFjnxYq4QmKkgoEoq2\u002Fee6ba91d00382f08c06e74055c40ecfe\u002Fexercieses.png\" \u002F>\n\u003C\u002Fdiv>\u003C\u002Fdiv> \u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n---\n\n###### Conclusion\n# One source is better than none, but not enough\nParticipant feedback confirmed that the concept was distinctive and appealing enough to motivate downloading the app. The poetic framing landed. People said the idea was cool. Whether they would open the app on day eight, build a real vocabulary, and feel the product had delivered on its promise, that remains an open question. Attitudinal research tells you what people think in a session. It does not tell you what they do over time. In practice, one research method is a starting point. You need independent sources to verify a direction before committing to it.",[410,411,412,413,414],"User testting","User Journey","Interviews","Wireframing","Competitive Research",{"metadata":416,"sys":419},{"tags":417,"concepts":418},[],[],{"space":420,"id":422,"type":309,"createdAt":423,"updatedAt":424,"environment":425,"publishedVersion":427,"revision":428,"contentType":429,"locale":45},{"sys":421},{"type":32,"linkType":33,"id":34},"1czbWs7ikfQ0vP1gyguGvM","2021-01-15T13:23:09.725Z","2026-05-10T13:40:47.587Z",{"sys":426},{"id":41,"type":32,"linkType":42},469,75,{"sys":430},{"type":32,"linkType":318,"id":319},1791308692407]