Duolingo replaced the term “UX Design”
Duolingo's Head of UX, Mig Reyes, announced that the company is replacing the term "UX Design" with "Product Experience (PX) Design" to better reflect its product-led focus.
Mixed reactions among designers, with some viewing it as a strategic rebranding and others as a marketing tactic. This change highlights the (pointless?) evolving nature of design terminology in the industry.
yeah they can surely rebrand, after botching the progression tree for everyone on the mobile app with this horrendous path where you can't skip anything. User experience has never been the focus.
I've delved into their UX on a occasion. It's extremely developed. What I'm wondering is if at some point the business goals in this UX have become the only goal. How much of it is actually learning languages and how much of it is just spending time on the app.
For sure that's what it's optimized for, I agree with your analysis
Maybe that's why they aren't claiming it's UX anymore 😀
Hard to read that as anything but "the user is not who we're designing for".