Talking Yak is an Android-based English teaching system made specifically for native Hindi and Tamil speakers. When Talking Yak approached us, they had a clear idea about what their users needed to learn: grammar, conversation, phonics, vocabulary and speech. What was still unclear was how to access these different sections based on your interests, how to track progress, how to allow access to more lessons after certain tests were passed, and how to ensure that the number one problem of all language apps didn’t materialise - drop-offs as the difficulty increases.
After extensive research, we turned to gamification as the solution. We created a visual story that linked back to the brand name, a yak’s journey through ascending landscapes and going from night into day, or into the light (so to speak). A user has access to the first set of exercises on a trail, and upon successful completion of those exercises, he/she gains access to the next set while collecting rewards. The app constantly challenges the user to achieve higher levels ensuring that they stick with it and push themselves to master the lessons. It also adapts to learners and reinforces certain concepts that the user finds difficult by providing additional lessons in a certain category.
We also designed the Talking Yak to be an animated guide and a supporting figure through the journey, and paid careful attention to addressing the thought process of non native English speakers who might think in another language while using the app.
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