Teaching or manipulating? On the adoption of bright and deceptive patterns by Duolingo

Abstract

In 2024, Duolingo surpassed 100 million active users, with a significant portion of children. However, the valuable educational opportunities may be combined with potential risks associated with a business model based on user engagement and manipulative design. In this article, we critically analyze the design of Duolingo from the perspective of fair and deceptive design patterns. Although Duolingo adopts practices considered ethical for children’s welfare, such as clear interface design, this study identifies the presence of deceptive elements that raise concerns, including the excessive notifications to maintain engagement. We believe this study supports the ongoing debate on children’s rights by design and ethics of educational apps.