Segmentation Strategy for a Multilingual App

30/05/2025

Industry: Language Learning
Context:
The app had 3 different personas: heritage learners, hobbyists, and academic users. Engagement dropped because content and messaging weren't relevant across all segments.

Problem:
Trying to speak to everyone diluted the UX and made acquisition costlier.

My Role:
Lead strategist to build a segmentation-led experience model.

What I Did:

  • Conducted qualitative interviews and cohort analysis across 4 markets

  • Built 3 user archetypes with emotional, cultural, and behavioral insights

  • Designed segmented journeys, each with tailored onboarding, messaging tone, and product emphasis

  • Delivered a growth framework tied to distinct segment KPIs

Team Involved:
UX Researcher, Head of Product, Localization Manager

Results:

  • Increased time-on-app by 22%

  • Lowered CAC by 15% through persona-targeted paid ads

  • Received unsolicited user praise for "finally feeling seen"

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