Get Back On Track
A response to Duolingo's 2022 D&AD New Blood brief to "get people motivated to do their daily lesson".
motion · UX design
REVIVING PRODUCTIVE COMMUTES
The Get Back On Track campaign was driven by the objective of aiding users in reestablishing productive commuting habits on public transport in the post-COVID era. Recognising the widespread return to the daily rhythm of work commutes, this initiative sought to seamlessly integrate a new habit into commuters' routines.
Specifically focusing on train commuters, the campaign forged a strategic partnership with Trainline. This collaboration entailed not only calculating passengers' available time for personal development during their train journeys but also implementing location-based notifications tailored to get them to do their daily lessons.
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TRANSFORMING WAIT TIMES
Beyond digital assets, the campaign also aimed to leverage the physical train platforms through reminders on signage. Recognising the common frustration commuters experience during waiting periods or due to delays, the strategy involved encouraging individuals to engage in their lessons before the train arrives. By redirecting their focus and utilising this time productively, the campaign sought not only to help commuter frustration but also foster a more constructive and positive experience during their time on the platform.