A thumbnail image depicting Lirica for Sony Music, an app that teaches languages through music.

Revolutionising Language Learning with Sony Music.

Sony Music

Lirica

Songs have the unique ability to make language learning memorable and are widely embraced in classrooms worldwide, serving as engaging tools to explore language and culture. Lirica's mission is to empower individuals by bringing this impactful classroom experience directly to their fingertips, allowing them to learn anytime and anywhere.

EdTech
B2C
B2B

My Role

Product Design Lead

Design of a gamified language learning app centred around Sony’s extensive catalogue of international artists.

Platforms

  • Mobile (iOS and Android)

What I Did

  • Worked closely with CEO and CTO to prototype and test the concept, and define the design vision.
  • Conducted extensive research to define the core value proposition, focusing on learner engagement and retention.
  • Fine-tuned the UX design to launch.
  • Onboarded new team members as the business closed investment.
Screenshots from the current release of Lirica, depicting the song menu and Nicky Jam.

Conceptualisation

Idea genesis
The brainchild of Lirica’s CEO, the concept was to amalgamate music with language learning. I collaborated with the CEO and CTO to play a pivotal role in crafting a proof of concept that showcased this novel approach's feasibility and appeal.
Proof of concept
We initiated our venture with three Spanish songs to explore how music could be utilised as an effective language teaching tool. We aimed to align educational goals with technical possibilities and business strategies, ensuring a harmonious blend of all elements. The working title for the app was 'Taplyrica', later to be rebranded Lirica.
Screenshot from an early prototype, depicting a series of screens and the initial branding.
Prototype development
The creation of a lean yet robust functional prototype was central to our process. It served as a critical tool for iterative testing and refinement. This was particularly important for an app that combined gamification with real-time music interaction.
Screenshot from an early prototype, depicting a player playing a mini-game.
Screenshots that depict some of the mini-games available in Lirica.

Design and user experience

UX research
I embarked on extensive UX research to crystallise our core value proposition, aiming to fill voids left by existing language learning apps, focusing chiefly on enhancing user engagement and retention.
An image depicting some of the findings captured as part of UX research.
Subject matter experts
Engaging with language experts, and educators was a cornerstone of the development process. Partnerships with universities and language schools facilitated user testing in real-world academic settings, providing invaluable insights for refinement.
Image depicting educational institutions that supported user testing of early versions of Lirica.
Cultural relevance
Our design philosophy hinged on the integration of cultural elements. We believed that learning through music should transcend mere memorisation, encompassing an appreciation of the language's cultural background.
Screenshot from an early prototype, depicting a list of educational videos associated with a song and artist.
Screenshots depicting Hasta Le Amanecer by Nicky Jam.

MVP Evolution

Minimum Viable Product
Launching the MVP with in-app purchases and a curated music catalogue, marked a critical milestone. It tested our concept in the market, yielding rich data that informed future iterations.
Image depicting Lirica's learning methodology.
Analytics-driven UX enhancements
A breakthrough in our process was the utilisation of screen recordings to analyse user interactions within the app. This approach led to significant UX improvements, guided by real user behaviours and preferences.
An image depicting app usage/metrics captured following the release of the MVP.
Positive user feedback
My design methodology was inherently iterative, shaped by ongoing user feedback. This dynamic approach enabled us to fine-tune the app’s features and user interface, enhancing its resonance with our target audience. The MVP was crucial for testing and continuous improvement.
User comments captured following the release of the MVP.
Screenshots that depict some of the mini-games available in Lirica.

Beta Release

Content authoring tools
We designed a lean content authoring and export tool in Google Sheets, enabling our non-technical team of Subject Matter Experts to create rich, interactive content from a tool that they were all familiar with using.
Screenshot of the export tool designed for content creators on Lirica.
Enhanced gamification
Integrating gamification was a strategic move to augment the learning process, making it more interactive and fun. This approach was essential in setting Lirica apart from traditional language learning methodologies.
An image showcasing the gamification strategy created for Lirica.
App release
We released a beta version of the app to gather additional feedback. Leveraging feedback and user data, we regularly updated the app, enhancing features, and refining the overall UX.
A collection of screens designed for the Lirica Beta release.A collection of devices that display screens from the first release of Lirica.An image depicting some of the responses from users following the release of the beta version of Lirica.

Investment

$1M seed funding
Lirica's innovative app captivated investors, including Sony, leading to a substantial $1M investment. This financial boost was instrumental in scaling operations and enriching the app.
Image depicting the announcement of successful investment in the press.
Screenshot showing Me Voy by Julieta Venegas.

Growth

Building a team
Lirica used the investment to build an in-house team, growing its capabilities in content production, marketing, graphic, and motion design.
Image depicting the team that Lirica recruited following successful investment round.
Visual refinement
Further refinements were made to the overall look and feel of the app ahead of its official launch. Graphically rich assets for both the app and marketing materials were crafted, including branded character illustrations, and animated graphics.
Illustration of the mascot created for Lirica.
Subscription model
As Lirica's in-house content team expanded the song catalogue, the app transitioned from 'In-App Purchases' to a subscription model. This new approach included a comprehensive learning progression system, significantly boosting user engagement and the app's teaching capabilities.
Screenshot depicting the subscription model employed by Lirica once a critical mass of songs were available.
YouTube channel as a growth lever
Lirica’s YouTube channel, boasting nearly 300K subscribers, became a vital platform for the app's promotion and user engagement, significantly enhancing Lirica's visibility.
A screenshot of Lirica's YouTube channel.
Image depicting the subscription and create account screens.

Impact

Recognition by Google and Apple
Lirica's innovative design and functionality swiftly garnered Google's interest, leading to its recognition as one of Google’s Best Apps of 2018. Additionally, Lirica is frequently highlighted by Apple and has earned the prestigious "App of the Day" accolade.
Awards and user acclaim
Lirica's design and functionality have been consistently lauded by users, reflected in a high app store rating of 4.8. The app has also been recognised in the EdTech space, winning prestigious awards such as Midemlab and Launchpad.
An image depicting some of the awards that Lirica has won.

Schools platform

Recently Lirica has launched its schools platform, and have secured partnerships with organisations such as the Goethe institute.

Lirica Teacher Platform Video.mov from Lirica Language Learning on Vimeo.

Screenshots from the current release of Lirica, depicting the song menu and Nicky Jam.

Conclusion

Lirica's journey from a bold idea to a market-leading language learning app demonstrates the power of innovative design and user-centred development. By marrying music with language learning and leveraging gamification, a small product team created a unique and effective educational tool that has resonated with users around the world.
Get In Touch

Summary

  • Secured $1M seed funding.
  • Leverages Sony’s extensive artist catalogue.
  • Boasts a 4.8 rating and great user reviews.
  • Regularly featured on both the App Store and Google Play.
  • Earned prestigious awards, including Midemlab, Launchpad, and Googles Hidden Gem award.
  • Caters to tens of thousands of users, with consistently positive user reviews.
A collection of devices that display screens from a later release of Lirica.