Brief
Learner Home Redesign
Description
The Learner Home is Preply's highest-traffic surface and one of its most contested — multiple teams run experiments on it simultaneously, each optimising for their own metric, with no shared rubric for what a "good" Learner Home actually looks like. The result is a page that has grown through accretion rather than intention: banners, widgets and nudges added over time without a coherent logic connecting them. We have limited institutional memory of what's been tried before — which experiments ran, what they measured, whether they succeeded or failed and why — making it easy to repeat mistakes or abandon directions that were actually promising. Underneath all of this is a more fundamental gap: the Learner Home currently treats all users the same, regardless of where they are in their learning journey. A learner with a lesson starting in ten minutes has completely different needs from someone booking their first trial or someone in the gap between sessions, yet the page doesn't meaningfully distinguish between them. This project is an attempt to establish a clearer foundation — a rubric that defines what the Learner Home should do and for whom, and a lifecycle-aware design that gives each user a single, unambiguous next step rather than a competing set of calls to action.
Synthesised 1 May 2026
The Learner Home (preply.com/*/home) is Preply's highest-traffic authenticated surface, receiving approximately 4.6 million unique learner visits per 30-day period (Amplitude, April–May 2026). It is the page most learners land on when they open the product — yet it currently treats every learner identically, regardless of whether they have a lesson starting in ten minutes, are a new trial customer who has never booked, or a lapsed subscriber whose last lesson was two months ago. The result is a page that competes with itself: a "nearest lesson" hero card, self-study modules, lesson insights, subscription management, awards, TalkNow entry points, and promotional banners all fight for the same limited vertical real estate, generating no clear primary action. Multiple product teams run experiments here simultaneously against their own metrics — Try & Commit, Self-Learning, CRM, LTV Expansion, B2B — with no shared rubric for what a good Learner Home looks like or who "owns" the canvas. This project establishes that rubric, defines a lifecycle-aware information hierarchy, and redesigns the page so that each learner segment receives a single unambiguous next step matched to where they are in their learning journey. The commercial stakes are high: the home page is the primary re-engagement surface for Preply's entire paying subscriber base, and improving its effectiveness — even marginally — directly affects hours confirmed, subscription renewal, and GMV.