“In-app encouragement came about because learners wanted to know when they are on the right track and they wanted to stay motivated to keep going,” Tara explained. She noted that this feature followed the development process used for the launch of other product features: “We first focus on specific user problems and the various issues that are associated with them. Then we have a lot of fun coming up with the best  — and worst — ideas that could be potential solutions, and from there we decide what is best for Babbel. Once  we create a prototype, we test it with users, and then optimize the feature before making it available to all Babbel learners.”