Wellspent case studies: Babbel

TLDR;

Babbel implemented Wellspent to help users protect their learning time
Users who enabled the solution showed 90% higher Day 4-7 Activation Rate
Implementation maintained core product experience with no negative metrics impact
Solution seamlessly integrated into existing user flow after first lesson
Success driven by behavioral mechanics: goal-setting, intention-formation, and micro-rewards

Challenge

Babbel identified that social media was preventing users from establishing consistent learning habits in their first week

While users had high learning intentions after subscribing, mindless scrolling on Instagram, TikTok, and other apps often displaced their planned study time. Babbel needed a solution that would effectively protect learning time by creating a meaningful barrier to distraction.

User journey

Post-Achievement Integration

Feature introduced immediately after first lesson completion, leveraging the moment of accomplishment.

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Something related to onboarding

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Something related to app redirection

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Results

Users who enabled Wellspent showed 90% higher Day 4-7 Activation, demonstrating the massive potential impact as we optimize scale.

The implementation showed both immediate impact and significant potential. Across the entire user base, Day 4-7 Activation Rate improved by 5%. The integration had no negative impact on critical day-0 metrics, confirming that the approach can scale safely.

By making social media access conditional on learning, we've found a powerful way to help users follow through on their learning intentions. The 90% retention increase among engaged users shows we're onto something big.

Michael Müller

Director Engagement

Lift retention
on autopilot

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+90% Activation by Blocking Social Media Until Users Learn

+90%

+9%

Zero

TLDR;

Challenge

User journey

Post-Achievement Integration

Something related to onboarding

Something related to app redirection

Results