Product Name: Memrise

Purpose: Memrise is a language learning platform that helps users learn new languages through immersive, culturally rich content delivered via native speaker videos, AI-powered conversations, community-created word lists, and story-based reading experiences. The product combines spaced repetition vocabulary learning with authentic cultural context to help learners progress from complete beginners to advanced speakers.

Target Users:

• Casual language learners exploring a new language for travel, fun, or personal enrichment
• Students preparing for language exams (GCSE, AP, A-Level, IGCSE)
• Professionals needing a second language for work or relocation
• Heritage speakers reconnecting with family languages
• Self-directed learners who prefer authentic, culturally immersive content over textbook-style drills

Value Proposition: Unlike traditional flashcard apps, Memrise immerses learners in real-world language through native speaker videos, AI conversation partners, and culturally grounded stories. The platform offers both structured self-study courses and a newer story-based reading experience, catering to learners at every level across 150+ languages.

Deployment Model: Web application (memrise.com / app.memrise.com), with companion mobile apps referenced throughout the product. The platform operates two interconnected products: the Self-Study App (classic vocabulary-focused learning) and Memrise Stories (narrative-based reading and cultural immersion).

• As a casual learner, I want to pick a language and start learning immediately, so that I can begin without any commitment or payment
• As a casual learner, I want to read culturally immersive stories in my target language, so that I can learn language in a meaningful context rather than isolated vocabulary
• As a casual learner, I want to tap on words I don't know to see translations, so that I can learn at my own pace without frustration
• As a casual learner, I want to choose topics that interest me (food, humour, everyday life), so that I stay engaged with content I care about

• As a committed student, I want to track my daily streak, so that I stay motivated to practice consistently
• As a committed student, I want to adjust the number of words per learning session, so that I can control my study intensity
• As a committed student, I want to review difficult words separately, so that I can focus on areas where I struggle
• As a committed student, I want to practice conversations with an AI chatbot, so that I can build speaking confidence in a low-pressure environment
• As a committed student, I want to practice verb conjugations and grammar with AI Buddies, so that I can strengthen specific weak areas

• As an exam preparer, I want to find community word lists specific to my exam (GCSE, AP, A-Level), so that I study the exact vocabulary I'll be tested on
• As an exam preparer, I want to toggle typing tests on or off, so that I can practice the format my exam requires
• As an exam preparer, I want to create my own word lists, so that I can organize vocabulary by exam topic or unit

• As a travel learner, I want curated "Travel Essentials" word lists, so that I learn the most useful phrases for my trip
• As a travel learner, I want to hear multiple native speakers say each phrase, so that I can understand different accents and speaking styles
• As a travel learner, I want cultural insights alongside vocabulary, so that I understand the cultural context behind what I'm learning

• As a community member, I want to create and share word lists, so that other learners can benefit from my knowledge
• As a community member, I want to browse popular and recently created word lists, so that I can find high-quality study materials

• As a Pro subscriber, I want ad-free learning, so that I can focus without interruptions
• As a Pro subscriber, I want unlimited AI conversation practice, so that I can practice speaking as much as I want
• As a Pro subscriber, I want access to all native speaker videos, so that I get the full immersive experience

A person who has created an account on Memrise. Users have a username, email, and password. They can learn multiple languages simultaneously, each with independent progress and settings.

A target language the user is learning (e.g., Spanish, French, Korean). Each language has its own course content, community word lists, videos, and conversation scenarios. Settings like skill level and session size are configured per language.

A self-assessed proficiency tier that determines content difficulty and starting points. Four levels exist: Learn from scratch, Getting started, Making good progress, Improving my skills. In the Stories product, three levels are used: Beginner, Intermediate, Advanced.

A curated collection of vocabulary items. Word lists can be official (created by Memrise, e.g., "Travel Essentials"), community-created (by other users), or personal (created by the individual user). Each word list has a title, description, word count, and creator.

A structured learning session that presents a configurable number of new vocabulary items. Each word in a lesson includes a native speaker video, audio pronunciations, English translation, literal translation, and a cultural "Did you know?" tip. Lessons conclude with quiz testing.

A culturally immersive reading piece in the target language. Stories are categorized by theme (Food & Markets, Community & Local Life, etc.), tagged with metadata (type, reading time, origin country), and processed through a 5-step reading flow. Stories contain Key Phrases, Slang & Vocabulary, and Cultural Insights.

A personal reference collection where users save vocabulary, phrases, cultural insights, and personal notes discovered during story reading. The Notebook also includes a Journal for reflective writing.

A consecutive-day learning counter that incentivizes daily practice. Streaks reset to zero on a missed day but can be manually adjusted in settings.

An AI-powered dialogue scenario using the MemBot chatbot. Conversations are categorized as "Chats" (open-ended discussions) or "Missions" (goal-oriented tasks like ordering food or booking a hotel).

A specialized AI practice tool focused on a specific language skill. Six types exist: Assistant (general guide), Sentence Builder, Pronunciation, Grammar, Role-Play, and Conjugation.

A guided conversation rehearsal feature with three stages: Build (shape the conversation content), Learn (practice saying the lines), and Perform (recite from memory).

A paid membership tier that unlocks premium features. Available in Monthly, Annual, and Lifetime pricing. Pro features include ad-free experience, all native speaker videos, unlimited AI practice, grammar lessons, and more.

The collective of Memrise users who create and share word lists. The Community Word Lists section allows browsing by popularity and recency, with search functionality.

1. User arrives at the landing page (memrise.com)

2. User clicks "Start Learning"

3. User selects the language they want to learn from a searchable grid of 150+ languages

4. User creates an account with email/password or social login

5. User selects their current skill level (4 options from beginner to advanced)

6. User selects their learning goals (multi-select from 6 options)

7. System suggests word lists based on goals; user can add community lists

8. User selects their commitment level (Free, Trial, or Pro)

9. User arrives at the Self-Study Dashboard, ready to start their first lesson

1. User clicks "Start lesson" from the dashboard

2. System presents a new word with native speaker video, translation, audio variants, and a cultural tip

3. User can play the video, listen to multiple audio clips, read the "Did you know?" section, or click "I already know this" to skip

4. After learning 3-10 new words (configurable), quiz testing begins

5. System presents video-based multiple choice quizzes

6. User selects an answer or clicks "I don't know"

7. Upon completion, learned words are added to "My Words" and the progress bar advances

1. User navigates to Stories and selects a story from the library

2. Story detail page shows preview text with tap-to-translate, metadata, and a comprehension prediction quiz

3. Stage 1 — First Read: User reads the story in the target language without help. Audio playback available at normal and slow speed

4. User clicks "I've finished reading" and rates their comprehension, enjoyment, and difficulty

5. Stage 2 — Discover: System breaks down vocabulary into Key Phrases, Slang & Vocabulary, and Cultural Insights. User can save items to Notebook

6. Stage 3 — Re-read: Bilingual view with translations below each sentence. Toggle to hide translations

7. Stage 4 — Check: Sentence reordering exercise to test comprehension

8. Stage 5 — Score: Final self-assessment of comprehension

9. Completion summary shows stats and recommends next story or practice activities

1. User enters the Stories product and sees the welcome page

2. Step 1: User enters their display name

3. Step 2: User selects their language (Spanish, French, or English)

4. Step 3: User selects their level (Beginner, Intermediate, Advanced)

5. Step 4: User selects interest categories from 10 options (Food & markets, Family & traditions, Local customs, etc.)

6. User arrives at the personalized Stories Dashboard

1. User navigates to Conversations and selects a scenario (e.g., "Getting a table at a restaurant")

2. Pre-start screen shows the scenario description and goal

3. User clicks "Start conversation" — the MemBot character opens with a message in the target language, with audio playback

4. User types a response in the target language (or English). System auto-translates the message below in grey

5. MemBot responds in character, staying in the target language. Each message has Audio, Translate, Like/Dislike controls

6. "Messages left: N" counter decrements with each exchange (free tier only)

7. Conversation ends when the goal is achieved or messages run out

1. User navigates to AI Buddies and selects a practice type (Grammar, Conjugation, etc.)

2. The AI Buddy introduces itself and offers topic suggestions tailored to the user's vocabulary

3. User selects a quick-reply topic or types a custom request

4. The Buddy provides an explanation with examples, then offers "Learn more" or "Take a quiz" paths

5. For Conjugation: Buddy detects verbs the user has learned and focuses on those, adapting to skill level

1. User clicks "Upgrade to Pro" from the sidebar or encounters a gated feature

2. Pricing page displays Free vs Pro feature comparison and three pricing options

3. User selects a plan (Monthly €21.99, Annual €69.99/yr, Lifetime €127.49) and subscribes

1. Stories is an experiment: Memrise Stories is currently a beta experiment running alongside the core Self-Study App. It is not intended to replace the classic product at this time.

2. Geo-based pricing: Pricing varies by country/region. The Euro amounts shown (€21.99/mo, €69.99/yr, €127.49 lifetime) are region-specific and will differ for users in other markets.

3. AI feature strategy is evolving: The relationship between AI Buddies, Talk Prep, and MemBot Conversations is still being evaluated. All three may coexist, or some may be consolidated based on user data.

4. Your Growth and Practice are next-quarter launches: The "Coming Soon" placeholders in the Stories product represent features planned for release within the next quarter.

5. Community content moderation: Community Word Lists use a community reporting and flagging system for quality control, rather than editorial pre-review.

6. Exam Prep is being rebuilt: The former Exam Prep page was taken down and is being rebuilt as a new feature, not simply merged into Community Word Lists.

7. Consumer subscriptions are the sole revenue model: There are no institutional or B2B licensing arrangements. Revenue comes entirely from consumer Pro subscriptions.

8. Stories are entirely human-authored: All story content (text, cultural insights, vocabulary annotations) is written by human authors, not generated by AI.

1. Pro subscription spans both products: It is assumed that a single Pro subscription unlocks premium features in both the Self-Study App and Stories, though this was not explicitly verified.

2. Mobile apps offer additional features: The web product references mobile apps in multiple places; it is assumed the mobile experience may include additional features like speech recognition, push notifications, and offline mode.

3. AI features are Pro-gated: AI Buddies, unlimited Conversations, and Talk Prep are assumed to have usage limits on the free tier, based on the pricing page feature comparison.

4. Spaced repetition is used: Though not explicitly confirmed through the UI alone, the "Review" and "Speed Review" session types with configurable intervals strongly suggest a spaced repetition algorithm underlies the vocabulary review system.

1. Revenue model details: Exact conversion rates between free and Pro tiers, trial-to-paid conversion, and the relative proportion of Monthly/Annual/Lifetime subscribers are unknown.

2. AI model backing: Which language models power the MemBot conversations, AI Buddies, and story generation is not visible from the front end.

3. Offline capabilities: Whether the web app supports any offline learning, and what offline features the mobile apps provide, is unknown.

4. A/B testing: Whether different users see different onboarding flows, pricing, or feature gates is unknown.

5. Analytics and progress algorithms: How comprehension progress is calculated, how the "My Journey" stage progression works, and what triggers level-up recommendations are opaque from the UI.

6. Stories language expansion: Stories currently shows only Spanish, French, and English. The expansion roadmap to additional languages is TBD.

7. Data portability: While personal data download exists, the format and completeness of exported data is unknown.

8. Notification system: Whether the platform sends email reminders, streak warnings, or learning nudges is not visible from the web interface alone.

9. Exam Prep redesign scope: The rebuilt Exam Prep feature's shape, timeline, and target exams are unknown.

This section documents mobile-specific UI patterns, screens, and flows observed from the native iOS and Android apps that differ from or extend the web experience. Each subsection includes actual mobile screenshots mapped to their web counterparts from earlier sections.

The mobile app opens with a distinctive yellow splash screen explaining Memrise's value proposition.

Key elements:

• Yellow background (#FFC800) with the tagline "Why is Memrise different?"
• Three benefit blocks with icons: native speaker videos, AI conversation practice, spaced repetition
• Two CTAs: "Get started" (dark navy pill) and "I have an account" (text link)

Web counterpart → Section 2.1 Landing Page:

The web landing page serves the same purpose but uses a horizontal hero layout with a "Get started — it's free!" CTA. The mobile version is vertically stacked and more concise.

After tapping "Get started", users choose their native language and target language.

Key elements:

• "I speak English (US)" preset at top with change option
• "I want to learn" heading with searchable alphabetical language list
• Flag icons next to each language name
• Full-screen modal with back navigation

Web counterpart → Section 2.2 Signup & Onboarding:

The web uses a grid of language cards with flags, while mobile uses a scrollable list format optimized for one-handed use.

The signup screen shows authentication options with the selected language flag.

Key elements:

• Selected language flag displayed prominently (e.g., Japanese 🇯🇵)
• Four sign-up methods stacked vertically: Apple, Google, Facebook, Email
• Each method uses a full-width pill button with provider icon
• "Already have an account?" link at the bottom

Web counterpart → Section 2.2:

The web signup similarly offers social auth + email, but embeds it in a multi-step onboarding wizard rather than a standalone screen.

Users tailor their experience by selecting their current proficiency.

Key elements:

• Heading: "Tailor your lessons by choosing your level"
• Four level options as tappable cards: "Learn from scratch", "Getting started", "Making good progress", "Improving my skills"
• Each card has an icon and brief description
• Clean white background with ample spacing

Web counterpart → Section 2.2:

The web version presents skill levels as part of the onboarding wizard flow with similar options but different visual treatment.

A bottom-sheet modal showing the feature comparison between free and paid tiers.

Key elements:

• Dark navy header: "Unlock even more features" in yellow text
• Subtitle: "Join 370,000 learners committed to PRO" in white
• Two-column comparison table: Feature name | Free (gray check) | PRO (yellow check)
• Features listed: All languages, Native speaker videos, Conversation practice with AI, Sentence builder exercises, Pronunciation practice, Unlock all vocabulary lessons, AD FREE, Grammar lessons, Verb conjugation drills, Extra role-play sessions
• Sticky CTA: "View PRO plans" yellow pill at bottom
• "I'll stay on free plan" text link below

Web counterpart → Section 5.1 Pricing Page:

The web pricing page uses a wider card-based layout with monthly/annual toggle, while mobile uses a compact bottom-sheet checklist format.

An onboarding screen introducing the gamification mechanics.

Key elements:

• Title: "Introducing points & levels"
• Visual pyramid of numbered circles (1–5) showing level progression
• Explanation text describing how points are earned through learning activities
• Yellow "OK" CTA button at bottom
• Shown once during first-time onboarding

This screen has no direct web counterpart — the web exposes points/levels inline on the dashboard rather than as a dedicated onboarding step.

The home dashboard with an overlay coach mark introducing the "My Words" feature.

Key elements:

• Dashboard visible behind a semi-transparent overlay
• Coach mark bottom sheet: "Introducing My Words!" with description and "Check it out!" CTA
• Dashboard shows: language flag pill (Spain 🇪🇸), score block, landmark illustration (Sagrada Familia), current lesson progress
• Header: flag selector, stats icon, book icon, streak badge (fire + count), avatar circle

Web counterpart → Section 3.1 Self-Study Dashboard:

The web dashboard has a wider layout with sidebar navigation. The mobile version condenses this into the tab-based layout with the same core widgets (score, streak, suggested session) but uses coach marks for feature discovery.

The same dashboard with a coach mark for the "My Activities" feature.

Key elements:

• Coach mark bottom sheet: "Introducing My Activities!" with description and CTA
• Points to the activities/stats section of the dashboard
• Part of the progressive disclosure onboarding — shown after "My Words" coach mark

Web counterpart: The web doesn't have a dedicated "My Activities" equivalent; activity stats are distributed across the dashboard and profile pages.

The complete home dashboard without overlays, showing the primary learning interface.

Key elements:

• Header bar: Language flag pill, book dropdown, stats icon, book icon, streak badge (yellow pill with 🔥 + count), avatar circle
• Score block: Current points display with level indicator
• Landmark illustration: Cultural landmark for the selected language (e.g., Sagrada Familia for Spanish)
• Lesson progress: Current lesson card with "Learn words" sticky bar at bottom
• Tab bar: 5 persistent tabs — Home, Scenarios, Videos, Conversations, AI Buddies
• PRO banner: Promotional banner for upgrading (if on free tier)

Web counterpart → Section 3.1:

The web dashboard includes community word lists and Memrise Labs links that don't appear on mobile. The mobile version focuses on the core learning loop with a single prominent CTA.

The mobile apps use a persistent bottom tab bar visible in the full home view (mobile-09) with 5 tabs:

The mobile Conversations tab differs from web in layout:

• Photo card design: Each conversation scenario shows a full-width photograph (e.g., a café for "Ordering your favourite coffee") with a dark navy "Missions" or "Chats" badge overlaid in the top-left corner
• Filter tabs: Horizontal pills at the top — "All", "Chats", "Missions" — using dark fill for the active state
• MemBot footer: "MemBot - powered by AI" label centered below the card list
• Promo banner: Persistent navy pill at the top promoting Memrise Lifetime discount (e.g., "64% off Memrise Lifetime")
• Header bar: Flag pill (selected language), book dropdown, stats icon, book icon, streak badge, avatar circle

Web counterpart → Section 3.4:

• 2×2 colored grid: Four buddy cards in a 2-column grid, each with a distinct background color:
  • Assistant — green (#2D8B6F)
  • Sentence Builder — purple (#6B5CE7)
  • Pronunciation — teal (#2D8B8B)
  • Grammar — navy (#1B1F3B) with a lock icon (Pro-gated)
• "Beta" badge: Yellow rounded badge next to "Your Buddies" title
• Robot avatars: Each card has a white circle with an icon representing the buddy type
• "Meet your Buddies!" bottom sheet: Slides up with overlapping avatar circles, title, description, and a yellow "Say Hello" CTA button

Web counterpart → Section 3.6:

Triggered when a user completes their daily learning activity:

• Modal overlay with close button (X) in top-left
• Fire icon (🔥) inside a green-bordered circle with small celebration dots (yellow, green, coral) around it
• Title: "Your daily streak has grown! 🔥"
• Description: "Each day watch a video, practice a conversation, learn or review words to keep your streak growing."
• Current streak display: "Current streak: N day(s)"
• Weekly calendar: S M T W T F S with checkmark circles on completed days
• "Got it" CTA: Full-width yellow rounded button

Accessed from the Home dashboard via "My Activities" pill:

• Time range toggle: "Last 7 days" / "Last 30 days" pills with border highlight on active
• Date range label: "Showing data for [date] - [date]"
• Three-pillar stats:
  • 🌱 Learn words — Words learned (with green trend badge), Words reviewed (green background cards)
  • 🎬 Hear my words — Words heard, Videos watched, Videos understood, Partly understood (pink background cards)
  • 💬 Use my words — Navigation pill to conversation stats
• Each stat card shows the metric name, numeric value, and optional green up-arrow trend indicator

Header: Close button (X) on left, "Settings" title centered, "Save" on right.

Web counterpart → Section 6:

• Header: Close button, "Languages" title, "+ Add" button
• Language list: Each entry shows flag, language name, source language (e.g., "from English (UK)")
• Active language has a yellow/gold border highlight
• Three-dot menu per language for options (reset, remove)

In addition to the celebration modal, the streak appears in two places:

1. Home header: Yellow pill with flame icon + streak count (tappable to open streak modal)
2. Buddies tab bottom sheet: Shows "Your streak" section with:
   • "Current N day(s)" with green progress bar + checkmark
   • "Longest N day(s)" with green progress bar
   • Description text about keeping streak growing