The Business of Delight: Humor as a UX Asset in Gamified Learning Apps |Duolingo research paper

I chose this topic because humor in UX doesn’t just make an app feel fun it actively shapes how we see the brand behind it. When a mascot jokes with us or a message makes us smile, the brand can feel warmer, more human, and easier to trust. At the same time, those same humorous and guilt-flavored nudges can change whether we feel the brand is a supportive coach or a pushy, manipulative presence. I wanted to understand how these small design choices in UX can quietly build or damage a brand’s relationship with its users.

My research dives into humor within UX as a branding strategy, particularly in language apps. Understand when humorous UX makes the brand feel warmer and more trustworthy. Understand when guilt-flavored humor starts to feel pushy or manipulative. Focus on playful microinteractions, mascots, and streak / notification design as part of branding

Examining humor embedded in microcopy, notifications, and mascots as a branding process. Measuring brand warmth, trust, and attachment, rather than just clicks or engagement.