Sicretta - Case Study · EdTech · 2025
Sicretta is an English Language app that enables its users to experience real-life English, learn new words, and gain better confidence by improving their language skills.
Industry | Duration | Region | Role |
The Challenge
Learning English as a second language (ESL) can be challenging, especially for those who only regularly interact with people who speak another language. Sicretta provides learners with the tools to unlock their full potential and to practice and improve their English skills.
Saudi Arabia has millions of English learners, most of them silent. They study grammar for years, score well on tests, and freeze the moment they have to speak. Sicretta's founders had identified the gap and needed a partner to take their vision from a waitlist prototype to a production app on both stores.
01 - No working product — only a clickable Figma prototype |
02 - Gamification logic and conversation engine undefined |
03 - Tight 14-week timeline before founder demo day |
04 - Bilingual UX from day one (Arabic + English) |
The Branding
We started with branding, from logo design to a complete design system for the mobile application. In doing so, we will ensure brand consistency, keeping the brand recognizable and reliable, ultimately resulting in customer loyalty.
Unique Experience
Our team explored dozens of design concepts until we found the perfect solution. We used plenty of illustrations and icons, bright hues, and micro-interactions that look stunning together while creating a credible and valuable user experience.
Quality Over Quantity
Our team worked with the founder to craft an outstanding experience. We created a memorable identity, completed app design, and fully developed the app and website. We are always motivated to focus on every little detail and achieve the most convenient solutions for our clients.
Our Approach
We split the engagement into three overlapping tracks: a 2-week design sprint to lock the conversation flow, a 10-week build phase shipping weekly to TestFlight, and a 2-week polish window for App Store submission. No phase started before the previous one had a working artifact.
01
Discover
Stakeholder workshops, competitive teardown of Cake, Duolingo, and Cambly. Defined what Sicretta would NOT do
02
Design
Conversation flow architecture, gamification economy, full UX with 8 weekly review checkpoints.
03
Build
Cross-platform mobile app, Node.js backend, conversation engine, billing — shipped to TestFlight every Friday.
04
Launch
App Store + Play Store submission, analytics instrumentation, 30-day post-launch warranty period.
What we shipped, what it did
Outcomes
4.8★
App Store rating, 1,800+ reviews
38k
Downloads in the first 90 days
71%
Day-7 retention vs 22% category avg
<14wk
From kickoff to launch on both stores
Customers testimonials
Zaawia didn't just build our app — they built our company's confidence. Every Friday, we had a working build to test with users. By week 6, we knew we had a product. By week 14, we had a market.
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