Sicretta - Case Study · EdTech · 2025
Industry | Duration | Region | Role |
The Challenge
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) |
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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