DoNTech · perspectives

From the team building English fluency for Thai gen Z.

Product decisions, AI design, retention science, and what we're learning.

April 10, 2026

Why Thai gen Z needs a different English app

Every app on the market was built for a different learner. Here's what we found when we talked to 200 Thai students.

productresearch

May 1, 2026

Designing Coach Niramai: voice, warmth, and the 40-mechanic loop

Our AI tutor isn't just a language model with a name. Here's the design process behind her tone, feedback system, and emotional arc.

designai

May 18, 2026

The 40 retention mechanics, explained

Streaks alone don't build fluency. Here's why we built six mechanic families — and how they interact to create sustainable habit loops.

productretention