New teaching experience

In a traditional online education system, teachers are normally treated as internal employees, rather than customers. However, with more and more teachers decided to leave their jobs, and with the rising complaints about being a language teacher, we decided to take action and find out why. With the world-famous Swedish education brand, EF, we put on the teachers' shoes and dig deeper into their experiences as online teachers.

New release Service design Design strategy

Focus: User research + Customer journey map + prototype

Date: July 2018

Role: User researcher / UX designer

Goal

The aim of this project is to understand the teacher's journey based on real situations of the teachers and create the base of a feasible and tangible prototype on the findings.

Customer Journey Map (CJM) representing the daily activities of the teacher.

Customer Journey Map (CJM) representing the holistic experience of the teacher.

User recruitment plan

It is crucial to ask the right question to the right people. In this step, we need to identify who are the users and set up recruitment criteria and interview plans in order to make sure that we have a solid base for the research.

The complicity of different types of teachers are being considered (PT/FT, native/non-native, etc.).

Expert interview

Gather views and opinions from internal employees/stakeholders/managers. This will help us to gain insights internally and holistically. The interview will be conducted in a formal user interview style with 3 interviewers and1-2 interviewees;

Excercise of value proposition for internal expert teams.

User interview

This step is where all the raw data are from. I and my intern conducted semi-structured 1-on-1 interviews and card-sorting exercises. There are more than 30 interviews, including user interviews and internal expert interviews, conducted for the project with video and written recordings.

Challenging task of an intense interview schedule

Data analyzation

The data collected from the interviews are then being analyzed and defined into a Customer Journey Map (CJM). The method we are using here is to collaboratively color-mark "user needs", "pain points", and "opportunities" in the form where we created to store all interview notes.

Stakeholders are heavily involved in the analysis process.

Shared documents are created in order to align with the London team.

Creating Customer Journey Map

After we identified all the "user needs", "pain points", and "opportunities" from the interview and compressed the loose data into "essence", we are ready to visualize the findings and create CJM.

Key findings

From the interviews and the CJM, we can clearly see that the teacher's struggles come from their daily teaching routine and the on-boarding.

01

Teachers need to switch among multiple softwares during a day.

02

Teachers are frustrated for doing unecessary repeatative tasks like copy&paste classroom comments.

03

Teachers' salary haven't been changed in almost 10 years.

04

The on-boarding for international teachers are not really helpful, especially in terms of accommodation.

Prototype and development

Customer Journey Map (CJM) is the base of the design of the prototype.

Let’s bring your vision to life.

Freelance / Part-time / Remote Full-time

Speake English, Chinese, some Español & Deutsch ;)