Beyond Learning Experiences
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This document summarizes a UX design challenge presented by Rachel Liu, Lead Service Designer at Beyond Learning. The objectives are to deliver a great customer experience, increase market share in emerging markets, and design a registration portal. The existing challenges include a technology-centric rather than user-centric approach and a 10-year old website with legacy systems. Opportunities include establishing working relationships and increasing UX awareness. The problem-solving strategy involves taking a detective, storyteller, and architect approach to understand user journeys through research and blueprinting.
Beyond Learning Experiences
- 1. UXPA | March 2019 Rachel Liu | Lead Service Designer Beyond Learning Experiences
- 4. Design Challenge Business objectives ● Delivering a great customer experience ● Increase market share and revenue in emerging markets ● Registration portal requirements for build to E2E experience Existing Challenges ● Historically, technology-centric solutions rather than user-centric ● 10 years old website with legacy systems ● No UX team has been involved designing the current experience. Opportunities ● Establish a working relationship ● Increase the awareness of UX
- 7. Triangulation of Perspectives Users Extreme users Experts Cultural experts Domain experts Business Product Customer service Sales
- 8. Triangulation of Perspectives Business Product Customer service Sales Users Extreme users Experts Cultural experts Domain experts
- 10. Triangulation of Perspectives Users Extreme users Experts Cultural experts Domain experts Business Product Customer service Sales
- 11. User Evaluations
- 13. Triangulation of Perspectives Users Extreme users Experts Cultural experts Domain experts Internal Product Customer service Sales
- 16. Zoom in Zoom out
- 17. Journeys Zoomed Out MOVING ABROAD UNIVERSITY APPLICATION PROCESS ENGLISH TEST BOOKING JOURNEY
- 20. The Storyteller
- 21. Different ways to tell stories ● ….part of a workshop ● ….journey maps ● ….show-and-tell session (recorded) and shared ● ….summary slide deck with embedded video snippets
- 26. PrepareBookFind out Get Ready After TestBefore Test Take Test Journey Hypothesis Get Results Test day I need to take an English test Continue with Uni/visa process
- 27. PrepareBookFind out Get Ready After TestBefore Test Take Test Additional Step Get Results Test day I need to take an English test Continue with Uni/visa process Plan/ Decide
- 29. PrepareBook Find out Get Ready After TestBefore Test Take Test Alternative Journeys Get Results Test day I need to take an English test Continue with Uni/visa processPlan/ Decide BookPrepare
- 30. Opportunity
- 31. PrepareBook Find out Get Ready After TestBefore Test Take Test Supporting Journeys Get Results Test day I need to take an English test Continue with Uni/visa processPlan/ Decide BookPrepare
- 32. Supporting Roles Provides financial support Test-taker Parent Supporter Test provider (TOEFL, IELTS, PTE-A) Education Agent Legal expert Peers Advisor Language training institution /agent Test Expert Asks for recommendations Takes test Oversea institution/ admissions officer Admissions Take classes, mock-tests Studies overseas Uni and visa application support
- 35. PrepareBook Find out Get Ready After TestBefore Test Take Test Repeating journeys Test day Plane/ Decide BookPrepare Get Results I need to take an English test Continue with Uni/visa process
- 37. The Architect
- 38. Blueprint as a tool
- 39. Different uses of blueprint ● Visualise insights as a journey ● Alignment in cross-functional teams ● Identify gaps (more research) ● Identify opportunities (ideate, prototype)
- 41. Building Blocks with lines and symbols ● Main actor ● Supporting actor ● Interaction flows ● Channel ● Artefacts/props
- 44. Outcome | Revised Current State End-to-End User Journey
- 46. The building blocks to create more value Learner Supporting Actors Stakeholders Technology Internal processes
- 47. Food for thought How might we design better learning experiences for our stakeholders to show the value of UX?