Seda College Plataform

Overview

Role

UX/UI Designer

Team

Isabella Borges (UX/UI Designer)
Danielle Menezes (UX/UI Designer)

Tatiana Ursini (UX/UI Designer)

Timeline

Nov 2021 - April 2022
6 months

Tools

Figma, notion, miro, google meet

Our Process

Discover

Kick off meeting
Desk Research
Concept Test
Benchmarking

Define

User Interview
Survey
Persona & Customer Journey
Value preposition canvas

Develop

Design Strategy
Sketch workshop
Card Sorting
Wireframe

Deliver

High fidelity prototype

Usability Test
Delivery

Introduction

This project was a volunteer job between Design Insights (Co-founded by me, Danielle Menezes, and Tatiana Ursini) and Seda College Language School, based in Dublin.

The clients were developing an app for exchange students to practice exercise and receive feedback from their teachers and they wanted to implement UX in this process.

Our Challenge was to validate whether this idea was relevant for the target group: Exchange Students learning English. The app's screens were already developed when we first started the project.

Kick off Meeting

To understand more about the business strategy we decided to do a User Centered Canvas.

They cooperated and brought a lot of good insights to the project. This helped us understand a little bit about the Users, the business and user's pain points and define deliverables and deadlines. This Workshop were conducted by me and another colleague.

Educafeedback's app

Desk Research

In this step of the project we informed ourselves about the following topics:

The client (Seda College) and its reviews in Social Media and Google
General caracteristics about exchange students in Ireland
Language Schools in Dublin
The importance of feedback for the learning process
Learning technologies: AI and Machine Learning
Competitor Analysis

With our research and results we built a CSD Matrix

CSD Matrix

User Centered Canvas

Benchmarking

Highlights

We decided to analyse Duolingo, Busuu, Babbel and Memrise.

We chose this apps based on the following criterias: Marketshare, Reviews, Resources

Planejamento - Educafeedback (1)_edited.png

Benchmarking

The Problem

The research data brought some themes faced by the students. The major themes were:

Seda College's students want to stay in Ireland and for that, they need to improve their English skills.
They also don't have personalized feedback about their learning process.
They have a problem understanding the Irish accent.

How might we help this students to follow their learning process?

Concept Test

The focus of a Concept Test was to present the name and concept of the digital product, understand which features would be interesting for the students, the level of confidence of them, such as to find out the which competitors they use.

General caracteristics about the interviewees (Students and previous students):

Nationality: Brazilians and Mexicans
English level: intermediate and advanced

Four interviews were conducted in this phase, two were conducted by me. Here are some hightlights:

"Yes, i think so. It focus on different learning aspects. I think it should focus on reading, speaking, writing and listening. All of them"

"A real feedback, something personal, having contact with real people and not robots."

"Connect the student with a native person, or other students, through videochats to practice english"

"It would make me more connected with the school"

User Interview

The goal was to validate if the app was useful to Exchange Students, investigating their real motivations, pain points, and frustrations in the English learning process.

The hypothesis were chosen based on an Impact vs. Knowledge matrix prioritization, where we put some of our assumptions and doubst from the CSD matrix.

Impact vs. Knowledge matrix

After prioritizing the questions that had the most impact on the business and less knowledge, we elaborated the questions to interview the students.

General characteristics about the interviewees (Students and previous students):

Nationality: Brazilians living in Dublin, USA, and Germany and Chilean living in Dublin.
English level: beginner, intermediate and advanced

Six interviews were conducted in this process, two were conducted by me.

After the interviews, we gather the answers in an Affinity Map to understand the main insights from this step, and as a result of this process, we did the Jobs to be done.

Jobs to be done

Students insights

Change of Scope

After showing some results to the Stakeholders in a meeting, they came up with a new idea for the project. They made a reflection about the User's insights and decided that the company wanted to work on the Student plataform, a dashboard where students could check some administrative data about their Exchange Program. For them, this space had more capable of fulfilling the user's pain points.

As the Users were the same, we decided that this change wouldn't affect our researches. Therefore, after this change of scope, we decided that we need more information and launched a survey

Myseda.college plataform

Survey Results vs Hypothesis

Survey results

Hypothesis

Persona

The persona reflects all of the insights collected on the concept test, interviews, and survey.

This process was very important so the Stakeholders could have more empathy for the users and make decisions based on the users pain points.

The Customer Journey was also an important part of the analysis because of the exploration of opportunities

Customer Journey

Value preposition Canvas

We had a workshop to build the value proposition Canvas for this project. It took us 2 hours to understand the products and services they could provide to relieve users' pains and create gains.

The workshop focused on brainstorming many ideas and prioritizing all of them together to define the features to be developed. It was conducted by me and Tatiana.

Constraints
The stakeholders decided not to work on the Speaking on the platform and also not focus on a live chat with a professor, because of labour laws in Ireland.

Value preposition canvas

Sketch Workshop

After a 4-step-sketch activity, we gather the results and voted for the best solution. We decided also to conduct an unmoderated card-sorting on Optimal Workshop. We got 10 results and those helped us to build our User flow.

Design Strategy

The Design Strategy Workshop with the Stakeholders focused on defining the business goals, the future's vision of the company, what represents and don't represent the brand and defining the archetype through voting.

The alchemist was the chosen one. It represents transformation, adaptability, and experimentation. This represents the exchange student in their adventure in a foreign country. Always curious to learn and ready to adapt to a new life.

This Workshop was conducted by me and another colleague.

User flow

High fidelity prototype

You can navigate through the prototype here

Styleguide

Learnings

This project brought me so many learnings and experiences with a real client. I understood that UX is not only about the users but mainly the business goal. I want to thank my colleagues Danielle and Tatiana and my mentors Marcela Noronha and Barbara Laysa Victor for all of their patients and support. I also want to thank my teacher Apparício Júnior for bringing me all of the knowledge.