cultural nuance & design for china's education market

Rachel Liu | UX Lead, Pearson Education

Cultural Nuance & Design For China’s Education Market

rachel.liu@pearson.com | @rachelsliu | rachelliu.co.uk

ACTIVITY: Describe your kitchen

Kitchen as a workshop in Asia

ACTIVITY: Describe the Apple retail experience

In Hong Kong, it’s about quick transactions

Chinese holiday is about treasure hunting

Simon Sinek’s Golden Circle

Lack of trust and quality in their local products

China’s Education Landscape

A student’s education journey is like climbing the Great Wall of China

China’s Education System

“Education is fed like a duck…it’s just memorisation…”

ACTIVITY: Remember these characters

Family Peace

There’s a Chineasy way…

Can you guess how ‘Peace’ is formed?

What if I tell you stories

“Learning is boring. School is boring…make it life changing and inspirational.” TedX Shanghai

The Common Mistakes

Edtech Movement

1. Cognitive overload with information

2. Feature over guidance

3. Replicating print to digital without refining interactions

4. Novelty without long-term language acquisition

5. Squeezing online desktop learning experience to mobile

The Challenge

Redesigning The 10-13 Year Old English Programme

The Awkward Age Group

Teacher’s story

Behind the classroom

Industrial Era Shift To Sharing Economy

“I don’t see the point writing progress test reports - they are time-consuming and parents don’t even look at them”

Teacher

Teacher Progress Advisor

Student Mother

Lost in translation

“There are motivation issues for 10-18 year olds. They don’t want to work, be there or put in the effort.”

“There are times we have to use the candy game where there is a bag of candy and it’s

a game where it’s me vs the students.”

Parents’ story (Mother)

Elevating Competitiveness is success

Student’s story

Participatory design task: ideal magazine vs English book

“When you got their interest, you have education”

1. Aspirational2. Inspirational3. Motivational4. Authentic

A smart kid is a cool kid

A ‘Mission’ like Minecraft

Guided exploration allows students to be curious with a sense of adventure in the real world

Be creative! Sketch!

We need to give them the dots as a starting point to guide them

Designing TheMinimum-Viable-Service

The MEGA experience principles

1. Motivate Us2. Elevate Us3. Guide Us4. Assure Us

Ideating the end-to-end experience

Immersive Learning with Results is success

Beyond the classroom

Bitesize Learning

Teacher

Student Mother

Fostering a closer relationship by finding value individually and collectively

Cares about the quality and trust of Western education through ‘Immersive learning with results’

Rachel Liu | UX Lead, Pearson Education

Thank You. Any Questions?

rachel.liu@pearson.com | @rachelsliu | rachelliu.co.uk