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TRANSCRIPT
Expanding the UX Role to Solve Cross-Cultural Business Problems
Rachel Liu | Pearson Education| @rachelsliu
#UXStrat2018
WEST EAST
@rachelsliu | #UXStrat2018
Bridging The Gap
CURRENT FUTURE
Mass
Premium
VIP
VVIP
@rachelsliu | #UXStrat2018
Growth Strategy
Mass
Premium
VIP
VVIP
CURRENT FUTURE
+
@rachelsliu | #UXStrat2018
Hybrid to Virtual Schools
45% of users who log in for the first
time won’t come back within 14 days
@rachelsliu | #UXStrat2018
First Lesson
Product Intro
Second Lesson
BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE
@rachelsliu | #UXStrat2018
Awareness Interest Commit Get Started UseEvaluate
The Problem
BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE
First Lesson
Product Intro
Second Lesson
@rachelsliu | #UXStrat2018
Awareness Interest Commit UseEvaluate
The Problem
Get Started
Building Study Habits with Nudges@rachelsliu | #UXStrat2018
BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE
First Lesson
Product Intro
Second Lesson
@rachelsliu | #UXStrat2018
Awareness Interest Commit UseEvaluate
The Problem
Get Started
Virtual First Lesson@rachelsliu | #UXStrat2018
BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE
Increase learners engagement
First Lesson
Product Intro
Second Lesson
@rachelsliu | #UXStrat2018
Awareness Interest Commit Get Started UseEvaluate
The Problem
REST OF THE WORLD CHINA
3% 39%
Refunds within 7 days@rachelsliu | #UXStrat2018
BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE
21% 18%
First Lesson
Product Intro
Second Lesson
Contract Signing
@rachelsliu | #UXStrat2018
The Real Problem
39% refunds
First Lesson
Product Intro
Second Lesson
First Contact
Research Presentation
@rachelsliu | #UXStrat2018
AFTER PURCHASEPURCHASE JOURNEY
Tour Contract Signing
Placement Test
Current State
“I saw an old lady studying at Wall Street English I was highly motivated by her. If she can do it, I can do it too"
"The environment, English corner, interaction with students and teachers, classroom was bright, everyone was studying which motivates me"
“It’s not a small amount of money…I needed more time but the sales manager threw his pen onto the ground. I felt disrespected and left the centre”
First Lesson
Product Intro
Second Lesson
@rachelsliu | #UXStrat2018
AFTER PURCHASEPURCHASE JOURNEY
Contract Signing
Placement Test
TourFirst Contact
Research Presentation
Emotions
Current State - Critical Moments
“I wasn’t happy because i couldn’t understand my level and why my test level is Level 1. I knew what my level was and was discouraged after the test”
AFTER PURCHASE
First Lesson
Product Intro
Second Lesson
@rachelsliu | #UXStrat2018
PURCHASE JOURNEY
Placement Test
TourFirst Contact
Research Presentation
Current State - Critical Moments
Contract Signing
I don’t want to do system test - I don’t think it is accurate test. I want to do level test held by some foreigners, by study advisor. You need to take student feelings into consideration.
Emotions
WEST EAST
Trust By Default Distrust By Default
“I give you the benefit of the doubt until it’s broken”
“I give my trust after you’ve proven worthy of it”
@rachelsliu | #UXStrat2018
WEST EAST
Trust By Default Guanxi
“I give you the benefit of the doubt until broken”
“Build trust with me”
@rachelsliu | #UXStrat2018
AFTER PURCHASE
First Lesson
Product Intro
Second Lesson
@rachelsliu | #UXStrat2018
PURCHASE JOURNEY
Placement Test
TourFirst Contact
Research Presentation
“Build Trust with Me”
Trust Level
Contract Signing
Guiding Experience Principles@rachelsliu | #UXStrat2018
AFTER PURCHASE
Product Intro
Second Lesson
@rachelsliu | #UXStrat2018
PURCHASE JOURNEY
Placement Test
TourFirst Contact
Research Presentation
Personalised Guidance
Experience-before-you-buy
Taster: Mini Lesson
Taster: Lesson
Personal Success Roadmap
TailoredGoals/Aspirations
High-Level
Comprehensive
Oral
First Lesson
Future State
Contract Signing
AFTER PURCHASE
Product Intro
Second Lesson
Placement Test
@rachelsliu | #UXStrat2018
PURCHASE JOURNEY
Placement Test
TourFirst Contact
Research Presentation
Personal Success Roadmap
Experience-before-you-buy
Personalized Guidance
Tailored
Goals/Aspirations
Taster: MinI Lesson
Taster: Lesson
High-Level
Comprehensive
Oral
First Lesson
Future State
ONLINE
Contract Signing
Taster: Mini Lesson
Taster: LessonGoals/Aspirations
Contract Signing
“One must build trust from the heart.
Forget the deal for a while. Open up
personally, make a friend.
A real one.” - Erin Meyers, Culture Map
@rachelsliu | #UXStrat2018
Rachel Liu | Pearson Education| @rachelsliu
#UXStrat2018
Thank you. Questions?