Following Citrix's design prompt of "improve the membership experience," my DMBA Experience Design team set out to help college students from China feel like they belong at their American university.

1. Fangshu Zhu!
Isaac Buwembo
Curt Rollison
!
team!
FIC

2.
Domain
!
!
Hunt
!
!
Epiphany
!
!
!
Solution
Today
2

3. The
Domain

4. Our Domain
China

5. Why Chinese Students?
Shifting US Classrooms - 235,000 enrolled in US colleges (+26%)1
Hungry for intervention - Poor existing services and monopolies
Huge market - 78 Million Secondary Students2
1: US News!!¦ 2: Wikipedia
5

6. The
Hunt

7. 7
Who did we talk to?
Nearly 60 Interviews
Students in China
Chinese Undergrad and Graduate students in the US
Non-Chinese Students
International Student Affairs Department
Professors

8. Map of a Secondary Student s Day
8

9. The journey continues
Language
Culture
Belonging
9

10. The journey continues
Language
Culture
Belonging
9

11. The First
72hrs
College Experience
What does it look like?
Basic needs are met
CSA, Chaperones, Immersion
10

12. In the College Classroom
Uncovered:
American classroom paradigm is a struggle
Lectures are often hard to follow
Little voluntary participation
Obvious separation from student body
11

13. Problem Area:
How do you help better
integrate Chinese students
into college life at CCA

14. Why CCA?
Punch
In and Out
Lack a
Commons
Missing
College Life
13

15. Why CCA?
Punch
In and Out
Lack a
Commons
Missing
College Life
13

16. International Mix
14
Taiwan
42
Korea
38
India
22
Hong
Kong
20
China
141
30%
32%

17. How do you create community?
Pop
Up
Grub
Club
CSA
15

18. The
Epiphany

19. Chinese students feel
disconnected when they lose
track of a conversation due to
an idiom or turn of phrase

20. So we wanted to go for broke and
swing for the fences. It wouldn t be a
piece of cake, and we didn t want to
put lipstick on a pig so we huddled up
and decided not to beat a dead horse
with basic vocab and took a stab at
creating something kick-ass.

21. Our Goal
Help Chinese students feel more
connected to their American peers
by improving their knowledge of
American idioms by leveraging
their cultural desire to achieve.
19

22. 20
Meet Feng Jin
Interior Design Freshman at CCA
Bright, demure, driven, stressed
Feng moved from Chengdu in July and has seen
her English skills improve quickly, but still doesn t
feel that confident starting casual conversations.
She mostly understands the mechanics of the
language, but hasn t had enough exposure to the
indirect phrasing and complex metaphors her
American peers use on a regular basis. She wishes
she didn t have to feel so lost all the time.

23. First Prototypes
21

24. Wall Posters
People are willing
to fill in the blanks
Flashcards
People like the
surprise and
competition
Multi-Choice
Want more
context, see it
used in a
sentence
Digital App
People still want
to compete with
friends
25

25. Not just a Chinese problem
Applicable for any non-native speakers
And even for native speakers
Dime a dozen
26

26. Signs we were on to something
Lean Forward Draw Others In
27

27. Design Principles
28

28. Head to Head: I m more
willing to work if it means I
can one-up my friend
29

29. Snackable: With my busy
schedule, I need something
that I can use in my
in-between times
30

30. Constructive: The design
needs to expand my
knowledge and social
currency
31

31. Participatory: I want to be
able to contribute to the
knowledge base
32

32. The
Solution

33. 34
Meet
Say What?

34. 34
Challenge
a Friend

35. 35
Select a
Number

36. Get an Idiom
36

37. 37
Take a Hint

38. 38
Choose an
Answer

39. 38
Choose an
Answer

40. 39
Choose an
Answer

41. 39
Choose an
Answer

42. 39
Choose an
Answer

43. 40
Get Your
Score

44. 41

45. Business Case
Freemium Approach:
Ads and unlimited solo random terms play
Upgrade to remove ads and earn 3 themes
Themes store to add category specific idioms
42

46. Business Case
Freemium Approach:
Ads and unlimited solo random terms play
Upgrade to remove ads and earn 3 themes
Themes store to add category specific idioms
42

47. Business Case
Freemium Approach:
Ads and unlimited solo random terms play
Upgrade to remove ads and earn 3 themes
Themes store to add category specific idioms
42

48. Jargon Opportunities
Say What? could easily extend into
corporate buzzwords and processes
43

49. 43

50. Let s
Play! bit.ly/JgSWvd
44