Fangshu Zhu!
Isaac Buwembo
Curt Rollison
!
team!
FIC


Domain

!
!
Hunt

!
!


Epiphany

!
!
!


Solution
Today
2
The
Domain
Our Domain
China
Why Chinese Students?
Shifting US Classrooms - 235,000 enrolled in US colleges (+26%)1
Hungry for intervention - Poor exis...
The
Hunt
7
Who did we talk to?
Nearly 60 Interviews
Students in China
Chinese Undergrad and Graduate students in the US
Non-Chinese...
Map of a Secondary Student s Day
8
The journey continues
Language
Culture
Belonging
9
The journey continues
Language
Culture
Belonging
9
The First
72hrs
College Experience
What does it look like?
Basic needs are met
CSA, Chaperones, Immersion
10
In the College Classroom
Uncovered:
American classroom paradigm is a struggle
Lectures are often hard to follow
Little vol...
Problem Area:
How do you help better
integrate Chinese students
into college life at CCA
Why CCA?
Punch
In and Out
Lack a
Commons
Missing
College Life
13
Why CCA?
Punch
In and Out
Lack a
Commons
Missing
College Life
13
International Mix
14
Taiwan
42
Korea
38
India
22
Hong
Kong
20
China
141
30%
32%
How do you create community?
Pop
Up
Grub
Club
CSA
15
The
Epiphany
Chinese students feel
disconnected when they lose
track of a conversation due to
an idiom or turn of phrase
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 ...
Our Goal
Help Chinese students feel more
connected to their American peers
by improving their knowledge of
American idioms...
20
Meet Feng Jin
Interior Design Freshman at CCA
Bright, demure, driven, stressed
Feng moved from Chengdu in July and has ...
First Prototypes
21
Wall Posters
People are willing
to fill in the blanks
Flashcards
People like the
surprise and
competition
Multi-Choice
Wan...
Not just a Chinese problem
Applicable for any non-native speakers
And even for native speakers
Dime a dozen
26
Signs we were on to something
Lean Forward Draw Others In
27
Design Principles
28
Head to Head: I m more
willing to work if it means I
can one-up my friend
29
Snackable: With my busy
schedule, I need something
that I can use in my
in-between times
30
Constructive: The design
needs to expand my
knowledge and social
currency
31
Participatory: I want to be
able to contribute to the
knowledge base
32
The
Solution
34
Meet
Say What?
34
Challenge
a Friend
35
Select a
Number
Get an Idiom
36
37
Take a Hint
38
Choose an
Answer
38
Choose an
Answer
39
Choose an
Answer
39
Choose an
Answer
39
Choose an
Answer
40
Get Your
Score
41
Business Case
Freemium Approach:
Ads and unlimited solo random terms play
Upgrade to remove ads and earn 3 themes
Themes s...
Business Case
Freemium Approach:
Ads and unlimited solo random terms play
Upgrade to remove ads and earn 3 themes
Themes s...
Business Case
Freemium Approach:
Ads and unlimited solo random terms play
Upgrade to remove ads and earn 3 themes
Themes s...
Jargon Opportunities
Say What? could easily extend into
corporate buzzwords and processes
43
43
Let s
Play! bit.ly/JgSWvd
44
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DMBA Experience Studio - Say What App

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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.

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DMBA Experience Studio - Say What App

  1. 1. Fangshu Zhu! Isaac Buwembo Curt Rollison ! team! FIC
  2. 2. 
 Domain
 ! ! Hunt
 ! ! 
 Epiphany
 ! ! ! 
 Solution Today 2
  3. 3. The Domain
  4. 4. Our Domain China
  5. 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. 6. The Hunt
  7. 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. 8. Map of a Secondary Student s Day 8
  9. 9. The journey continues Language Culture Belonging 9
  10. 10. The journey continues Language Culture Belonging 9
  11. 11. The First 72hrs College Experience What does it look like? Basic needs are met CSA, Chaperones, Immersion 10
  12. 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. 13. Problem Area: How do you help better integrate Chinese students into college life at CCA
  14. 14. Why CCA? Punch In and Out Lack a Commons Missing College Life 13
  15. 15. Why CCA? Punch In and Out Lack a Commons Missing College Life 13
  16. 16. International Mix 14 Taiwan 42 Korea 38 India 22 Hong Kong 20 China 141 30% 32%
  17. 17. How do you create community? Pop Up Grub Club CSA 15
  18. 18. The Epiphany
  19. 19. Chinese students feel disconnected when they lose track of a conversation due to an idiom or turn of phrase
  20. 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. 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. 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. 23. First Prototypes 21
  24. 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. 25. Not just a Chinese problem Applicable for any non-native speakers And even for native speakers Dime a dozen 26
  26. 26. Signs we were on to something Lean Forward Draw Others In 27
  27. 27. Design Principles 28
  28. 28. Head to Head: I m more willing to work if it means I can one-up my friend 29
  29. 29. Snackable: With my busy schedule, I need something that I can use in my in-between times 30
  30. 30. Constructive: The design needs to expand my knowledge and social currency 31
  31. 31. Participatory: I want to be able to contribute to the knowledge base 32
  32. 32. The Solution
  33. 33. 34 Meet Say What?
  34. 34. 34 Challenge a Friend
  35. 35. 35 Select a Number
  36. 36. Get an Idiom 36
  37. 37. 37 Take a Hint
  38. 38. 38 Choose an Answer
  39. 39. 38 Choose an Answer
  40. 40. 39 Choose an Answer
  41. 41. 39 Choose an Answer
  42. 42. 39 Choose an Answer
  43. 43. 40 Get Your Score
  44. 44. 41
  45. 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. 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. 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. 48. Jargon Opportunities Say What? could easily extend into corporate buzzwords and processes 43
  49. 49. 43
  50. 50. Let s Play! bit.ly/JgSWvd 44
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