This document summarizes a UX design challenge presented by Rachel Liu, Lead Service Designer at Beyond Learning. The objectives are to deliver a great customer experience, increase market share in emerging markets, and design a registration portal. The existing challenges include a technology-centric rather than user-centric approach and a 10-year old website with legacy systems. Opportunities include establishing working relationships and increasing UX awareness. The problem-solving strategy involves taking a detective, storyteller, and architect approach to understand user journeys through research and blueprinting.

1. UXPA | March 2019
Rachel Liu | Lead Service Designer
Beyond Learning
Experiences

4. Design Challenge
Business objectives
● Delivering a great customer experience
● Increase market share and revenue in emerging markets
● Registration portal requirements for build to E2E experience
Existing Challenges
● Historically, technology-centric solutions rather than user-centric
● 10 years old website with legacy systems
● No UX team has been involved designing the current experience.
Opportunities
● Establish a working relationship
● Increase the awareness of UX

5. Problem-solving Strategy
Detective ArchitectStoryteller

6. The Detective

7. Triangulation of Perspectives
Users
Extreme users
Experts
Cultural experts
Domain experts
Business
Product
Customer service
Sales

8. Triangulation of Perspectives
Business
Product
Customer service
Sales
Users
Extreme users
Experts
Cultural experts
Domain experts

9. Journey Hypothesis

10. Triangulation of Perspectives
Users
Extreme users
Experts
Cultural experts
Domain experts
Business
Product
Customer service
Sales

11. User Evaluations

12. Explorative research

13. Triangulation of Perspectives
Users
Extreme users
Experts
Cultural experts
Domain experts
Internal
Product
Customer service
Sales

14. Different Lens
Insider Outsider

15. Privilege blind spots
White
Educated
Industrialised
Rich
Democratic

16. Zoom in Zoom out

17. Journeys Zoomed Out
MOVING ABROAD
UNIVERSITY APPLICATION PROCESS
ENGLISH TEST
BOOKING JOURNEY

18. Connecting the dots

20. The Storyteller

21. Different ways to tell stories
● ….part of a workshop
● ….journey maps
● ….show-and-tell session (recorded) and shared
● ….summary slide deck with embedded video snippets

23. Telling better stories

24. Emotional Journey

25. Struggling StudentHigh Flyer

26. PrepareBookFind out Get Ready
After TestBefore Test
Take Test
Journey Hypothesis
Get Results
Test day
I need to take
an English test
Continue with Uni/visa
process

27. PrepareBookFind out Get Ready
After TestBefore Test
Take Test
Additional Step
Get Results
Test day
I need to take
an English test
Continue with Uni/visa
process
Plan/
Decide

28. The Struggling
Student

29. PrepareBook
Find out Get Ready
After TestBefore Test
Take Test
Alternative Journeys
Get Results
Test day
I need to take
an English test
Continue with Uni/visa
processPlan/
Decide
BookPrepare

30. Opportunity

31. PrepareBook
Find out Get Ready
After TestBefore Test
Take Test
Supporting Journeys
Get Results
Test day
I need to take
an English test
Continue with Uni/visa
processPlan/
Decide
BookPrepare

32. Supporting Roles
Provides financial
support
Test-taker Parent
Supporter
Test
provider
(TOEFL,
IELTS,
PTE-A)
Education
Agent
Legal
expert
Peers
Advisor
Language
training
institution
/agent
Test Expert
Asks for
recommendations
Takes test
Oversea
institution/
admissions
officer
Admissions
Take classes,
mock-tests
Studies
overseas
Uni and visa application
support

33. Transactional Service

34. Philippines India

35. PrepareBook
Find out Get Ready
After TestBefore Test
Take Test
Repeating journeys
Test day
Plane/
Decide
BookPrepare
Get Results
I need to take
an English test
Continue with Uni/visa
process

36. Learning Assessment
Opportunity

37. The Architect

38. Blueprint as a tool

39. Different uses of blueprint
● Visualise insights as a journey
● Alignment in cross-functional teams
● Identify gaps (more research)
● Identify opportunities (ideate, prototype)

40. Blueprint
development

41. Building Blocks with lines and symbols
● Main actor
● Supporting actor
● Interaction flows
● Channel
● Artefacts/props

44. Outcome | Revised Current State End-to-End User Journey

46. The building blocks to create more value
Learner
Supporting Actors
Stakeholders
Technology
Internal processes

47. Food for thought
How might we design better
learning experiences for our
stakeholders to show the
value of UX?

48. Thank you.
Questions?