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Rachel Liu | UX Lead, Pearson Education
Cultural Nuance & Design For China’s Education Market
[email protected] | @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?
[email protected] | @rachelsliu | rachelliu.co.uk
