Speaking at UX Strat conference on addressing"How we might solve cross-cultural business problems better?"

1. Expanding the UX Role
to Solve Cross-Cultural
Business Problems
Rachel Liu | Pearson Education| @rachelsliu
#UXStrat

2. WEST EAST
Bridging The Gap

3. CURRENT FUTURE
Mass
Premium
VIP
VVIP
Growth Strategy
Mass
Premium
VIP
VVIP

4. CURRENT FUTURE
+
Hybrid to Virtual Schools

5. 45%of users who
log in for the first
time won’t come back
within 14 days

6. First
Lesson
Product
Intro
Second
Lesson
BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE
Awareness Interest Commit Get Started UseEvaluate
The Problem

7. BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE
First
Lesson
Product
Intro
Second
Lesson
Awareness Interest Commit UseEvaluate
The Problem
Get Started

8. Building Study Habits with Nudges

9. BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE
First
Lesson
Product
Intro
Second
Lesson
Awareness Interest Commit UseEvaluate
The Problem
Get Started

10. Virtual First Lesson

11. BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE
Increase learners
engagement
First
Lesson
Product
Intro
Second
Lesson
Awareness Interest Commit Get Started UseEvaluate
The Problem

12. REST OF THE WORLD CHINA
3% 39%
Refunds within 7 days

13. BEFORE PURCHASE DURING PURCHASE AFTER PURCHASE
21% 18%
First
Lesson
Product
Intro
Second
Lesson
Contract
Signing
The Real Problem
39% refunds

14. First
Lesson
Product
Intro
Second
Lesson
First
Contact
Research Presentation
AFTER PURCHASEPURCHASE JOURNEY
Tour
Contract
Signing
Placement
Test
Current State

15. “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
AFTER PURCHASEPURCHASE JOURNEY
Contract
Signing
Placement
Test
Tour
First
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”

16. AFTER PURCHASE
First
Lesson
Product
Intro
Second
Lesson
PURCHASE JOURNEY
Placement
Test
Tour
First
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

17. 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”

18. WEST EAST
Trust By Default Guanxi
“I give you the benefit of
the doubt until broken”
“Build trust with me”

19. AFTER PURCHASE
First
Lesson
Product
Intro
Second
Lesson
PURCHASE JOURNEY
Placement
Test
Tour
First
Contact
Research Presentation
“Build Trust with Me”
Trust Level
Contract
Signing

20. Guiding Experience Principles

21. AFTER PURCHASE
Product
Intro
Second
Lesson
PURCHASE JOURNEY
Placement
Test
Tour
First
Contact
Research Presentation
Personalised Guidance
Experience-before-you-buy
Taster: Mini
Lesson
Taster: Lesson
Personal Success Roadmap
Tailored
Goals/
Aspirations
High-Level
Comprehensive
Oral
First
Lesson
Future State
Contract
Signing

22. AFTER PURCHASE
Product
Intro
Second
Lesson
Placement
Test
PURCHASE JOURNEY
Placement
Test
Tour
First
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

23. “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

24. Rachel Liu | Pearson Education| @rachelsliu
#UXStrat
Thank you.
Questions?