At EF Education First, we believe that the world is better when people try to understand one another.
There are different EF language course can help learners talk to the world, in English and other widely spoken languages. We have fully accredited schools in 50 of the world’s most exciting cities, as well as EF English Live – the world’s largest online English school.
At EF Education First, we believe that the world is better when people try to understand one another.
There are different EF language course can help learners talk to the world, in English and other widely spoken languages. We have fully accredited schools in 50 of the world’s most exciting cities, as well as EF English Live – the world’s largest online English school.
The Challenge: Addressing Legacy Problems, Diverse Business Units, and Enhancing Learning
The Challenge: Addressing Legacy Problems, Diverse Business Units, and Enhancing Learning
We started with a big challenge: creating a user-friendly digital platform while dealing with problems in old systems. These legacy systems had outdated interfaces, difficult navigation, and fragmented user experiences, which made learning hard. We also had to meet the diverse needs of different business units, each with its own requirements. Our goal was to improve the learning experience so that learners could engage with and retain the material better. This included options for group lessons, one-on-one sessions, or self-study. Additionally, we wanted to provide guidance throughout the learning journey and effectively measure progress.
We started with a big challenge: creating a user-friendly digital platform while dealing with problems in old systems. These legacy systems had outdated interfaces, difficult navigation, and fragmented user experiences, which made learning hard. We also had to meet the diverse needs of different business units, each with its own requirements. Our goal was to improve the learning experience so that learners could engage with and retain the material better. This included options for group lessons, one-on-one sessions, or self-study. Additionally, we wanted to provide guidance throughout the learning journey and effectively measure progress.
Research and Discovery: Understanding User Needs
Research and Discovery: Understanding User Needs
To address these challenges, we conducted extensive research to understand the needs, preferences, and pain points of our users. Through surveys, user interviews, and usability testing, we gained valuable insights into learner behaviors and motivations. Simultaneously, we audited the legacy systems to identify areas for improvement and innovation.
Mining qualitative feedback from user surveys and interviews provided rich insights into user sentiments, preferences, and pain points, guiding our design decisions. Here are the initial survey Insights:
Career persona is clear majority at 70%
Learning behaviors and challenges are consistent across all persona types and age groups
Goal settings, motivation, study plan are top areas product needs to address in order to deliver long-term values for students
To address these challenges, we conducted extensive research to understand the needs, preferences, and pain points of our users. Through surveys, user interviews, and usability testing, we gained valuable insights into learner behaviors and motivations. Simultaneously, we audited the legacy systems to identify areas for improvement and innovation.
Mining qualitative feedback from user surveys and interviews provided rich insights into user sentiments, preferences, and pain points, guiding our design decisions. Here are the initial survey Insights:
Career persona is clear majority at 70%
Learning behaviors and challenges are consistent across all persona types and age groups
Goal settings, motivation, study plan are top areas product needs to address in order to deliver long-term values for students
Importance ranking from 2022-03 EC student survey
Importance ranking from 2022-03 EC student survey
1,338 EC CN students took the survey. Feature ranking are consistent across student persona/segments
1,338 EC CN students took the survey. Feature ranking are consistent across student persona/segments
Learning goal
Study plan
Motivation to keeping learning
Rich self-study materials
Teacher feedback
Ease of app usage
Learning with partners
Aesthetics of App UI
Learning goal
Study plan
Motivation to keeping learning
Rich self-study materials
Teacher feedback
Ease of app usage
Learning with partners
Aesthetics of App UI
Top challenges from 2022-03 EC student survey
Top challenges from 2022-03 EC student survey
Stated top challenges are common across all student persona/segments
Stated top challenges are common across all student persona/segments
It’s hard to stick to goals
Not knowing how to solve problems
Low efficiency
Get bored
Not knowing what to do next
Can’t find learning materials
Being distracted by other mobile apps
No problem
Others
App crash
589
384
378
373
333
319
312
136
129
120
19%
13%
12%
12%
11%
10%
10%
4%
4%
4%
A few follow up interview conducted to understand the reason
A few follow up interview conducted to understand the reason
These interviews were particularly helpful in uncovering the reasons behind user behaviors, providing qualitative data that added depth to our understanding.
These interviews were particularly helpful in uncovering the reasons behind user behaviors, providing qualitative data that added depth to our understanding.
Why?
Serious learners look for structure; career personas look for results and ROI of their course.
Customers express strong needs for sticking to learning goals, motivation to keep learning, learning efficiency, clear directions on what to do next. Our hypothesis is that solving these challenges will mean higher customer satisfaction and more referrals.
Why?
Serious learners look for structure; career personas look for results and ROI of their course.
Customers express strong needs for sticking to learning goals, motivation to keep learning, learning efficiency, clear directions on what to do next. Our hypothesis is that solving these challenges will mean higher customer satisfaction and more referrals.
User Journey map: Creating User-Centric Solutions
User Journey map: Creating User-Centric Solutions
We developed a student journey map to illustrate the ideal path we envision for students throughout their entire experience with EF.
This map aims to assist students in discovering the most relevant, engaging, and efficient learning paths to achieve their personal learning goals.
We developed a student journey map to illustrate the ideal path we envision for students throughout their entire experience with EF.
This map aims to assist students in discovering the most relevant, engaging, and efficient learning paths to achieve their personal learning goals.
Top 5 customer promises
Top 5 customer promises
Result-driving planning
Result-driving planning
Structured course & learning experience revolving around reaching student’ own learning objectives
Structured course & learning experience revolving around reaching student’ own learning objectives
Continual motivation
Continual motivation
Learning is measured to provide both a snapshot and progress over time, so students always know how well they are doing. Interim milestones that are relevant and encouraging
Learning is measured to provide both a snapshot and progress over time, so students always know how well they are doing. Interim milestones that are relevant and encouraging
Learning efficiency
Learning efficiency
Customized learning path based on students’ profile (persona, motivation, proficiency) for an efficient journey through the course
Customized learning path based on students’ profile (persona, motivation, proficiency) for an efficient journey through the course
Never lost again
Never lost again
Intelligent recommendation system always reminds students what to do next along their personalized learning path
Intelligent recommendation system always reminds students what to do next along their personalized learning path
The EF advantage
The EF advantage
Tangible representation of EF’s holistic learning solution and combined features – and a platform for potential future growth through recommended upsell
Tangible representation of EF’s holistic learning solution and combined features – and a platform for potential future growth through recommended upsell
Wireframing and Prototyping: Iterative Design Process
Wireframing and Prototyping: Iterative Design Process
Armed with insights from our research and persona development, we embarked on the iterative process of wireframing and prototyping. Our designs aimed to address legacy issues while catering to the specific needs of different user segments and business units. Moreover, we ensured that the designs were responsive and optimized for various devices, including web, mobile, and tablet.
Armed with insights from our research and persona development, we embarked on the iterative process of wireframing and prototyping. Our designs aimed to address legacy issues while catering to the specific needs of different user segments and business units. Moreover, we ensured that the designs were responsive and optimized for various devices, including web, mobile, and tablet.
#1 Structured course & learning experience. We created a course framework that included self-study, private lessons, and group lessons, all covering the same topics. This way, students could learn in different ways but still stay on the same subject. This flexible approach allowed students to choose the learning method that suited them best, helping them reach their goals more effectively.
We also added a homepage recommendation to remind students of their next steps along their personalized learning path.
#1 Structured course & learning experience. We created a course framework that included self-study, private lessons, and group lessons, all covering the same topics. This way, students could learn in different ways but still stay on the same subject. This flexible approach allowed students to choose the learning method that suited them best, helping them reach their goals more effectively.
We also added a homepage recommendation to remind students of their next steps along their personalized learning path.
#2 During onboarding, we ask a few questions to determine each student's persona, motivation, and proficiency, allowing us to create customized learning paths. Progress is measured throughout the learning journey, providing both a snapshot and long-term view, with interim milestones that are relevant and encouraging, ensuring students always know how well they are doing.
#2 During onboarding, we ask a few questions to determine each student's persona, motivation, and proficiency, allowing us to create customized learning paths. Progress is measured throughout the learning journey, providing both a snapshot and long-term view, with interim milestones that are relevant and encouraging, ensuring students always know how well they are doing.
Mapping Current Screens: Gaining a Comprehensive Understanding
Mapping Current Screens: Gaining a Comprehensive Understanding
Before progressing further, we mapped all the current screens of our existing systems. This comprehensive mapping allowed us to understand the current user flows, identify pain points, and pinpoint areas that required improvement. This step was crucial in ensuring that we didn't overlook any aspect of the user experience and provided a clear baseline from which to innovate.
Before progressing further, we mapped all the current screens of our existing systems. This comprehensive mapping allowed us to understand the current user flows, identify pain points, and pinpoint areas that required improvement. This step was crucial in ensuring that we didn't overlook any aspect of the user experience and provided a clear baseline from which to innovate.
Design System Development: Ensuring Consistency and Scalability
Design System Development: Ensuring Consistency and Scalability
Recognizing the importance of consistency and scalability, we developed a comprehensive design system to streamline the design and development process. The design system encompassed reusable components, standardized design patterns, and brand guidelines, ensuring a cohesive and harmonious user experience across all touchpoints.
Recognizing the importance of consistency and scalability, we developed a comprehensive design system to streamline the design and development process. The design system encompassed reusable components, standardized design patterns, and brand guidelines, ensuring a cohesive and harmonious user experience across all touchpoints.
Design and Prototype: Overcoming Technical Hurdles
Design and Prototype: Overcoming Technical Hurdles
As we progressed to the UI design and prototyping phase, we faced the challenge of integrating our innovative designs with legacy systems and technologies. Collaboration between our design and development teams was crucial to ensure our prototypes were feasible within the technical constraints.
As we progressed to the UI design and prototyping phase, we faced the challenge of integrating our innovative designs with legacy systems and technologies. Collaboration between our design and development teams was crucial to ensure our prototypes were feasible within the technical constraints.
High-Fidelity Prototypes: We created high-fidelity prototypes that were visually and functionally close to the final product. These prototypes were used to conduct thorough user testing and gather feedback.
Iterative Testing: Rigorous testing sessions helped us identify and resolve usability issues. Each iteration was informed by user feedback and data insights, ensuring the design met user needs and expectations.
Cross-Platform Compatibility: Ensuring our designs worked seamlessly across web, mobile, and tablet platforms was a critical focus. Prototypes were tested on various devices to ensure a consistent and responsive user experience.
High-Fidelity Prototypes: We created high-fidelity prototypes that were visually and functionally close to the final product. These prototypes were used to conduct thorough user testing and gather feedback.
Iterative Testing: Rigorous testing sessions helped us identify and resolve usability issues. Each iteration was informed by user feedback and data insights, ensuring the design met user needs and expectations.
Cross-Platform Compatibility: Ensuring our designs worked seamlessly across web, mobile, and tablet platforms was a critical focus. Prototypes were tested on various devices to ensure a consistent and responsive user experience.
Global platforms online learning design
Aug 2021 - Jul 2024