International research

2018 | EF Education First | Zürich, Switzerland

What are the digital touchpoints for students and parents who book an EF language course and how do these touchpoints impact their EF experience?

Video as a result of this research

I created a video with a videographer showing what happens when parents send their child on an EF language trip. I conducted all the on-camera interviews, drew the storyboard, directed the editing changes, and pushed it live onto the product website:

Team

UX designer, UX researcher, Field Expert, Product Owner, Videographers

My role: UX researcher

Deliverables

Customer journey diagram

Research diary

Product roadmap

Methods

  • Ten to fifteen student interviews within each market

  • Four to five parent interviews within each market

  • Eight to ten sales coordinator and customer service team interviews within each market

Along with a designer and field expert, I also conducted an affinity diagramming workshop and a sales blueprint exercise with marketing, sales, and customer service representatives.

Results and impact

I can't disclose my findings for confidentiality reasons, but here's some of the outcomes and action items I took:

1. I created a customer journey diagram with eight stages that the customer experiences throughout their EF journey. We further built on this research to go deeper within the eight stages I defined.

2. I collaborated with the product owner as this research directly impacted the product roadmap; we uncovered multiple product opportunities for 2019, and beyond.

3. Feature and content improvements were put in planning, development, or testing stages, including providing more information about what the student will experience as well as an increased emphasis on authenticity in the product.