SCHOOLED Case Study
Integrative Studio 1 Spring 2020 Krista Brown Jiexin Shen Jenny, Xitong Zhong
1.
Introduction 1.1. 1.2.
2.
Research 2.1. 2.2. 2.3.
3.
Design Team Case Content
Research Methods Interviews Maps
Synthesis 3.1. 3.2.
Table of Contents 4.
Insights HMWS
Prototyping 4.1. 4.2. 4.3. 4.4.
5.
Ideation (ideas) Prototypes Final Idea Testing
Future Plan
01 INTRODUCTION WHO? WHAT? WHY?
1.1 Design Team
Krista Brown Krista Brown is a Project Manager and Producer from Canada with a 8+ years of progressive experience in advertising, events, and public relations. She serves as a mentor to start-ups in NYC and is interested in participatory design. Jiexin Shen Jiexin is a Designer from China with a background in Motion Graphics. She has 3+ years of experience in post production, art and design in some startups in China. Jenny, Xitong Zhong Xitong Zhong is a Marketing Specialist with a background in cross culture communication. She is interested in Fashion and is now working as a marketing specialist in Tencent, China.
1.1 Design Team
Jiexin Shen
Krista Brown ● ● ●
Synthesis Communication Assignment kick-offs
● ● ●
Prototyping Graphic Design Desk Research
Xitong (Jennifer) Zhong ● ● ●
Ideation Presentations In-Class Q&As
1.2 Case Content
The education system in the United States has taken a slow downwards turn for teachers. The lack of high paying jobs, long hours, and state evaluations have all come at a cost to the well-being of our educators. Through our research we identiďŹ ed that the major point of intervention was not to change the culture of educational unions as the initial ask requested, but instead, a design to help build empathy and stronger relationships between teachers and parents.
02 RESEARCH HOW?
2.1 Methods
12+ Interviews Interviews with teachers, union reps, parents, and support staff.
Desk / Secondary Scholarly papers, news articles, social listening, online communities
Visual Ethnography Social channels Accessed proprietary imagery within schools
Surveys 350+ responses in Open ended surveys and purposefully non targeted surveys
2.2 Interviews
Union Staff
Educational Director
Teachers
“[teachers] are suffering with alcohol and mental health issues that’s related to the general lack of respect for educators right now.”
“Whether it's privatizing a public school district or charter schools for profit charter schools, but also I'm a little uncomfortable with a for profit testing services.”
“I wish I knew how exhausting it is and the disrespect/abuse you get from students that you love and give everything too with little to no support from their parents and everyone forgets.”
Maryanne Rodriguez
NJEA Field Rep, UniServ | East Cranford, NJ
“whatever it is that they need this is my job.” “Members are suffering with alcohol and mental health issues that’s related to the general lack of respect for educators right now.” Bio/Demographic:
Key Points
Behavior - Love her job. Always about
Universal service, 3500 members come to her, dealing with anything related to members’ job.
Keywords: 24/7；communication; principal; Bargaining
24/7: Advocacy is the lifestyle, latest bargaining 4:30 in the morning Change: president downward, expand base, start to organize, president in control of local Protect: not just the member, but also school and the principal Favorite is Bargaining Main bargaining not about salaries but health benefits and crisis The last 10 years in New Jersey specifically destroyed the morale of educators A black woman secretary, president of 1000 members, hard to work with, not doing things the way used to be done Issues members are facing: Evaluation system, Chapter 78
members - Worried about educators’ rights
Pain Points - Lots of crisis due to general lack of respect for educators and education -get people out of the embarrassment
Jennifer Cohn Marsh
Lead Designer, Design & Communication | Trenton, NJ
“A lot of our locals have leaders that have been in power for years and years and years” “whether it's privatizing a public school district or charter schools for profit charter schools, but also I'm a little uncomfortable with a for profit testing services.” Bio/Demographic: the lead designer in Communications, only get to see members once in a while. We do everything that requires a visual design. Work with 3 other designers. a little bit of the organizing work. 12 years. never taught in classroom
Keywords: Design; In Power
Key Points
Behavior
Design-solve problem When face to face with members, it’s an amazing bonus Meet members in convention and workshop sort of events chapter 78; members see no increase on salaries Christie(the former governor) disrespected the profession; “The good news is we have a governor now, that doesn't feel that way” “a little bit of respect that's coming back” “The best part of the job is to be able to offer assistance and help and do work for other people” Busy time: Summer till November Convention connected to popular culture, know it’s important to design for younger members Uncomfortable with for profit testing services social justice program-members of color “a lot of our locals have leaders that have been in power for years and years and years” Inside jokes: ppl who think what we do is not important, ppl rely on math think we are playing on computer
- Her job is amazing - Never taught in a classroom - Barely see members but love to see them - feel fortunate of being able to solve problems
Pain Points 10 jobs on Friday afternoon, last minute call before events
Jennifer Raike
Field Rep, UniServ | Toms River, NJ
“I always want to be a teacher and I always want to be in the classroom, I love math with the degree, they through me into middle school, as a math teacher for 20 years. Through the union work I found out the advocacy is my passion, ran to be president of my local, through that work, I’m both local president and field rep, learnt so much about advocacy.” Bio/Demographic: provide resources, closely with local leadership and association, organizing, barging contract, representing and advocating members, 24/7 help line to all locals (taking her 7 years to do that), anything local need, available to president every time they need
Keywords: Advocacy, teacher
Key Points
Behavior
-Interesting & Unique thing: Lakewood Education Association, an unique community, and the needs, and the issues that come out of that local are nothing like anything across the state. Approach everything from a completely different perspective. Lakewood, never have the enough majority vote to overturn their board of that, and their board event, really is not working for the public schools it's working for the private you see the schools. -Communication tools: email, 1-1 meeting, based on local’s need -How Requests Changed: more things are popping up, are members are needed, the stress being put on them make things different, people are reaching on a breaking point more quickly -Crisis time: holiday time, winter-spring, end of the year -Favorite part: interacting with members, helping organize, -Power: the more members I have the more power I gain
Always wanted to be a teacher really engaging with a conversation, letting them talk
Pain Points Stressful part: limited time meeting the demand
Michael Cohan
Bio/Demographic: every development deal with everything: learning and innovation, design and facilitate, county affiliated structure, part-time consultant (student/retired), full time program: 1. Priority school: support underperforming schools for student learning (16 consultant retired student-coaching and support) 2. Teacher leader academy: advocated for five year created new endorsement structure-to grow knowledge and skill for teachers leading in the school, in term of decision making, for folks to stay connected in the classroom (5 consultant) 3. Coordinator of NJEA: convention, trade show, organization for Annual convention
Keywords: Leader, Power, trend
Director, Professional Development and instructional issue | trenton, NJ “I always want to be a teacher and I always want to be in the classroom, I love math with the degree, they through me into middle school, as a math teacher for 20 years. Through the union work I found out the advocacy is my passion, ran to be president of my local, through that work, I’m both local president and field rep, learnt so much about advocacy.” Key Points
Behavior
How staff get into NJEA: field operation (UniServe-bargain and advocacy)-being president of local union leaders, has to show they done bargains; commutation staff-english language teachers good at writing or graphic artists; research services-analysts, government relations “looking for the best teachers”, most of the staff was a classroom teacher Net work of attorney: field rep, 25 members-executive, representative groups by county Field rep, anybody above them: county association, local unions, school district by school district (political influence) Industry trends: relative to the event and meet planning, learning from co-workers Education trends: government policy decisions; capitalistic approach for school; charter schools are suppose to be alternative for traditional school, and implemented to public school but it became alternative to public school; working condition and economic impact change cause the crisis, significant drop off; steady drip impact Education profession: pulling data time to time, individual ppl and parents value their local public school, we have positive image, people are subjective
Working with the team is awesome, hiring 14 ppl, specific idea about roles
Pain Points Stressful part: meet the demand of members, Atlantic event-different groups; Concerns about the attitude, how they manage their staff, build their team (14 year)
Sam
NJEA Member English Teacher | Passaic middle school , NJ
“there's is a feeling that they're just that they're there. And that in terms of the benefits and opportunities. I have to actively seek out more. So, there's a bit of a kind of a gap there” Bio/Demographic: First year new teacher, new NJEA member. Was part time teacher in Manhattan. Went from part time to full time teacher the past year in NJ. Bachelor: Stockton University Master: Montclair State? Xx certified with Rutgers Uni
Keywords: Disconnect
Key Points Sign up/Join in: Confused, unsure, difficult. Disconnect From local union rep to NJEA Local rep: around & there, helpful ( a teacher of his school) As a new teacher need help from njea not as much exposure to all the benefits Communication: Local union rep often(very close) Hear little from NJEA Teachers are encouraged to be members meeting/workshop: schedule conflict. Feel about NJEA: Gap. They are just there. culturally, there's a bit of frustration Walk through things is good for new teacher, it is a resources
Behavior Did not went to convention, no enough time for workshops or meetings
Pain Points teach in a neighborhood in an area with issues that is very much struggling
2.3 Maps
NJ/Society
Government 2010-18 NJ governor not respect the profession
Teacher 2018-now NJ governor Low take home money work too close with a educational Teacher Morale destroyed organization
Segregation of students based on race, language, rich and poor
School privatization
NJ governor owns the most power than other states Less school funding chapter 78 relief
Teacher’s concern
2.3 Maps-Trends Matrix
Tech
People
Culture
Business
Formally
Current
Emerging
Phones only - Not as accessible to members
Emails, text, and phone calls to personal and NJEA cells - Available 24/7
Expectations are rising for types of communications and immediate access to people.
Members loved their profession
For older members, it no longer feels like teaching. They love the kids, but the requirements have become a burden and created a lot of tension.
With the high cost of post-secondary education, and relatively low salaries, there is little to no reason for one to become a teacher. The talent pool will go down.
A teacher was trusted and respected, a part of the community, and childhood development..
A teacher is based on evaluations which do not alway reflect their work. More work is being put on the teacher, the environment is more competitive, and the state doesn’t respect the profession anymore. (There is hope that this will change with new governor.)
Larger socio-cultural patterns could begin to emerge. Teachers require a lot of education and certifications, and have a lack of desire to do good work in the classroom that often goes unnoticed.
School was a place for everyone, and it was mostly public.
There is concern about the privatization of education. This ranged from charter schools and other private schools, to emerging organizations that are charging DOE and school boards for things.
Access to fundamental education could go down.
2.3 Maps-User Journey
TAYLOR 24 ENGLISH TEACHER
POSITIVE INFLUENCE
NEGATIVE INFLUENCE
03 SYNTHESIS HOW MIGHT WE...
3.1 Insights #1
#2
#3
Teachers are sometimes bullied by staff, admin, students, and parents.
Young people no longer want to pursue being a teacher, and teachers no longer want to be teachers.
Teaching is no longer a respected profession.
“I had a crisis situation where a teacher was being bullied at school because of an HIV rumor, I had to get them out of the class immediately.”
“A demographic bubble is coming, as many teachers will reach retirement age over the next two to three decades”
#4
#5
Teachers are work in solitude and competitively because of the evaluation system.
Teachers are in survival mode almost all the time.
“I wish I had learned how to work better with my colleagues. It always seemed so solitary.”
“It can be violent and abusive to workers... You struggle to get a position and then struggle to survive.”
“It feels like no one respects teachers anymore, it’s really sad and demoralizing”
100% OF TEACHERS WE SPOKE WITH FELT ANXIOUS ABOUT PARENTS.
“I wish I knew how exhausting it is and the disrespect/abuse you get from students that you love and give everything too with little to no support from their parents.”
“Seriously, got a text from a parent at 6am on Friday asking for help.”
3.2 How Might We‌ Get parents and students to build empathy for teachers?
04 PROTOTYPING OUR SOLUTION
4.1 Ideation
1.
Value Statement A product/service that brings parents closer to reduce workload and let people understand more about teachers.
Initial Ideas For teachers: Reduce workload Increase prep time Build connections between parents and teacher Get more respect For Parents: Parents into the class School open day Parents own a slot in the week Task list/To do list A game for parents and students
4.1 Ideation 2. ●
●
●
Design Constraints & Principles Must bring parents into a physical space with teachers. Increase the relationships between teachers and parents digitally and physically. Should have a portal for conferencing, announcements, social networking, and educational instructions. Could be connected to a union for messaging and requests
●
Won’t have (this time) Solutions for: Healthcare Bullying Pensions Funding Evaluation Testing *Giant issues that the unions are dealing with. There is a connection but we aren’t looking to solve those.
4.1 Ideation 3.
Methods
Service-scenario building Parents 1. 2. 3. 4.
5. 6. 7.
Would you be willing to teach your child's class on Thursday afternoon 2x per year? Would you sign up to teach a short module in class for 2-4 hours per year? Would you like to sign up for a school open day(sports day) per year? Would you be willing to help your child's teacher plan activities and provide supplies for the classroom? Would you like to spend an hour joining the school activities every week? Would you like to spend a few hours joining the school activities twice a year? Would you like to join a teachers-parents cocktail party every month?
Teachers 1. 2. 3. 4.
5.
Would you be willing to have a parent in your class teaching for 2-4 hours every week? Would it be helpful to have parents provide ďŹ nancial support for classroom activities? Would you be open to live streaming your physical classroom? Do you think that making a live class can make parents know better about your job or it could be a pressure for you to do that? Would you like to join a teachers-parents cocktail party every month?
4.1 Ideation
4.
4Fs
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Fit: Users: teachers, Parents, Students
●
Form: Service/Game
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Fidelity: between low and medium
●
Functionality: Sketch and wireframe
4.2 Prototypes
Prototype 1 Service & Website ●
●
Site Wireframe
Physical Activity
School Open Day & Sports Day Every Semester Parents’ Talk Sign up for a module in class Every Thursday Afternoon: 2 Hours Siblings are also welcomed Cocktail Night Every Month
4.2 Prototypes
Prototype 2 Communication App Teacher
4.2 Prototypes
Prototype 2 Communication App Parents
4.2 Prototypes
Prototype 2 Communication App Students
4.2 Prototypes
Prototype 3 A board Game
â—?
Board game map
4.3
Final Idea Visual Design and Concept
Meet SCHOOLED Schooled is a game for parents and students that teaches decision making, empathy, and relationship building for the return to school this fall.
SCHOOLED AIMS TO:
Teach life skills
Build empathy for educators
Foster participation in learning
Build parent-teacher relationships
Create Joy
“Get rewarded when you read books-I think it is great way to let kids aware that study is a fun and great thing through game.�
Foster participation in learning
Teach life skills
Decision making, knowing what a union is, etc.
Build empathy for educators
Admin ① Two steps back The school get complaints from the parents because their children didn’t perform well on their finals. Therefore, the admins decide to cut your pay.
Admin ② Go to “Join a Union” Unfortunately, you didn’t do well on the education evaluation. So you decide to go to the union for consultation.
Online Play through Chatting Apps Online Board Game Platform
DIY Kit Download and Print at home
Feedback 1 Ashley, 31 Emma, 12 Jake, 8
“I always just assumed that my kids teachers were just happy all of the time, but they have a lot going on too.�
Feedback 2 Chris, 34 Shiloh, 7
“I thought teachers just showed up and made my kid happy, but I realize that it is a lot more complex than that and when Shiloh returns to school, I’ll be forever thankful to her teachers.”
04 GO TO MARKET! OUR FUTURE PLAN
Value Proposition
Customer Profile
Gain Creators
Parents Understand More on Teachers Job
Create Joy
Board Game
A Game for Both Parents and Students
Gains
Students Understand How Difficult it is to be a Teacher
Products & Services Online/DIY
Pain Relievers Better Understanding on teachers’ job
Less Bully
Bringing Empathy
Less Complaints from Parents
Customer Jobs
Pains Evaluation System
More Respect from Students
Students lack Parents respect to Complain teachers ts a Lot
Go-To-Market Plan
1 month Web development Online community building
4 months
6 months
10 months +
Customer acquisition targeting teachers and parents
Data collection to understand how we can develop more gaming methods to build empathy for other essential workers.
Start to build more open source games in the future.
Financial forecasting Est. Grants/ funding
Est. Costs
$10,000
$7692
Thank you, The Blenders Jenny, Jiexin, Krista