english culture fan business man
history
drivers
Learner
lifestyle
restaurant waiters in areas with lots of foreigners out of interest
parents with children studying abroad
food
colledge students applying for foreign universities
music
night school general education
to gain more experience
class
1 on 1 class pen pal online offline
friends chatting
motivations
people
to study abroad to make friends
interest group
business opportunities party games words listening and speaking textbooks
before sleeping
to be more competitive
wake up
to live abroad
apps
toilet at home
to travel
reading material
cooking
magazines books with pictures reading material
literature bilingual
watching televisiion
context
tools
bus driving
instruction
on the way subway
internet
waiting line
movies
English Learning
poscast music
media
MINDMAP_1.0
in office having meal
by Jesse + Yayan = Jaya
advertisements dramas
without noticing
fashion stuff furniture
eating
shopping
beginners
food
level
games
medium
traveling seaching on internet
welldone
IDENTITY
APPROACHES
MOTIVATION beginner
CHINESE PARENTS (45-65)
- with children abroad - plan to visit children - good financial support - unfamiliar with foreign culture - traditional and not open - poor English foundation - cautious about money - need to read, listem, speak, writing
without noticing
CONTEXT well done
active learning
- to live abroad - to travel - to visit children - to gain more experience
- kids - shopping - friends - movies - TV programme
- textbook - night school - 1 on 1 class - searching on the internet - video resouces - learning from children - learning from Friends - apps - online courses
- travel abroad - communicate with foreigners
- familiar with foreign culture - good learning ability - poor foundation - tight budget - need to speak and listen
- to make friends - to study abroad - to travel - out of interest (music, lifestyle, movie, etc.) - to gain more experience - to show off
- games - movies, drama - music - ordering food - shopping - travel - party
- textbook - school - night school - searching on the internet - video resouces - English study apps - online courses
- language exchange - travel abroad - communicate with foreigners - read English books
- watching television - before sleeping - in class & after class - chatting with friends - preparing for English exams - wake up - toilet - having meal - on the way (bus, driving, subway, etc.) - waiting line - cafe
- to communicate with foreign passengers - unfamiliar with foreign culture - poor English foundation - cautious about money - need to speak and listen - evaluation standard
- business opportunities - to be more competitive - to gain more experience
- passenger - kids - shopping
- textbook - video resouces - English study apps - online courses - learn from passenger - taking notes - company training
- communicate with passengers - introduce more to passengers - develop business
- driving - chatting with passengers - before sleeping - wake up - toilet - having meal - on the way (bus, driving, subway, etc.) - traffic jam
- to communicate with foreign customers - know something about foreign culture - good learning ability - poor English foundation - tight budget - need to speak and listen
- to give better service - business opportunities - to be more competitive - to gain more experience
- customer - movies, music - books - friends - shopping - apps - games
- textbook - video resouces - English study apps - online courses - learn from passenger - taking notes
- communicate with customer - make foreign friends
- serving the table - chatting with customers - before sleeping - wake up - cleanning - having meal - on the way (bus, driving, subway, etc.)
CULTURE FAN
SHANGHAI TAXI DRIVER (35-50)
WAITERS AROUND SCHOOL (18-30)
- cooking - phoneing children - wechat - on sofa - before sleeping & wake up - toilet - having meal - on the way (bus, driving, subway, etc.) - waiting line - in a garden
MINDMAP_2.0
By Jesse + Yayan = Jaya