SCENARIO ANALYSIS by Jesse + Yayan = Jaya :-)
SCENARIO 1
Chinese Parents’ Learning Process
DISCRIPTION Chinese parents Age: 45-63 With children studying or living abroad, many Chinese parents are studying English. They are more used to traditional learning methods and don’t have fixed English study time. For those parents who have traveled abroad, the biggest problem is listening. Characteristic - good financial support - unfamiliar with foreign culture - poor English foundation - cautious about money - need basic knowledge of reading, listeming, speaking and writing - no fixed learning time Motivation - to visit their children - to live in English speaking countries Approaches - teacher - self-study - children
SCENARIO ANALYSIS
teacher (Chinese)
tools
- recommended by friends
- textbook
- home
- friends
- pen, notebook,
- school
- textbook
- blackboard
- friends’ home
- phone
- DVD
- after work
- attend with friends - once a week or longer - lose course structure - very basic english - not expensive
context
touchpoints
- weekends
self-study - textbook - pen, notebook, - DVD - cards - unefficient
tools
context
touchpoints
- textbook
- weekends
- notes
- pen, notebook,
- workday in evening
- textbook
- blackboard
- friends’ home
- TV
- DVD
- waiting line
- computer
- in a garden - at home
discuss with children/ friends - wechat - calling - often as a “by the way”
tools
context
touchpoints
- computer
- weekends
- computer
- phone
- workday in evening
- children
- notes
- phone
STAKEHOLDERS
ENGLISH APPS
teacher
English apps
textbook
notes
friends
video
hello
methods: without noticing
active learning
- kids
- recite
- shopping
- mark with Pinyin
- friends
- Grammar Translation
- movies
- dialogue
- TV programme
- audio-lingualism - note taking with pen and paper
online courses
word card
chatting online
children talking with foreigners
SCENARIO ANALYSIS
- potential market (gap) - connection with children - traditional & foreign culture
SCENARIO 2
Culture Fans’ Learning Process
DISCRIPTION
Young Culture Fan Age: 14-25 These group of teenagers learned a language without noticing because of the interest in the culture. They may not be those students with excellent scores at school subjects but they have a strong willing to know more about the culture. Characteristic - familier with a specific culture - good learning ability - poor foundation - learn purely out of interest Motivation - interest (music, lifestyle, movie, etc.) - to travel - to show off amoung friends - to get more information Approaches - self-study with apps, textbooks, online courses - learn without noticing (movies, drama, animation, cosplay, etc.) - school courses
SCENARIO ANALYSIS
self-study
tools
context
touchpoints
- room (bed, etc.)
- notes
- toilet
- textbook
- on the way
- TV
- waiting line
- computer
- party
- ads
- eating
- music
- playing games
- exhibition
tools
context
touchpoints
- computer
- chatting
- interest group
- phone
- role play
- topic
- notes
- in a room
- script
- outdoor activity
- a hobby as well
- computer
- learn without noticing
- books
- rely on computer
- magazines
- don’t like taking notes
- digital diveces - pen, notebook - apps
discuss with friends - share hobby - show off - cosplay
- relaxting
STAKEHOLDERS
script
bilibili online courses
APPS
apps
chatting online music
friends
video
methods: without noticing
active learning
- games
- textbook
- movies, drama
- school
- music
- night school
- shopping
- searching on the internet
- travel
- video resouces
- party
- English study apps - online courses - interest group
games
traveling
WHAT IS SPECIAL
- learn a language without noticing - already familiar with the culture - have a strong motivation