Watson Barry

Streetalk

Welcoming newcomers
through slang & culture

Timeline

Aug. ’19 - Sep. ’19 3 weeks

Methods used

Research, Ideation, Visual Design, Prototyping, Testing

Team

Kaitlin Mich, Alison Joy,
Dan Pinzke, Brett Saito, & Me

Overview

The Challenges of Joining a Foreign Culture

There were 360,000 Chinese citizens studying in the U.S. in 2018, representing 30% of all foreign students here. They come to pursue a degree, feeling confident that their English will allow them to succeed. Instead the opposite is often true.

As I explain our design process, we will follow the journey of Zhang, an 18 year old Chinese student coming to the U.S. to receive a degree in Marketing, to better understand the pain-points and opportunities that exist for these newcomers.
Zhang is excited for all the new experiences she will have at college in the U.S.
Zhang struggles when the English she'd learned doesn't hold up.
She feels isolated and lacks the confidence to make American friends.

Founded with first-hand experience, Streetalk aims to help

Client Request: Validate a need for language not taught in school

The founders know there are a lack of tools for supporting these students because they have gone through it themselves. They approached our design team with the request to test the value proposition of a dictionary for English not taught in schools.

Our Solution: Language + Culture

We identified that while language played a large role, it was the large cultural differences that created doubt and the feeling of isolation. The team and I developed a prototype for a mobile app to address the questions and insecurities about U.S. culture.
360,000
Chinese students enrolled
in the US in 2019
$13B
Spent by Chinese students
in the US in 2019
0
American apps teaching
U.S. culture and slang

Discover - Competitive Analysis

Trends in Language & Cultural Education

Apps are focused on teaching textbook English

We looked at 9 competitors, 5 direct and 4 indirect, to better understand the tools being provided to Chinese students,

Market Differentiation = Curated Content on US Culture

Key Takeaway

There is currently a gap in the marketplace. The apps that teach conversational language, including slang and idioms, don't have Chinese translations. While those that have Chinese translations don't have colloquialisms.

Sites that have user-generated material don't filter their content. Out-of-date and inaccurate content is mixed in relevant subject matter.

Discover - User Research

Trends in Language & Cultural Education

How Chinese students are answering their questions successfully

We interviewed 13 Chinese students, spread across undergraduate, graduate, and working post-graduation to get a better understanding of how their experience changed with time.
"I tried to spell it out in Google, similar to what I heard, but I failed."
Zhang turns to those near her ask for the meaning of words.
Difficulty spelling searches is a common pattern for questions about words.

For cultural questions, students are asking other Chinese people on message boards. The information is not located in a central source that is easy to navigate.
" I thought I knew English before I came."
The apps available to Zhang don't solve the conversational language gap.
Without tools to improve their interactions, Chinese students are frequently returning to the comfort of fellow Chinese students, and isolating themselves in a bubble.
"It's more about behavior than what language to use."
Zhang uses interactions with American peers to learn and mirror behavior.
The benefits of listening to pronunciation and watching behaviors, translate to apps too. Students are drawn to audio and visual content for the added meaning they provide.

Problem Statement

Unfamiliar Chinese students need a tool that gives them the confidence to make connections in their new home.

Define - Personas & Journey Maps

The Need for Cultural Context

A newly arrived Chinese student was
the ideal user to solve for

Our research identified that the needs and questions Chinese students have vary depending on where they are in their journey. The team and I decided to solve for the newly arrived undergrad because they are given the least amount of resources to fit in and if they fail then they are most likely to retreat to the comfort of international students and give up on trying to integrate.

Reintroducing Zhang Ying

We used Zhang's Journey to identify opportunities for an improved experience.

Develop -Divergent Concepts & Testing

Exploring Dictionaries & Cultural Content

Designing definitions that give context

Why We Tested

Despite not solving the entirety of the problem, the dictionary still has value. We wanted to explore the ideal depth and balance for a definition.

What it Solves

A dictionary allows Zhang to browse and search for answers in-the-moment.

pros

Pronunciation examples
Definitions in English & Chinese
Use in a sentence
Gifs
Related words
When (not) to use

Cons

Memes
'Spicy' Meter for how NSFW a word is

Testing for the best practice of displaying culture

The amount of context a concept provided determined its success. Gifs and use cases were well received because they gave an added understanding beyond the definition.

The 'Spicy' Meter and Memes did not test well because their meaning relies on local knowledge of humor. When explained, the 'Spicy Meter'  then tested well because users liked the context it gave them at a glance.



Key learnings

Why We Tested

We tested to learn how users would react to different presentations of cultural material.

What it Solves

This answers the cultural questions that can't be answered by a dictionary.

Pros

A feed populated with visual content
Interpersonal Do's & Don'ts
Articles & Guides
Gifs
Bookmarking
Sharing Content
Gamification
Upvoting & Downvoting
What other users are saying
Word of the Day

Key Learnings

Users placed a higher weight on Chinese for long-form articles and guides. This weight did not carry over to audio or visual content, where English content was preferred in some cases.

Users preferred content that highlighted human interactions, and asked for more content covering this. This validated our assumption from research that more cultural education was needed.

Cons

Develop - Prototyping & Testing

Starting the Feedback Loop

Applying Cultural Context

We applied the insights gained during testing, and further explored the visual representation of cultural information. We decided to approach the next opportunity for user feedback with a two pronged approach of cultural content and definitions, centered around a discover feed.
I did additional work on the Design System, UI, Branding, and Microinteractions. Click below to read more.

Validated cultural & interpersonal context

We tested onboarding, definition search, cultural content search, and timeline preferences to gauge user value and ensure that the design was intuitive.

100% flow completion rate

Content catering to the current position of the user tested very well. Users requested that they have the option to set it during onboarding so that their home content could highlight it.

Range in content display generates high user satisfaction

Overall users responded well to the app across the board. Some users preferred gifs, videos, and browse over related words and search, and vis a versa; however, the logic behind both was the same. They liked the functionality and culture it brought to their lives in solving their problems.

Users particularly liked that they could bookmark this content, and requested that they also be able to share them with friends. This is a topic that we had discussed with the stakeholder about including in future iterations of the MVP, once the core value proposition had been validated.

Setting the Stakeholder up for Continued Success

REFRAMING AND VALIDATING THE MVP TO INCLUDE CULTURAL CONTEXT

Our team evolved the initial MVP from a dictionary to include cultural content and provide greater value to users.

We provided a bootstrapping startup, looking towards a 2019 beta test and 2020 launch with the following quantitative and qualitative value.

Quantitative

• Talked to 24 prospective users about the app; interviewed 12 and tested with 12 more.
Tested prototype with a 100% completion rate by users on flows.

• Audited offerings and approaches of 9 competitors to identify opportunity in the market.

• Determined lifetime value of the app was greater than initial 2-4 year expectancy rate for prototype. Identified higher-level needs of post-grads.

• Increased WCAG accessibility for visually impaired by a factor of 4x.

Qualitative

• We validated the MVP, and determined the market fit and differentiation of curated culture and language with American authorship. Mapped users’ journeys and determined opportunities for growth beyond MVP with post-graduates.

• Determined the type of content users wanted to see to answer their cultural and language questions, and how they wanted it delivered.

• Developed a modular Atomic Design system that could be used with multiple languages to scale as the company does.