WALL STREET ENGLISH

Accelerating Student Engagement and Progress Through Co-Created Design Experiments

WSE Hero

ABOUT

Client: Wall Street English

Project: Core Course Evolution

Year: 2023

Role: Lead Experience Designer

WHO ARE WALL STREET ENGLISH?

Wall Street English is a major international provider of adult English language training and have provided tuition to over 3 million people in over 400 of their learning centers located in 27 countries around the world. 

The company focuses on practical, conversational English rather than just grammar and vocabulary. Their curriculum is designed to help students develop fluency and confidence in using English in real-world settings.

Wall Street English uses a proprietary blended learning approach that combines face-to-face instruction with online and interactive components. This allows students to learn at their own pace with both classroom and self-study elements.

THE BRIEF

This project had no formal brief, which was definitely a first for me and all involved.

We partnered closely with Wall Street English product owners and students to co-create a series of 'Design Experiments' that targeted the following three key metrics:

  • Reduce the average time it takes for a new student to book their first Encounter (lesson)
  • Decrease the time a student takes to complete course tasks and activities
  • Increase the overall rate of student progress through the program

The goal of the project was to quickly deliver meaningful business and customer value by improving the digital student experience.

WHAT WE DID

Over the course of 6 months we successfully launched 15 design experiments that delivered real customer value. The project demonstrated how a user-centric, experiment-driven design approach can accelerate the delivery of business value. Here is a selection of what we achieved: 

  • New student placement test that is able to accurately assesses ability and place students at the level they should be starting at when they join
  • Key improvements to the new student onboarding journey
  • Redesigned and improved multimedia activities that make up the entire course curriculum
  • The introduction of AI to activities allowing students to have more conversations
  • A coach bot for 24/7 help
  • New lesson booking processes 
  • Tutorials
  • Usability testing with students in France, Italy and South Korea
WSE EX2

Experiment 2: Placement Test Redesign 

WSE EX 1

Experiment 5: Encounter Tutorial Added to the Onboarding Journey 

WSE EX3

Experiment 8: Adding a Conversational AI

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