WSE // Speak +
THE CHALLENGE

Wall Street English is renowned for their English teaching methodologies and have been in the business for over 20 years. Their model for so long, depended on in centre, face to face learning. The Pandemic forced them to go online with their courses, yet this wasn't enough to attract enough new students. WSE knew that the commitment and price requirement for their full course was simply too high, and wanted to have an alternative proposition.

THE INTERVENTION

We uncovered that students lacked the opportunity to practice their speaking in a moderated, emotionally safe environment. By providing such a service, students would not only practice what they learn, but tangibly feel their progress.

This is WSE's first D2C service, where it can be purchased and consumed fully online. It has been launched to a global audience and can be seen on this link

YEAR

2024

YEAR

2024

ROLE

User Experience, Service Design, Product Strategy

COLLABORATORS

Wall Street English (client),Reason (agency)

COLLABORATORS

Wall Street English (client),

Reason (agency)

Process highlights

Primary Research

  • Discovery workshops with business stakeholders. including an exercise to map their assumptions and understand the riskiest ones.

  • Interviews with WSE students & prospective learners from around the world in their native language, I conducted research and facilitated in Arabic.

  • Organised and handled logistics around recruitment, translation, coordination, and bringing insights together from multiple languages.

  • Discovery and generative workshops with teachers to uncover the best possible class structure in the new service.

  • Survey to current and prospective students


Co-creation

To create a meaningful and valuable experience for students and teachers based on the guiding principles of the experience uncovered during research, we facilitated co-creation sessions with teachers.

​The four guiding principles around which the service would be created are:

Choice: How might we give students the power of controlled choice, so that practice feels custom & planned?

  • Flexible timings to choose from

  • Many topics to choose from

  • Practice as much as you need

Freshness: How might we enable organised randomness so that the practice always feels fresh and new, yet familiar?

  • Different teachers give a different flavour to the class

  • Topics change periodically

  • Meet different peers in every class

Rigour: How might we enable healthy feedback loops, so that progress is made tangible?

  • Teachers give you feedback in class

  • Teacher give you feedback after class

  • All feedback is recorded

Safety: How might we create a safety net so that learners and teachers feel community belonging?

  • Teachers set house rules in every class

  • Students are given enough personal time and space to express themselves

Outcomes

A service and an application with an onboarding & booking experience, alongside a modified interface for an existing online classroom product. The central elements of the experience already exist in Wall Street English's Network. Thus capitalising on their existing technologies, teaching methodologies, and teachers' experience to bring a whole new service to life. 


Snippets from strategy, discovery, and research workshops, international interviews, journey mapping, and service blueprints

Small Classes More Speaking time.

Real conversation. Real topics. Real progress.

Small Classes More Speaking time.

Small Classes More Speaking time.

Real conversation. Real topics. Real progress.

Small Classes More Speaking time.

WSE // Speak +
THE CHALLENGE

Wall Street English is renowned for their English teaching methodologies and have been in the business for over 20 years. Their model for so long, depended on in centre, face to face learning. The Pandemic forced them to go online with their courses, yet this wasn't enough to attract enough new students. WSE knew that the commitment and price requirement for their full course was simply too high, and wanted to have an alternative proposition.

THE INTERVENTION

We uncovered that students lacked the opportunity to practice their speaking in a moderated, emotionally safe environment. By providing such a service, students would not only practice what they learn, but tangibly feel their progress.

This is WSE's first D2C service, where it can be purchased and consumed fully online. It has been launched to a global audience and can be seen on this link

YEAR

2024

YEAR

2024

ROLE

User Experience, Service Design, Product Strategy

ROLE

User Experience, Service Design, Product Strategy

COLLABORATORS

Wall Street English (client),

Reason (agency)

Process highlights

Primary Research

  • Discovery workshops with business stakeholders. including an exercise to map their assumptions and understand the riskiest ones.

  • Interviews with WSE students & prospective learners from around the world in their native language, I conducted research and facilitated in Arabic.

  • Organised and handled logistics around recruitment, translation, coordination, and bringing insights together from multiple languages.

  • Discovery and generative workshops with teachers to uncover the best possible class structure in the new service.

  • Survey to current and prospective students


Co-creation

To create a meaningful and valuable experience for students and teachers based on the guiding principles of the experience uncovered during research, we facilitated co-creation sessions with teachers.

​The four guiding principles around which the service would be created are:

Choice: How might we give students the power of controlled choice, so that practice feels custom & planned?

  • Flexible timings to choose from

  • Many topics to choose from

  • Practice as much as you need

Freshness: How might we enable organised randomness so that the practice always feels fresh and new, yet familiar?

  • Different teachers give a different flavour to the class

  • Topics change periodically

  • Meet different peers in every class

Rigour: How might we enable healthy feedback loops, so that progress is made tangible?

  • Teachers give you feedback in class

  • Teacher give you feedback after class

  • All feedback is recorded

Safety: How might we create a safety net so that learners and teachers feel community belonging?

  • Teachers set house rules in every class

  • Students are given enough personal time and space to express themselves

Outcomes

A service and an application with an onboarding & booking experience, alongside a modified interface for an existing online classroom product. The central elements of the experience already exist in Wall Street English's Network. Thus capitalising on their existing technologies, teaching methodologies, and teachers' experience to bring a whole new service to life. 


Snippets from strategy, discovery, and research workshops, international interviews, journey mapping, and service blueprints

Small Classes More Speaking time.

Real conversation. Real topics. Real progress.

Small Classes More Speaking time.

Small Classes More Speaking time.

Real conversation. Real topics. Real progress.

Small Classes More Speaking time.

WSE // Speak +
THE CHALLENGE

Wall Street English is renowned for their English teaching methodologies and have been in the business for over 20 years. Their model for so long, depended on in centre, face to face learning. The Pandemic forced them to go online with their courses, yet this wasn't enough to attract enough new students. WSE knew that the commitment and price requirement for their full course was simply too high, and wanted to have an alternative proposition.

THE INTERVENTION

We uncovered that students lacked the opportunity to practice their speaking in a moderated, emotionally safe environment. By providing such a service, students would not only practice what they learn, but tangibly feel their progress.

This is WSE's first D2C service, where it can be purchased and consumed fully online. It has been launched to a global audience and can be seen on this link

YEAR

2024

YEAR

2024

ROLE

User Experience, Service Design, Product Strategy

COLLABORATORS

Wall Street English (client),Reason (agency)

COLLABORATORS

Wall Street English (client),

Reason (agency)

Process highlights

Primary Research

  • Discovery workshops with business stakeholders. including an exercise to map their assumptions and understand the riskiest ones.

  • Interviews with WSE students & prospective learners from around the world in their native language, I conducted research and facilitated in Arabic.

  • Organised and handled logistics around recruitment, translation, coordination, and bringing insights together from multiple languages.

  • Discovery and generative workshops with teachers to uncover the best possible class structure in the new service.

  • Survey to current and prospective students


Co-creation

To create a meaningful and valuable experience for students and teachers based on the guiding principles of the experience uncovered during research, we facilitated co-creation sessions with teachers.

​The four guiding principles around which the service would be created are:

Choice: How might we give students the power of controlled choice, so that practice feels custom & planned?

  • Flexible timings to choose from

  • Many topics to choose from

  • Practice as much as you need

Freshness: How might we enable organised randomness so that the practice always feels fresh and new, yet familiar?

  • Different teachers give a different flavour to the class

  • Topics change periodically

  • Meet different peers in every class

Rigour: How might we enable healthy feedback loops, so that progress is made tangible?

  • Teachers give you feedback in class

  • Teacher give you feedback after class

  • All feedback is recorded

Safety: How might we create a safety net so that learners and teachers feel community belonging?

  • Teachers set house rules in every class

  • Students are given enough personal time and space to express themselves

Outcomes

A service and an application with an onboarding & booking experience, alongside a modified interface for an existing online classroom product. The central elements of the experience already exist in Wall Street English's Network. Thus capitalising on their existing technologies, teaching methodologies, and teachers' experience to bring a whole new service to life. 


Snippets from strategy, discovery, and research workshops, international interviews, journey mapping, and service blueprints

Small Classes More Speaking time.

Real conversation. Real topics. Real progress.

Small Classes More Speaking time.

Small Classes More Speaking time.

Real conversation. Real topics. Real progress.

Small Classes More Speaking time.