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CITY CLASSROOM

A Win-Win System : Re-define the Relationship Between Students and Foreign Teachers

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For WSE, they are losing more students then ever, WSE would like to attract new students and bring alumni back. Unilke the current competitor’s solutions that mainly focus on students, City Classroom is a win-win system for both students and FTs (foreign teachers). It re-defines the relationship between students and foreign teachers, giving them different motivations (Calling, Empowerment, Accomplishment and Sense of Belonging) based on students’ and teachers’ needs. It can effectively reduce the turnover rate, and create a stronger bond for teachers. As a result, the loyalty of the students will increase, and make the bond even stronger. 

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Any WSE branch is a hub providing services and coordinating with other units. Go to a nearby yoga studio to practice yoga and English simultaneously with professional yoga FTs. Or learn in a cooking studio partnered with WSE. It also improves the FT on-boarding experience resulting in a low turnover rate. Students are life coaches to new FTs, leading cultural activities in temples or souvenir shops, allowing new FTs to feel welcome, and students to have more real-life scenarios to practice English.
 

NEW DISCOVERIES AWAIT YOU IN THE CITY. THE WHOLE CITY CAN BE YOUR ENGLISH CLASSROOM.

INSIGHTS

  • Learning English is a journey, not a destination 

    • One dimensional measurements is not enough​

    • A product and an experience are evaluated differently

    • Students prefer to belong rather than to be serviced

  • Continuous learning creates a powerful sense of control

    • Learning English is a recreation​

    • Guilt is short-term strategy

    • Self-motivation is fragile

  • Teachers are uninspired and uninspiring​

    • The original project goal didn't mention anything about FTs. However, they are critical key to attract students.

    • FTs are the stars, but they do not shine​

    • FTs are treated as a tool

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CITY CLASSROOM CONCEPT VIDEO

RESEARCH & BACKGROUND STORY

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STUDENT-LED CLASS

City Classroom re-defines the relationship between students and foreign teachers. For the student-led part, students can take foreign teachers to do cultural activities, such as visiting a temple or gallery, shopping in the souvenir store, or enjoying food in a local restaurant. Students are the hosts, introducing the local culture, whereas the foreign teachers are the audience.

TEACHER-LED CLASS

Teachers can create a class based on their interests, therefore they have more motivation and passion to teach. Meanwhile, students can choose a class subject based on their interests, which also gives students more motivation to join the class.

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BENEFITS FOR STUDENTS

BENEFITS FOR FOREIGN TEACHERS

New teachers will feel warmly welcome. This not only helps them adjust to the new environment,

but also to understand more about their students. This gives them a great sense of belonging, and  sufficiently improves the onboarding experience.

As a result, it can effectively reduces the turnover rate, and create a stronger bond for foreign teachers. Moreover, the loyalty of students will increase, and make the bond even stronger.

For the student-led class, students take foreign teachers for cultural activities, such as visiting a temple or gallery, or enjoying food in a local restaurant. Based on insights, when introducing our own culture to foreigners, we have more confidence and motivation to speak in English. In this class, students are the hosts and introduce the local culture. By helping new foreign teachers, it brings a calling and a sense of accomplishment to these students, which gives them more motivation to practice English.

BENEFITS FOR STUDENTS

BENEFITS FOR FOREIGN TEACHERS

Students can choose a class subject based on their interests, which gives them more motivation to join the class. They can visit a nearby yoga class, practice with a professional English yoga teacher, meanwhile, practice English in a real-life scenario. Moreover, students have the same interests as their teacher, which brings a strong sense of belonging, and the bond will be stronger.

Teachers can create a class based on their interests, therefore they have more motivation and passion to teach. This is a great chance

for teachers to know more about their students. Moreover, a group of people with the same interests gives them a strong sense of belonging, which will strengthen their bond.

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WIN-WIN-WIN B2E2C SYSTEM

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Many B2C companies work very hard to make their customers happy, however, most of them still can’t receive the customers’ satisfaction and loyalty. Employees are as important as the customers. In fact, they are internal customers. They have a strong influence on the external customers. Employees and the customers are the base supporting the business to thrive. City Classroom is a Win-Win-Win system that creates a positive virtuous cycle for employees, customers, and the business.  

CREDIT

Continuum Shanghai Studio

Animation & Video : Bolun Zheng

Voice : Caroline Corkins

Date : 2019

AWARDS

2020 iF Award - Service Design

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