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Fangshu Zhu Isaac Buwembo Curt Rollison team FIC

DMBA Experience Studio - Say What App

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Fangshu Zhu!Isaac Buwembo Curt Rollison

!team!

FIC

Domain!

!

Hunt

!

!

Epiphany

!

!

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Solution

Today

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The Domain

Our Domain

China

Why Chinese Students?Shifting US Classrooms - 235,000 enrolled in US colleges (+26%)1 Hungry for intervention - Poor existing services and monopolies Huge market - 78 Million Secondary Students2

1: US News!!| 2: Wikipedia 5

The Hunt

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Who did we talk to?Nearly 60 Interviews Students in China Chinese Undergrad and Graduate students in the US Non-Chinese Students International Student Affairs Department Professors

Map of a Secondary Student’s Day

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The journey continues

LanguageCulture

Belonging

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The journey continues

LanguageCulture

Belonging

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The First

72hrsCollege Experience

What does it look like?

Basic needs are met

CSA, Chaperones, Immersion

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In the College ClassroomUncovered: American classroom paradigm is a struggle Lectures are often hard to follow Little voluntary participation Obvious separation from student body

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Problem Area:How do you help better integrate Chinese students into college life at CCA

Why CCA?“Punch In and Out”

Lack a Commons

Missing “College” Life

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Why CCA?“Punch In and Out”

Lack a Commons

Missing “College” Life

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International Mix

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Taiwan

42

Korea

38

India

22

Hong Kong

20

China

141

30%

32%

How do you create community?

Pop Up

Grub Club CSA

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The Epiphany

Chinese students feel disconnected when they lose track of a conversation due to an idiom or turn of phrase

So we wanted to go for broke and swing for the fences. It wouldn’t be a piece of cake, and we didn’t want to put lipstick on a pig so we huddled up and decided not to beat a dead horse with basic vocab and took a stab at creating something kick-ass.

Our GoalHelp Chinese students feel more connected to their American peers by improving their knowledge of American idioms by leveraging their cultural desire to achieve.

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Meet Feng Jin Interior Design Freshman at CCA Bright, demure, driven, stressed Feng moved from Chengdu in July and has seen her English skills improve quickly, but still doesn’t feel that confident starting casual conversations. She mostly understands the mechanics of the language, but hasn’t had enough exposure to the indirect phrasing and complex metaphors her American peers use on a regular basis. She wishes she didn’t have to feel so lost all the time.

First Prototypes

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Wall Posters People are willing to fill in the blanks

Flashcards People like the surprise and competition

Multi-Choice Want more context, see it used in a sentence

Digital App People still want to compete with friends

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Not just a Chinese problemApplicable for any non-native speakers

And even for native speakers

“Dime a dozen”

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Signs we were on to somethingLean Forward Draw Others In

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Design Principles

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Head to Head: I’m more willing to work if it means I can one-up my friend

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Snackable: With my busy schedule, I need something that I can use in my “in-between” times

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Constructive: The design needs to expand my knowledge and social currency

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Participatory: I want to be able to contribute to the knowledge base

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The Solution

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Meet “Say What?”

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Challenge a Friend

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Select a Number

Get an Idiom

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Take a Hint

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Choose an Answer

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Choose an Answer

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Choose an Answer

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Choose an Answer

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Choose an Answer

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Get Your Score

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Business CaseFreemium Approach: Ads and unlimited solo random terms play Upgrade to remove ads and earn 3 themes Themes store to add category specific idioms

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Business CaseFreemium Approach: Ads and unlimited solo random terms play Upgrade to remove ads and earn 3 themes Themes store to add category specific idioms

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Business CaseFreemium Approach: Ads and unlimited solo random terms play Upgrade to remove ads and earn 3 themes Themes store to add category specific idioms

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Jargon Opportunities “Say What?” could easily extend into corporate buzzwords and processes

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Let’s Play!

bit.ly/JgSWvd

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