Project Lingua
How can I learn to speak a foreign language in XR?
A Product Design and Strategy report exploring peer-to-peer language learning targeting speech production in XR, potential customers and what position a new competitor should take.
Year: 2024
Role: UX Researcher
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Look for the right problem to solve, not the perfect solution
“Spatial designers should look at what was lost when experiences transitioned from physical to digital. That is where we will find our edge”
“Spatial designers should look at what was lost when experiences transitioned from physical to digital. That is where we will find our edge”
In beginning my project, I decided to explore language exchanges because they are constructed spaces in the physical world specifically tasked to facilitate language learning. However, when they are transitioned to 2D mediums, they lose their magic.
In beginning my project, I decided to explore language exchanges because they are constructed spaces in the physical world specifically tasked to facilitate language learning. However, when they are transitioned to 2D mediums, they lose their magic.
The Challenge
With the guide in place, I set out to discover the advantages and shortcomings of in-person language exchanges and understand the perceived value for users that makes them attend or avoid specific language exchanges.
With the guide in place, I set out to discover the advantages and shortcomings of in-person language exchanges and understand the perceived value for users that makes them attend or avoid specific language exchanges.
Who are they?
What type of language learners attend language exchanges?
What type of language learners attend language exchanges?
What are their non-negotiables?
What are the non-negotiables that make someone choose a language exchange?
What are the non-negotiables that make someone choose a language exchange?
Why do they return to a language exchange after the first time?
Why do they return to a language exchange after the first time?
What are their pain points?
What are the biggest struggles and frustrations for language learners attending a language exchange?
What are the biggest struggles and frustrations for language learners attending a language exchange?
How do people prefer to learn in a language exchange?
How do people prefer to learn in a language exchange?
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User Interviews
I attended local language exchanges and met people actively trying to use language exchanges to get better at their target language. I used the challenge questions to understand broadly who they were and how they specifically went about attending language exchanges.
I attended local language exchanges and met people actively trying to use language exchanges to get better at their target language. I used the challenge questions to understand broadly who they were and how they specifically went about attending language exchanges.
Highlights
Language exchange attendees can be categorised into two groups:
Language Learners
Social Goers
Language exchange attendees can be categorised into two groups:
Language Learners
Social Goers
Users are always triggered to go to language exchanges when they have achieved something or having passed a threshold
Users are always triggered to go to language exchanges when they have achieved something or having passed a threshold
When attending a language exchange, users are looking to be correctly partnered with someone of their level
When attending a language exchange, users are looking to be correctly partnered with someone of their level
Convenience is the main reason that a user will not attend a language exchange
Convenience is the main reason that a user will not attend a language exchange
No matter the goal, users want a social environment rather than a classroom
No matter the goal, users want a social environment rather than a classroom
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Competitor Analysis
A competitor analysis was put together in order to understand how competitors not only structured their game experiences, but also how they encouraged speaking production and comprehension.
A competitor analysis was put together in order to understand how competitors not only structured their game experiences, but also how they encouraged speaking production and comprehension.
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Structured Affinity Diagram
With the raw data collected, I began to synthesis insights by organising insights first into questions, then categories, and finally summaries of each stage of the user journey. This highlighted pain points and delights users encountered when attending language exchanges.
With the raw data collected, I began to synthesis insights by organising insights first into questions, then categories, and finally summaries of each stage of the user journey. This highlighted pain points and delights users encountered when attending language exchanges.
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User Journey Map
For clarity, I visualised these insights into a user journey map that explored how users went through the process of build-up, attending and leaving language exchanges.
For clarity, I visualised these insights into a user journey map that explored how users went through the process of build-up, attending and leaving language exchanges.
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User Personas
From this data, I also generated personas to differentiate two groups of language exchange attendees I identified and highlighted their characteristics that define them.
From this data, I also generated personas to differentiate two groups of language exchange attendees I identified and highlighted their characteristics that define them.
The Results
From the research conducted, the data gathered informs us that there is a need for a space for natives of opposite languages to mutually learn that is consistent in it’s learning opportunities and availability of speaking partners
From the research conducted, the data gathered informs us that there is a need for a space for natives of opposite languages to mutually learn that is consistent in it’s learning opportunities and availability of speaking partners
Quick Snapshot
User Insights
1.
Convenience is the most important deciding factor when choosing a language exchange. The product should minimise time between starting the app and being in a worth while conversation.
Convenience is the most important deciding factor when choosing a language exchange. The product should minimise time between starting the app and being in a worth while conversation.
2.
Correctly assigning the right language partners together is the main stumbling point for real world language exchanges. Correctly allocating partners should be a priority metric over duration of conversation.
Correctly assigning the right language partners together is the main stumbling point for real world language exchanges. Correctly allocating partners should be a priority metric over duration of conversation.
3.
Users are most easily de-motivated by a negative experience with a language learning partner. On-boarding should prioritise teaching users how to be a considerate user in the communal space.
Users are most easily de-motivated by a negative experience with a language learning partner. On-boarding should prioritise teaching users how to be a considerate user in the communal space.
4.
Users do not require nor want heavily structured environments, however, they want to have a seamless conversation that naturally progresses to interesting topics. The focus for the design team should be to find the correct ballance
Users do not require nor want heavily structured environments, however, they want to have a seamless conversation that naturally progresses to interesting topics. The focus for the design team should be to find the correct ballance
Market Opportunities
1.
All users found their language exchanges online either through google searching or social media. Marketing should primarily target these two platforms.
All users found their language exchanges online either through google searching or social media. Marketing should primarily target these two platforms.
2.
The main competitor is one of the most expensive apps to use on the Meta Store because they have an expensive subscription model. Competing on cost should be a priority for the business strategy.
The main competitor is one of the most expensive apps to use on the Meta Store because they have an expensive subscription model. Competing on cost should be a priority for the business strategy.
3.
No app prioritises peer to peer learning, only instructor to student. This means that there is not language learning space dedicated to mutual learning and can be the product's market differentiator.
No app prioritises peer to peer learning, only instructor to student. This means that there is not language learning space dedicated to mutual learning and can be the product's market differentiator.
Proposed solution
