Language Training Reimagined
Scalable English courses for hourly workers
Client: ESL Works (internal project)
Role: Chief Operating Officer of early-stage startup
Skills: Qualitative research, stakeholder and customer discovery interviews, business modeling, prototype development
CHALLENGE
To transform an on-site language training program for frontline hourly food industry workers into a digital option built for nationwide scale.
When I joined ESL works, the company had established a successful English language training program that was delivered on-site at some of NYC’s most reputable restaurants and grocery businesses, but wasn’t positioned to meet the growing demand in other cities.
I worked closely with the Founder & CEO to develop a business plan and prototype a digital version of ESL Works’ job-specific training, with a focus on maintaining student engagement while streamlining the employer experience.
RESEARCH APPROACH
Stakeholder interviews, empathy mapping, customer and student surveys, analysis of digital engagement metrics, and field observations.
In addition to our student (user) profiles, we identified three different types of customer stakeholders and conducted interviews and surveys with each group. We developed customer personas, empathy maps, and stakeholder maps to better understand the diverse needs and pain points a digital solution would need to address.
INSIGHTS
Both students AND managers are more likely to engage via text message than email
Students eager for more engagement outside class
Space and scheduling conflicts are the most common class disruptors — circumventing these could build more consistency and retention
Hiring and retention are major pain points cited by all employers, regardless of position
Differentiation between customer profiles that view ESL as a “nice-to-have” benefit vs. a necessary business investment
PROTOTYPE DEVELOPMENT + TESTING
We developed a text message-based prototype that was tested in two scenarios — with live video instruction and in-person classes.
PROTOTYPE PART #1: TEXT QUIZZES
Text message-based, asynchronous digital learning was piloted with all students.
We used a text message marketing platform to enroll students in daily quizzes and micro-learning prompts. Students could also invite their friends, family, and coworkers to enroll by texting the word “ENGLISH” to our phone number.
PROTOTYPE PART #2: LIVE VIDEO INSTRUCTION
We also launched our first program with outside of NYC by offering live, regularly-scheduled video classes.
Students had the option of logging on either from home or at their workplace. We tailored our setup guide for smartphone users, and designed curriculum so that students could participate without the use of a keyboard.
KEY TAKEAWAYS + LEARNINGS
Student engagement was very high with text-based learning independent of in-person class attendance
Video classes suffered from the same scheduling pitfalls as in-person instruction
Video technology and internet bandwidth created an additional barrier for some
Minimizing the employer’s role in setup yielded more direct contact with students and happier clients!
IMPACT + NEXT STEPS
ESL Works went on to raise a seed round of funding, build a proprietary digital product, and rebrand as Opus Training.
Their expanded focus on delivering best-in-class, mobile first training for frontline workers across all industries has earned them considerable press and the trust of over 300 customers.