MA Thesis project
Mentors: Claire Reymond, Jinsu Ahn, Arno Schubbach
FHNW Academy of Art and Design
UX Research
After conducting the survey, I began clustering the responses with the aim of identifying my core user profile and understanding their specific needs. This process allowed me to categorize participants based on their goals, preferred learning styles, and intercultural communication challenges. By mapping these clusters, I was able to draw a clearer picture of my target audience, their motivations, and the obstacles they face—insights that directly informed the design direction and functionality priorities of the application.
Assumptions Map
Empathy Map
Persona
(main)
User Scenario
(main)
“Sofia has just entered an international Master's program in Europe. She is enthusiastic, but a little nervous - everything is new: the country, the university, the people. The first days of the program include introductory lectures and group assignments where she has to quickly establish contact with other students from different countries.During one of the classes Sofia notices that she doesn't always understand how to react - her classmates are very friendly, sometimes speaking very indirectly, or on the contrary - too openly. She feels that she doesn't fully grasp what they are saying and whether there is something between the lines. Although everyone is friendly, she finds it difficult to feel completely confident.
She decides to use a cross-cultural communication app to better understand the differences in communication styles. In interactive simulations, she practices dialogues with virtual classmates from different countries, learns to recognize tone, non-verbal cues, and select appropriate expressions in different situations - in class, in e-mail correspondence, and in informal settings.
After a few days, when she has to prepare a presentation in a team, Sofia feels much more confident. She enters the conversation on time, asks clarifying questions and listens to others with interest. Thanks to practicing in the app, she finds common ground faster and feels that she is beginning to integrate into the new educational community.”
Persona
(secondary)
User Scenario
(secondary)
“Amina works for an international marketing company where her team consists of professionals from Asia, Europe and South America. During an online meeting, she makes a direct remark about a Japanese colleague's presentation, not realizing that her style could be perceived as rude or abrupt. After the meeting, she notices that the atmosphere has become tense.
To sort things out, she opens an app and runs a simulated business dialog with a virtual interlocutor from Japan. The chatbot pays attention to her tone and suggests how she can reword her phrases to keep the conversation respectful and soft. She also learns about the concept of “face-saving” and cultural expectations about public criticism.
A few days later, Amina has another meeting and takes a more diplomatic approach. She notices that colleagues react more warmly and she begins to feel confident in her ability to adapt to different cultural contexts.”