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‘My children come first, and their education is my #1 priority’

Ji -Woo Lee – Female; 41 years young; Korean-born but Bilingual; Owns a Small B usiness; is very active in her Christian church and helps new Korean immigrants adapt; has 2 children; goes to the Y for spin classes; Primarily uses a Samsung mobile phone .

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‘My children come first, and their education is my #1 priority’

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  1. Ji-Woo Lee – Female; 41 years young; Korean-born but Bilingual; Owns a Small Business; is very active in her Christian church and helps new Korean immigrants adapt; has 2 children; goes to the Y for spin classes; Primarily uses a Samsung mobile phone ‘My children come first, and their education is my #1 priority’ Key goals We must • Information on classes offered/statistics/teachers’’ background • Instant access to progress/grades • Sign up for school activities/clubs • Link to SAT/ACT/Prep Courses/Universities • Emphasize academic content • Create mobile-friendly interface • Highlight children's’ achievements/pictures and lists of names to share with family • Create roadmap to best University We must not • Likes hierarchy/Follows Rules • Visits the site Often • Has lots of questionsfor teachers • Often shares her kids’ achievements with family in Korea • Make the school system look amateurish/average • Make the site dense and full of jargon/acronyms Behaviours

  2. Austin Webbs– Male; 16 years old; Lacrosse and football player since age 6; Hopes to play D1 Lax in College; Has decent grades in his junior year but also likes to party with his friends & team-mates; His parents divorced when he was 9; Nervous about asking Emily to Prom; Loves to surf; enjoys French and Photography classes; his entire life is on his iPhone5 ‘One day I’ll look back and realize these were the best days of my life’ Key goals We must • Find school sports info (teams, players, stats, forms etc.) • Find details on Prom (dates/location/policies) • Find academic calendar and weather delays/closings • Optimize the site for mobile use • Place all info linked to same topic in the same place • Ensure policies are in plain English • Easily link to TeacherWeb, Aspen, EdModo, etc. We must not • Accesses all info from his iPhone; expects immediate access to info • Only visits site occasionally • Is fed up with all the sites he must access for school purposes • Helps his mother find info and forms • Make the site dense and full of jargon/acronyms • Bury info he is interested in • Bother him with info on programs that are not relevant to him Behaviours

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