A Study of Learner Persona and Learner Journey Map for the Development of an Undergraduate Program in Sustainable Entrepreneurship
Article Sidebar
Main Article Content
Abstract
Thailand has adopted the concept of sustainable development as its national development strategy, as many other countries today. This preliminary research investigated the learner persona and designed a learner journey map for developing an undergraduate program in sustainable entrepreneurship. The study sample was selected through purposive sampling. The key informants were sixty-five volunteers interested in an undergraduate program in sustainable entrepreneurship, eight lecturers teaching a course in sustainable entrepreneurship, and five entrepreneurs. The research instruments included questionnaires, focus group discussions, and in-depth interviews. The quantitative data were analyzed with frequency and percentages. The content analysis method was used to analyze the qualitative data. The findings revealed that the target group of an undergraduate program in sustainable entrepreneurship would be those interested in innovative business for sustainability, viewing waste and poverty as urgent problems that need to be solved. This target group have life goals for the next 5 years that prefer to be a leader and also as an entrepreneur who apply the knowledge about the Sustainable Entrepreneurship program in order to create positive changes for society, environment and organization. The learner journey map analysis found that the touchpoints most affected the learners' interest is the learning exchange between the learner, instructor and entrepreneur including jointly solving problems from real situations so that learner can apply theory to real situations. The touchpoints that most affected learners' boredom was that the instructor lectured only the theory, used of case studies that learner do not know and asked for the activities that cannot be applied to real situations. The research results implied that the way to solve important learning problems is to understand learning behaviors and problems of learners in order to design teaching materials, the learner journey map, case study and also the guest speaker in accordance with the learner including applying sustainable entrepreneurship concepts in real-world situations according to the contexts would be the best solution.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
-
Authors must agree to the journal publication rules and allow the editors to edit the manuscripts for publication.
-
Author’s right belongs to the author but Journal of Southern Technology holds the right of first publication and thus allow readers to use the article for the purpose of education but not commercial.
References
Anderson, L. W., & Kathwohl, D., R. (2001). A Taxonomy for Learning, Teaching, and Assessing: A Revision of Bloom’s Taxonomy of Educational Objectives. New York: Addison Wesley Longman.
Alvarez, C. G. P., Maldonado, R. M., & Shum, S. B. (2018). Mapping learner-data journeys: evolution of a visual co-design tool. The 30th Australian Conference on Computer-Human Interaction December 04, 2018 (pp. 205 – 214). Australia.
Cornelius-White, J. H. D. (2006). A learner’s guide to person-centered education. Person Centered Journal, 13(1-2), 38-43.
Cambridge CEM. (2017). 6 Elements of Great Teaching. Retrieved September 24, 2022, from https://www.cem.org/blog/6-elements-of-great-teaching.
Gagne, R. M., Wager, W. W., Golas, K. C., & Keller, J. M. (2005). Principles of Instructional Design (5th ed). Belmont, CA, Wadsworth / Thomson Learning.
Huttahasothana, K., & Piriyakul, I. (2021). The study of customer journey of K-POP market case of physical album market on twitter. Srinakharinwirot Business Journal, 12(2), 38-54. [in Thai]
Huynh, T., Madsen, A., McKagan, S., & Sayre, E. (2021). Building personas from phenomenography: a method for user-centered design in education. Journal Information and Learning Sciences, 122 (11), 689-708.
Jansen, B. J., Salminen, J. O., & Jung, S.G. (2020). Data-driven personas for enhanced user understanding: combining empathy with rationality for better insights to analytics. Sciendo: Data and Information Management, 4(1), 1-17.
Jordan, A., Christopher, F.C., & Holly, C. (2017). Applying design thinking to curriculum reform. Academic Medicine, 92(4), 427.
Joyce, B., Weil, M., & Calhoun, E. (2015). Models of Teaching (9th ed.). New York: Pearson Education, Inc.
June, A. (2018). Drawing inspiration for learning experience design (LX) from diverse perspectives. The Emerging Learning Design Journal, 6(1), 1-6.
Kotler, P. (2003). Marketing Management (11th ed.). Upper Saddle River, New Jersey: Prentice–Hall.
Kumpanat, T., Koonchayanggoon, S., Punchaariyakun, S., Pinthana, P., & Kasakij, S. (2020). Cognitive learning behavior based on the concept of Bloom’s revised taxonomy. Journal of Graduate Research, 11(2), 1-9. [in Thai]
Long, F. (2009). Real or imaginary: the effectiveness of using personas in product design. Irish Ergonomics Society Annual Conference, May 2009 (pp. 1-10). Dublin.
Macdonald, J. (1965). A Philosophy of Education. New Jersey: Scott, Foresman and Company.
Ostrom, A.L., Bitner, M.J., & Burkhard, K.A. (2011). Leveraging Service Blueprinting to Rethink Higher Education: When Students Become ‘Valued Customers,’ Everybody Wins. Washington, DC: Center for American Progress.
Pongsopon, P., & Niruttikul, N. (2019). Customer journey model of fashion clothing in e-commerce market of generation Y. Journal of Social Sciences and Humanities, 45(2), 214-237. [in Thai]
Rogers, C.R. (1983). Freedom to Learn for the 80’s. Columbus: Merrill.
Salminen, J., Jung, S. G., Chowhury, S., Sengun, S., & Jansen, B. J. (2020). Personas and analytics: A comparative user study of efficiency and effectiveness for a user identification task.CHI Conference on Human Factors in Computing Systems. April 25-30, 2020 (pp.1-13). Honolulu: U.S.A.
Samson, S., Granath, K., & Alger, A. (2017). Journey mapping the user experience. College & Research Libraries, 78(4), 459 - 471.
Smith, P., & Ragan, T. (2005). Instruction Design (3rd ed.). United States of America: John Wiley & Sons, Inc.
Sukwilai, A., Patanasiri, A., Vongdoiwang, W., Arukaroon, B., & Pollongchang, T. (2020). The importance of users’ personas to mobile application development. The Journal of Social Communication Innovation, 8(1), 114-121. [in Thai]
Thippayakraisorn, S. (2018). Digital age’s customer journey, a new marketing quest. Punyapiwat Journal, 10(2), 294-302. [in Thai]
United Nations. (2017). Promoting Entrepreneurship for Sustainable Development: A Selection of Business Cases from the empretec network. United Nations Conference on Trade and Development. Retrieved September 30, 2022, from https://sustainabledevelopment. un.org
Wereda, W., & Grzybowska, M. (2016). Customer experience does it matter. Modern Management Review, 21(23), 199 - 207.