Empathize 

When I began designing EnglishPro, I focused on understanding the needs and behaviors of both tutors and parents. I conducted interviews with a representative sample of participants, using open-ended and conversational questions to gather meaningful insights. Each interview was analyzed through empathy mapping, allowing me to identify key user groups based on shared goals and challenges. I then created detailed personas for each group, each anchored by a one-sentence user story to keep the design process user-centered and purpose-driven.

A visual representation of the five phases of design thinking: Emphasize with an illustration of hands and a heart, Define with a target and document, Ideate with colorful gears and shapes, Prototype with digital screens and connections, and Test with two smartphone screens labeled A and B.

EnglishPro Users 

  • Woman and two children sitting on a chair, looking at a tablet together, in a bright indoor setting.

    María Gómez – Busy Working Parent

    "I just want to find someone I can trust without spending hours comparing profiles."

    Goals:
    Quickly find a reliable English tutor with positive reviews.
    Schedule lessons that fit around her family and work commitments.
    Ensure her son feels comfortable and enjoys learning.

    Frustrations:
    Not enough time to thoroughly research tutors.
    Unclear or inconsistent tutor qualifications.
    Overwhelmed by too many choices and lack of guidance.

    Scenario:
    María is juggling work and family life, and her 9-year-old son needs help improving his English speaking skills. After trying to find tutors through friends and Facebook groups, she feels frustrated with the scattered information. She needs a platform that simplifies the process, gives her trustworthy options, and allows her to book easily without too much back-and-forth.

    As a busy working parent, I want to quickly find and book a trusted English tutor without spending hours researching, so that I can support my child’s learning despite my limited time.

  • Man wearing glasses and a denim jacket working at a wooden table with a laptop, coffee mug, and notebook in a bright, modern home office with a large window and green plant.

    José Martínez – Goal-Oriented Father

    "I want results. If we’re investing in lessons, I need to know they’re working."

    Goals:
    Help his daughter pass her B1 Cambridge exam.
    Track academic progress and ensure structure in lessons.
    Find a tutor who balances results with student motivation.

    Frustrations:
    Tutors who aren’t qualified or structured.
    Generic platforms without focus on academic achievement.

    Scenario:
    José is focused on helping his daughter pass her English exam next year. He’s comfortable using tech and willing to invest in tutoring if it’s effective. He’s looking for a platform that provides transparency, qualifications, and progress tracking—ideally something more serious than just casual conversation practice.

    As a results-focused parent, I want to hire a structured, qualified tutor and monitor my child’s progress, so that I can ensure she’s on track to pass her English exam.

  • Lucía Ortega – Caring Mother

    "I’m not great with technology, but I’ll try anything if it helps my son learn."

    Goals:
    Introduce her son to English in a fun, engaging way.
    Find a patient tutor who works well with young children.
    Overcome her discomfort with using online tools.

    Frustrations:
    Struggles to navigate digital platforms.
    Concerned her son may not pay attention in online lessons.
    Limited access to local, in-person tutoring options.

    Scenario:
    Lucía has recently begun exploring online tutoring after failing to find local options for her 7-year-old. She’s nervous about the tech involved but determined to help her son get ahead in English. A platform that’s simple, welcoming, and provides step-by-step support would give her the confidence to move forward.

    As a tech-hesitant but committed mother, I want a simple, guided way to book online English lessons, so that I can help my young son learn even if I’m not confident with technology.