Life in Philadelphia:
Researching off-campus engagement
Project overview
Thomas Jefferson University’s Dean of Admissions stated a gap in current student engagement with the vibrant city of Philadelphia. Students weren't fully utilizing the cultural, historical, and recreational opportunities the city offered, impacting their overall experience. Additionally, existing recruitment materials weren't effectively showcasing Philadelphia's benefits to prospective students.
Steps taken
Survey • Competitive Analysis • Stakeholder Interviews • User Interviews • Focus group • Empathy mapping • Analyzing data •
Time taken
15 weeks
21 Aug 2023 - 8 Dec 2023
My role
User Research
User interviews
Focus group
Team Engage Members
(I’d have to make another case study just to explain the team name)
Troi Caple • Peyton Campbell • Gayatri Valvi • Me (Obviously)
Problem Statement
How might we improve Thomas Jefferson University students' awareness of off-campus activities in Philadelphia, creating a more engaged and connected student experience?
Why is student engagement important?
City Exploration: TJU students miss out on the exciting aspects of Philadelphia due to limited awareness. Improving off-campus engagement helps students explore opportunities, grow personally, and connect with the community.
Community Building: Increasing off-campus awareness fosters a sense of community between TJU students and Philadelphia communities. Developing a sense of belonging benefiting both.
Career Readiness: Enhancing off-campus strategies aligns students with valuable resources in Philadelphia, building practical skills for future careers.
Research Objectives
01
To understand challenges students face when engaging with off-campus activities. We want to assess the students concerns and pain points surrounding off-campus engagement.
02
Understanding what kinds of community engagement are available helps us create exciting experiences for students, making our university more appealing.
03
Understanding how knowledgeable and receptive current students are to offcampus activities will help the team identify opportunities.
User Personas
Meet our heroes!
Divith
International Grad Student
Age: 26
Location: Philadelphia
Archetype: Shy
Background
Divith is a recent graduate arrival from India attending Thomas Jefferson University. This is his first time living abroad.
Goals
Gain valuable experience in the United States
Explore Philadelphia and immerse himself in American culture
Says
"Health expenses are very high compared to what we get in our home country."
Challenges
Adjusting to a new culture and environment
Finding affordable healthcare options
Proactive
Open-Minded
Resilient
Optimistic
Elizabeth
PhD Student
Age: 28
Location: Philadelphia
Archetype: Outgoing
Background
Elizabeth is a first-year PhD student at Thomas Jefferson University. She recently moved to Philadelphia from a smaller town for her studies.
Goals
Build a social network in Philadelphia and feel less isolated
Find activities and hobbies that balance her studies with social interaction
Says
“I want to meet new people and socialize, but where do I begin?”
Challenges
Balancing the intense workload of a PhD program with a desire for social life
Difficulty finding activities that cater to young professionals and PhD students
Social
Active
Brave
Part I
Research Methods
We conducted multiple interviews, held a focus group and much more!
Stakeholder Interviews
We interviewed some school officials for our research!
01
Do you have any suggestions or anything you like to see on how we could like bridge the gap to get students to to actually engage in those off campus activities?
“So I think yeah, that and I wonder also I don't know if anybody really does this, but you could also like try to work with Lyft or Uber to get a discounted rate for your first five rides if you're at Thomas Jefferson University student, something like that to just kind of like give them a comfort level of getting from point A to point B.”
- Megan Morello, Associate Director, First Year Students at TJU
“I think there would also be an amazing idea if somebody would get a shuttle that goes from the East Falls campus to the Center City campus three times a day because there are people that way I could say, hey, you're gonna spend your first two years up here doing your prereqs, having that raw college experience.”
- Tina Hughes, Associate Director, Transfer Admissions at TJU
02
What strategies do you think we could use to showcase the unique aspects of the city and university on social media?
“Being able to highlight the current student experience and the things that our current students are doing, especially in terms of experiential learning, research, clinical experiences is really impactful because it's like a window into what it would be like to become a Jefferson student.”
- Lauren Deibler, Director of Transfer Admissions at TJU
Survey
To gain a deeper understanding of student awareness regarding off-campus activities, I conducted a survey with 22 participants. This initial research phase aimed to identify any knowledge gaps or barriers students faced when exploring Philadelphia's offerings. By gathering student insights, we could tailor our user-centered approach to address their specific needs and preferences for off-campus engagement.
Student feelings about offcampus activities
27 %
13 %
9 %
Neutral
Positive
Had concerns
Did not have much info
50 %
How often would you participate in an off-campus event?
User Interviews
We carried out 12 in-depth user interviews to get a thorough grasp of student’s viewpoints and experiences with off-campus activities. We learned a lot about student’s perceptions of Philadelphia's resources, what motivates them to participate in extracurricular activities, and what obstacles they face by having open-ended discussions with them. These qualitative results offered a solid basis for figuring out how to improve student involvement for a more vibrant campus environment. Here are some of the key things they said:
"I love traveling a lot in my life and exploring new places. I wouldn't say exactly hidden, maybe something that's also like famous in the particular area or city. And yeah, just getting to know, meeting new people, getting to know their culture. What are their values and all? Yeah, that's something I
truly like."
“[For promoting off-campus activities] The approval process can take awhile [and by the time] it’s approved the event is 2 days later."
“If they have their own bus. So, you know, students are in here and not, you know, roaming randomly anywhere else in the city unless they want to, that's their own choice. But that would bring them home
safe again.”
"I think the only good event, Jefferson did was to take all international students to New York. I think that was so fun."
Focus Group
To understand the thoughts of students and their experiences, we brought together a group of six students to chat about off-campus activities. It was great to hear their ideas and stories firsthand. This helped us see things from their perspective and figure out what was really important to them.
Troi Caple created a basic user journey map to categorized all the data collected from this focus group session!
Hover to see in detail!
Competitive Analysis
By conducting a competitive analysis of TJU and 3 neighboring universities, we found out:
School
University of
Pennsylvania
Official website
Strong emphasis on community service, navigation & transportation information
Jefferson has a good introductory program to get to know Philadelphia
Webpage outlining transportation and amenities in the city.
Most resources are built into the ‘Life at Drexel’ webpage
Emphasis on city involvement
Active student run organizations
600
registered clubs
300
student organizations
350
Clubs
100
Recognized clubs
Official website
Official website
Owl connect
Main Campus Program Board
Drexel
University
Temple
University
Thomas Jefferson
University
Platform
Number of Clubs
Key Features
Empathy Mapping
I also created empathy maps based on the user interviews and survey data. This helped me step into the shoes of the students, allowing me to visualize their thoughts, feelings, and pain points when it came to off-campus activities. By understanding their motivations, challenges, and desires, I could identify key opportunities to enhance their overall experience and create solutions that truly resonated with their needs.
Part II
Insights
From all the data gathered during this project, we found out some interesting things!
01
Students have limited university support to explore
People said
“They do [support us], but not at the extent that is needed and, because considering Philadelphia [has] widespread historical significance and [what] a city has to offer to students. I would say they have to make the best use of it and I don't think
[the university] have done enough.”
Possible solution
Thomas Jefferson University could offer more info about historical places, organize affordable trips, and improve evening transportation to better help students explore Philly. They should give clear guidelines on off-campus activities and discounts for events. This can make exploring easier and more enjoyable.
Me!
02
Students have transportation and commute challenges
People said
“"I think the transit maybe from [the] university could be more enhanced as [it is] in right now. The university has only 2 buses which kind of have a connection to the a few places maybe. But if it connects to the like larger radius it would be more beneficial to the international students who live far from the university.”
Possible solution
Thomas Jefferson University could step in by arranging better transit options or aiding students with transport support. This would make it easier for everyone to join activities and explore beyond campus.
East Falls campus
Center City
~7 miles
03
Students feel that the university should provide financial assistance
People said
“Even if you go to bus station, you will get the exact charge as another local. But if they would have given student discount on cabs or maybe giving some Uber rewards or maybe just giving discount or if I use the SEPTA card which is belonging to TJU, available in their stores. Even if you take SEPTA to any other places, it will cost the same.”
Possible solution
The university could improve student engagement in off-campus activities by enhancing financial benefit programs. Enhancing support would empower students to partake in a wider array of extracurricular experiences, creating a more lively and connected campus community.
Kanbar Campus Center
Thanks for reading <3
Since you made it this far, I know you have found something interesting, or maybe everything interesting?
Actively seeking internship and job opportunities!
Adarsh Mokashi
• v13
Designed and created with lots of passion and sleepless nights.
Hope to see you around!
©️ Copyrights 2024. All rights reserved
Life in Philadelphia:
Researching off-campus engagement
Project overview
Thomas Jefferson University’s Dean of Admissions stated a gap in current student engagement with the vibrant city of Philadelphia. Students weren't fully utilizing the cultural, historical, and recreational opportunities the city offered, impacting their overall experience. Additionally, existing recruitment materials weren't effectively showcasing Philadelphia's benefits to prospective students.
Steps taken
Survey • Competitive Analysis • Stakeholder Interviews • User Interviews • Focus group • Empathy mapping • Analyzing data •
Team Engage members
(I’d have to make another case study just to explain the team name)
Troi Caple • Peyton Campbell • Gayatri Valvi • Me (Obviously) •
My role
User Research • User interviews •
Focus group •
Time taken
15 weeks
21 Aug 2023 - 8 Dec 2023
Problem Statement
How might we improve Thomas Jefferson University students' awareness of off-campus activities in Philadelphia, creating a more engaged and connected student experience?
Why is student engagement important?
City Exploration: TJU students miss out on the exciting aspects of Philadelphia due to limited awareness. Improving off-campus engagement helps students explore opportunities, grow personally, and connect with the community.
Community Building: Increasing off-campus awareness fosters a sense of community between TJU students and Philadelphia communities. Developing a sense of belonging benefiting both.
Career Readiness: Enhancing off-campus strategies aligns students with valuable resources in Philadelphia, building practical skills for future careers.
Research Objectives
01
To understand challenges students face when engaging with off-campus activities. We want to assess the students concerns and pain points surrounding off-campus engagement.
02
Understanding what kinds of community engagement are available helps us create exciting experiences for students, making our university more appealing.
03
Understanding how knowledgeable and receptive current students are to offcampus activities will help the team identify opportunities.
User Personas
Elizabeth
PhD Student
Age: 28
Location: Philadelphia
Archetype: Outgoing
Social
Active
Brave
Background
Elizabeth is a first-year PhD student at Thomas Jefferson University. She recently moved to Philadelphia from a smaller town for her studies.
Says
“I want to meet new people and socialize, but where do I begin?”
Goals
Build a social network in Philadelphia and feel less isolated
Find activities and hobbies that balance her studies with social interaction
Challenges
Balancing the intense workload of a PhD program with a desire for social life
Difficulty finding activities that cater to young professionals and PhD students
Divith
Student
Age: 26
Location: Philadelphia
Archetype: Shy
Proactive
Open-minded
Resilient
Optimistic
Background
Divith is a recent graduate arrival from India attending Thomas Jefferson University. This is his first time living abroad.
Says
"Health expenses are very high compared to what we get in our home country."
Goals
Gain valuable experience in the
United StatesExplore Philadelphia and immerse himself in American culture
Challenges
Adjusting to a new culture and environment
Finding affordable healthcare options
Part I
Research Methods
We conducted multiple interviews, held a focus group and much more!
Stakeholder Interviews
01
Do you have any suggestions or anything you like to see on how we could like bridge the gap to get students to to actually engage in those off campus activities?
01
Do you have any suggestions or anything you like to see on how we could like bridge the gap to get students to to actually engage in those off campus activities?
Megan Morello
Associate Director, First Year Students
“So I think yeah, that and I wonder also I don't know if anybody really does this, but you could also like try to work with Lyft or Uber to get a discounted rate for your first five rides if you're at Thomas Jefferson University student, something like that to just kind of like give them a comfort level of getting from point A to point B.”
02
What strategies do you think we could use to showcase the unique aspects of the city and university on social media?
02
What strategies do you think we could use to showcase the unique aspects of the city and university on social media?
Megan Morello
Director of Transfer Admissions at TJU
“Being able to highlight the current student experience and the things that our current students are doing, especially in terms of experiential learning, research, clinical experiences is really impactful because it's like a window into what it would be like to become a Jefferson student.”
Survey
To gain a deeper understanding of student awareness regarding off-campus activities, I conducted a survey with 22 participants. This initial research phase aimed to identify any knowledge gaps or barriers students faced when exploring Philadelphia's offerings. By gathering student insights, we could tailor our user-centered approach to address their specific needs and preferences for off-campus engagement.
Student feelings about offcampus activities
Neutral
50 %
Positive
27 %
Had concerns
13 %
Did not have much info
9 %
How often would you participate in an off-campus event?
User Interviews
We carried out 12 in-depth user interviews to get a thorough grasp of student’s viewpoints and experiences with off-campus activities. We learned a lot about student’s perceptions of Philadelphia's resources, what motivates them to participate in extracurricular activities, and what obstacles they face by having open-ended discussions with them. These qualitative results offered a solid basis for figuring out how to improve student involvement for a more vibrant campus environment. Here are some of the key things they said:
"I love traveling a lot in my life and exploring new places. I wouldn't say exactly hidden, maybe something that's also like famous in the particular area or city. And yeah, just getting to know, meeting new people, getting to know their culture. What are their values and all? Yeah, that's something I
truly like."
“If they have their own bus. So, you know, students are in here and not, you know, roaming randomly anywhere else in the city unless they want to, that's their own choice. But that would bring them home
safe again.”
“[For promoting off-campus activities] The approval process can take awhile [and by the time] it’s approved the event is 2 days later."
"I think the only good event, Jefferson did was to take all international students to New York. I think that was so fun."
Focus Group
To understand the thoughts of students and their experiences, we brought together a group of six students to chat about off-campus activities. It was great to hear their ideas and stories firsthand. This helped us see things from their perspective and figure out what was really important to them.
Troi Caple created a basic user journey map to categorized all the data collected from this focus group session!
(Click to view details!)
Competitive Analysis
By conducting a competitive analysis of TJU and 3 neighboring universities, we found out:
University of
Pennsylvania
600 clubs
Strong emphasis on community service, navigation & transportation information
Drexel
University
300 clubs
Most resources are built into the ‘Life at Drexel’ webpage
Temple
University
350 clubs
Emphasis on city involvement
Active student run organizations
Thomas Jefferson
University
100 clubs
Jefferson has a good introductory program to get to know Philadelphia
Webpage outlining transportation and amenities in the city.
Empathy Mapping
I also created empathy maps based on the user interviews and survey data. This helped me step into the shoes of the students, allowing me to visualize their thoughts, feelings, and pain points when it came to off-campus activities. By understanding their motivations, challenges, and desires, I could identify key opportunities to enhance their overall experience and create solutions that truly resonated with their needs.
Part II
Insight
From all the data gathered during this project, we found out some interesting things!
01
Students have limited university support to explore
01
Students have limited university support to explore
People said
"I think the transit maybe from [the] university could be more enhanced as [it is] in right now. The university has only 2 buses which kind of have a connection to the a few places maybe. But if it connects to the like larger radius it would be more beneficial to the international students who live far from the university.”
Possible solution
Thomas Jefferson University could offer more info about historical places, organize affordable trips, and improve evening transportation to better help students explore Philly. They should give clear guidelines on off-campus activities and discounts for events. This can make exploring easier and more enjoyable.
Me!
03
Students feel that the university should provide financial assistance
03
Students feel that the university should provide financial assistance
People said
“Even if you go to bus station, you will get the exact charge as another local. But if they would have given student discount on cabs or maybe giving some Uber rewards or maybe just giving discount or if I use the SEPTA card which is belonging to TJU, available in their stores. Even if you take SEPTA to any other places, it will cost the same.”
Possible solution
The university could improve student engagement in off-campus activities by enhancing financial benefit programs. Enhancing support would empower students to partake in a wider array of extracurricular experiences, creating a more lively and connected campus community.
Kanbar Campus Center
Thanks for reading <3
Since you made it this far, I know you have found something interesting, or maybe everything interesting?
Actively seeking internship and job opportunities!
Back to top
Adarsh Mokashi
• v13
Designed and created with lots of passion and sleepless nights.
Hope to see you around!
©️ Copyrights 2024. All rights reserved
Adarsh Mokashi
• v13
Designed and created with lots of passion and sleepless nights.
Hope to see you around!
©️ Copyrights 2024. All rights reserved
02
Students have transportation and commute challenges
02
Students have transportation and commute challenges
People said
"I think the transit maybe from [the] university could be more enhanced as [it is] in right now. The university has only 2 buses which kind of have a connection to the a few places maybe. But if it connects to the like larger radius it would be more beneficial to the international students who live far from the university.”
Possible solution
Thomas Jefferson University could step in by arranging better transit options or aiding students with transport support. This would make it easier for everyone to join activities and explore beyond campus.
East Falls campus
Center City
~7 miles