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Research and ideation for English Learning Start-Up

Client: Comfama
Industry: Financial Products and Services
Hiring: Fixed-time project

Services

Design research
Strategy and business model design

Overview

Comfama is a family compensation fund in Antioquia, Colombia, dedicated to promoting the well-being and social development of its members through services in employment, education, health, housing, and recreation. With a focus on equity and access to opportunities, it connects local talent with businesses, promotes continuous learning, offers housing subsidies, and fosters culture and social tourism, establishing itself as a key player in the region's economic and social development.

The challenge

How can we develop a new English learning model that enables greater language acquisition in productive and professional terms while boosting regional competitiveness and employability?

young-english-teacher-doing-her-class-online

THE SOLUTION

Creating a new learning model focused on people’s daily activities to encourage the everyday use of English.

Proposed Methodology:
Collaborative work was conducted with academic, social, and business stakeholders. Contexts in which the language is used were mapped, taking into account various urban phenomena.

Key Insight/Learning:
The limited proficiency in English in Antioquia is not just an educational or cognitive deficiency but a symptom of a historical cultural barrier. Overcoming this barrier requires fostering a safe, dignified, and conscious cultural exchange that acknowledges both local knowledge and that of others.

Impact/Results:
The implementation of this new learning model is expected to increase employability by enabling the population to offer globally trending and in-demand services and products, thereby strengthening regional competitiveness.

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