A Cognitive Design for                 User Assistance	                     3.	  Integrated	  Learning:	  	               ...
Accept Uncertainty!	                     Presentation	  ©	  2012	  Ray	  Gallon	  all	  rights	  reserved	  
?!BUT if the user gets lost,does s/he have a map tofind the way back?	                             Presentation	  ©	  2012	...
Emerging from Chaos	          •    Complex	  problems	  are	                 entanglements	  of	  many	  simple	          ...
Common European Framework of                                 Reference for Languages	               Describes	  what	  a	 ...
Integrated Learning:                            Dimensions of Competency	                                                 ...
The Top of the Cognitive Spiral	  Equivalent	  to	  C	  levels	  of	  linguistic	                                         ...
Self-Organised Groups	              We	  mad                        e	  great	  U                                       A	...
t…                                                    me u                                     p firs                     ...
Software Integrated                             Learning Communities	•    Not	  user	  groups	  or	  user	  forums,	  but	...
Organisation of Software       Integrated Learning Communities	                    Shared	  strategies	  and	  experiences...
Organisation of Software        Integrated Learning Communities	                   Shared	  strategies	  and	  experiences...
Some Implications of Software               Integrated Learning Communities	•    As	  co-­‐operation	  builds,	  the	  com...
A Community Needs Animation	•    In	  many	  Romance	  languages,	  the	  word	  for	  “moderator”	       is	  “animator.”...
Vectorising = Actions	                                                                        Influences                  ...
The Simplest Way to Integrate                    Feedback in Content	•    The	  top	  level	  of	  user	  feedback	  integ...
What Ellis Pratt’s Question                             Tells Us1/2	•    Ellis	  has	  already	  looked	  at	  the	  ideas...
What Ellis Pratt’s Question                             Tells Us 2/2	•    In	  asking	  the	  question,	  Ellis	  is	  als...
The Answer	•    There	  are	  a	  lot	  of	  similarities,	  but	  while	  Lean	  is	  primarily	       concerned	  with	 ...
Usual Manner of Integrating                          User Feedback	Internal	                                            Us...
Integrated Learning / Integrated                                          User Feedback	                                  ...
Integrated Learning Communities	                                                                       ricks	             ...
Integrated Learning Communities	                                        an	                     	  Val  ue	  Th       ate	...
Capturing Value from your              Integrated Learning Community	•    Use	  your	  animators	  to	  enable	  participa...
Capturing Value from your                 Integrated Learning Community	•    When	  deciding	  whether	  or	  not	  to	  a...
Wikipedia: At the Top of the Spiral	                             Presentation	  ©	  2012	  Ray	  Gallon	  all	  rights	  r...
Wikipedia: At the Top of the Spiral	                             Presentation	  ©	  2012	  Ray	  Gallon	  all	  rights	  r...
Creating More Value from                             Your Captured Value	                                                 ...
Creating More Value from                            Your Captured Value	                                                  ...
Creating More Value from                         Your Captured Value	OK,	  so	  I’ve	  Captured	  it	  –	  now	  what?	  •...
Creating More Value from                         Your Captured Value	                             blems,	                 ...
Creating More Value from      Your Captured Value	Rememb       er, ititerat        ’s an       ive pr              ocess! ...
Creating More Value	              Be steadfast...              ...Only trees that              take root are able         ...
Creating More Value	              Be steadfast...              ...Only trees that              take root are able         ...
RAY	  GALLON	  CULTURECOM                                                                                                 ...
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A Cognitive Design for User Assistance 3: Integrated Learning: Building Customer Loyalty

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Third of the series sponsored by Adobe (for which, thanks). In this webinar, we talk about creating real integrated learning communities, to create new value that is recaptured in the product, and build customer loyalty at the same time.

Link to complete recording: http://t.co/hzXu1njm

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A Cognitive Design for User Assistance 3: Integrated Learning: Building Customer Loyalty

  1. 1. A Cognitive Design for User Assistance 3.  Integrated  Learning:     Building  Customer  Loyalty  RAY  GALLON  CULTURECOM Member, Board of Directors Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  2. 2. Accept Uncertainty! Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  3. 3. ?!BUT if the user gets lost,does s/he have a map tofind the way back? Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  4. 4. Emerging from Chaos •  Complex  problems  are   entanglements  of  many  simple   threads.  They  can  seem  chaotic.   •  Order  emerges  from  chaos  in  its   own  way.  This  might  not   necessarily  be  positive.   •  Our  job  is  to  reiteravly  help  users   find  positive,  constructive   emergences  from  complexity.   •  Our  primary  tool  for  doing  this  is   a  combination  of  psychology,   linguistics,  and  socio-­‐ anthropology.   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  5. 5. Common European Framework of Reference for Languages Describes  what  a  learner  is  supposed  to  be  able  to  do  in  reading,  listening,   speaking  and  writing  at  each  level,  and  divides  learners  into  three  broad   divisions  that  can  be  subdivided  into  six  levels:     •  A  Basic  User   •  C  Proficient  User   •  A1  Breakthrough  or  beginner   •  C1  Effective  Operational   •  A2  Waystage  or     Proficiency  or  advanced   elementary   •  C2  Mastery  or  proficiency   •  B  Independent  User   •  B1  Threshold  or  intermediate   •  B2  Vantage  or  upper   intermediate  Source:  Council  of  Europe  (2011):  http://www.coe.int/t/dg4/linguistic/CADRE_EN.asp   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  6. 6. Integrated Learning: Dimensions of Competency Interfaces,  hardware,  software,   user  assistance,  hands-­‐on  and   conceptual  combined   Integrated  Learning   When  quantity  of  C2  Mastery   information  surpasses  the   Quantity   Criteria  Selection   individual’s  contingent  C1  Functional   Complexity   needs,  the  learner   experiences  confusion,  a   B2  Advanced   Community   sense  of  chaos,  because     B1  Threshold   s/he  cannot  keep  track  of  it   Cognition   Quality   all.   A2  Basic   Communication   A1  Beginner   Literal  Content   In  moving  from  contingent  need  to   confusion,  we  still  learn  more.   COMPLEXITY  ≠  CHAOS!   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  7. 7. The Top of the Cognitive Spiral Equivalent  to  C  levels  of  linguistic   unity! competency   omm In C This  is  where   Integrated  Learing   takes  place   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  8. 8. Self-Organised Groups We  mad e  great  U A  and  no   Googl bod y  uses  it e  is  th  or  they     L e  first can’t  fin ook  fo  instin d  it!     U r  com ct!    W se  soc munit H ia y  guid Y?     C onsul l  networks ance   t   mater  and  contri to  get  answ ials   bute  t o  crow ers   n   d  sou rmatio   rced   f  info owledge ide   ure  o nd  knCult g  a ts an d  ou The  use r  decod sh arin ,  inside   as  to  rec es  infor mation   lding isation .   onstruc so   bui n recodes t  it.  S/he the  orga  it  into  n ew  know  then   ledge.   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  9. 9. t… me u p firs to co nd n eeds A oing” –Ian Ba rker “Finding is the new D Presentation  ©  2012  Ray  Gallon  all  rights  reserved  A Group is not a Community
  10. 10. Software Integrated Learning Communities •  Not  user  groups  or  user  forums,  but  integrated  communities:   •  Information  developers,  and  preferably  coders  and  interface   designers,  too   •  Marketing,  pre-­‐sales,  administration,  anyone  in  the  company  you   can  get  interested   •  Expert  users   •  Beginners   •  The  curious  •  Primary  objective:  creating  an  integrated,  collaborative   community  that  creates  value  that  is  re-­‐injected  into  the   system   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  11. 11. Organisation of Software Integrated Learning Communities Shared  strategies  and  experiences:   I  have  trouble  doing  this  –  anyone  else?   I’ve  found  a  great  way  to  do  this!   Has  anyone  ever  had  to…?   Integration  of  experiences  back     into  the  product  Requires  a  well  designed  overall  Content  Strategy   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  12. 12. Organisation of Software Integrated Learning Communities Shared  strategies  and  experiences:   I  have  trouble  doing  this  –  anyone  else?   I’ve  found  a  great  way  to  do  this!   Has  anyone  ever  had  to…?   Integration  of  experiences  back     into  the  product  Measure Overall Participation Measure Individual Profiles: Knowledge: 2.3 Strategy: 3.5 Principles: 4.7 Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  13. 13. Some Implications of Software Integrated Learning Communities •  As  co-­‐operation  builds,  the  community’s  self  image   grows  in  stature.  •  Thinking  goes  beyond  contingent  need,  for  example:   •   “What  I  do  can  be  useful  for  others?”     •  “What  others  do  has  an  effect  on  what  I  can  use”  -­‐  for   example,  “does  my  YouTube  post  have  good  tags  for   findabiity?”  •  As  value  from  the  community  is  captured  and  fed  back   into  the  system,  customers’  adherence  to  the  product   and  the  company  grows,  since  they  feel  they’ve   contributed  to  its  design  and  development.   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  14. 14. A Community Needs Animation •  In  many  Romance  languages,  the  word  for  “moderator”   is  “animator.”    •  Moderation  implies  damping.     Animation  implies  stimulation.  •  The  animator  helps  guide  the  community  toward  finding   its  common  vision.  •  The  animator  is  a  catalyst  to  vectorise  the  community.     Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  15. 15. Vectorising = Actions Influences SME   Marketing   Feeds into Adds value Impacts to Tech   Wiki   Product   Comm   Fertilizes Integrates CRM   Interacts User  Assistance   with Helps Embedded   Online   Feed into Facilitates Users   Users  http://www.acreditacionfada.org/uploads/images/investigacion.jpg   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  16. 16. The Simplest Way to Integrate Feedback in Content •  The  top  level  of  user  feedback  integration  is  simply  to   integrate  questions.  •  Questions  tell  you  what  a  person  wants  to  know,  but   also  what  s/he  already  knows.  •  Example:  in  session  2  of  this  webinar,  Ellis  Pratt  asked,     It  strikes  me  that  theres  similarities  with  the  Lean  methodology:   particularly  Kanban,  progressive  disclosure,  the  Nemes  Why?   questioning  and  a  focus  on  interruptions.  Is  this  something   Ray  has  looked  at?  If  so,  does  he  think  there  are  similarities?   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  17. 17. What Ellis Pratt’s Question Tells Us1/2 •  Ellis  has  already  looked  at  the  ideas  of  Lean  Information  Flow,   and  has  some  understanding  of  them.     (Body  of  Knowledge)  •  Ellis  attended  the  first  webinar  in  the  series,  where  I  talked   about  progressive  disclosure.  (Body  of  Knowledge)  •  Ellis’  understanding  of  the  ideas  presented  in  session  2  are   functioning  near  the  top  of  the  cognitive  spiral,  as  he  has  been   able  to  integrate  them,  reflect  and  evaluate  them,  and  frame  a   question  that  goes  beyond  what  is  specifically  discussed  in  the   session.  (Shared  Strategy)   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  18. 18. What Ellis Pratt’s Question Tells Us 2/2 •  In  asking  the  question,  Ellis  is  also  sharing  his  observation   with  the  community  –  those  attending  the  session,  and   those  who  will  watch  the  recording.  (Shared  Concepts,   Principles,  Values)   •  Community  members  might  be  motivated  to  look  into   Lean  Information  Flow  and  make  their  own   conclusions.     •  If  we  had  an  appropriate  forum,  they  also  might  be   motivated  to  express  their  conclusions  to  the   community.   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  19. 19. The Answer •  There  are  a  lot  of  similarities,  but  while  Lean  is  primarily   concerned  with  eliminating  waste,  Nemetics  and  Kanban   Information  aim  to  create  efficient  and  effective   information:   •  Directed  at  positive  emergences   •  Ready  to  be  changed  as  situations  evolve   •  Waste  elimination  should  not  be  necessary,  the  system   should  be  self-­‐policing   •  Contains  a  metaphysical  element  not  present  in  Lean   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  20. 20. Usual Manner of Integrating User Feedback Internal   User  Communities  Stakeholders   Wiki   Marketing   User  testing      research   User     CRM   groups/forums   SME’s/Dev   Social  Nets   Tech   Intranet   Comm   Extranet   UX   The  Product   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  21. 21. Integrated Learning / Integrated User Feedback Learning   Integrated Objects,    Le arning  Com Adds munity   SCORM,   SME’s/Dev   Impacts value to etc.   Feeds Wiki   Extranet   into Marketing   Integrates Influences Tech   FertilizesInternet   Interacts UX   Comm   User   testing     LMS   User     with Feed into groups/forums    research   Helps Facilitates CRM   Social  Nets     The  Product     Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  22. 22. Integrated Learning Communities ricks    and  t   r s’  tips erials Tur n  use g  mat n Let  pe into  traini ople  kyou  ar now  w e  track hat   ing.   e use    you  r terial oth   t e  ma om  b Attribu A  –  fr in  your  U Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  23. 23. Integrated Learning Communities an    Val ue  Th ate  More Cr e   eilly  “ Capt ure” -­‐T im  O’ R You   “And  Cap ture  a  Lot !”   -­‐RG   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  24. 24. Capturing Value from your Integrated Learning Community •  Use  your  animators  to  enable  participants.  •  Encourage  open  structures  that  facilitate  a  variety  of   interactions  (Google+  circles  rather  than  Facebook   “friends”).  •  Use  your  own  judgment,  but  first  listen  carefully  to  the   ideas  and  opinions  of  other  participants  in  the   community.  •  Provide  multiple  venues.  Just  as  people  have  different   learning  styles,  they  have  different  preferences  for  social   collaboration.  •  Foster  and  encourage  creativity.   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  25. 25. Capturing Value from your Integrated Learning Community •  When  deciding  whether  or  not  to  adopt  someone’s  idea,   be  sure  to  take  into  account:   •  Is  it  viable  for  more  than  one  particular  situation?   •  Does  it  have  implications  for  a  regulated  environment  or   situation  (if  applicable)?   •  Can  it  be  generalised  to  other  tasks,  situations,  objects?   •  Is  it  robust?  •  Ask  for  input,  don’t  promise  to  publish  it,  do  promise  to   take  it  seriously.  And  follow  up  on  that  promise.   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  26. 26. Wikipedia: At the Top of the Spiral Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  27. 27. Wikipedia: At the Top of the Spiral Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  28. 28. Creating More Value from Your Captured Value   ywhere  from  anPull  Stuff  in  to  any where. r e  html,   e ,  wikis  a For  exampl d  into  XML  or   easily  i mporte ptured   screen-­‐ca Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  29. 29. Creating More Value from Your Captured Value   ywhere  from  anPull  Stuff  in  to  any where. r e  html,   e ,  wikis  a For  exampl d  into  XML  or   easily  i mporte r ed   d  video   scree n-­‐captu a udio  an ests,   C apture   t m  user   t   mat erial  fro etc.  (ge roups,   ission)   focus  g t  perm Capture  em ticipan ails!   par Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  30. 30. Creating More Value from Your Captured Value OK,  so  I’ve  Captured  it  –  now  what?  •  Integrate  good  material  everywhere  •  Make  new  user  assistance  objects  –  with  attribution  •  Publish  tips  and  tricks  on  your  web  site  –  with  attribution  •  Use  a  tool  such  as  Captivate  to  create  training  demos  and   videos.  If  a  community  member  is  really  good  at  it,  invite  the   person  to  demonstrate  their  own  techniques.  Publish  via   SCORM  to  an  LMS,  monitor  not  only  how  students  do,  but   how  well  the  training  does.  •  Create  your  own  YouTube  channel  and  keep  it  populated  with   new  stuff  all  the  time   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  31. 31. Creating More Value from Your Captured Value blems,   Know  when  t  solve  pro ative   o  stop  Let  them g essive  ne ts time cc ontrol  ex criticism   em th en e ov l pr al im e ke her Ma yw Encourage   d ebate   er If  som ev work ething  is th ing,  p u n’t   e  com t  it  o Be  a  good  c mun ut  to urator   ity     Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  32. 32. Creating More Value from Your Captured Value Rememb er, ititerat ’s an ive pr ocess! Your  SME’s  and  other   colleagues,  too!   Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  33. 33. Creating More Value Be steadfast... ...Only trees that take root are able to change the environment. Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  34. 34. Creating More Value Be steadfast... ...Only trees that take root are able to change the environment. Presentation  ©  2012  Ray  Gallon  all  rights  reserved  
  35. 35. RAY  GALLON  CULTURECOM Thank  You!! Please  visit  my  blog,  Rant  of  a  Humanist  Nerd:   http://humanistnerd.culturecom.net   Email:     infodesign@culturecom.net     Google  Plus:  +Ray  Gallon   Twitter:  @RayGallon   LinkedIn:  Ray  Gallon   h   searc sed  on  re  group.   h on  ba earc ntaticiety  Res rese n  So his  p s  of  t matio rtionTransfor Po he   by  t Presentation  ©  2012  Ray  Gallon  all  rights  reserved  

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