Describe the steps a learner progresses through in their journey from unaware to advocate
Identify how to leverage the touch points at each step
Utilise a case study to demonstrate a context for application.
Good morning and welcome to iDesignX! Who in the audience would like to hear more about what I’m doing in this photo? OK please come talk to me later today, because right now, I’m going to be focusing on the topic of learning. I’d like to explore with you a case study where I’ve applied a model to help maximise the journey for my learners.
So first of all, let’s step back and have a think about the space that people learn in today. Within the corporations you currently work, who utilises eLearning as a delivery mode for their learners? What about Classroom training? Coaching, internal and external web content, email, posters, mobile apps, logos, social media… Any more that people care to mention? Well you get the picture… with so many different modes of delivery how are we meant to apply the right one?
I decided to leverage a model from an equally convoluted tangle of information channels- marketing. These guys spend a lot of time and money tracking and modelling paths through their ecosystem to make sure that their user journey is optimised. They apply a model that starts where you completely unaware of a product, and then tracks this through to you buying, using and then, if their ultimate goal is achieved, advocating a product.
The learner journey looks similar except that instead of buying and using, our audience is learning, then transferring and applying these skills and knowledge to their jobs.
A little bit about the project: I was brought on to the nbn Cognito project which aimed to improve adherence to IT Service management processes within nbn. There was an underlying goal to not only improve knowledge and understanding but also lift the profile of the team to be more customer focussed. The audience are a wide range of both internal and external call centre support staff that are geographically distributed in India and Australia .
Back to our learner journey model: The first step is to ensure our learners are aware that our processes exist. This first touchpoint aims to inform them, promote the benefits and inspire them to want to know more.
For Cognito, we started by creating a recognisable graphic, called the ITOPP wheel, that showed the processes and how they relate to each other. This is a simplified version, the full version shows all of the processes grouped by colour. It is an adaptation of the international industry standard logo, which demonstrates the nbn branding and application of the processes within the business.
Also, within the awareness phase, we announced new eLearns through posters that were pinned up throughout the office buildings.
The next step is where you aim to get your learners to take that leap and start their training. There are several ways to do this, firstly and of course most ideally, would be to encourage them to learn through the intrinsic reward of the knowledge and skills they will gain. But… we all know that doesn’t always work, so… there is always brute force and bribery to fall back on. Go on… put your hands up if you have used either of those on your learners or children…
At nbn our main touchpoints for motivating our learners were workplace announcements (facebook at work), sharepoint announcements and of course emails. The first induction training was mandatory for the given target audience, whilst the more specific process training was deemed as voluntary.
Now we come to our mechanism for delivering the actual training. eLearning, instructor led training and job aids are a few of the more common methods. Of course, we all know there are lots more out there and I’m really looking forward to be inspired about these during the upcoming presentations today.
In our case we built a set of online eLearning modules. I’m not going to spend too much time discussing them, but of course applying principles of good instructional design was at the core.
They featured a very on brand, infographic style of presentation with lots of interactive, pull type features.
The assessment method featured scenario based training that used characters to simulate how people would interact with the processes in real life.
Once the learning has taken place, ensuring that the learner can adjust to utilising their new skills is critical. Support via forums and coaching is one means of achieving this, as well as a more reflective approach such as recording steps in log books.
At nbn our primary means of supporting transfer was via coaching from the process leads. We ensured that they were contactable via multiple means, including the internal intranet site as well as Workplace groups.
In order to continue using these skills, it is critical that ongoing support is provided. Some forms of support may include job aids, a form of helpdesk where people can continue to ask questions, and monitoring of their performance.
As part of the Cognito process, aligned job aid documentation has been developed with content that is consistent with the eLearns.
The final step in the user journey is advocacy. This is where by providing feedback, promoting and sharing with others, we can really increase the motivation of other users both to learn and use our processes.
At nbn our most trackable means of advocacy is through feedback within the LMS itself, however support has also been gained from key stakeholders and leadership roles.
Putting the entire journey together, you can see that each touchpoint helps to push the learner along their path from unaware to advocacy.
The first steps are critical in ensuring that the learner is engaged and motivated to learn.
The transfer and application of skills to their role ensures that the learning makes a meaningful and sustainable impact.
Advocacy is the final critical step that ensures not only we are delivering value, but also can spread motivation throughout the target audience.
From Unaware to Advocate: A Case for Maximising the Learner Journey presented at iDesignX
From Unaware To
a Case Study for
Maximising the Learner
by Dr Kuva Jacobs
Introducing the Learner Journey Model
Awareness Motivate Learn Transfer Apply Advocate
nbn Cognito Project
Improve adherence to IT Service
Management processes within nbn
via eLearn with supporting
documentation & Sharepoint website
Internal and external IT support
staff, geographically dispersed