This document discusses learner experience (LX) design and provides an overview of its methodology. It begins by framing LX design around transcending the material to create meaningful experiences. It then discusses how learning experiences are changing and introduces the LX pyramid as a framework. The document goes on to cover key aspects of LX design methodology including user research techniques like interviews and journey mapping. It also discusses defining challenges and developing solutions through sketching, storyboarding and prototyping. The goal of LX design is to deliver optimized learning experiences through iterative testing and feedback loops.

1. LX DESIGN: MAPPING THE BADGE
(L)EARNER JOURNEY

2. THE NATURE OF
EXPERIENCE

4. TRANSCENDING THE MATERIAL
“Experience is not about good industrial
design, multi-touch, or fancy interfaces. It is
about transcending the material. It is about
creating an experience through a device.”
MARC HASSENZAHL

5. CHANGING NATURE OF LEARNING
EXPERIENCES

6. CHANGING NATURE OF LEARNING
EXPERIENCES

7. Transfor
mational
Meaningful
Convenient
Usable
Reliable
Functional
LX PYRAMID
The Learner Experience
Pyramid describes different
levels at which learning
resources, services, solutions
and systems can be
experienced by learners &
staff.
Based on CX Pyramid by
Aberdeen Research after
Mark Scibelli and Stephen
Anderson.
FOCUS ON EXPERIENCES
FOCUS ON TASKS
Many traditional
LMS & learning
resource
experiences
Transformational
learning
experiences
Has personal significance
Memorable experience worth
sharing
Easy to use, works as
expected
Used without difficulty
Is available &
accurate
Works with
inconvenience

8. ACCESS MINI LX DESIGN TOOLKIT
• Poster of LX Double Diamond
• Handouts to get started on User Research:
User interviews, Empathy Maps and
Persona,
• Journey Maps
• Lean LX Cycle
http://tinyurl.com/eportforum-toolkit

9. WHAT IS EXPERIENCE
DESIGN?

10. NEW JOBS: UX DESIGNERS
https://generalassemb.ly/blog/top-5-highest-paying-careers-tech/

11. USER EXPERIENCE DESIGN
…to achieve high-quality user experience in a
company's offerings there must be a seamless
merging of the services of multiple
disciplines.
The first requirement for an exemplary user experience
is to meet the exact needs of the customer, without
fuss or bother.
DON NORMAN & JAKOB NIELSEN

12. www.uxisnotui.com

15. EXPERIENCE DESIGN
It is crucial to view experience as the consequence
of many different systems.
Experience emerges from the intertwined works of
perception, action, motivation, emotion and
cognition in dialogue with the world (place, time,
people and objects).
Experience Design: Technology for all the right reasons
Marc Hassenzahl

16. The world is complex, and so too must be the activities
that we perform. But that doesn’t mean that we must
live in continual frustration. No. The whole point of
human-centered design is to tame complexity, to turn
what would appear to be a complicated tool into one
that fits the task, that is understandable, usable,
enjoyable.
DON NORMAN
The Design of Everyday Things
HUMAN-CENTRED DESIGN

17. SERVICE DESIGN THINKING
Service design is the intentional and
thoughtful design of internal and
customer-facing activities needed to
deliver a service. Where experience design
concerns itself only with the customer-
facing aspects, service design looks also at
the experience of staff.
This Is Service Design Thinking

18. SERVICE DESIGN INFOGRAPHIC
http://www.sutherlandlabs.com/thoughts/top-tips-successful-customer-
journey-mapping/

19. METHODOLOGY

20. EMPATHY FOR THE USER

21. EMPATHY FOR THE USER
“Feelings are integral to experiences
(maybe even its core), inextricably
intertwined with our action.”
MARC HASSENZAHL

22. EMPATHY FOR THE USER
“Empathy is a noun. A thing. It is an
understanding you develop about another
person. Empathizing is the use of that
understanding – an action.”
INDI YOUNG

23. DO WE NEED LEARNER
EXPERIENCE DESIGN?

24. A DESIGN SCIENCE FOR EDUCATION
“Educational technologists needs to develop
a set of principled working practices....that
contribute to a design science for education.”
EILEEN SCANLON

25. TEACHING AS A DESIGN SCIENCE
Because technology is changing both what
and how students learn we can only lead
educational innovation by being clear about
the principles of designing good teaching
and learning and therefore what education
needs from technology.
DIANA LAURILLARD

26. CONTRARY POINT TODAY: AUDREY
WATTERS

27. LX DESIGN IS PEDAGOGY
AGNOSTIC

28. https://techknowtools.wordpress.com/2015/04/03/checklist-technology-learning/

29. ON THE CO-CREATION OF
EXPERIENCES

30. EXPERIENCES ARE CO-CREATED

31. A BOOK IS A GOOD EXAMPLE…

32. ELEANOR CATTON: ON PURPOSE
Reading is a creative act: it cannot happen
automatically, and it cannot happen passively.
Any piece of writing is therefore as intimately
shaped by the reader’s imagination, their memories,
their intelligence, their disposition and their state of
mind, as by the writer’s.
ELEANOR CATTON

33. DESIGN FOR EXPERIENCE
Participatory design makes everyday people, such as users, an
integral part of the design process, especially at the early front
end.
Experience design has emerged recently as a new discipline in
response to the new information and communication
technologies. But I will argue that there is no such thing as
experience design. Experiencing is in people and you can’t
design it for someone else. You can, however, design
for experiencing.
http://www.maketools.com/articles-papers/NewDesignSpace_Sanders_01.pdf
LIZ SANDERS

34. DESIGN ACROSS THE GAPS
LECTURES
PERSONAL
LEARNING
NETWORK
TUTORIALS
LMS
COURSE
SITE
SUPPORT
SERVICES
MOBILE APPPEER LEARNING
LABSWORK
PLACEMENTS

35. LX PROCESS

36. DISCOVER DEFINE DEVELOP DELIVER
USER EMPATHY
Learner & stakeholder
interviews
Learner observation
Learning analytics
Persona
CHALLENGE DEFINITION
Workshops
Affinity diagramming
Scenario mapping
How might we…?
Challenge statements
RESEARCH
Technology research
Competitor analysis
Service design blueprint
Learner &
stakeholder driven
design research
Gain insights and
define challenges
Develop possible
learning solutions
through iteration
Improve and
optimize final learner
experience
TESTING
Usability testing
A/B testing
User observations & interviews
Generalchallenge
Specificchallenge
Specificsolution
PROTOTYPING
Paper prototyping
Journey mapping
User testing
Service design blueprint
Information architecture
IMPLEMENT
Feedback loops
A/B testing
Learning analytics
IDEA GENERATION
Sketching
Storyboarding
Scenario mapping

37. YOUR BRIEF

38. BRIEF INSPIRED BY #EPORTFORUM

39. YOUR BRIEF
You have been asked to design a professional
development program for academic staff to
upskill in …
As part of this program, staff will produce
evidence over time and earn a badge.
You’ve overheard academic staff talk about the
difficulty of getting to PD sessions or finding
time, so you know this will be a consideration.

40. IN YOUR GROUP
• You are going to design this learning
experience in a group
• For now, discuss what your PD will be
towards.
• Decide on what type of evidence learners
may need, and the badge you want to
create.
• Sketch it

41. DISCOVERY

42. DISCOVER DEFINE DEVELOP DELIVER
USER EMPATHY
Learner & stakeholder
interviews
Learner observation
Learning analytics
Persona
CHALLENGE DEFINITION
Workshops
Affinity diagramming
Scenario mapping
How might we…?
Challenge statements
RESEARCH
Technology research
Competitor analysis
Service design blueprint
Learner &
stakeholder driven
design research
Gain insights and
define challenges
Develop possible
learning solutions
through iteration
Improve and
optimize final learner
experience
TESTING
Usability testing
A/B testing
User observations & interviews
Generalchallenge
Specificchallenge
Specificsolution
PROTOTYPING
Paper prototyping
Journey mapping
User testing
Service design blueprint
Information architecture
IMPLEMENT
Feedback loops
A/B testing
Learning analytics
IDEA GENERATION
Sketching
Storyboarding
Scenario mapping

43. USER RESEARCH IN ACTION
https://www.youtube.com/watch?v=szr0ezLyQHY

44. LEARNER OBSERVATION

45. CARD SORTING

46. CODING CONVERSATIONS

47. CODING CONVERSATIONS

48. USER INTERVIEWS

49. YOUR TURN: USER INTERVIEWS
• For our project conduct a user interview
with a learner
5 mins as a group
1. Prepare 4-5 learner questions
2. Create interview guide

50. YOUR TURN: USER INTERVIEWS
See handout in toolkit.
Tips
• Be welcoming and put your user at ease
• Ask them to think out loud
• Explain why you are doing the interview
• Be an active listener
• Ask open questions
• Give encouragement: “How did you feel about it?
What did you think?”
• Silence is your best friend

51. YOUR TURN: USER INTERVIEWS
ROLE PLAY. CAPTURE WHAT YOU CAN.
Pair up with someone from another group
• 15 mins
• Interview each other as learners.
• Don’t go for the obvious “learner”.
• 7 minutes each way
• Immediately after interview, capture 3
insights

52. EMPATHY MAPPING

53. PERSONAS

54. PERSONAS

55. PERSONAS

56. RMIT CX TEAM - PERSONAS

57. WHY PERSONA? TO AVOID ZOMBIE PERSONA
• They thrive in obscurity
• They’re not really
“alive” (to the project)
and, at the same time,
they’re hard to kill
• They don’t seem that
dangerous, but they’ll
eat the brains of your
project team

58. WHERE ELSE CAN YOU FIND
INFORMATION TO INFORM PERSONA?
• …
• …
• …

59. YOUR TURN: CREATE A SIMPLE
PERSONA
In your group, create a simple persona (use
the orange paper)
• Give a name and basic bio
• Write a short “day in the life”
• Write 3 points on their teaching
experience
• Write 3 points for their pain points
• Write 3 points on their goals

60. DEFINING A CHALLENGE TO
ADDRESS

61. DISCOVER DEFINE DEVELOP DELIVER
USER EMPATHY
Learner & stakeholder
interviews
Learner observation
Learning analytics
Persona
CHALLENGE DEFINITION
Workshops
Affinity diagramming
Scenario mapping
How might we…?
Challenge statements
RESEARCH
Technology research
Competitor analysis
Service design blueprint
Learner &
stakeholder driven
design research
Gain insights and
define challenges
Develop possible
learning solutions
through iteration
Improve and
optimize final learner
experience
TESTING
Usability testing
A/B testing
User observations & interviews
Generalchallenge
Specificchallenge
Specificsolution
PROTOTYPING
Paper prototyping
Journey mapping
User testing
Service design blueprint
Information architecture
IMPLEMENT
Feedback loops
A/B testing
Learning analytics
IDEA GENERATION
Sketching
Storyboarding
Scenario mapping

62. AFFINITY DIAGRAMMING

63. PROBLEM STATEMENT
I am [persona name, 3 characteristics].
I am trying to [outcome/job/task], but
[problem/barrier] because [root cause].
This makes me feel [emotion].

64. HOW MIGHT WE….?
From Stanford d.school

65. DEVELOP POTENTIAL
SOLUTIONS

66. DISCOVER DEFINE DEVELOP DELIVER
USER EMPATHY
Learner & stakeholder
interviews
Learner observation
Learning analytics
Persona
CHALLENGE DEFINITION
Workshops
Affinity diagramming
Scenario mapping
How might we…?
Challenge statements
RESEARCH
Technology research
Competitor analysis
Service design blueprint
Learner &
stakeholder driven
design research
Gain insights and
define challenges
Develop possible
learning solutions
through iteration
Improve and
optimize final learner
experience
TESTING
Usability testing
A/B testing
User observations & interviews
Generalchallenge
Specificchallenge
Specificsolution
PROTOTYPING
Paper prototyping
Journey mapping
User testing
Service design blueprint
Information architecture
IMPLEMENT
Feedback loops
A/B testing
Learning analytics
IDEA GENERATION
Sketching
Storyboarding
Scenario mapping

67. SKETCHING &
STORYBOARDING

68. ON SKETCHING
“Your sketch is your first
minimum viable product.”
CATHERINE HILLS

69. SCENARIO SKETCHING

70. IDEA SLAM

71. JOURNEY MAPPING

72. SIMILAR TECHNIQUES
• Journey mapping (emotional)
• Scenario mapping (narrative)
• Service Design Blueprint (channels)

73. From https://sustainableservice.wordpress.com
Keeping Graduates Green
JOURNEY MAPPING

74. Fromseedandsprout.com

75. LEARNER JOURNEY MAPPING –
GETTING STARTED

77. WHEN DO YOU USE JOURNEY MAPPING?
• For an existing product, object or service
• To get an overview of all the elements
and stakeholders
• To map all the touch points
• To identify emotions associated with
interactions
• To identify pain points

78. WHEN DO YOU USE JOURNEY MAPPING?
For a new product, object or service to be
designed, developed and implemented:
• To get a common understanding of aspiring
experience for all members of design &
development team
• To identify touch points
• To identify channels
• To identify priorities for the development
• To act as a prototype

79. WHY DO YOU USE JOURNEY MAPPING?
• To map all the bricks in your bricolage
(even those beyond your control)
• To step away from your medium
• To design across the gaps
• To facilitate conversation
• To facilitate collaboration

80. @apolaine

81. MAP THE LEARNER PATH & TOUCH
POINTS

82. MAP THE LEARNER PATH & TOUCH
POINTS

83. MAP THE PATHS & TOUCH POINTS OF
OTHER STAKEHOLDERS & CHANNELS

84. MAP THE INTERACTION PHASES

85. IDENTIFY EMOTIONS

86. IDENTIFY OPPORTUNITIES & BARRIERS

87. From
http://madebymany.com/blog/we-re-building-the-next-stage-of-picle

88. Pre Start Week
2-6
Week
7-10
Week
11-12
End &
post
LMS Wiki is
tricky to
participa
te in!
Conten
t
Early
access ☺
Teacher Picture &
intro video
☺
No
involvemen
t in review
!
Peers No
icebreaker
!

89. OUR VE EXPRESS LEARNER
JOURNEY MAP

90. THE TEAM
• Joyce Seitzinger
• Mark Smithers
Lecturers
• Annette Cook
• Nicola Hardy
Digital Learning Team
• Spiros Soulis
• Angela Nicolettou
• Eloise Acuna

91. USER RESEARCH IN INITIAL
3 HOUR MAPPING SESSION

92. FURTHER RESEARCH TO INFORM
DIGITAL COLLABORATIVE MAP

93. FINAL LEARNER JOURNEY MAP

94. MAP DETAIL

96. ADDRESS THE PAIN POINTS:
IMPROVED COMMUNICATION
CHANNELS

98. YOUR TURN: CREATE A (L)EARNER
JOURNEY MAP FOR YOUR SOLUTION
60 mins
• For your PD solution, map the learner
journey and touch points
• Remember that you have ePortfolio and
badge actions that need to be mapped
• Organization & other stakeholder touch
points
• Different phases
• After 45 mins: present & feedback

99. THINK ABOUT CHANNELS FIRST
• Learner
• Facilitator /Teacher
• Other
• Front Stage v Backstage
• Artefact

100. PHASES FOR YOUR PROJECT
Some suggested phases:
• Discovery
• Information
• Sign up
• Participation
• Claim
• Badge storage

101. DELIVER SOLUTIONS

102. DISCOVER DEFINE DEVELOP DELIVER
USER EMPATHY
Learner & stakeholder
interviews
Learner observation
Learning analytics
Persona
CHALLENGE DEFINITION
Workshops
Affinity diagramming
Scenario mapping
How might we…?
Challenge statements
RESEARCH
Technology research
Competitor analysis
Service design blueprint
Learner &
stakeholder driven
design research
Gain insights and
define challenges
Develop possible
learning solutions
through iteration
Improve and
optimize final learner
experience
TESTING
Usability testing
A/B testing
User observations & interviews
Generalchallenge
Specificchallenge
Specificsolution
PROTOTYPING
Paper prototyping
Journey mapping
User testing
Service design blueprint
Information architecture
IMPLEMENT
Feedback loops
A/B testing
Learning analytics
IDEA GENERATION
Sketching
Storyboarding
Scenario mapping

103. PROTOTYPING

104. ON PROTOTYPING
“If a picture is worth a 1000
words, a prototype is worth a
1000 meetings.”
TOM & DAVID KELLEY

105. CREATIVE PRACTICE RESEARCH

106. PROTOTYPING
• What is the minimum you can rapidly
create?
• Get something in front of people
• Get feedback
• Create a new prototype

107. PROTOTYPING WIREFRAMES:
HIGH FIDELITY

108. PROTOTYPING ON PAPER

109. TRY IT: PROTOTYPING ON PAPER
• Trace the outline of your phone on paper
• Sketch an app for … ?

110. POP APP

112. GET A MINI LX DESIGN TOOLKIT
• Poster of LX Double Diamond
• Handouts to get started on User Research:
User interviews, Empathy Maps and
Persona,
• Journey Maps
• Lean LX Cycle
http://tinyurl.com/eportforum-toolkit

113. STAY IN TOUCH
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