The role of the customer, in this case the learner, has changed from isolated to connected, from unaware to informed, from passive to active, and everything has become experience driven. As a result, business, technology, marketing and design strategies must be aligned and focused on the overall experience to drive innovation forward. By 2020, experience will overtake price and product as the key differentiator. The experience is about the entire ecosystem from how people discover products or services well beyond single interactions across touchpoints. Creating experiences people love requires a shift in traditional thinking. Companies can no longer rely on customer loyalty or market share as primary drivers for customers to purchase their products. Recognizing this opportunity, Andy Vitale, director of user experience at Polaris Industries, will address how to create experiences that empower the learners that engage with them, the teams that build them, and the businesses that provide them. Drawing from his experience, he will share insights and tactics to craft experiences that provide value and a measurable business impact. Attendees will learn to: Identify what makes an experience valuable. Understand how to provide increased value to your audience. Leverage KPIs to measure the value of an experience.

1. Creating Valuable
Learning Experiences
Andy Vitale
@andyvitaleMay 2018
CLO Webinar

2. About Me

3. By 2020, customer experience
will overtake price and product
as the key differentiator
https://www.walkerinfo.com/knowledge-center/webcasts/docs/Walker-Insights-Webcast-Customers-2020.pdf

4. Why
Experience? The Learner has Changed
• Information Access
• Global View
• Social Sharing
• Experimentation

5. 88% of online users are less likely
to return after a bad experience
Gomez Report

6. What Makes an Experience?
• Consistency
• Expected Behavior
• Desired Results
• Ecosystem of Products & Services
User
Experience

7. “The experience IS the product, and
the only thing users care about”
-Peter Merholz,
Adaptive Path

8. LX Examples
• A/R & V/R
• Blogging
• Chats/Forums
Learning
Experiences
• Collaborative Learning
• Social Communities
• Digital Curation
• Mobile Apps
• Podcasts
• Gamification
• Interactive

9. iDesign | LX
UX Process for LX

10. Understand Learners
• Contextual Inquiry
• Journey Mapping
• Persona Development
Behavioral
Insights
• Card Sorting
• A/B Testing

11. MVPRIP

12. Concept: Maria Guidice, Autodesk
Metaphor: Happy Startup
MVP

13. Minimum
Lovable
Experience
Concept: Maria Guidice, Autodesk
Metaphor: Happy Startup
MLE

14. Minimum Lovable Experience
• Valuable
• Easy to Use
• Well-Crafted
Crafting
Experiences

15. What makes a Great LX?
• Valuable
• Effective
• Engaging
Learning
Experiences
• Promotes Continued Learning

16. Elements of Value
Valued
Experiences
Functional
Emotional
Life
Changing
Social
Impact
http://www.bain.com/bainweb/media/interactive/elements-of-value/#

17. Functional Value
Valued
Experiences
• Saves Time
• Simplifies
• Makes Money
• Reduces Risk
• Organizes
• Integrates
• Connects
• Reduces Effort
• Avoids Hassles
• Reduces Cost
• Quality
• Variety
• Sensory Appeal
• Informs

18. Functional Value
Valued
Experiences

19. Emotional Value
Valued
Experiences
• Reduces Anxiety
• Rewards Me
• Nostalgia
• Aesthetics
• Badge Value
• Wellness
• Therapeutic
• Entertainment
• Attractiveness
• Provides Access

20. Emotional Value
Valued
Experiences

21. Life-changing Value
Valued
Experiences
• Provides Hope
• Self-actualization
• Motivation
• Heirloom
• Affiliation/Belonging

22. Life-changing Value
Valued
Experiences

23. Value through Social Impact
Valued
Experiences
• Self-transcendence

24. Value through Social Impact
Valued
Experiences

25. Design Considerations
• Design for multiple devices
• Understand reading patterns
• Reduce cognitive load
LX Tips
• Organize information effectively

26. The learning curve is
the earning curve
-Josh Bersin,
Learning Commentator

27. • Data & Analytics
• Productivity & Completion
• Decreased Costs - Training, Support, Dev
Black & White KPIs
Measuring
Experiences

28. • User Feedback
• Student Engagement
• Less re-dos, more pivots
• Industry specific measurements
Gray Area KPIs
Measuring
Experiences

29. MITX
UX defined and validated
requirements resulted in a
50% decrease in wasted
development hours

30. Usability testing resulted in a
90% reduction in support costs
McAfee

31. • Driver of employee engagement
• Attract Talent
• Retention
Signs of Success
Measuring
Experiences

32. Thanks.
@andyvitale
andyvitale.com

33. iDesign | LX (https://d3e7x39d4i7wbe.cloudfront.net/uploads/photo/image/3505/image00-1466414459.png)
Elements of Value (http://www.bain.com/bainweb/media/interactive/elements-of-value/#)
https://www.walkerinfo.com/knowledge-center/webcasts/docs/Walker-Insights-Webcast-Customers-2020.pdf
https://www.smartsparrow.com/2016/03/04/what-makes-a-learning-experience-great/
https://serc.carleton.edu/introgeo/enviroprojects/what.html
https://www.autodesk.com/redshift/future-of-learning/
https://elearningindustry.com/8-tips-best-user-experience-elearning
http://theelearningcoach.com/elearning2-0/user-experience-research-techniques-for-learning-design/
http://www.gettingsmart.com/2017/10/the-future-of-learning-is/
http://theelearningcoach.com/elearning_design/learning-experience-design-trends-2018/
https://elearningindustry.com/instructional-design-learning-experience-design
https://motivislearning.com/insights/apply-lessons-in-ux-to-learning/
References