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Using Personas for a More Personalized Learning Experience

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This session explores the design of persona-based learning maps to support manager-employee development discussions. Employees in participating organizations are assigned a “learning persona” based on their role. Skills and learning activities are then varied based on the needs of different groups.

Published in: Leadership & Management
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Using Personas for a More Personalized Learning Experience

  1. 1. #TICEVIRTUAL @trainingindustr #TICEVIRTUAL @trainingindustr
  2. 2. #TICEVIRTUAL @trainingindustr Using Personas for a More Personalized Learning Experience Learning Strategy Consultant and Internal Coach SAP Jeremy Kestler
  3. 3. #TICEVIRTUAL @trainingindustr Tips & Tricks
  4. 4. #TICEVIRTUAL @trainingindustr Training Industry, Inc. The Business of Learning Podcast TrainingIndustry.com/training-industry-podcast Training Industry Magazine TrainingIndustry.com/magazine Webinars TrainingIndustry.com/webinar Top Training Companies TrainingIndustry.com/top20 Research Reports TrainingIndustry.com/research Certified Professional in Training Management (CPTM™) TrainingIndustry.com/cptm Training Industry Conference & Expo (TICE) TrainingIndustry.com/tice Helping businesses and training professionals get the information, insight and tools needed to more effectively manage the business of learning.
  5. 5. #TICEVIRTUAL @trainingindustr Jeremy Kestler Learning Strategy Consultant and Internal Coach SAP j.kestler@sap.com @jeremykestler
  6. 6. PUBLIC Jeremy Kestler SAP Talent, Leadership and Learning September 19, 2019 Using Personas for a More Personalized Learning Experience
  7. 7. 7PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ About SAP – The market leader in enterprise application software Customers in 180+ countries Employees from 140+ countries Industries Total Revenue FY2018 Cloud subscribers Lines of business 437,000 98,000+ 25 24.74b€ 186 mil. 7
  8. 8. 8PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Background and business problem Program design Project details Results and next steps Agenda
  9. 9. Background and business problem
  10. 10. 10PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Overemphasis on compliance learning Not enough protected time Not enough time on future skills Lack of clarity on amount of learning needed by role Inconsistent manager support for employee development Business problem
  11. 11. 11PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Learning recommendations based on “Learning Personas” Identify current and future skills Suggest how much time to spend…Time to Learn Give managers guides for “SAP Talk” development conversations Cultivate leadership support to encourage and protect learning time How to address
  12. 12. 12PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Average Formal Learning Hours per Learner per Year Source: 2016, 2017, 2018 ATD State of the Industry Reports Several ATD “BEST” awards in 2016 are in our industry: Tata, Verizon, IBM and Wipro have been recognized for each of the past three years. 20 31 20.48 3… 34.1 34.1 36.4 37.6 37 42.7 53.8 47.9 0 10 20 30 40 50 60 2015 2016 2017 2018 ATD “Best” Talent Management Leaders Large Orgs Avg All Orgs SAP Software Co’s 2019 Target 40 Why the drop? • Learning outside of LMS • Acquisitions, need learning history • End of required leadership course Time to Learn Program Launches…
  13. 13. 13PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ 1. Do you set targets for annual learning time in your organization? If so, how do you communicate these to your employees? Question 1 – open chat comments
  14. 14. Program design
  15. 15. 15PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Compliance Company Current Skills Future Skills Compliance / Legal HR / SAP Board Area/Functional Board Area/Functional
  16. 16. 16PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Persona-based Learning Maps
  17. 17. 17PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Persona-based Learning Maps
  18. 18. 18PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  19. 19. 19PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  20. 20. 20PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  21. 21. 21PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  22. 22. 22PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Comms People Leader Entry Level Communicator Mid-level to Senior-Level Communicator
  23. 23. 23PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ 1. How do you organize your learning assignments or recommendations for your employees? a. Learning management system b. SharePoint c. Other web publishing tool, e.g. Wordpress d. Send in email e. Other (enter in chat) Poll Question– Multiple Choice
  24. 24. Project details
  25. 25. 25PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Virtual project team Newtown Square, PA, USA Walldorf, Germany Bangalore, India
  26. 26. 26PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ High level sponsorship EXEC BOARD WORKERS’ COUNCILCHIEF LEARNING OFFICER
  27. 27. 27PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP Talk Single view Future-ready Target hours Experiential learning Mobile Reporting Program goals
  28. 28. 28PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ 1. Tell us about the roles in your team. 2. How easy or difficult do you think it will be to suggest some “Learning Personas” to group your roles into? 3. Has your team done any work to define skills? 4. What types of curricula do you have? # of courses? Format of courses? 5. How many hours of annual recommended learning do you think your teams should have? Initial Survey
  29. 29. 29PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Project plan – Analysis and Development – Phase 1 Identify Personas Current and Future Skills Learning Activities Target Hours 1 2 3 4
  30. 30. 30PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ 1. # of personas (1-5 per team) 2. Relevancy test 3. 80/20 Rule 4. Avoid overlap 5. Work/Learning balance Guidelines for developing Learning Personas
  31. 31. 31PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ 80/20 rule…for how much learning to include Persona-based Learning recs Individualized learning Maximum 80% of their total annual learning time
  32. 32. 32PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Avoid overlap Current Skills Future Skills Persona 1 Company Compliance Current Skills Future Skills Persona 2 Company Compliance Current Skills Future Skills Persona 3 Company Compliance Current Skills Future Skills Persona 1 Company Compliance Current Skills Future Skills Persona 2 Company Compliance Current Skills Future Skills Persona 3 Company Compliance Example A Only a small amount of content is unique to each persona Example B A lot of unique content for each persona. Justifies maintaining separate personas.
  33. 33. 33PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Using personas v. role-based programs ROLE-BASED Curricula PERSONA-BASED Curricula
  34. 34. Results and next steps
  35. 35. 35PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ 6 participating teams 35 persona-based learning maps built 11 persona-based learning maps launched 2,084 employees participating Each persona has approx. 20-30 learning activities Highest annual hours – Competitive analysis team – 80-104 hrs Lowest annual hours – Corp Communications Entry Level – 33 hrs Results
  36. 36. 36PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP “Board Areas” Total Employees 96,442 on 12/31/2018 Software and Product Development Cloud Business Group Support Sales and Presales IT and Ops oCEO Finance & Admin HR 2% Office of the CEO Board Area Corp Audit Corp Development Corp Strategy Corp Communications Digital Government Marketing Total ~2,000 employees Every “Board Area” has its own learning team.
  37. 37. 37PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Advantages and Disadvantages Advantages Disadvantages Works well, looks nice Manual process Single view Time-consuming, Difficult to maintain Future skills Not scalable Target hours Relies on direct links Formal + Informal Not dynamic with roles/personas Reporting on what matters Board Area teams not yet on board
  38. 38. 38PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Incorporate into broader Learner Experience Platform Contribute to “Skills Architecture” program Requirements for automating learning recommendations Create a self-service persona-building “kit” Conduct learner survey, collect testimonials Next steps
  39. 39. Contact information: Jeremy Kestler SAP Talent, Leadership and Learning j.kestler@sap.com 610-661-9435 Thank you.
  40. 40. #TICEVIRTUAL @trainingindustr Questions? Learning Strategy Consultant and Internal Coach SAP j.kestler@sap.com @jeremykestler Jeremy Kestler
  41. 41. #TICEVIRTUAL @trainingindustr Up Next! Scott Farley General Manager of Human Resources Komatsu Forming a Global L&D Team: What Nick Fury and the Avengers can Teach Us
  42. 42. #TICEVIRTUAL @trainingindustr Sponsor Poll Question What skills do you believe your organization's employees will most need to learn in 2020? a. complex problem solving b. critical thinking c. creativity d. people management e. other (please use the chat window) snhu.edu/work
  43. 43. #TICEVIRTUAL @trainingindustr Agenda 12:00 p.m. Use What’s in Your Hand? Establishing an L&D Plan with Lean Funding and Human Resources Dr. Kristal Walker, CPTM, 3C’s Training Group, LLC 1:00 p.m. Revving Up the RFP Engine for an Online Training Vendor Greg Rider, EmblemHealth 2:00 p.m. Using Personas for a More Personalized Learning Experience Jeremy Kestler, SAP 3:00 p.m. Forming a Global L&D Team: What Nick Fury and the Avengers can Teach Us Scott Farley, Komatsu CONFERENCE BREAK PRESENTATIONS WILL RESUME SHORTLY.

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