5 Things Every L&D Pro Should Steal from Marketing
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taste really good • We make them any way you want • We make them fresh • They are inexpensive • We have free kids toys • We have restaurants in lots of places
DOWN) EMPLOYEE-LED (BOTTOM-UP) Human Experience 2019 Deloitte Global Human Capital Trend Report Employee Engagement Human Experience Work/Life Balance Employee Experience Am I making a difference? When experience is bottom-up and personal, it becomes focused on “human experience”
audience • Meet learners’ needs based on their preferences • Share the right content, at the right time, and at the right place • Increase engagement and productivity
• Interviews (learners, managers, other stakeholders) • Observations • Use of data Learner Persona Creation • Common threads • Similarities • Trends • Excel and PowerPoint • Brainstorming in design thinking sessions • Confirm with learners
1 year Role: Administrative Assistant Education: B.S. Goal: Manage a team Tech-savviness: high Interests: running and reading Best time to learn: early in the morning Access training through: any digital format Other: English is her second language SEE HEAR DO THINK/FEEL She is overwhelmed by the large volume of work. She just doesn’t have time to learn new skills at work. She needs a more flexible schedule. Her child is her priority right now. She hears from others that feel equally overwhelmed and miss flexibility on how they can access training, especially when they need it. Daily focuses on tasks and keeping operations running smoothly. Apima is a valued member of her team. She is taking classes online because it provides flexibility for her family-focused life. Overwhelmed by trying to keep up with multiple request and competing timelines. Frustrated by the training she has gotten because she doesn’t understand how it relates to her role or future roles. Example Pain Points • Her manager isn’t available as much as she would like • She doesn’t know where to go to learn new skills to help her reach her goal • Too many different sources and it’s hard to distinguish what’s worth her time • Not enough open communication within her core team • Too much gossip Needs • More guidance from her manager • Dedicated time to learn • People to stop talking and act, follow-through on accountabilities
Best time to learn: Access training through: Other: SEE HEAR DO THINK/FEEL • What does their work environment look like? • Who are their peers, coworkers, and friends? • What would they see when it comes to the work environment, and learning specifically? • What do they hear in their work environment about others’ pain points in general • And what do they hear when it comes to learning and learning solutions specifically? • What are their common tasks? • What would they do while using a learning solution? (where do they go, are they focused on the learning or do they multitask, etc.) • What are they thinking and feeling when they are faced with challenges at work? • What are they thinking and feeling when they take learning? • What is their attitude towards learning provided? Pain Points • What are some of the pain points in their daily work life right now? • Why is this a pain point? • What can’t they do because of this pain point? • Who or what stands in their way to perform the best they can in their role? Needs • What do they need in order to solve their pain points? • Who or what can help them perform at the level they want to be at? • Is it something they can provide, or is it something the organization has to provide? • What do they need to reach their goal?
elements that break patterns Memorable + Contrastable Make it Real Use visual and tangible elements to help people see & grasp concrete concepts Visual + Tangible Make it Matter Connect emotionally and personally with your audience to signal importance and drive action Personal + Emotional 3 Keys to Brain-Friendly Design
impressions before our conscious mind even processes what we're seeing. First encounters shape how we process everything that follows Automatic reactions influence our perception of relevance, credibility, and usability
LEARN MORE OF SOMETHING 3 APPLY & REFINE WHAT YOU HAVE LEARNED 4 ADJUST TO CHANGE 5 REACT TO FAILURE Example: System Rollout Training Traditional: • WBT Systems Overview • Job Aids • Knowledge Check 5 Moments of Need
LEARN MORE OF SOMETHING 3 APPLY & REFINE WHAT YOU HAVE LEARNED 4 ADJUST TO CHANGE 5 REACT TO FAILURE 5 Moments of Need 2-3 weeks before system rollout WHEN WHAT Micro-video or WBT Overview System 1 week before system rollout Interactive job aid System rollout Wiki page, help desk Asked to complete a new task Tool tips Error message in system Help desk and Wiki page
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