Audience: FareHarbor Sites Client Service Team Members, client service team members managing website edits
Responsibilities: Instructional Design, eLearning Development, Visual Design, Storyboarding, Action Mapping (Needs Analysis), Prototyping, User Testing, LMS Management
Tools Used: Articulate Storyline 360, Adobe XD, Adobe Illustrator, Figma, MindMeister, Google Suite
FareHarbor Sites Department, a department that builds and manages websites for FareHarbor clients, noticed that their client service team members’ CSAT scores were low when clients requested to make edits on their website that, unbeknownst to the client, could impact or even hurt revenue. Client service team members would either make the edits that the client wanted, causing a dip in search engine optimization and impact revenue or they would refuse to make the edits without much explanation.
We determined this problem is caused by a lack of knowledge in how to give clients a better solution to a revenue hurting request. I recommended creating a real-life scenario-based eLearning to give individuals practice replying to client requests in a way that informs and suggests a better solution with followup client responses, specific to the team members’ reply. Seeing these client messages and practicing solutions will help them make better choices when responding to real clients.
In order to plan and create an effective learning experience, I used the ADDIE Model of instructional design. The phases of ADDIE were achieved by first analyzing the problem, designing an action map, storyboard, and visual mockups. Then by developing an interactive prototype and the full project. Finally implementing the project and evaluating the learning experience through user testing. This model led me through an ongoing process of analysis, feedback, iteration, and testing. Utilizing ADDIE resulted in a cohesive, organized experience for the KSH, SMEs and myself, the Instructional Designer.
To begin, we identified the business goal the key stakeholder was looking to meet, which was to increase CSAT scores on revenue hurting tickets by 10% by the following year as LSS agents give clients better solutions to their revenue hurting requests. I then identified the decisions and actions the users would need to make in a real-life situation. The process of creating an action map ensured that all of the actions relate to the overall goal of the project.
Upon uncovering multiple actions team members needed to take in order to provide better solutions to revenue hurting requests from clients, I focused on prioritizing the crucial ones to emphasize in the learning module. Subsequently, I crafted a visual storyboard introducing choices and their respective consequences and providing the KSH/SME visual mockups of what the graphics would potentially look like. As users navigate through the scenario, they encounter three options: one correct choice and two distractors.
Opting for the correct action leads the user to a positive outcome, enabling them to progress through the scenario, while selecting an incorrect action exposes the user to real-life negative consequences of varying severity, accompanied by an opportunity to make another attempt.
The storyboard process played a vital role in my design process, as it served as the canvas where I integrated significant instructional practices and learning theories to optimize the experience for the learners that immerses the user in the story to promote learning and retention.
I used Articulate Storyline 360 to create an interactive prototype, which I had planned out visually when working on the visual storyboard mockups. The prototype included the opening screen and the first question with correct and incorrect prompts.
With the basic framework for the rest of the project established, I shared the prototype seeking feedback on the look, feel, and overall experience of the scenario. The reception was positive and I made minor adjustments that addressed the user experience and user interface design, such as changing a standard progress visual of smiley faces to mimic the visual team members see when they receive feedback from clients.
[image of progress visual before and after]
The interactive prototype was and continues to be an essential step in the development process. It allows me to improve the experience based on user testing and feedback from the clients at the beginning of development, so full development can run more efficiently.
For the full development, my skills in Storyline were challenged as I excelled in completing the build of the prototype to full development. Throughout this process, I built the additional slides, leveraging states, layers, triggers (both standard and conditional), and variables to enhance the overall functionality. It was then dispersed to a pilot group for user testing with the intention of gathering any additional feedback specific to the learner’s perspective. Any feedback from the pilot group was iterated on and then the final production was sent to the KSH for final approval.
Once the full development was completed, tested and approved by the key stakeholder it was time to move on to implementation. First, this meant creating a new lesson within the LMS that introduced the topic, had the SCORM file uploaded and active within the lesson, and provided a conclusion with next steps. Then it was time for rollout, which the expectations were previously discussed with the KSH regarding who and when. It was agreed previously that only complete/incomplete reporting was required for this module through the LMS. I supported the KSH in ensuring there was a 100% completion rate by tracking completion data and reporting any incomplete status to the KSH.
While the reporting cycle has not been reached yet, the final product was well-received with feedback emphasizing the benefits of how applicable and beneficial it will be on the job.
-Juan Carlos Gomez, Client Service Team Member
There are many learning design skills I have developed throughout the production of this course and will take with me as I continue to upskill and work on more learning experiences to showcase my skills.
By completing this learning experience, I have a better understanding of using action mapping to guide decisions throughout the project, continuously coming back to whether it directly benefits the goal. I developed a deeper understanding of how to analyze a situation to find a core problem, identify and prioritize specific actions people will do differently, and then use that analysis to make an informed decision about what learning solution would align with the business goal. I further developed my skills managing subject matter experts and key stakeholders, gained technical and visual design development skills via Storyline 360, and discovered the possibilities of SCORM packages.
I had a lovely time creating this learning experience and am grateful to continue developing engaging and impactful experiences.
If you need a Learning Experience Designer or an eLearning developer, please reach out.