The goal of Grand Trunk's eLearning campaign was to create brand awareness for Grand Trunk on the Experticity platform and cover a broad range of their outdoor hammock products in a 5-minute lesson. Our biggest challenge was to be able to summarize brand information, expert content, and the product range within a 5-minute time scope.
Before we begin brainstorming, we set up an initial kickoff client to find out what their business goals are for this eLearning campaign.
With the storyline presentation signed off by the client, the Instructional designer and I map out the structure and flow of the eLearning campaign. We reiterate what the client's engagement goals are, as well as the user needs, and draw a storyline flow map based on that.
Now that we have a clear idea of how the story should flow based on our flow map which we created in our brainstorm, we can flesh our storyline presentation for the client which will be a outline of the eLearning campaign. We plan to give Grand Trunk gear to one of our vetted experts to try out on an adventurous weekend in the mountains.
Now that out storyline presentation has been presented to and signed off by the client, the Instructional Designer writes a script for the campaign based on our storyline presentation and hands it to me to begin laying out visually. During this phase I'm thinking about how to convert the script that the Instructional Designer has written into something that is visually interesting, flows, and includes interactions illustrating the information in the campaign. Most of this is very rough, as I'm using it as a way to get my ideas out quickly on paper and see what will work and what won't
Now that I have an idea of what I need to make structurally and visually, I can begin to make the final high-fidelity design and code the prototype. I choose a color theme based on what I think will give the campaign a very clean, modern feel and is line with the Grand Trunk's brand guidelines and lifestyle imagery (in this case white, red, and black) and begin to make my graphics. From there, I export all of my images and lay out the structure of the campaign as slides in HTML/CSS/JS and input my graphics. Once this is done, the finished module is run through a QA team which includes myself, and it is tested for mobile, app, and desktop compatibility as well as any content that needs to be adjusted. Once that is done, we present the final prototype to Grand Trunk in a site presentation meeting and receive any edits and feedback from them.
Now that our prototype is completely designed and coded, we present the module to the client, reiterate our engagement goals that we discussed during the storyline presentation, and collect any feedback the client may have on the design and/or content.
Positive. Client was happy with final design and the interview layout that we chose. We had a few image swaps and had to add more detailed product information, which in the end made the module slightly longer than five minutes. Our biggest challenge was balancing what we knew our best user experience practices were (keeping content to five minutes and not overloading the user with too much information) while also keeping the client happy and adding more information about their product line.
In our post-launch meeting we collected numbers from our marketing tool and because of this campaign had improved the following:
Amount of edu-games taken: up 25%
Product bought from manufacturer: up 17%
Edu-game pass rate: up 25%
While the Instructional Designer and I both felt the campaign was successful, we were unhappy with the amount of content we needed to include because it pushed us over the 5-minute threshold for the campaign. Based on our user experience data and best learning practices we know that most people can only retain three pieces of information at a time, so adding tons of extra information might overload the person taking the campaign and they may not retain the extra product information.
However, we were very happy with our expert interview, and how well it was woven into the lesson. It gave Grand Trunk's campaign a more authentic feel and more importantly focused on our users, experts, which is the ultimate goal that we strive for.