Build an eLearning module for Experticity members that illustrates how white noise machines help solve bad sleep hygiene by solidifying healthy sleep habits so that they can better recommend Marpac products to customers.
Design an eLearning app that teaches users about the benefits of sleep while advocating for the Marpac Dohm white noise machine.
When thinking about our targeted users, we really have two types of targeted users that we need to take into account. 1) The targeted users of the brand, and 2) our Experticity platform users, who are experts in the Housewares vertical. Based on information we've gathered from the brand in our client kickoff we know Marpac's targeted audience is the following:
Based on feedback from our network of experts, we know that Experticity platform users are the most receptive to authentic, user-created content, not traditional marketing-speak. They also love very detailed product information and insider knowledge about the brand. Therefore we want to strive to create an eLearning campaign that is informational, meets the client's business goals, and includes real-world feedback from Marpac users (reviews, testimonials, complaints, etc.) That said, we know our users are most receptive to:
Most people think they can use for app for white noise, and don’t understand the difference between digital versus organic white noise.
During this phase, 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 flow map based on that.
In this case, we bulleted out the flow of the story and what needed to be included. We'll start by addressing the importance of good sleep hygiene and some statistics on the lack of sleep Americans get. Then we'll introduce the product (the Dohm) as an answer to the problem of bad sleep hygiene by having two experts from the Experticity platform try out the Dohm and keep a daily sleep journal documenting their hours of sleep, caffeine intake, and overall feelings of rested-ness after sleeping with the Dohm for one week. These sleep journal excerpts will be sprinkled throughout the lesson as a way to reinforce authentic user feedback, be it negative or positive.
From there, we will address the difference between analog, organic sound created by a physical fan like the Dohm versus digital sound from a white noise app on your phone. We accomplish this by comparing it to how a vinyl record sounds versus an mp3.
From there, we'll introduce the line-up of Marpac products: Wishh, Hushh, and the Dohm Elite, spending a brief amount on each product and focusing on the key features/use cases (i.e. the Rohm traveling, and the Hushh for babies, etc.). We will wrap up the entire lesson by reiterating the importance of good sleep hygiene, and how Marpac products help to reinforce healthy sleep habits.
Now that our initial storyline has been created, we present our ideas to the client and gather feedback. Once the storyline is approved, the script for the lesson is created by the Instructional Designer and then handed to me to begin wireframing and prototyping.
I start by taking the script that the Instructional Designer has written and begin to break it out into sections visually.
Now that my wireframes are done and I have a basic idea of how I'm going to lay out the information/interactions in the lesson, I open Sketch and begin to create high-fidelity graphics.
From there I begin to create the look and feel of the sleep journal excerpts from our experts. Because I know this is an important part of the lesson, I know that I need to emphasize them, so I code a scroll animation and pulls them into the center of the page as the user is scrolling.
Now that I have my biggest interactions coded, I focus on designing and coding the rest of the module, making sure to emphasis big, bold graphics that are in line with the brand's guidelines.
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 very happy with design and content and had minimal revisions. Campaign launched on time and was met with increased engagement from our users.
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 35%
Product bought from manufacturer: up 15%
Edu-game pass rate: up 20%
We didn't get a very long study of the Rohm's effect on our expert users (1 week). Ideally, next time I would like to have a longer time period so that we can collect more robust answers and feedback. Nonetheless the information we were able to collect was useful in creating this module and definitely contributed to the authentic, real world feedback goal that we were striving for.
Things to keep in mind for the next update: