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Getting Started Using Data-Driven Learning Design

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David Blake
David Blake

A savvy facilitator observes the body language of their participants to gauge interest and engage. While an online environment lacks the face-to-face interaction, every drop-off, click, or share is a learner shouting their likes and dislikes. These actions are the digital equivalents of the eyerolls, smiles, and arms-crossed in the classroom. But are we paying attention? Learn practical ways to use data you already have access to in ways to uncover valuable insights and make design decisions with better results, increased engagements, and save your content from the digital dustbin.

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Using Data to Improve Learning Design Lori Niles-Hofmann @loriniles | www.lori.ca
Lori Niles-Hofmann Senior learning strategist 20 years L&D experience (banking, consulting, marketing) Author: Data-Driven Learning Design Blog: www.lori.ca
@loriniles www.lori.ca Diagnose vs. Autopsy
@loriniles www.lori.ca The Learning Autopsy? ▪ Completions ▪ Level 1-4 Evaluation ▪ ROI ▪ Too late ▪ Costly redesign ▪ Reputational risk ▪ Questionable Accuracy …the room was too cold, the food was not tasty
@loriniles www.lori.ca In the Classroom
@loriniles www.lori.ca Digital Distant Relationship
@loriniles www.lori.ca Paper to Online News ▪ “If it bleeds, it leads” ▪ Frontpage news cycle: 12-24 hours ▪ One metric: newspapers sold
@loriniles www.lori.ca Digital Changed News Media ▪ Real-time metrics on consumption ▪ Minute-by-minute pivoting ▪ Data revealed insights that challenged assumptions
@loriniles www.lori.ca Digital Changed News Media ▪ Real-time metrics on consumption ▪ Minute-by-minute pivoting ▪ Data revealed insights that challenged assumptions
@loriniles www.lori.ca Insights
@loriniles www.lori.ca Insights
@loriniles www.lori.ca Prediction vs. Reality: November 28th
@loriniles www.lori.ca Prediction vs. Reality: November 28th
Data reveals truths that could challenge what we presume about our learners… …it also explains the Kardashians
@loriniles www.lori.ca Is Marketing a Bad Word?
@loriniles www.lori.ca Marketing vs. Learning Both: ▪ Inform their audience with the intent of changing a behaviour ▪ Struggle with short attention spans and competition ▪ Face to face relationship is gone
@loriniles www.lori.ca Two Approaches Marketing • Data analysis for trends • Content designed against insights • Monitor and pivot • Cyclical Learning • Performance consulting • Learning objectives • Content design and development • Evaluation • Linear
Downloads Drop-offs Time of Day Likes Shares Comments Trends Mobile vs. Desktop
“Every drop-off, click, or share, is a learner shouting their likes and dislikes. These actions are the eye- rolls, smiles, and arms- crossed from the classroom, simply in digital format” Digital Body Language
@loriniles www.lori.ca What If… …we considered the digital body language of our audiences to make design decisions? …we used data like digital marketers do?
I Predict We will no longer measure learning by completions, but by engagement and sentiment scores
@loriniles www.lori.ca Engagement vs. Completion
Company Response? The manager had completed AHS food safety training with a mark of 96 per cent statement noted Webb had completed AHS food safety training with a mark of 96 per cent
@loriniles www.lori.ca Data-Driven Learning Design Respond Monitor Discover Insights
@loriniles www.lori.ca Discover Insights LMS IT Department Analytics Most LMS track far more than most organisations explore. Consider: • Time of day/day of week most active • Mobile vs. Laptop • Search terms • Incompletes If your company has an intranet, inquire about some of these data points: • Top searches • Failed searches • Pages most visited • Time of day/day of week most active Simple internet searches will reveal loads of data on trends. Consider: • YouTube or Vimeo Analytics • BuzzFeed • Marketing blogs
@loriniles www.lori.ca Insights Strong preference for video Most active Fridays at noon Most active Monday morning Strong preference for video High mobile usage Text format preferred
@loriniles www.lori.ca Respond Data Point Action Top searches, Failed searches • Promote content aligned with search preferences • Determine if you need content to fill gap from failed searches • Use in performance consulting conversations Pages most visited • Determine why the pages are most visited and what it tells you about what your learners value • Promote content on these pages
@loriniles www.lori.ca Respond Data Point Action Time of day/day of week most active • Publish content at these key times for maximum exposure Drop off rates • Align length of content to be lower than attention threshold Mobile vs. Laptop • Use this data to make better decisions about media choices
@loriniles www.lori.ca Data-Driven Learning Design Respond Monitor Discover Insights
@loriniles www.lori.ca Uncomfortable Truth? The best performance consulting can be derailed by time, money, and stakeholder opinion
@loriniles www.lori.ca 5 Pieces of Data to Enhance Performance Consulting ▪ Intranet Search Terms ▪ Time of Day/Week Most Active ▪ Seat Time ▪ Downloads, Views, Likes, and Shares ▪ Mobile vs. Desktop
@loriniles www.lori.ca Story 1: Talking Heads ▪ Stakeholder wanted to be featured in seven minute video ▪ Similar videos: ~80% drop-off rates by 30 seconds ▪ Testimonial style videos by colleagues had significantly higher viewing lengths
@loriniles www.lori.ca Story 2: Content Gap ▪ SME and stakeholders want elearning solution on topic X ▪ Feed of intranet searches reveal topic X ranking #152 ▪ Decision is made to pivot to build content against top 3 search terms and minor article on topic X
@loriniles www.lori.ca Cautionary Tale ▪ The average life expectancy in Canada is 81.24 years ▪ Most Canadians like maple syrup ▪ Therefore, maple syrup prevents people from living past 82
@loriniles www.lori.ca Only the Beginning “It is not enough to make learning shorter, into micro-sized bites, to appease short attention spans. The real magic is decoding digital body language to captivate and engage learners, extending the impact and depth of learning”
Look at your data before designing Go beyond the LMS Be prepared to pivot Use data points to better manage SME and stakeholder conversations Digital Body Language
@loriniles www.lori.ca Final Thought

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