Rewatch our CIPHR Connect partner Digits on CIPHR’s stand at the CIPD HR Software Show (filmed on 14 June 2018)
Discover the power of learning journeys and gamified digital learning to increase learner engagement and knowledge retention, ultimately delivering a more engaging and effective experience for your learners.
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So like I said, I work for Digits, we’re UK based, based on the south coast. Last week, marked our 25th anniversary. So we’ve been designing and developing digital learning for 25 years now. But our main goal is basically to set out to design in brilliantly simple digital learning. So just a few of our clients based all over the globe, we developed some really different projects that have really delivered some key business benefits for all of our clients. But like I said, we mainly focused on digital learning so we really like to develop custom digital learning solutions that really fit in those learning outcomes, what we’ew trying to achieve, so really fit for purpose.
But today, I really wanna talk about our visual learning journeys, our award-winning visual learning journeys. So quite recently, we’ve won the UK digital experience award and Innovation in Learning so that being recognised for yet being a successful products. So the idea of these the engaging gamified ways of digesting learning activities all under one solution.
So a few client examples, they’re really custom bespoke to the brand, really sort of tuned into what they’re trying to achieve… go back one slide. So they’re great for on boarding, preboarding, talent programs, leadership programs, so really great way to string all those learning activities together into one gamified solution. So today, yeah we wanna talk about supporting learning with gamification and learning journeys, But first, I wanna touch on disengaging learning. We’re all kind of used to that long E-learning module, title slide, here’s your learning outcomes, here’s your content, and then the assessment at the end. But the question is, does it really stick? Is it sticky learning, does it resonate with the learner? Is the knowled ge retaining does it change your behaviors? Most of the case I personally think possibly not.
So what’s the key to succes? What’s the key to really successful learning? Learning that really sticks with you, retains and, ideally, you know, aids you in your job, and makes you ideally a better person? Storytelling has been very successful over the years. We’ve been using stories for thousands of years to give the next generation a step further in their knowledge from sharing stories. But what is it about stories that is really successful? So oxytocin, also known as the love hormone, the key neuro chemical informing social bonds, so it’s helping forge relationships and it just reinforces that feeling of trust.
So this is Dr. Paul J. Zach. So he’s a director of the Center of Neuro Economic Studies at Claremont University but he’s the man behind the original discovery of the behavioral effect with oxytocin. So in 2012, he set out to perform some tests to look at how compelling narratives can cause the release of oxytocin, how narratives have the power to change attitudes, beliefs, and behaviors.
So one of these tests, he got 40 individuals, gave them the infusion of synthetic oxytocin and gave the other half of the group a placebo. So in this experiment, he took 16 videos, various subjects, you know, so driving, smoking, all these different subjects, took them through the videos and it turned out the guys with that induction of oxytocin, they were basically awarded five, given five pounds, if they answered questions correctly, at the end of the videos. And with that, $5, they were basically gave money to charity after having an induction of oxytocin.
So this being one of his many tests, he basically came to the conclusion that oxytocin as that real power to help us bond socially, you know, make us sort of social creatures to get working together. So, it’s basically a great way of, you know, engaging narratives, help for memories, in best cases, change attitudes and behaviors, but unfortunately, there isn’t any oxytocin spray you can buy off the shelf and spray around and then ideally make all this learning stick with the learner, it just doesn’t exist but there are some key things we can tap into to ideally naturally release this oxytocin within us.
So knowing your audience, you know, basically, go into a meeting your target audience, ask as many questions as you can, get to know them better, what’s their working environment like? What daily pressures are they under whilst also trying to digest this learning you’re trying to pass over to them? What motivates them? What will motivate them to share this solution with colleagues and design the content, but design it to emotionally connect with the user,you know, gets to know your audience,understand what kind of behaviors you’re trying to change, work with real groups of users and get that iterative feedback, understand what works well, what could work better.
Movies are a great way of emotionally connecting with people, so use these to promote your solution and the best way to destroy this emotional bond ideally you’re building up with this, you know, oxytocin is just saying, I don’t care, you know, ideally, just not supporting your solution. So support your solution that’s really, really key to engaging your learners.
So I’d like to share a story about something we developed for B & Q. We set out to build this onboarding solution and we applied these set of rules to the solution. So B & Q, biggest DIY store in the country, number one kitchen retailer and they have over 28,000 retail employees. So we set out to develop this onboarding solution that new starters can access from anywhere, everything to do with onboarding was under one roof, had to be engaging, they had to want to do it, and ideally you wanted to share it with their peers and colleagues that it was a great solution for onboarding. To taking those six key steps to what we’re thinking of is successful learning knowing your audience, so we understood working with B & Q, there’s two sides to the business. You have your retail employees and you have your guys that work in headquarters. So in theory that learning will need to flex to your users, sent out some surveys.
We understood the 68%… 66% Sorry were willing to learn from home and 65% were willing to learn on their own smart devices. This proved tricky with the current being used setup, they can access any content outside the network and definitely not on their mobile phones. So understanding these subjects so looking at the current onboarding solution, it was workshops in dark rooms, they had to wait for a group of on borders to be ready at one time and then, you know, onboard them all at once in one room. There was workbooks put out there, but each store had different workbooks that are all out of date, expensive to print. There was digital content but across the whole network. Some was over here on the intranet, some was over here on some other platform, so it’s really kind of spread all over the place.
So looking at designing the content, so taking that relevant content that was still, you know, engaging and still relevant. We worked with some other suppliers to build some real nice bite size digital learning content, bite size, e learning modules, little videos, little PDF workbooks. We even developed this bespoke learning activity, visual learning journey who actually knows who you are, as a user, we’ve got some data on you. So we presented back to the learner, right? We know you work here. So eliminating most first day nerves you might have working at B & Q, whether is there parking on site, was there a bus stop, even down to the detail of what options are available in the vending machine in the staff room, because, you know, first day of being curious is quite a nerve-wracking thing, so the idea of this is to eliminate all those nerves.
So then presenting all of this content we built and working with others, presenting it into this engaging gamified visual learning journey. And again, just tapping into that story. It’s a story of you starting at home and ideally getting the skills, knowledge, behaviors through your journey to then be ready to work in store. So learners will start with their first pin almost like you’d be on Angry Birds on your level one,tap on your first pin, it gives you the title, little description how long the activity is, the status of that activity, whether you started it or you’re in progress or it’s locked or you’ve actually completed it.
First pin launches the video and it will be the leaders B & Q kind of welcoming them to the organisation, sharing the vision of B &Q
and then you get a little tick to say all right, activity complete move on to the next. So it will be like diversity and inclusion, all that onboarding material you’d expect. Nice media rich learning activities on each subjects, each one was different to the other it’ll be a PDF workbook or an E learning then the idea is as you get to your final pin you’ve completed level one, you’re now ready to be working in store at B & Q and you jump on to your next journey which is the product knowledge journey.
So you’re in store ideally now you need to know some product knowledge to, you know, share the right information with customers, so it will be linking to the PDF workbooks all that knowledge they need for their first day in store. So enhancing that gamified experience, those three key activities that B & Q were really keen that their new starters learn before their first day in store. So forest friendly, one planet home, diversity, and inclusion. So we develop these little bonus charts to show you how complete you are through those three activities, order the badge for each one of those activities, and you can see which badges were left to complete.
So understanding the business, we knew there was obviously the retail side of it and the headquarter stuff. So the journey was different depending on who you were. So you login as retail employee, you end up a store that doesn’t make sense to someone that works in headquarters. So if you’re working in headquarters, you end up with an image of headquarters so really nice and personalised to the user.
And as our visual learning journeys use visual… use responsive design, sorry, there are accessible on mobile devices. So B & Q new starters could get their phone out and learn these activities on the go. So the next stage it’s really feedback. So each activity on our journey, we can capture some feedback. So the users can give it a star rating wasn’t relevant for your role but then B & Q learning and development team could look at that feedback and then upload a new learning activity based upon that feedback.
There was a survey built into the journey. So you’ve learned all your activities, but let’s just capture some feedback right at the end,
it wasn’t relevant to your role. All these good questions to kind of probe was a successful solution. We found out that 74% found that solution easy to use, 94% found it prepared them for the first day. There was 88% completion rate and 87% actually accessed it from home before they got to store. We weren’t too happy with the 74%. So what we did then is off that feedback that you know, they found it very easy to use so we put a couple of videos in there just to show them here’s how you register when you registered. Here’s how easy it is to navigate your journey, guide them through the visual learning journey.
And then off the back of that, the survey results went up. So we then found that 94% then found it easy to use. Next, moving on to promotion. So again, just from that research finding out that movies have that emotional impact with users. We used all those videos to be almost like a little trailer to put onto the internet. So B & Q just to lure people into the visual learning journey. It’s nice custom notifications that can go out and remind users you know, it’s time to complete this activity or you know, a year later it’s that time to remind them just drawing them back in back into the visual learning journey.
And again, it’s very important to support this whole solution. So as a user like I said, we’ve now got those videos that are guiding you through registration, guiding you through the visual learning journey. You have some tutorials, you got FAQs, contact information for the learning and development team so I can capture any issues that users are having. And then for our guys at the bank, your learning, and development team. They have a link to online support, come straight through to our support team, and they can help those administrators out.
So all in all, I feel we developed this successful onboarding solution for B & Q. They can access it on their mobile devices. The completion rate was great, taking those six key successes into digital learning, I think really provided a great solution. We’ve got some really good stats off the back of this. So actually 36,000 over 36,000 users are registered for this solution. It wasn’t compulsory, they didn’t have to do it, it was an offer they chose to register for. And that’s almost all of the resale and headquarter population.
32,000 active users a 30,000 logins per month. So lots of traffic coming in. 80,000 of those activities are being accessed per month. Typically guys are spending about 15 minutes in there but yeah, over 1,100,000 activities were completed in total. So yeah, we took it from a seven-hour in store induction to a three, our blended digital learning approach and looking at some staff facts and figures that, you know, over 460, 6000 pounds was saved in the first year alone.
But yeah, I’d actually love to take any questions from yourself. There’s actually an article on what I’ve been talking about today on this link below. Tapping is the neuroscience of you know why journeys work, why gamification works. But yeah, any questions you’ve got or any more information I can provide? I’ll be happy to do so.