Design thinking finds its way more and more into training, and instructional designers are tasked with using this human-centered approach. It consists of five stages: Empathize, Define, Ideate, Prototype, and Test.

In the Empathize and Define stages, designers connect with the learner and gain more insight into what drives and motivates them through interviews, observations, empathy mapping and learner personas. Equipped with that knowledge, designers can leverage all this information and organize, interpret and make sense of it, which helps them define a problem statement. A good problem statement is human-centered, broad enough for creative freedom, narrow enough to make it manageable, and actionable. Designers can use a simple post-it technique to gather their thoughts, use the Point of View (POV) problem statement approach, or use the How Might We Question (HMW) question technique to define the problem statement. The first two stages are the basis for the Ideation stage in which designers generate ideas. In the Ideation stage, designers think outside the box to identify new solutions to the human-centered problem statement. In order to stimulate free thinking, there are a couple of different techniques designers might use to get as many ideas or problem solution as possible.

Ideate

Generating ideas can be a challenging task if designers are not in the right environment and are able to take a step back. The Ideation stage is about looking at every possible angle for the well-defined problem statement. It is about pushing boundaries and effective collaboration. Some best practices for the Ideation stage include having a skilled facilitator leading the session, working in a creative environment featuring the work from the two previous stages, setting a time limit, and having a “there are no bad ideas” mindset. Designers should be bold and curious, challenge common beliefs and explore each other’s ideas. It is also not to late too flip ideas over to reveal new insights.

Ideation Techniques

The sky’s the limit when it comes to ideation techniques, however, they should combine the rationale with the creative and must match the kind of ideas designers seek to generate. It’s about using our imagination to come up with the best possible solution.

The most common technique is brainstorming, in which designers collaboratively build good ideas based on the problem statement defined, as well as the team’s idea. Once certain ideas form, designers might want to categorize them and dedicate certain areas in the room for specific ideas. The team can then add their additional ideas as they walk around the room (brainwalking).

Another useful technique is the worst possible idea which is better suited for more reserved individuals to produce bad ideas, which in turn result in valuable threads. It’s a also a fun way to flip the Ideation stage on its head and help relax everyone on the team.

A more graphical approach to ideation is the use of mind maps, which allow designers to connect ideas and find major and minor qualities for each. Or designers might want to sketch or storyboard their ideas using rough sketches or diagrams to express possible solutions. In order to dive deeper into solutions for a problem statement, the SCAMPER technique can be a great tool to produce solutions. SCAMPER stands for Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse. Designers can use the action words to question the problem statement at hand. A great example for this technique are new services such as Uber or AirBnB. The founders thought about ways to change the current cab and hotel industry, and voila Uber and AirBnB were born. The SCAMPER  technique can go hand in hand with the use of analogies to draw comparisons to communicate ideas better. For a more outgoing team of designers, consider role-plays in learner journey steps to find solutions. If a design team is stuck at any point, it can always fall back to their target audience and have them help crowdsource ideas. And sometimes, we just have to take a step back and take a creative pause in order to refresh our minds.

The Ideation stage is really the heart of the design thinking process. It is here that designers come up with human-centered design solutions. Choose an ideation technique that best matches the problem statement at hand, as well as the experiences of your design team. One technique might work well one day, but not the next. MIx them up to get the creative juices flowing and push the envelope to come up with outstanding solutions that help your learners succeed.

The design thinking process takes a human-centered approach towards training and consists of five stages:

• Empathize
• Define
• Ideate
• Prototype
• Test

In the Empathize stage, designers should connect with users or learners and gain insights into what drives and motivates them. Designers want to consider interviews and observations, as well as empathy mapping and the use of learner personas. Once designers know who their audience is and what really drives them, they can move on to the second stage in the design thinking process, the Define stage.

Define

In this stage, designers leverage all the information they have gathered in the first stage and organizes, interprets and makes sense of it. This allows to define the problem that is at the core of the design challenge. Meaning, designers have to define an actionable and meaningful problem statement that needs to be solved.. This design challenge will guide the designer and kick-start the ideation process rather than just defining learning objectives.This stage is about clarity and focus. Without it, it’s like stumbling in the dark. So let’s bring some light into the design thinking process.

A Good Problem Statement

The first step to shed light onto a design challenge is a good problem statement. It will guide a designer and add focus to their work, and it is the starting point to spark off new ideas in the Ideation stage. A good problem statement is:

• Human-centered
• Broad enough for creative freedom
• Narrow enough to make it manageable
• Actionable

There are multiple ways to define a problem statement that designers can follow with their teams.

Define a Problem Statement – Space Saturation and Group & Affinity Diagrams

This process might sound daunting, but is quite simple. Designers collect their observations and findings in one space using, for example post-it notes. This creates a collage of experiences, thoughts, insights and stories. Once all thoughts and insights are up on the wall, it is easy to draw connections between individual stories and insights and develop even deeper insights which help define the problem.

Define a Problem Statement – Point of View

In order to develop a problem statement in a goal-oriented manner, a point of view (POV) is a meaningful and actionable way to do exactly that. A POV allows designers to reframe a design challenge by combining three elements: user, need and insight. The following sentence can be helpful when developing a POV:

[User] _______ needs a way to [verb] ________ because [surprising insight] ________.

The measure of a successful POV is the number of different questions it will lead to as these questions are the base for the Ideation stage. Keep in mind that a POV should never contain a specific solution or how to fulfill a user’s need, but provide a wide enough scope to get the design team thinking.

Define a Problem Statement – How Might We Questions

Start using the POV by asking specific “How Might We” questions (HMV). These questions need to be built on the observations a designer collected in the Empathize stage. HMV questions should be broad enough for a wide range of solutions, but narrow enough that specific solutions can be created for them. Just like with POVs, the more questions a design team can come up with, the better. It opens up the design challenge to more solutions. HMW questions are really the launchpad for brainstorming sessions in the Ideation stage. To take it even further, ask “what is holding us back” for each HMV question to develop additional insights for the Ideation stage.

The Define stage is the crucial link between the Empathize and Ideation stage. It is however important to note that these stages don’t necessary happen in a linear way, and a design team might realize they have to go back and forth in order to find the best solution for their design challenge. The Define stage will help a design team gather great ideas to establish what possible elements would be part of the training solution.

Design thinking is a methodology putting human needs at the centre of design decisions. The design challenge at hand is reframed in human-centric ways, designers try to find multiple solutions in brainstorming sessions, and use prototyping and testing to ensure the best solution for learners. The design thinking process consists of five stages:

• Emphathize
• Define
• Ideate
• Prototype
• Test

Empathize

In this stage of the design thinking process, designers should put aside their own assumptions about the learner and the design challenge at hand and gain insights into their users instead. Consulting experts as well as engaging and empathizing with learners to understand where they are coming from and what drives and motivates them is as important as getting immersed in the physical environment. There are a couple of ways to achieve a better understanding of your learners.

Interview and Observe

In order to learn more about your users, you first have to meet them where they are at. Put yourself in their shoes and understand what their day to day looks like. Book meetings and interviews to ask pointed questions, and use observations to get a realistic picture of the learner. Talk to supervisors and managers to learn more about high performers and strugglers on a team and focus on how the learning experience design can help develop their skills.

Empathy Map

A great way to summarize a person’s experience and what designers learned during interviews and observations is the use of an empathy map. It’s commonly divided into four quadrants and refers to what the learner said, did, thought and felt. It’s rather easy to determine what a learner said or did, but it gets a bit more complicated when filling in what they thought and felt. Draw the four quadrants on a whiteboard or large piece of paper and start writing down findings from interviews and observations. Ideally, work with your team and write ideas on post-its so they can be moved around as needed. Next, synthesize the learner’s needs based on the empathy map to define the design challenge. Keep in mind that needs are verbs, meaning they describe activities and desires. As a last step, synthesize insights. Look at the empathy map and ask why something is the way it is and use that knowledge to solve the design challenge. Use the empathy map to role-play the persona and ask questions such as “What would this person do when they see this?” or “Why would this person not move on to the next step?”

Learner Personas

An empathy map is the first step in creating learner personas. Think of personas as fictional, generalized characters, each with their individual goals and needs. Information that can help create a persona on top of the empathy map include, but are not limited to, job role, biggest challenge, demographic information, personal background, tech savviness and years with the organization. Once learner personas are in place, it becomes more intuitive to create content that resonates with these personas allowing designers to keep the learning experience solution human-centred.

Traditionally, designers complete a target audience analysis, however, design thinking is taking this analysis to the next level. It allows designers to create a more human-centered learning experience that makes learning stick. By emphasizing with learners, learning experiences are more meaningful which increase motivation and engagement. Instead of creating content that no ones wants to take part in, create unforgettable experiences that make an actual difference.

You probably heard the news that IKEA opened its first Indian store in Hyderabad. In case you haven’t, you can view a video of the first day and see how 40,000 people lined up and rushed to get inside the new store; pictures that remind me more of a rock concert than the opening of a DIY furniture store. I also read a newspaper article about the store opening and was simply in awe.

The article states that India’s retail landscape is complex. The middle class spends about US$30 billion of furniture a year, but 95% of those goods are mainly purchased through smaller shops that offer custom-built products. IKEA’s brand stands for mass-produced, affordable and functional products with lean and lightweight design in contrast to bulkier furniture usually found in Indian households. However, IKEA is also known for a good bargain, which appeals to the Indian shopper. But still, how does IKEA think it can actually succeed? The answer is simple and inspiring at the same time:

• IKEA is selling certain products for less than it charges in other countries to adapt to India’s lower income level
• It tailors offerings for local tastes. For example, most Indians don’t use knives so IKEA removed its children cutlery packs and sells four spoons instead
• IKEA employees visited about 1,000 (yes, 1,000) households to understand how people live. They learned that relatives frequently stop by so they added more folding chairs and stools that serve as flexible seating
• Indian women are shorter than European women so some of the cabinet displays are lower
• The IKEA restaurant caters towards the Indian population with more than 1,000 available seats (more than any other IKEA in the world) and vegetarian Swedish meatballs
• Furniture is mainly made out of metal and lifted off the floor because people often clean their floors with water

So why am I talking about India’s retail landscape and how IKEA caters to it? For me, this is a perfect example of adapting a given strategy to a new audience. It’s about creating the perfect experience for a geographic region unknown to IKEA. Instead of sitting at the drawing board and thinking about what might work well and what wouldn’t, IKEA sent employees to Indian households to speak and interact with their end users.

My question to you is, if IKEA can do it, why can’t we in L&D? Why do we, more often than not, still not leverage usability testing, talk and interact with our learners when creating learning for them? IKEA’s example shows how crucial user testing is in order to create an experience that truly makes a difference. A learning experience that is catered towards the real needs of the learners will be more successful. Yes, it might take us a bit longer upfront to build the training, but isn’t it worth it in the end, if our learners will not only use the content we offer them, but change their behaviours because of it?

Improve Learning Experiences with a Marketing Funnel

Marketers use a funnel to help them visualize the buyer’s journey or the path a prospect takes from discovering their company all the way to purchasing a product or service, and beyond. This allows them to write content that aligns with every step of this journey and predict the buyer’s needs along the way. L&D professionals can use this idea of a funnel, take a look at the employee’s lifecycle and develop a content strategy that aligns with their needs.

The Marketing Funnel

The marketing funnel is a tool consisting of multiple stages, starting from the introduction of a product or service, all the way through to conversion and beyond. A prospect moves from one stage to the next as interest in a product increases, or exits the funnel if they are no longer considering a product. The top of the funnel is always wider as more prospects are interested in your product than prospects that love your product and want to purchase it. The marketing funnel consists of five stages:

• Awareness: prospects learn who you are
• Consideration: prospects are willing to consider your company
• Conversion: convince prospects to purchase
• Loyalty: retain customers
• Advocacy: turn customers into fans

Marketers understand that prospects have different content needs based on the stage they are in. For example, in the awareness stage, marketers educate prospective customers about their products in order to show the value of it. Prospects don’t know about the value of a product at this stage yet and won’t be engaged by sales heavy content. In this stage, marketers often use blog posts or eBooks that generally educate on their product to position themselves as a thought leader. In the consideration phase, marketers build deeper relationships by offering targeted content that is product specific. Often, you can see case studies in this stage that are focused on a particular pain point. Marketers move prospects along the funnel by offering very specific and personalized content that aligns with the stage they are in.

Leverage a Marketing Funnel in L&D

L&D professionals often conduct a quick needs analysis before starting to create content but by no means are stages of the learner lifecycle considered, neither do L&D professionals pay attention to what kind of content really spikes learners’ interest. If thinking about an L&D funnel, most likely learners wouldn’t exit a learning initiative before the training is over and the L&D funnel would have the same width regardless of the stage. Learners would however lose interest throughout training which certainly should be considered from an engagement perspective and be built into your funnel.

One way to leverage the marketing funnel approach is to build out different pieces of content for one learning initiative, starting with making the learner aware of the training all the way to implementing the newly learnt content at work (conversion). For example, you are tasked to redo the health and safety training. Instead of assigning three eLearning modules on the LMS to everyone, you could create a short video that spikes interest in the topic. One way you can achieve this is by using some dark humour that hits the spot. Check out this example of safety stats on construction sites. This is your awareness stage and the first step in the funnel for the learner.

Next, you might want to create some more personalized training in the consideration phase that aligns with the learner’s job role and how health and safety affects her directly. There is no need to create one piece of content for every job role, rather focus on departments instead. The content could be in form of a website or delivered through email that uses dynamic content, meaning you display different content based on the learner’s job role. You only have to create the framework of the landing page or email once and add the different content pieces into the dynamic fields. Talk to your marketing department, they will be able to help with this.

In the conversion phase, you should make your learners true believers in health and safety. One way to achieve this could be a live webinar followed up by an open office online chat where everyone can share their thoughts, ask questions and maybe even make suggestions on how to improve health and safety in your organization, and add suggestions for further training initiatives. This will then also help you turn some of your learners into health and safety advocates.

Along each stage, you can collect data points: video views, video drop-off rate, click-through rates in email or heatmaps for landing pages, live webinar attendance, engagement throughout the webinar (chat participation, questions asked, suggestions made, etc.). These data points will show your stakeholders that health and safety training has been participated in, and it will give you valuable insights into learner engagement and content usability.

Develop a Content Strategy to Engage Your Learners

No matter the topic of your training initiative, the main focus for using the idea of a marketing funnel in L&D is a solid content strategy that aligns with the learners’ needs. Go beyond a basic needs analysis and establish what content needs to be delivered when and where. Often, we forget about how learners want to access content and we focus too much on creating a shiny object. Leverage data throughout to better understand what really excites and engages your learners and use that data to improve your learning offerings in real time. Thinking about a learner funnel will allow you to improve not only your learning experiences but also collect data along the way, and create an engaged workforce that will understand the importance of the content you deliver to them.

Have you used a funnel for your learning experiences? Share your thoughts with me below.