The Learning Experience Canvas™ © 2016 Honebein Associates, Inc.| ISPI 2016 Philadelphia www.doityourselfcustomers.com | [email protected] | 775-846-03981

About Customer Performance Group (CPG) Consulting, Research, and Design Services

• Guide Management and Marketing Strategy • Analyze, Design, and Launch Innovations • Improve Performance of Customers and Employees

Scientific Instruments

General Management

Behavioral Health

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Smart Meter Systems

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CPG’s Thinking and Approaches

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How Would You Rate a Training Course? Criteria

0=Strongly Disagree; 6=Strongly Agree

1. Time seemed to fly by during the learning experience

0

1

2

3

4

5

6

2. I would not have noticed if I had food on my face during the learning experience

0

1

2

3

4

5

6

3. My level of concentration was high during the learning experience

0

1

2

3

4

5

6

4. I was very focused during the learning experience

0

1

2

3

4

5

6

5. The learning experience made me very happy

0

1

2

3

4

5

6

6. I was transformed by the learning experience

0

1

2

3

4

5

6

7. I created a novel technique or way of solving a problem that was positively recognized as such by the instructor

0

1

2

3

4

5

6

8. I will recommend this learning experience to a colleague

0

1

2

3

4

5

6

Total

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Commodity Course vs. Learning Experience Lower Rating = Commodity

Criteria

Higher Rating = Experience

0

1

2

Time seemed to fly by during the learning experience

4

5

6

0

1

2

I would not have noticed if I had food on my face during the learning experience

4

5

6

0

1

2

My level of concentration was high during the learning experience

4

5

6

0

1

2

I was very focused during the learning experience

4

5

6

0

1

2

The learning experience made me very happy

4

5

6

0

1

2

I was transformed by the learning experience

4

5

6

4

5

6

4

5

6

0

1

2

I created a novel technique or way of solving a problem that was positively recognized as such by the instructor

0

1

2

I will recommend this learning experience to a colleague © 2016 Honebein Associates, Inc.

5

What a Learning Experience Delivers

flow

time flying by | limited self consciousness concentration | focus happiness

transmergence transformation creating something novel

loyalty

willingness to recommended

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Two Great Things that Go Great Together

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Example: The Hollywood Tower Hotel The Rational Side

The Emotional Side

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Spock & McCoy Want to Know… The Rational Side

The Emotional Side

Discussion Question 1 How would you describe the learning experiences you design? A. B. C. D. E.

Strong Rational Rational Balanced Emotional Strong Emotional

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The Learning Experience Canvas Learning Experience Canvas™ The Rational Vision

Incentive

The Emotional Access

Nuances

Expertise

Role

Entertainment

Relationship

LEx Canvas © 2013 Honebein Associates, Inc. | www.doityourselfcustomers.com | 775-846-0398

© 2016 Honebein Associates, Inc.

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It Helps You Design Learning Experiences Learning Experience: Electric Vehicle Customer Service The Rational Vision Access

Incentive

The Emotional Nuances

Expertise

Role

Entertainment

Relationship

LEx Canvas © 2013 Honebein Associates, Inc. | www.doityourselfcustomers.com | 775-846-0398

© 2016 Honebein Associates, Inc.

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Each Box Elicits Design Ideas Through Questions Learning Experience: The Rational Vision • What is the key goal for your learners? What is their mission? • What expectations do you have for your learners? • What is the plan for accomplishing the learning experience’s goal? • What key feedback will learners receive during the learning experience?

Incentive

• What rewards might you use to motivate good performance? • How might you structure negative reinforcements? • What punishments might be appropriate?

The Emotional Access

• What are the key policies? • What processes and procedures are needed? • What people will participate? What qualifies them to participate? • What tools will you acquire or build? • How might you make the interfaces intuitive, usable, and comfortable? • What key information do you need to communicate?

Nuances

• How are you enhancing sight? • How are you integrating smell? • How are you integrating sound? • What tastes will learners experience? • What will learners touch? • How will you nudge learners?

Expertise

• What do you want your learners to be able to do? • What are the primary instructional methods? • What will be the primary media for presentation, practice, and feedback?

Role

• What kind of functional, authentic, possessive, or fantasy roles might enhance your learning experience?

Entertainment

• What live entertainment might you include? • What recorded entertainment might you include?

Relationship

• What kind of relationship will your learning experience foster (or avoid) between its various constituents? • How will your learning experience help facilitate participants in establishing relationships that perform? • What kind of relationships does will your learning experience foster before, during, and after?

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LEx Canvas © 2013 Honebein Associates, Inc. | www.doityourselfcustomers.com | 775-846-0398

Great Experiences Evolve From Design Thinking Discovery

Prototype & Test

Interpretation

Design & Ideation © 2016 Honebein Associates, Inc.

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With a Bit of Instructional Theory Thrown In Situation

The Mess for which I Need to Develop a Solution

Conditions

Values

Matters of Fact

Matters of Opinion

Methods

Design & Ideation

How I’ll Clean Up the Mess

Learning Experience: Vision

Incentive

Discovery & Interpretation

The Rational

Access

Nuances

Expertise

The Emotional

Role

Entertainment

Relationship

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Painting the Vision

Goal CSR’s will be able to recommend an electric vehicle rate to customers.

Learning Experience: Electric Vehicle Customer Service The Rational Vision Access

Incentive

Expertise

Nuances

The Emotional

Role

Entertainment

Relationship

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Painting the Roles

Learning Experience: Electric Vehicle Customer Service The Rational Vision Access

Incentive

Nuances

Expertise

The Emotional

Role

Electric vehicle owner

Entertainment

Relationship

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Painting the Canvas in Six Steps 1. 2. 3. 4. 5. 6.

Orient the participants Generate ideas Synthesize and elaborate ideas Riff and improvise Museum walk Wrap it up

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A Painted Canvas Learning Experience: Electric Vehicle Customer Service The Rational Vision Access

Incentive

The Emotional Nuances

Expertise

Role

Entertainment

Relationship

LEx Canvas © 2013 Honebein Associates, Inc. | www.doityourselfcustomers.com | 775-846-0398

© 2016 Honebein Associates, Inc.

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Synthesizing the Painting

Access Audience CSRs and Supervisors

Access

A charging station for their garage

Audience CSRs and Supervisors

An electric vehicle (like a Tesla!) A Smartphone with an app that shows how much time is left to charge the EV.

Tools

A map of where public charging stations are located

© 2016 Honebein Associates, Inc.

Electric vehicle and related charging and monitoring equipment

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Visualizing the Painting

Access

Access Jon Lee Supervisor

Audience CSRs and Supervisors

RaShaune Banks CSR – 10yrs

Tools

Sandra Davis New CSR

Electric vehicle and related charging and monitoring equipment

Personas

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Tools. Electric vehicle and related charging and monitoring equipment

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Monolithic vs. Modular Canvases Learning Experience: Electric Vehicle Customer Service The Rational Vision Access

Monolithic Canvas

Incentive

The Emotional Nuances

Role

Expertise

Entertainment

Relationship

Learning Experience: Electric Vehicle Customer Service The Rational Vision Access

Modular Canvases

Incentive

Expertise

Relationship

Nuances

The Emotional

Role

Entertainment

Learning Experience: Electric Vehicle Customer Service The Rational Vision Access

Incentive

Expertise

Nuances

The Emotional

Role

Entertainment

Relationship

© 2016 Honebein Associates, Inc.

Learning Experience: Electric Vehicle Customer Service The Rational Vision Access

Incentive

Expertise

Relationship

Nuances

The Emotional

Role

Entertainment

Learning Experience: Electric Vehicle Customer Service The Rational Vision Access

Incentive

Expertise

Nuances

The Emotional

Role

Entertainment

Relationship

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Spock & McCoy Want to Know… The Rational Side

The Emotional Side

Discussion Question 2 Which Design Thinking phase is most compatible with the LEx Canvas? A. B. C. D.

Discovery Interpretation Design and Ideation Prototype and Test

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Example Canvas: Learning Tree Learning Experience: Course 315 – Writing User Requirements The Rational The Emotional Access Nuances Vision • Prepare a User Requirements Document for a Product • Provide Primary Feedback through Benchmarked Deliverables

Incentive

• Cool Project • Loss of Tuition

• Four Day Course • Workshop Classroom with Presentation Media • One Instructor • Participant Guide and Handouts • Marketing Brochure

• Attractively-designed Classroom • Comfortable Furniture • Graphically-pleasing Materials • Ergonomic Pens • Free Snacks

Expertise

• Write Well-Formed User Requirements • Drill & Practice • Analyze User Requirements and Prepare Document • Project, Simulation, Role Play, Video Modeling • Instructor Led

• Facilitator (Between Instructor and Learners)

Role

• User Requirements Analyst for a Cool New Product

Entertainment

• Video Storyline

Relationship

LEx Canvas © 2013 Honebein Associates, Inc. | www.doityourselfcustomers.com | 775-846-0398

© 2016 Honebein Associates, Inc.

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The Learning Experience Process Mapping

Simulated New Product

Project Scope

Elicit

Interview Skills

Prioritization

Analyze

Reqs. Writing

Specify

Baselined Model

Validate

Baselined Model

Manage

User Reqs. Document

Test Case Writing

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Vision and Role

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A Bit of Nuance

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Some Entertainment

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And Development of Expertise

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Example Canvas: WSTDtv Learning Experience: You Wanna Do What? The Rational Access Vision

The Emotional Nuances

• Make Good Decisions Regarding Your Sexual Health (Goal) • Do a Good Job on Tasks (Expectations) • Comparing Your Decisions to a More Capable Peer’s Decisions (Feedback)

• Get Task, Watch Video, Rate Video, Compare Ratings with Peer, Get Feedback • Computer, Browser, Internet Connection

• Free • Scoreboard Point System

• Identify Risks, Recognize Effective Communication • Video Modeling of Sexually-Oriented Communication with Integrated Rating Task • Self-paced eLearning

Incentive

• Rich Visual Design • Cartoon Characters • Musical Themes and Cues • Non-Standard Intimate Situations • Subtle Humor

Expertise

• Demanding Boss with Strong Peer Support

Role

• Intern at a fictional TV station that produces talk shows, reality shows, quiz shows, and so on that deal with sexual health issues for teenagers.

Entertainment

• Videos • Animations

Relationship

LEx Canvas © 2013 Honebein Associates, Inc. | www.doityourselfcustomers.com | 775-846-0398

© 2016 Honebein Associates, Inc.

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A Multi-faceted Learning Experience - WSTDtv

© 2016 Honebein Associates, Inc.

http://www.wstdtv.com/wstdtv/studios

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Summary • Learning experiences provide learners with greater value than commodity courses • You know you have designed a great learning experience when your learners experience FLOW, TRANSMERGENCE, AND LOYALTY: • Thought that time seemed to fly by. • Never noticed they had food on their face. • Had high concentration. • Were very focused. • Were happy. • Felt transformed. • Created a novel technique or way of solving a problem that was positively recognized as such by the instructor. • Recommend the learning experience to a friend or colleague. • The Learning Experience Canvas should be used to brainstorm a high-level sketch of your learning experience during the Design & Ideation phase. • The Learning Experience Canvas helps you think about how to blend the emotional and rational aspects of a learning experience. This helps enhance the creativity of your solution.

© 2016 Honebein Associates, Inc.

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About Peter C. Honebein Dr. Peter C. Honebein is an internationally-recognized experience design expert and is co-founder of the Customer Performance Group, a management and marketing strategy consulting firm. He is (or has been) an adjunct professor at Indiana University, Boise State University, and the University of Nevada, Reno where he has taught graduate and undergraduate classes in marketing, customer experience design, human performance technology, and instructional design. He occasionally serves as a Research Scientist for The Academic Edge, an instructional media design studio. As a designer and consultant, Dr. Honebein applies his vast knowledge of design, marketing, product development, and performance technology to solve novel problems related to human performance. He has created, marketed, and licensed commercial products, designed the system that tracked the cleanup of the Exxon Valdez oil spill, and consulted on the design, strategy, and launch of numerous innovations, products, and services, including the system that sequenced the human genome and smart metering systems for utilities such as SDG&E, ComEd, NV Energy, and Duquesne Light. He has also led the design of hundreds of learning experiences, such as DTP Advisor (published by Broderbund Software), Learning Tree International’s RealityPlus™ line of management courses, and the Academic Edge’s WSTDtv.com. Dr. Honebein is the author of the books Creating Do-It-Yourself Customers and Strategies for Effective Customer Education, as well as numerous articles in such multidisciplinary publications as Educational Technology Research & Development, The Electricity Journal, Metering International, Database Marketing & Customer Strategy Management, Marketing Management, Educational Technology, and Interactions. He has also presented on topics related to the customer side of smart metering systems at numerous industry conferences. Dr. Honebein earned his Ph.D. in Instructional Systems Technology from Indiana University. Customer Performance Group 775-846-0398 | [email protected] | www.doityourselfcustomers.com © 2016 Honebein Associates, Inc.

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