UX designers are the rock stars of the design world: they’re the folks who worry about user experience on everything from phone apps to toasters to your car’s coffee cup holders. In the corporate world, LxDs, or Learning Experience Designers, are the rock stars in the eLearning space.
Like the UX designer, who is all about the user experience, Learning Experience Designers leverage the learning environment with learner needs to create compelling content that engages the audience, tells a story, and imparts a lasting message. They do this by directing a team of performers—user experience designers (UX), user interface designers (UI), visual/sensory designers, and interaction designers—all working to wow a sell-out audience.
What does this mean in the corporate eLearning space? LxDs direct their team to do a complete analysis of the learning environment, target audience, the problem the learning is trying to solve (skills deficits? communication issues? lack of diversity awareness?), expectations for learners, and the best delivery tool for learners (face-to-face, hands-on, blended learning).
After the analysis, LxDs get started on the D in LxD: design. This is where they determine learning objectives, create outline after outline, develop scripts, select the user interface and environment (web-based? LMS? gamification? mLearning?), map out time frames, and develop the course progression and assessment methods. After the analysis, the team is ready to create prototypes and start developing!
So – after the team has implemented the design—do you think they’re done? Nope.
A big part of LxD is having measurable goals and ways to determine success. Good LxD uses tools to track progress and whether or not learners were able to apply the skills the designers set out to deliver. Based on that feedback, the team evaluates whether they achieved the goals identified in the analysis phase, and, based on the answer, either forge ahead, make a few tweaks, or start over. Good LxD is an iterative process.
You may have noticed that most job boards for eLearning companies list positions for Learning Experience Designers, rather than once-common Instructional Designers. This makes sense, as the focus of instructional design is “instruction” for content consumed by corporate learners.
In contrast, Learning Experience Design is more focused on meeting the needs of learners through a holistic approach that takes into account cognitive science, user experience design (UX), the learning environment, and instructional design.
That’s why the LxD process includes a lot of time getting into the brains of learners: figuring out what their needs are, what motivates them, and how to keep them engaged. You might think of instructional design as a top-down approach, whereas Learning Experience design grows from the bottom up, peering at learner objectives through a microscopic lens.
Experienced LxD designers know how and why learning sticks in adult minds—and which multimedia strategies have the desired impact. Understanding the appropriate solutions for the desired cognitive level of corporate learners is a big part of an LxD’s job.
And good LxD is a big part of employee performance. Well-designed digital learning is helping companies retain the best employees; shape employee growth; create a more connected company culture; promote inclusion; increase worker safety—and even increase revenue. Think about the revenue potential of a really well-designed sales training program.
Like we’ve said before, great LxD is all about the learner: it has to be relatable to their experience, and encourage learners to take risks and work things out for themselves. Visually, great LxD uses relevant graphics that support the message. Instead of bogging learners down with a lot of text, great LxD uses a variety of devices—graphics, audio, charts, animation—to get the point across. Gamification is a great way to engage learners through game play elements such as badges, points, stories, and levels.
Great LxD also lets the learner be in control, navigating the course in whatever order they prefer. Great LxD also immerses the learner in the learning experience through real-life scenarios and simulations.
Finally, great LxD meets learners where they are, engaging and motivating different types of learners through a blended learning approach that accommodates learners who prefer face-to face interaction and learners who want the freedom to learn at their own pace.
Let’s see if Lexi the LxD is applying great LxD principles in the following scenario:
The sales team at Acme Tractors wants to improve their sales figures. They know that top sales account managers need a deep understanding of the entire product line and the sales process before they can approach a customer. Working with the sales team, Lexi learns everything she ever wanted to know about tractors, learns about Acme Tractor’s sales process, analyzes the types of learners on the team, and gauges the learning context.
With this information, and with her knowledge of cognitive science, Lexi meets learners where they are. She decides to create a series of learning modules for an online course that the salespeople can access on their own time. The modules begin by addressing the lower level building blocks of memory and cognition (remember, understand) with lessons about the product line and sales process that engage the user and test their understanding through quizzes, games, and self-reflection. The modules then progress to simulations (apply, analyze), where salespeople experience common negotiation scenarios and apply what they’ve learned in the previous modules, making decisions in a safe space before taking their new skills to their clients. Finally, Lexi locks in these new skills with reminder and refresher resources using job aids and an information hub where learners can find answers when they need them.
Well-crafted L&D strategies like this one are increasingly playing a pivotal role in optimizing employee performance at major companies. The new wave of LxD designers have an opportunity to help companies toss aside stagnant training strategies and invest in employee skill-building and personal and professional growth.
Learning science tells us that learning technology must be a major part of any LxD’s design equation. The days of attending workshops or clicking through slides are archaic (and anything but compelling), especially when compared with the learning tools available to us now. When developing eLearning for a client, the best LxDs consider a learner’s ecosystem. Is the learner working on a corporate intranet or Learning Management System? Can learners access tools like Vimeo? What kind of real-time support is available if they have questions?
By paying attention to the learner’s ecosystem and applying the latest learning technologies—along with what they already know about UX, user interface design, learning science, and instructional design, LxDs can create a sell-out eLearning performance for clients that tells an engaging story, creates memories, and helps companies with their bottom line.
Ready for better design to take center stage? Learn more about LxD and building intentional eLearning by downloading our free ebook here.