Since 1926, Godiva Chocolatier has been crafting premium fine chocolates and related products. Godiva owns and operates more than 600 retail boutiques and shops in the United States, Canada, Europe, and Asia and is available via over 10,000 speciality retailers.
After a lapse in L&D presence, the success of each store (boutique) depended on haphazard knowledge transfer from employee to employee, rather than a consistent, guided approach. With the intention to set all Godiva employees up for success, maintain the quality and consistency of the Godiva experience at each boutique store, and boost sales at each store, their L&D team came to ELM to help craft a solution.
The ELM Solution
ELM kicked off the project with our Learning Experience Design (LED) session to craft a high-level strategy to redesign the entire program to better blend online learning with Godiva’s existing (live) shoulder-to-shoulder training program. The program was created to support two very important retail roles at the company: the Chocolatier and the Boutique Manager.
ELM updated Godiva’s existing content into a custom design template. The design inspiration for ELM came from engaging with store designs, the website, and packaging. The style was created to feel elegant, and our team chose elements like rounded edges and lots of white space to keep with a clean, luxurious feel. (The team even created the cover slides to look like the packaging of Godiva’s Gold Boxes)
The program first would teach retail associates foundational knowledge and sales training. After this, learners would have ongoing training on a continuing education learning path. ELM created 10-15 minute self-paced modules with custom illustration for each learning topics in the series. Modules contained scenarios where employees would be able to check their knowledge and practice new sales techniques. After each module the in-store Boutique Manager would help the retail associates put this knowledge to practice and build on top of it.
To ensure that Boutique Managers would be able to effectively coach and train their Chocolatier staff, an accompanying learning path was created for Boutique Managers only called: “Godiva Essentials Program: Coaching Program for Boutique Managers. This series for boutique managers was also created to be shoulder-to-shoulder with a training boutique manager. Finally, ELM built an asset library for Godiva to use for all future modules and learning materials.
The course was launched in November 2016, and it has already received the attention of the learning & development industry. The training received the 35th annual LEAD Award, which celebrates organizations globally that have the best use of leadership development programs and are recognized for the commitment they make to the success of their employees.
Godiva won the LEAD award in the following four categories:
- Best Store / Restaurant Management Program – This award recognizes organizations that have built effective leadership training for sales leaders who work in a retail, restaurant or casual dining industry;
- Best First Time Manager Program – This award recognizes organizations that do an outstanding job developing successful first time managers.
- Best Use of a Learning Management System – This award recognizes organizations that have successfully driven adoption and achieved measurable results from the deployment of their learning management system.
- Best Use of Mobile Technology – This award recognizes leadership programs that have embedded, layered, or used mobile technology to reinforce leadership across an organization.
Employee feedback for the modules has been encouraging and positive, including:
“The program is dynamic: surface level with light knowledge in some areas and very in depth where it is most needed. The Continuing Education courses really dig into behaviors and mindset and have certainly added value to myself and how I manage my team.”
“Really love our new Chocolatier Onboarding. Its simple and easy to navigate and has everything a new chocolatier would need to be successful in their new role. Has all the information needed to sell Godiva chocolate as well as providing different ways on delivering Great customer service.”
“I am extremely happy with the work that has been done so far and I am excited to see the continued roll outs in regards to onboarding by position. I believe the education department has accomplished so much already. A huge thank you for the focus to accelerate the educations of our teams.”
CEASE California is a non-profit, clinical effort and evidence-based training program combating a devastating issue in the United States: second-hand smoke exposure in children.
The CEASE training program has shown meaningful progress in helping pediatricians identify and approach their patients’ parents and caregivers to provide assistance for them to quit smoking. Unfortunately, the in-person training deployment is very costly (including costs of travel, staff time, etc.) and the expense was too high to sustain and scale. Amongst cost, other barriers from scaling the program to help children nationwide include the lack of time amongst pediatricians to complete an in-person training, and staff turnover requiring new staff training sessions.
The ELM Solution
The CEASE eLearning module ELM created contained three key learning objectives for pediatricians to take away from the program:
- Understand the impact and prevalence of tobacco use (especially with second-hand smoke)
- Learn what the CEASE method is and understand its components.
- How to use the cease method in their practice to help reduce the risk of second-hand smoke in their patients.
Using our neurolearning methodology, each objective was supported by strong visual interpretation and design combined with meaningful challenges (such as drag and drop interactive context combined with short quizzes) after each objective to ensure the learner understood and retained what they had learned. Everything from the voice narration to the content was created to play upon pediatrician’s previous knowledge, and a strong storytelling element was implemented to help the learners better implement CEASE at their practice in a way that would strongly relate to their patients perspective.
A randomized study of 156 participants trained was conducted to evaluate the effectiveness of the online training module ELM created. The ratings of both the in-person and online trainings were of high quality with ratings greater than 4.5 on a 5 point Likert Scale for both groups. There were also no significant differences between the trainings in ratings on convenience, effectiveness and ability to engage participants. This shows that the online module is a viable, cost-effective way to scale the training across the U.S. and impact more children’s lives. The online training allows for an easy solution to train new staff members, and allows pediatricians to complete and absorb the material at convenient points in the day for them, creating minimal interruption in workflow.
Product Knowledge Manual
The team at M·A·C discovered a need for a solution for a digital, searchable version of their Product Knowledge Manual. They needed a database with all their products and their information like ingredients, photos, uses, etc. which did not exist digitally for their teams access across the world. M.A.C found that Artists often needed this information, especially when they are interacting with a client so they need it to be accessible quickly. The solution needed to be easy to navigate, intuitive, and align with employees’ everyday needs.
The ELM Solution
At ELM, we thoughtfully branded the digital learning for a seamless integration into M·A·C’s ecosystem that already existed. The Product Knowledge Manual (PKM) Intranet site was created for M·A·C employees, carefully designed with M·A·C branding. The intranet contains product knowledge on all levels which includes images and is mobile responsive and accessible within bandwidth parameters of varying speeds.
The solution can be utilized to study and learn about the products during the work day and can be utilized on their mobile device in-store to help answer in-the-moment customer questions about products. Employees globally may access the site via a M·A·C-owned device or personal device, with a mobile optimized experience.
One challenge that came up while creating the program was accessing the full PKM site from various bandwidth speeds, along with some mobile response challenges that needed to be resolved thoughtfully keeping M·A·C branding at the forefront of the solution. M·A·C’s technical team and ELM’s creative team collaborated to find unique solutions that would support M·A·C’s team with speed. ELM also developed a solution to monitor how many of the M·A·C associates were using the site by implementing Google Analytics.
The biggest ROI for this project was the savings by moving away from printed materials. By moving to a digital version, M·A·C was able to provide the most up-to-date content to a wider audience for only 17% of the cost The Calculated ROI for this project was 336%.
Omnicom Media Group
Diversity and Inclusion 101
Omnicom Media Group announced that in 2016, diversity and inclusion initiatives were to come front and center as a company-wide business priority. Their learning and development team needed to find a way for all of their divisions to better interact and understand the importance of diversity and inclusion. The company came to ELM to develop a solution that meshed with their fun, engaging company culture.
The ELM Solution
ELM developed the course for Omnicom Media Group, incorporating their Diversity 101 content and robot theme idea for the module. Because millennials make up a large part of the Omnicom workforce, ELM developed an interactive learning experience that was built with modern, on-brand design and supported with an engaging, funny, and relevant narrative. The script was crafted to relate all of the new information to the learner and describe exactly how each department is able to support the employees from all walks of life.
ELM also gamified the solution, incorporating simulations of typical conversations and employee might encounter, where their “battery life” in the right-hand corner would decrease if they got an answer wrong.
Omnicom Media Group has received positive feedback from a large number of its employees. The learning has sparked conversations around the office.
Omnicom Media Group’s leadership highly backs the learning initiative and was crucial to the success of the program, ensuring managing directors and other managers stepped in and helped oversee the training that makes it into the hands of every single employee at Omnicom Media Group.
“Leadership communication is one of the most important elements of our training success.”
We interviewed Omnicom on the success of their diversity training here:
Radio Frequency 101
SOLiD faced the challenge of student engineers not being given the knowledge in school they need in order to setup DAS systems. They enter the working world infused with basic construction engineering knowledge but lack some of the industry specific knowledge (like the DAS system setup). This is where SOLiD University comes in which is intended to host a whole suite of courses that will help users learn, understand, and apply concepts to their day-to-day engineering efforts.
The course was specifically tied to better the basic understanding of key technical concepts that are used in the wireless industry. It was meant to be light-hearted but at the same time easy enough to understand serious topics that are used by wireless engineers every day. SOLiD has a high commitment to education to the industry and they want to raise the bar for the industry.
SOLiD’s learning team partnered with ELM to create a 101 course to address this skill gap for new hires and also all customers who work with SOLiD or will work with SOLiD. The program was deployed inside of SOLiD’s internal university.
ELM created a course 15 minutes in length that incorporates 6 micro-lessons within the module covering the basics new hires need to know to set up these systems properly.
ELM, along with SOLiD’s learning team, decided to attach metaphors to each of these 6 lessons to help make the content easier to visualize and grasp. Stories and visual metaphors were created to broaden the perspective of the user and allow them to look beyond the specs and numbers to figure out how each particular story influences the learner’s decisions in real life practice. Through storytelling, the user is able to transcend a compartmentalized outlook of the content and partakes in a harmonious experience.
Each microlearning lesson builds upon one another and assesses the user at the end through smart challenges, examples, and quizzes to ensure understanding. After the course is completed, the employee is taken through an ILT session to put what they just learned into practice, and solidify knowledge transfer.
We have been able to measure the impact of the course through direct feedback we have received from those customers and students who have taken the course. Many have expressed their appreciation for the video.
The team at SOLID says that because there is a large understanding gap with these concepts on a day to day basis, it is evident this course has helped bridge that gap through the increase in the quality of students’ performance when they attend an instructor led course after taking the video online.
J. Walter Thompson
Custom Animation to Teach and Engage an Internal and External Audience
J. Walter Thompson was facing two separate challenges that required a similar solution.
First, they needed a way to teach people about the company’s first female Creative Director and her impact in the advertising industry. The solution also had to be engaging enough to inspire young creative women to take action and apply for a scholarship in her honor called the “Helen Landsdowne Resnor Foundation Scholarship”.
Second, J. Walter Thompson was also having challenges getting across the purpose of their internal global talent microsite called Career Key. They needed a way to help employees around the globe understand the function and content on Career Key so they would use the site regularly.
The ELM Solutions
ELM created a short 2-minute explainer video with custom graphics and animation to engage a young, highly distracted audience of 17-24 year old women. To really grab their attention, the ELM design team used custom audio engineering. They edited a 1920’s hip-hop mash-up to emphasize important text or messaging in the video. ELM also used custom graphics to portray “Helen” and keep the video on brand, since it would be external facing on their website.
The ELM team realized a step-by-step video would not resonate with the vastly millennial audience at J. Walter Thompson. Most of the learners understood how to navigate the software. ELM crafted a compelling visual story through custom graphics and animation, painting a picture of the benefits on an employee’s career using the internal CareerKey site vs. your basic “here’s the home page” course.
After launching the Helen Landsdowne Resnor Foundation Scholarship video on their website, J. Walter Thompson experienced a significant increase in scholarship application usage and submissions.
The CareerKey video was well received by J. Walter Thompson employees, who gave the company great feedback on the module. J. Walter Thompson was so happy with the results they are now thinking about trying out a learning that utilizes gamification.
Custom Sales Training: Taking learning From Static PDF to Digitally Engaging
NuVasive, an innovative medical device company, relied on instructor-led training for years. However, with a sales force that is constantly on-the-go, in-person training sessions were increasingly difficult to attend. For those that did attend the in-person training, there was a secondary issue of remembering and recalling the materials covered with nothing to reference after, so that knowledge wasn’t being transferred and applied to improve their performance and results.
The ELM Solution
Our team at ELM partnered with NuVasive’s two internal instructional designers who were unsure how to take their learning methodology to the next level. Our team helped them digitize their content in an engaging and meaningful way to the end learner. We transformed existing PDF’s into interactive PDF’s, and helped their team choose an application compatible with these to deploy via mobile for their workforce. Our team also designed and developed custom animated videos to support each PDF, and serve as a reference to return to later if the learner had a question or need clarification.
Our team has developed 200+ minutes of microlearning for NuVasive’s sales team over last 3 years. We started working with NuVasive in their sales department, but since the success of the sales training, have partnered with them to develop better learning for more departments.
“The creativity and animations have not only engaged our sales force, but also reinforced their learning to help achieve greater success.” -Senior Leadership at NuVasive
SalonCentric (A Division of L’Oreal USA)
Product Training For an On-the-Go Sales Team
SalonCentric, a division of L’Oreal, had over two hours of educational video content to launch a new line of L’Oreal products to its field sales team. Unfortunately, the video had an extremely low participation rate, with little product knowledge retention which prompted the need for a change.
The ELM Solution
ELM segmented L’Oreal’s video into multiple, self-paced, two-minute microlearning vignettes. Using Articulate Storyline, ELM customer branded the modules for SalonCentric and overlaid beautiful product imagery and interactive assessments. The modules apply best practices in instructional design and include highly interactive questions to allow learners to self-assess their knowledge of the new product line. ELM designed the modules for mobile delivery (primarily Apple iPad) and helped L’Oreal integrate their training with both Salesforce and Cornerstone for seamless mobile video consumption.
The new learning modules for the product launch were much easier for the sales team to engage with, while maintaining their productivity.
Joe Sileo, Vice President, Training & Development at SalonCentric said “The quality of learning development that ELM produces goes beyond anything I’ve ever experienced. It’s creative, fun, imaginative, and engages our learners. The best part is ELM achieves this without ever losing sight of our learning goals.”
Custom eLearning Solution for More Engaging Onboarding
MillerCoors needed to find a way for their internal departments to better interact and understand each other’s business objectives. Unfortunately, their onboarding was uncompelling and skimmed over by most of their employees and new hires. The company came to ELM to craft a solution that meshed with their fun, engaging company culture.
The ELM Solution
ELM developed an interactive learning experience that challenged the MillerCoors employees in understanding the four main functions at MillerCoors. The eLearning solution was built with modern, on-brand design, that was supported with an engaging, funny, and relevant narrative. The script was crafted in a way that did a very important thing: relate all of the new information to the learner and describes exactly how each department is able to support the learner’s current role. Finally, the learning experience was kept short, using a microlearning approach to not overwhelm the learner, and to make it easier to take the learning without interrupting the work day.
Once this new onboarding experience was launched to onboard new MillerCoors employees, the company saw a drastic increase in user participation and engagement.
Fast-Track eLearning Solutions
With a limited window of time and an extensive wish list, Weight Watchers’ Director of Global L&D, Matt Sharma-Stray, turned to eLearning Mind for a solution. “We had 13 different markets in place, but they all had their own content and training strategy,” he laments. “We needed to find a way to migrate all training and content back to one central team in the U.S. office.”
Sharma-Stray admits that Weight Watchers already enjoyed a long tradition of eLearning culture. When it came to new product offerings and existing content, however, he hoped for something more powerful and equalizing than past efforts.
The ELM Solution
“The real challenge for Weight Watchers was an extremely aggressive timeline,” says Jack Makhlouf, Chief Learning Architect for eLearning Mind. “They hoped to accomplish in just a matter of weeks a program that might take another firm upwards of three to four months to pull off.”
It was imperative that Jack first assemble the right team to execute on a tight timeline. Then, it was a matter of – if not creating new content for Weight Watchers – coaching the WW team to effectively use existing materials in a more organized and engaging way.
“They had the content,” says Makhlouf. “We organized their material so learners could log in and complete a course in just 5 to 12 minutes.” eLearning Mind synthesized existing media to create a streamlined module that respected users’ time while still delivering a centralized experience for all branches.
Makhlouf’s team has also been working on a new project for Weight Watchers: Localizing all content for 11 different languages.
Makhlouf’s efforts arrived just in time: “The entire look, feel, and nature of our eLearning changed with the addition our new eLearning program,” says Sharma-Stray. “We saw an increase in completion rates, but also received much in the way of internal recognition from users and management alike.”
Lesya Lysyj, President, Weight Watchers North America, agrees. “It was the best training we ever delivered.”
Microlearning for the Basics
What happens when one of the world’s largest finance organizations turns their focus to educating beginners on the basics? Liana Korkotyan, SME Toolkit Program Consultant for IFC World Bank, was tasked with creating a way to introduce financial literacy to small business customers across the globe. Whether it was a rug seller in Turkey or a small café in Italy, the modules needed to target small business owners at the most elementary level, without bogging down bandwidth.
“We knew we needed to produce three-to-five minute segments and incorporate interaction with the audience,” says Korkotyan, “but we didn’t have any ideas for specific formatting and delivery.”
The ELM Solution
Korkotyan brought her material to eLearning Mind with outlines for the subject matter, but not much else. “Our first task was to find the ideal writer,” says Jack Makhlouf, eLearning Director at eLearning Mind. “We found a teacher who specialized in business accounting for beginners and worked with the designer to fill out the content based on what SME Tookit wanted.” Working with the right content producer offered the ability to tailor the material directly to the desired audience.
The visual style for the modules was another concern. “We chose a whiteboard format because it’s casual and engaging – perfect for small business owners,” says Makhlouf. The 12 modules are short, engaging and visually impactful. “The whiteboard format also allowed us to include assessment tools, like multiple choice quizzes, drag-and-drop interaction and ranking tasks,” he says. “This not only makes the modules more engaging, but gave learners the chance to assess their knowledge and refresh if necessary.
Thanks to her work with eLearning Mind, Korkotyan was able to create a set of educational modules that condensed basic principles into easy-to-access and understandable topics. “Our analytics indicate a healthy interest in the modules, and local partners are looking to make the modules part of their own customer education,” she says.
Makhlouf also considers the finished product a complete success. “We created learning modules that are accessible, palatable and approachable,” he says. “By combining storytelling with interactive tasks, small business owners have access to world-class financial training – no matter where they are.”
Microlearning to Engage Millennials
Annalect’s 450+ employees include some of the most innovative minds in technology, integrated marketing, and consulting. It’s a complex, fast-moving environment, in which there is significant resistance to spending time on training whether in class or on a computer. Plus, it’s a young environment — the average age of an Annalect employee is 27 years old. These ‘Millennials’ are characterized by short attention spans, frequent media switching, and the constant presence of mobile technology.
The challenge: finding a way to provide learning opportunities for this young, smart, ‘too busy to train’ workforce that would help them to master the ongoing flow of new information quickly, effectively, and enthusiastically.
The ELM Solution
Microlearning — fun bite-sized learning modules done on the run on smartphones and tablets. Annalect reached out to eLearning Mind to help design, develop, and deploy this innovative approach to employee training.
Working with Annalect, eLearning Mind developed highly interactive five-minute modules full of personality. Activities, quizzes, videos and other multimedia were used to engage employees and track their learning. Videos submitted by learners themselves and displayed on a branded media player would further draw them in.
For deployment, eLearning Mind recommended the Absorb LMS platform — a progressive and social/mobile friendly SaaS-based LMS that allows users to add meta-tags to cross-reference topics, to conduct their own searches, and to develop eLearning roadmaps and blended learning paths that put them in greater control of their own training.
During Phase 1 of the rollout, employees are responding enthusiastically to the vibrant, bite-sized modules and are actually asking for more extensive educational opportunities, a complete shift from their former resistance to training.
This was a surprise to Julie Veloz, Annalect’s Global Head of Learning and Development: “We didn’t anticipate this. The quick, fun lessons seem to have neutralized the resistance to training. It’s as if microlearning has teased them into seeing the value of further learning.”
Annalect is now making plans to extend microlearning to their clients. eLearning Mind will be there to support that effort every step of the way.
Custom Development for Compliance Training
Nestle Purina Pet Care, a long time eLearning Mind (ELM) client, has utilized eLearning interactive training in a variety of departments including Human Resources, Marketing and Inductions.
They needed ELM to create an eLearning course for their manufacturing plant that would satisfy crucial federal regulatory compliance guidelines. Traditionally, regulatory training was periodic and ongoing throughout the year with mandatory attendance from supervisors and line managers. This type of in-person training – while crucial for the manufacturing facility – was severely debilitating to productivity and budget. In addition, the class length and inconsistent instruction impeded the ability of employees to learn the information they needed to pass the mandatory final tests, a requirement to maintain valid federal certifications.
The ELM Solution
ELM course designers concluded that a rapid eLearning course would accomplish the teaching objectives and could be quickly implemented, a necessary requirement in the face of approaching certification deadlines.
Within a month, ELM rebuilt the course from the ground up keeping the following objectives in mind:
- Class length
- Ease of use
- Measurable retention
- Final exam, compliant with regulatory guidelines
The final rapid learning course was a rich 30-minute experience, a welcome change from the 90-minute in-person training. ELM designers repurposed the original PowerPoint slides into an easily understood “roadmap” that learners at all training levels could follow. Bookmarking capabilities allowed employees to start, pause and return to the course as their schedule allowed. Additional content in the form of case studies and interactive exercises were added to support the original material, providing more context for the teaching objectives and allowing for a deeper level of retention. Knowledge was assessed through topic quizzes, which allowed learners to move forward or prompted a second review of the topic in order to reach the next subject. As a result, employees were more qualified and confident to pass the final exam – a 25-question test that required a 100% score to meet regulatory compliance regulations.
Nestle Purina Pet Care saw immediate success after implementing this rapid eLearning course.
- Productivity remained high, as supervisors and managers had the freedom to undergo training as time allowed.
- The bookmarking feature added convenience to the training and learners were able to stop and start the course as schedules dictated.
- Significant improvement in training delivery costs.
- The rapid learning course was scalable and distributed to Nestle Purina manufacturing sites throughout the U.S.
- Learners benefited from consistent training and interactive nature of the course.
- Across the board, compliance documentation was achieved because training could not be completed until a 100% score was earned.
Transforming a Live Event into a Scalable eLearning Solution
Several times a year Sony hosts a San Diego-based training workshop attended by marketing team members and managers from around the world. The benefits of the face-to-face training session far outweighed the $100,000+ annual costs to produce such an event. In addition to the expense, the productivity of key Sony team members was compromised for the days leading up to and after the training session. Furthermore, it was difficult to measure how much of the training session the employees had retained. As a result, Sony needed an engaging eLearning solution that would be scalable to its marketing departments around the world, and include a knowledge assessment component so the intellectual results and monetary savings could be measured quantitatively.
The ELM Solution
It was clear that Sony would benefit from an eLearning solution. To create a course as interactive as the live training session, eLearning Mind (ELM) instructional designers decided to incorporate three elements:
- Engaging narrative
- Classroom exercises
- Knowledge checks
To recreate the conversational tone of a live training session, ELM conducted a series of interviews with Sony instructors to gain in-depth understanding of the course materials and how they had traditionally been presented. Using the interview transcripts, course designers developed a script read by a professional voice-over actor that communicated the training course objectives in the personable tone that was in keeping with Sony’s internal brand voice.
Our course designers were tasked with simulating an authentic classroom experience in an eLearning environment. To do so they used a series of entertaining, visually stimulating, graphics to add a gamification element to the course. By engaging learners with educational games, the objectives of the original classroom exercises were more easily applied and understood.
It was a key objective for Sony to measure the learners’ intellectual investment throughout the course. To ensure that the teaching goals were being achieved, ELM designed the course to flow through topics at a pace and level controlled by the learner. Periodic knowledge assessments measured retention and tracked scores as teaching goals were reached. Sony employees could dictate the lessons they already understood as well and request additional information for topics they needed more instruction.
A 45-minute interactive eLearning course that accomplished the original objectives:
- Scalable to a larger audience: Sony could now distribute the course throughout marketing departments around the country.
- Reduction in live staff training time: Productivity was no longer sacrificed for travel and training time.
- Reduction of costs: Sony saved $100,000 a year in travel and training expenses.
- Knowledge retention: Overwhelming quiz results indicated that more employees achieved learning goals using the eLearning course versus the live training session.
- Interactive and engaging: Positive learner feedback confirmed that employees enjoyed the control and gaming aspects of the course.