Learning Experience Design

I have been teaching since 1975. I have done instructional design (ID) since 2000. The job of an ID was not one I knew much about before I started managing a department tasked with doing it at a university. I hired people trained in ID, but I learned it myself along the way.

As others have said, the job of an instructional designer seems mysterious. One suggestion has been to change the title to Learning Experience Designer. Does that better describe the job and also apply to people who work in corporate and training settings?

I have taught courses about UX (user experience) which involves a “person’s behaviors, attitudes, and emotions about using a particular product, system or service” (according to Wikipedia). Part of that study involves UI (user interface) which “includes the practical, experiential, affective, meaningful and valuable aspects” of the interaction as well as “a person’s perceptions of system aspects such as utility, ease of use and efficiency.”

UXWith more online learning and also blended online and face-to-face learning, there is more attention being given to the learner experience (LX). How students interact with learning, seems to be more than what “user experience” (UX) entails.

UX was coined in the mid ‘1990s by Don Norman. He was then VP of advanced technology at Apple, and he used it to describe the relationship between a product and a human. It was Norman’s idea that technology should evolve to put user needs first. That was actually the opposite of how things were done at Apple and most companies. But by 2005, UX was fairly mainstream.

Learning experience design” was coined by Niels Floor in 2007, who taught at Avans University of Applied Sciences in the Netherlands.

I wrote earlier here about how some people in education still find the job of an instructional designer to be “mysterious.”  But call it UX or LX or ID, customizing learning, especially online, is a quite active job categories in industry and and education. Designers are using new tools and analytics to decode learning patterns.

In higher-education job postings and descriptions, I am seeing more examples of LX design as a discipline. That is why some people have said that Learning Experience Design is a better title than Instructional Design. It indicates a shift away from “instruction” and more to “learning.”

Originally published at Serendipity35

Does Your Business Need to Use Houseparty?

It is difficult to keep up with social media apps and networks. Though the big names have remained pretty much the same for a few years, there are always new contenders.

Last year Meerkat was a bright and fast burning star that brought a lot of attention to using mobile broadcasting. Meerkat got users quickly, but Facebook and Twitter introduced Periscope to quickly jump into the space too with their own tools and Meerkat fell.

Meerkat’s Ben Rubin said last year that its appeal was “spontaneous togetherness.” Requiring only a few taps on a phone to reach friends and interested strangers was very appealing and the company quickly raised $12 million in new funding from investors who thought it could be the next major social tool.

The app was released in February 2015, and found an audience after its debut on the website Product Hunt and use during the South by Southwest Interactive Festival in March 2015. But on October 4, 2016, Meerkat was shut down.

If businesses put any effort or money into using it, it was time and resources without any ROI. But there is always that temptation to get on board with new tools rather than look behind the times or have to play catch-up.

Meerkat is no more but its website now redirects you to Houseparty another app for video chatting with friends that the company is calling a “synchronous social network.”

The app for Android and iOS has been gaining traction with young people with about a million users.

houseparty

Rather than billing Houseparty as a way to broadcast to the world, it is billed as a way to have frequent, candid conversations with friends and family.

Does it have business applications? Not so far.  Will it last longer than Meerkat, and will Facebook, Twitter and any other networks have their own version soon?  I don’t place bets on social media.

 

Opportunities for Higher Ed Social Media (webinar)

The Social Campus Report: 8 Opportunities for Higher Ed in 2018 is a free webinar offered by Hootsuite on Tuesday, October 3, 2017, 11:00AM PT / 2:00PM ET.

Based on surveys of hundreds of social media pros from schools around the world to understand where they are now—and where they’re going, the webinar will share the results for insights into the state of social media in higher ed – and to discover 8 strategic areas of opportunity.

If October 3, 2017 doesn’t work, register now and they will send you a link to the webinar archived recording once it’s ready.

REGISTER at https://hootsuite.com/webinars/social-campus-report

 

This Generation Thing

gen z

When I started working at a university in 2000, there was a lot of talk about Millennials. That generation gets a lot less attention these days. I am not much of a fan of these generation generalizations, but that won’t stop them from being topics of conversation. They are particularly of interest to marketers.

The generation that follows the Millennials are those born between 1995 – 2012. That makes them 5- 22 years old. I don’t know how we can generalize very much about that wide a range of people. But educators should take note because they do include kids in kindergarten through the new college graduates and all those students in between.

The post-Millennial generation hasn’t gotten name that everyone agrees on. I hear them called Generation Z, Post-Millennials, iGeneration, Centennials and the Homeland Generation.

Although “iGeneration” might suggest that they are self-centered, the lowercase i references the Apple world of iPods, iPhones, iPads etc.

“Homeland” refers to the post-9/11 world they grew up in. September 11, 2001 was the last major event to occur for Millennials. Even the oldest members of Generation Z were quite young children when the 9/11 attacks occurred. They have no generational memory of a time the United States was not at war with the loosely defined forces of global terrorism.

I’ll use Gen Z to label this demographic cohort after the Millennials.

Here are some of the characteristics I find that supposedly describe Gen Z. You’ll notice that much of this comes from the fact that this generation has lived with the Internet from a young age. This is usually taken to mean that they are very comfortable (don’t read that as knowledgeable) with technology and interacting on social media.

Besides living in an Internet age, they live in a post-9/11 age and grew up through the Great Recession and so have a feeling of unsettlement and insecurity.

They get less sleep than earlier generations.

They are mobile phone users – not desktop, laptop or landline users.

They are wiser than earlier generations about protecting their online personalities and privacy, but they live in a world that also offers more threats.  For example, they are more likely to create “rinsta” and “finsta” Instagram personas. (Rinsta is a “real” account and finsta is a “fake” or “friends-only” profile.)

They are wiser to marketing and more resistant to advertising. Less than a quarter of them have a positive perception of online ads (Millward Brown). But, perhaps ironically, they trust YouTube stars, Instagram personalities, and other social media influencers and that includes when they make purchasing decisions.

Having grown up with more of it, they are generally more open to efforts to increase diversity and inclusion.

They’re easily bored with an average attention span of eight seconds (Sparks & Honey). Of course, the attention span of the average millennial is supposed to be 12 seconds. That makes them hard to engage, but they self-identify as wanting to be engaged.

That haven’t had or expect to have summer jobs.

They are said to be slower at maturing than earlier generations. They postpone getting a driver’s license. Many of them even postpone having sex.

Rather than a generation gap, like the one made famous in the 1960s, they are more likely to hang with their parents.

They are very open to sharing their opinions in many ways from consumer reviews and other consumer behavior, and online they like collaborative communities and the exchange of ideas and opinions.

Timing Is (Almost) Everything

In comedy, they saying that timing is everything. In social media, if not everything, it is something that needs serious consideration.

You can find many recommendations for when to post online, but the problem is that they are generalizations. The real answers about when to post need to be specific to your audience.

In real estate, they say location matters. That is also true for social media.

A restaurant in almost any city draws its customers from the local area. If you are in Washington D.C., posting for that time zone and around the times when people are apt to be looking for dining suggestions (Are you a breakfast or dinner place?) is optimal. A restaurant in San Francisco needs other posting times.

If your business has wider national or international reach, you may need a strategy that includes multiple accounts, such as Twitter handles, for each region.

How well do you know your audience? Questions to consider: What time are people waking up? Are they accessing your resources during work hours, evenings or weekends?

There are many free and pay tools to help you find the best time to post, such as Audiense,  and using an auto-scheduler dashboard (such as Hootsuite) then allows you to schedule social media times based on when they have performed the best.

Hootsuite has recommended Best Times to Post on the big 3: Facebook, Twitter, and Instagram.

Facebook is interesting for timing. One thing you might not consider at first is that  75 percent of your Facebook post’s engagement will happen within the first five hours and 75 percent of your post’s lifetime impressions are reached after just two and a half hours. These posts do not have a long shelf life or “legs”

The “half-life” of a Tweet is said to be only 24 minutes and Tweets reach that 75 percent mark in less than three hours.

You will find online many recommendations for specific networks. For example, for The Huffington Post , the recommendations for maximum retweets is to post at 5 p.m. and 12 p.m., and the best days for business-to-business organizations is, not surprisingly, Monday through Friday, but for business-to-consumer it’s the weekends and Wednesdays.

Takeaway: Know your audience’s social media habits and customize to that profile for each network.

 

Infographic via Kissmetrics, a behavioral analytics and engagement platform
built for marketers and product teams.

There’s No Bad Publicity, Right?

“There’s no such thing as bad publicity.” That’s a line usually associated with P.T. Barnum, the 19th century American showman and circus owner.

Barnum made no attempt to hide his ambitions.  He wrote a book titled The Art of Money GettingIt’s a title Donald Trump (who has been compared to Barnum) would probably use on a book. It says what it is about right there on the cover.

Barnum was big on being a self-publicist. He used any opportunity to get his products in the public eye, even if some scandal was the reason. Get your name out there.

It is a theory that sometimes seems to work. Sometimes.

Some big companies like Volkswagen, BP and Toyota have had bad publicity the past few years and I don’t know that getting their name out there in those contexts was very good branding.

United Airlines was the bad publicity winner last week when it forcibly removed a man from a plane because they wanted his legitimately booked seat for an employee. Did it hurt their brand, stock price or change their policies?

Recently, Kendall Jenner got some bad publicity along with Pepsi for a Black Lives Matter-themed Pepsi commercial that was trashed in both the Big Media and social media. Distasteful. Insensitive.

Of course, every TV network replayed at least a portion of that commercial in their story. Free airtime, right? And the week after it aired, 19-year-old Kylie, who is big on social media, was announced as getting her own TV show, “Life With Kylie.” Coincidence? Result of the ad? Promotional consideration?

Burger King pulled off a clever, or devious, commercial recently. In the ad, a BK employee holding a hamburger says that there’s not enough time to tell you all about this burger, so he says “Okay Google, what is a Whopper burger?”

Okay, he is using technology. That’s cool.  But the employee’s words would also activate listener’s devices with Google Home to define a Whopper.

Google intervened to prevent the commercial, but it got replayed on shows and written about in lots of big and small media outlets.

Did Burger King run the ad knowing what would ensue?  Was that “bad” publicity actually baked into the campaign?

Is it legal? Marc Rotenberg, the president of the Electronic Privacy Information Center, told Fortune that “Google (and others) literally ‘opened the door’ to this new hack when they put ‘always on’ devices in the home. We warned the FTC of the basic flaw in the architecture — it is not simply the owner that activates the device … They didn’t ‘listen,'”

Similar things have happened unintentionally with Amazon’s Echo when “Alexa” orders an item because using that name activated the device. One case that got a lot of attention was when Amazon’s Alexa started ordering people dollhouses after hearing its name on TV. That led to lots of posts about how to stop Alexa from ordering without your permission, thus disabling a feature that Amazon wants turned on.

Is there bad publicity? Absolutely. Is all negative publicity ultimately bad for a brand? No, but that is a very dangerous strategy to put into place.