Design is the intermediary
between information
and understanding.
Abstract expressionist, Hans Hofmann
Empower your audience
If learners want your information, if clients want your expertise, or if customers want your solution​, you need an instructional designer!
These are all great business problems to have and the best way to gain, train, and retain your audience is with content that empowers them to become self-taught experts, repeat clients, and super users, aka your evangelists.
This Instructional Designer's Skillset
L. Davis, V. P. Beal. 2024
Portfolio & Philosophy
Customer education and empowerment can take shape as any number of instructional exercises or design outcomes (see the diagram above).
I can help you narrow in on what you want your audience to do and why they aren't doing it already, and build the best possible bridge needed to help them close that gap with the broader goal of earning customers and turning them into super users!
Peruse the tiles below to learn about some internal and external problems that were ameliorated with instructional design solutions.
My current framework for customer education on software
PROBLEM: We're changing customer workflows with the introduction of a new tool. We think customers would love it - IF we can get them to adopt it. SOLUTION: Let's walk them through it the most common scenarios/use cases! Sprinkling in benefits over the current process.
PROBLEM: There's no explicit path from higher ed to our industry. For that reason, a lot of younger customers don't understand the bigger workflow at play in our industry, or how our products can support their work within it. SOLUTION: Can we close that gap for them? Let's put on a video lecture series for those looking to transition into the industry/those who've recently landed in the industry. Let's focus on how this industry works and connect theory to practice.
PROBLEM: Prospective customers have no idea what we sell and most of our marketing collateral is branded to quirky product names... which can leave customers confused - especially as it relates to the bigger industry picture. SOLUTION: Capture what we offer as solutions to the problems or phases within the industry process - using industry terms, not product names. Then make this interactive in our documentation! Linking (prospective) customers to specific products wherever possible.
PROBLEM: Our trainers are overwhelmed and I don't think internal or external users realize how much content we have... can we advertise that? SOLUTION: Absolutely. This will work internal or external users. It meets branding guidelines and breaks down the learning-focused resources we offer.
PROBLEM: Our PetStore employees need to be able to help customers pick the right food for their pets... but there are dozens of brands, varieties, and flavors for every dog, cat, bird, reptile, etc. It took me years to learn this... SOLUTION: Leverage your tools! You're already using iPads in-store, so share these quick reference charts I made. Now, employees can quickly recommend foods based on the top, vet-approved brands for the most commonly asked questions for each type of pet.
PROBLEM: District employees are confused about the new changes to their child care benefits which is causing a lot of misinformation. People are upset but this is actually a good change. SOLUTION: Time to set the record straight! I have broken down which employees and programs are eligible, and what the new discounted rates would mean for them.
