This english and spanish eLearning platform helps small business owners discover resources and develop strategies to improve their social media marketing presence.
Responsibilities: Project Management, Instructional Design, Curriculum Design, eLearning Development, Content Creation, UX Writing.
Target audience: Small business owners with non to little digital marketing knowledge looking to improve their social media presence and management.
Learning Objective: Proficiency with basic social media concepts, tools and strategies to be able to make decisions for their own business.
Tools: Miro, Google Data Studio, Hotjar, Intercom, Notion, Monday, Wordpress.
Budget: Low
Client: Social Piper
Year: 2021
The specific requirement from the contractor was to design their first e-learning platform in 4 weeks. They wanted to prompt the usage of their social media management tools by making their users more knowledgeable about the capacities and benefits of digital marketing. As e-learning academy manager, I designed and developed the architecture and content of this e-learning platform by working closely with the users; as well as the design, product and marketing team.
Having a limited time scope I decided to use an AGILE instructional design framework which allowed me to center on the performance of the learners. Kirkpatrick's Model of Evaluation was aligned with our results oriented development while relaying on Bloom's Taxonomy, UDL and Dr. Merril's first principles of instruction for the modules learning development.
After discussing the brief with the contractor, I analyzed the users training needs and worked with the marketing and ux teams to define the desired proficiency expectations. To put together a well rounded user journey I conducted surveys and interviews with active users, analyzed metrics and insights provided by data studio, hotjar and intercom and engaged actively in customer support to have a clear understanting of the instructional context of the learner.
Based on the results of the analysis, with the C-level stakeholders we defined the north star learning objective: To help small business owners with little digital fluency discover resources and develop strategies to improve their social media marketing presence using the contractor's toolkit. This explicit focus on linking the usage of the tools with the learning objective became decisive for the instructional design.