This document summarizes a workshop on learning experience (LX) design. The workshop covered introductions, an overview of LX design methodology, user research activities like empathy mapping and persona development, idea generation techniques like visual slam and scenario sketching, and journey mapping. Participants worked in groups to conduct user interviews, develop personas, identify challenges, generate ideas, and create learner journey maps for a project on designing an Open Educational Resources program. The workshop aimed to provide hands-on experience applying human-centered and service design approaches to learning experience design.

1. LX JOURNEY MAPPING
WORKSHOP

2. INTRODUCTIONS
• Joyce Seitzinger – Academic Tribe
• If you’re tweeting, use #odlaa #lxdesign
• Naming circle
• Who you are, what you do, your
superpower

3. TODAY
1.00 - 1.30 Intros and intro to LX
1.30 – 3.00 Design sprint 1 – User & topic
research (Empathy maps, persona, desktop
research)
3.00 – 5.00 Design sprint 2 – Develop &
iterate solutions (Visual slam, vision devt,
journey mapping)

4. WHAT IS LEARNING
EXPERIENCE DESIGN?

5. TRANSCENDING MATERIAL
“Experience is not about good industrial
design, multi-touch, or fancy interfaces. It is
about transcending the material. It is about
creating an experience through a device.”
MARC HASSENZAHL

6. Digital platforms + Digital products + Digital services
+ F2F events & interactions+ Digital support

7. EXPERIENCE DESIGN
It is crucial to view experience as the consequence
of many different systems.
Experience emerges from the intertwined works of
perception, action, motivation, emotion and
cognition in dialogue with the world (place, time,
people and objects).
Experience Design: Technology for all the right reasons
Marc Hassenzahl

8. Meaningful
Pleasurable
Convenient
Usable
Reliable
Functional
LX PYRAMID
The Learner Experience
Pyramid describes different
levels at which learning
resources, services, solutions
and systems can be
experienced by learners &
staff.
Based on CX Pyramid by
Aberdeen Research after
Mark Scibelli and Stephen
Anderson.
FOCUS ON EXPERIENCES
FOCUS ON TASKS
Many traditional
LMS & learning
resource
experiences
Transformational
learning
experiences
Has personal significance
Memorable experience worth
sharing
Easy to use, works as
expected
Used without difficulty
Is available &
accurate
Works with
inconvenience

9. USER EXPERIENCE DESIGN
…to achieve high-quality user experience in a
company's offerings there must be a seamless merging
of the services of multiple disciplines.
The first requirement for an exemplary user experience
is to meet the exact needs of the customer, without fuss
or bother.
Don Norman, & Jakob Nielsen

11. The world is complex, and so too must be the activities
that we perform. But that doesn’t mean that we must
live in continual frustration. No. The whole point of
human-centered design is to tame complexity, to turn
what would appear to be a complicated tool into one
that fits the task, that is understandable, usable,
enjoyable.
Don Norman,
The Design of Everyday Things
HUMAN-CENTRED DESIGN

12. SERVICE DESIGN THINKING
Service design is the intentional and
thoughtful design of internal and
customer-facing activities needed to
deliver a service. Where experience design
concerns itself only with the customer-
facing aspects, service design looks also at
the experience of staff.
This Is Service Design Thinking

13. METHODOLOGY

14. EMPATHY FOR THE USER

15. EMPATHY FOR THE USER
“Empathy is a noun. A thing. It is an
understanding you develop about another
person. Empathizing is the use of that
understanding – an action.”
INDI YOUNG

16. DO WE NEED LEARNER
EXPERIENCE DESIGN?

17. A DESIGN SCIENCE FOR EDUCATION
“Educational technologists needs to
develop a set of principled working
practices....that contribute to a design
science for education.”
EILEEN SCANLON

18. TEACHING AS A DESIGN SCIENCE
Because technology is changing both what
and how students learn we can only lead
educational innovation by being clear about
the principles of designing good teaching
and learning and therefore what education
needs from technology.
DIANA LAURILLARD

19. LX DESIGNERS
Dr. Jess Knott
MSU
Phil Denman
SDSU
Myra Travin
UNIVentures
Joyce Seitzinger
Academic Tribe

20. LX DESIGN IS PEDAGOGY
AGNOSTIC

21. https://techknowtools.wordpress.com/2015/04/03/checklist-technology-learning/

22. LEARNING EXPERIENCE
DEVELOPMENT PROCESS MODEL
ASSESS NEEDS
• assess current delivery
• determine learner needs
• determine discipline/
curriculum needs
• explore pedagogical approaches
DEFINE LEARNING DESIGN
• design learning outcomes &
assessments
• define pedagogical approach
CONCEPTUALIZE LEARNING JOURNEY
• design vision for the course/experience
• design learning activities and tasks
DISCOVER NEEDS AND OPPORTUNITIES
• explore learner persona, behaviour,
emotions & needs
• explore possible technology, tools &
digital environment
• explore physical environments &
resources
DEFINE
• define range of
possible challenges to
solve for learners
• Select experience
challenges to solve
• state experience needs
& metrics
DEVELOP
• develop & iterate possible
solutions through prototyping,
journey mapping and feedback
• test through learner observations,
interviews and user testing
DELIVER
• implement the learning
experience and learn from it

23. OUR PROJECT & YOUR
BRIEF

24. YOUR TURN: PROJECT BRIEF
You have been asked to design a 3 month
program that will support an initial staff cohort
of 300 in learning about and adopting OER
practices.
As this is a pilot, the university will allow much
leeway in the use of third-party apps and even
a modest budget for development work.
At an initial meeting you overheard a lecturer
mention that they simply haven’t got the time
to invest in innovative teaching or
‘experimentation’.

25. DISCOVER DEFINE DEVELOP DELIVER
Learner &
stakeholder driven
design research
Gain insights and
define problem
Develop LX solutions
through iteration
Improve and
optimize final learner
experience
Generalproblem
Specificproblem
Specificsolution
LX DOUBLE DIAMOND

26. USER & CHALLENGE
RESEARCH

27. USER RESEARCH IN ACTION
https://www.youtube.com/watch?v=szr0ezLyQHY

28. LEARNER OBSERVATION

29. CARD SORTING

30. CODING CONVERSATIONS

31. CODING CONVERSATIONS

32. USER INTERVIEW

33. YOUR TURN: USER INTERVIEWS
• For our “OER Project” conduct a user
interview with a staff
15 mins as a group
1. Prepare 4-5 user questions
2. Create interview guide

34. YOUR TURN: USER INTERVIEWS
See your handout.
Tips
• Be welcoming and put your user at ease
• Ask them to think out loud
• Explain why you are doing the interview
• Be an active listener
• Ask open questions
• Give encouragement: “How did you feel about it?
What did you think?”
• Silence is your best friend

35. EMPATHY MAPPING

36. YOUR TURN: EMPATHY MAPPING
Think about your conversations &
experiences in introducing OER
• Focus on staff
• See, hear, think, do
• Capture on post-its, 1 idea/observation
per post-it
• 7 mins by yourself

37. YOUR TURN: EMPATHY MAP
• Review empathy template in your toolkit
• Go to the empty map that has been set
up for you as a group
• As a group, group your post-its on the
quadrants in the map

38. PERSONAS

39. PERSONAS

40. PERSONAS

41. YOUR TURN: PERSONA DATA
SOURCES
5 mins
Let’s make a list as a group.
Where would you find information to verify
or augment your persona?

42. YOUR TURN: CREATE A PERSONA
• Take 15 minutes with your group to
design 2 persona
• Use the handouts in your toolkit
• Consider: One ‘mature’ staff member, one
‘rookie’
• Think about different attributes

43. YOUR TURN: AFFINITY DIAGRAMMING
Take 10-15 mins to do desktop research on
OER adoption etc.
From your desktop research and own
experience, write down ideas/problems/
issues on post-its
One idea per post-it
5-7 words per post. Write big

44. YOUR TURN: GROUP YOUR FINDINGS
As a group, get everything on the wall and
begin to group
Articulate, ask questions, communicate with
each other
One person to take lead in grouping and
naming groups. Begin to shape order.

45. MIDWAY…

46. DEFINING A CHALLENGE TO
SOLVE

47. DISCOVER DEFINE DEVELOP DELIVER
Learner &
stakeholder driven
design research
Gain insights and
define problem
Develop LX solutions
through iteration
Improve and
optimize final learner
experience
Generalproblem
Specificproblem
Specificsolution
LX DOUBLE DIAMOND

48. HOW MIGHT WE…?

49. HOW MIGHT WE….?
From Stanford d.school

50. YOUR TURN: HOW MIGHT WE…?
Let’s generate some HMW statements for
our “OER Project”
Follow the HMW prompts eg Amp up the
good, do the opposite, etc…

51. VISUAL SLAM

52. SCENARIO SKETCHING

53. MIKE ROHDE

54. YOUR TURN: VISUAL SLAM
Take several A4 and fold them over
First 7 mins:
• Get as many of your ideas down as you
can.
• 1 idea per A4
3 mins:
Share your ideas with the group

55. YOUR TURN: VISUAL SLAM
Next 10 mins:
• Get more ideas down. Build on others.
• 1 idea per A4
Next 10 mins:
Get your favourite ideas up.
Discuss. Ask questions. Can things be
combined? Converged?
Vote

56. DEVELOP YOUR VISION (GROUP)

57. JOURNEY MAPPING

58. SIMILAR TECHNIQUES
• Journey mapping (emotional)
• Scenario mapping (narrative)
• Mental models (behavioural patterns)
• Service Design Blueprint (channels)

59. JOURNEY MAPPING

60. From https://sustainableservice.wordpress.com
Keeping Graduates Green

61. Fromseedandsprout.com

62. MENTAL MODELS
http://rosenfeldmedia.com/mental-models/moviegoer-alignment-diagram/

64. LEARNER JOURNEY MAPPING –
GETTING STARTED

65. WHEN DO YOU USE JOURNEY MAPPING?
• For an existing product, object or service
• To get an overview of all the elements
and stakeholders
• To map all the touch points
• To identify emotions associated with
interactions
• To identify pain points

66. WHEN DO YOU USE JOURNEY MAPPING?
For a new product, object or service to be
designed, developed and implemented:
• To get a common understanding of aspiring
experience for all members of design &
development team
• To identify touch points
• To identify channels
• To identify priorities for the development

67. WHEN DO YOU USE JOURNEY MAPPING?
Instead of a prototype
• When a prototype is too expensive to
build
• Have something to shoot at

68. WHY DO YOU USE JOURNEY MAPPING?
• To map all the bricks in your bricolage
(even those beyond your control)
• To step away from your medium
• To design across the gaps
• To facilitate conversation
• To facilitate collaboration

69. MAP THE LEARNER PATH & TOUCH
POINTS

70. MAP THE PATHS & TOUCH POINTS OF
OTHER STAKEHOLDERS & CHANNELS

71. MAP THE INTERACTION PHASES

72. IDENTIFY EMOTIONS

73. IDENTIFY OPPORTUNITIES & BARRIERS

74. From Designing CX http://designingcx.com/2012/10/23/prototype-portable-journey-mapping-worksheet/

75. From
http://madebymany.com/blog/we-re-building-the-next-stage-of-picle

76. Pre Start Week
2-6
Week
7-10
Week
11-12
End &
post
LMS Wiki is
tricky to
participa
te in!
Conten
t
Early
access ☺
Teacher Picture &
intro video
☺
No
involvemen
t in review
!
Peers No
icebreaker
!

77. OUR VE EXPRESS LEARNER
JOURNEY MAP

78. THE TEAM
• Joyce Seitzinger
• Mark Smithers
Lecturers
• Annette Cook
• Nicola Hardy
Digital Learning Team
• Spiros Soulis
• Angela Nicolettou
• Eloise Acuna

79. USER RESEARCH IN INITIAL
3 HOUR MAPPING SESSION

80. FURTHER RESEARCH TO INFORM
DIGITAL COLLABORATIVE MAP

81. FINAL LEARNER JOURNEY MAP

82. MAP DETAIL

84. ADDRESS THE PAIN POINTS:
IMPROVED COMMUNICATION
CHANNELS

85. YOUR TURN: CREATE A LEARNER
JOURNEY MAP FOR YOUR SOLUTION
40 mins
• For your “OER Project” solution, map the
learner journey and touch points
• Organization & other stakeholder touch
points
• Different phases
• Present & feedback midway

86. DISCOVER DEFINE DEVELOP DELIVER
Learner &
stakeholder driven
design research
Gain insights and
define problem
Develop LX solutions
through iteration
Improve and
optimize final learner
experience
Generalproblem
Specificproblem
Specificsolution
LX DOUBLE DIAMOND

87. COMMUNICATION IS
EVERYTHING: YOUR PITCH

88. YOUR TURN: YOUR PITCH
15 minutes to prepare
Prepare your presentation (open to
everything: poster/pitch deck/infomercial…)
5 minutes per group
Tips: Think pain points, solutions & empathy

90. REFLECTIONS & FEEDBACK
• On the wall
• What did you: like, learn, miss
• Note down two things for yourself that you
want to follow up on or apply in your work
• Share

91. STAY IN TOUCH
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