My Design Process

To bring this project to life, I leaned on the structure of the ADDIE Instructional Design Model to ensure its robustness.

ANALYSIS: I collaborated with subject matter experts (SMEs) and key stakeholders to analyse performance metrics and customer feedback, identifying gaps in agent performance when handling inquiries about lost or delayed parcels. From here, I crafted a training needs analysis. This analysis helped uncover the primary challenges affecting customer satisfaction and enabled me to establish clear, measurable goals for a targeted learning program. Based on these insights, I developed a design proposal for an eLearning program. The program focuses on refreshing soft skills and system processes for existing contact centre staff, with the aim of improving customer satisfaction metrics and reducing escalation rates.

DESIGN: I developed learning objectives using action mapping and designed a detailed storyboard to serve as the foundation for the eLearning program. This storyboard acted as a visual prototype, enabling key stakeholders to clearly understand how the program would look, function, and perform. The learning program prioritised practical, real-world applications through holistic teaching and learning strategies. It guided staff through a simulated call from start to finish, pausing at key stages to address specific skill gaps. Generative AI tools, such as ChatGPT, were utilised to refine text, script content, and create audio voice-overs. These tools significantly streamlined the process, allowing the project to be delivered faster without compromising its objectives.

DEVELOPMENT: Once stakeholders approved the design, I began developing the learning module. I selected Articulate Storyline as the authoring software for its powerful features and flexibility, particularly its ability to create multi-layered slides and branching scenarios. This enabled me to incorporate various user responses, ensuring each response provided meaningful feedback. This approach was crucial for helping learners understand the importance of active listening and empathy in de-escalating heated conversations. To enhance the module further, I used Animaker to create engaging animated scenes and characters, and Murf as an AI voice-over tool to bring these animations to life. Additionally, I utilised Adobe Illustrator to design and refine on-screen graphics, ensuring a visually cohesive and professional final product.

IMPLEMENTATION: Once the content was finalised, trainers and subject matter experts (SMEs) received train-the-trainer support to prepare them for the program’s implementation and delivery. The learning program was rolled out over a four-week period, with all current staff completing the module during scheduled training sessions. The module will also serve as refresher training every six months, with only one slide needing periodic updates to reflect the latest contact centre performance metrics. This update process is easily manageable by the training and development team, ensuring the program remains relevant and up-to-date.

EVALUATION: The learning program was highly engaging and practical, with interactive simulations that helped staff apply skills like active listening and empathy to real-world scenarios. The train-the-trainer approach ensured a smooth rollout, and the plan to update performance metrics every six months keeps the program relevant. While the program was a huge success, requests for more challenging scenarios could further enhance its impact. A second iteration is in development where the user can select from one of three scenarios at the start of the course. This will accommodate additional scenarios and challenging customer interactions.