Creative Content Issue 1

CREATIVE
CONTENT
HOW SUPERMARKETS ARE NOW
INDUSTRY GAME-CHANGERS
Large retail companies are leading the way
with their approach to digital learning
CASE STUDY
GOING UNDERGROUND
Transport For London and their
innovative Learning path
ISSUE ONE

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Contents
3 INTELLIGENCE IN ACTION
How Transport for London transformed
cusomer service, supported significant team
restructuring and reskilled 5,000 employees
and managers through digital learning
4 GOING UNDERGROUND
How to transform customer service,
support significant team restructuring and
reskill all 5,000 employees and managers
5 BEHAVE YOURSELF
Long-lasting behavioural change is
possible but only through the modification
of simpler behaviours
6 GAMES WITH PURPOSE
Bespoke content, gamefully designed from
the ground up with your learners’ needs at
the forefront of consideration
8/9 SUPERMARKET SWEEP
Find out how bespoke content is used
as a game-changer for workforces of up to
500,000 employees for some of Britain’s
favourite supermarkets
10 AUTHORING PREFERENCES
Discover the best of authoring tools in the
industry - and how they compare
11 TOBY WHITE’s iNSIGHTs
Words of wisom from the man in the know
and his thoughts on what the future holds
Welcome to issue one of Creative
Content. In this edition we take a
look into how behavioural change
can be achieved, and the psychology
behind it.
We’re also examining how some of
Britain’s favourite supermarkets are
positioning themselves as learning
leaders for large organisations – how
do you get a butcher, a baker and
bookkeeper trained for their specific
needs using the same system?
We also compare the most popular
authoring tools, whilst industry expert
Toby White shares his thoughts on
the latest research in the industry.
Intelligent training for intelligent systems
Recent research has shown that employees gain
better and faster understanding when undertaking
e-learning compared to classroom training – figures
show that individuals learn up to 60% faster online.
A blended learning approach brings the best of
online and classroom-based training in harmony
but in some circumstances, e-learning can enhance,
and even replace, classroom training to ultimately
save costs and time to achieve fantastic results..
Systems’ training is one area that is popular
amongst many organisations to make digital
- but it is critical that the training is right.
Whilst off-the-shelf content can bring a generic
understanding to learners for generic systems
mainstream systems, bespoke learning content can
immerse learners into real-life scenarios, adding a
layer of familiarity to the content whilst reflecting
how the system would be used within their specific
organisation.
Bespoke e-learning content can be designed with
consistency to reflect the training message required
throughout the organisation. This will ensure
that tasks and particular steps will be carried out
to organisational-standards to reduce the risk of
mistakes. Systems’ training should allow learners to
perform predefined tasks allowing learners to gain
hands-on experience of the system before using it
unaided.
When taking systems training online, there are
additional advantages not seen in classroombased
training. Online resources can be accessed
anywhere, anytime, anyplace – making it ideal for
remote workers. This reduces travelling time which
would be required when attending classroom-based
training, alongside financial costs.
It also allows for on-the-job training, or reminder
training for remote workers to be carried out
on-to-go, making it ideal for remote workers. In creating an
immersive experience with example screens branded to the
same specifications as the actual programme, organisations can
expect to achieve their desired results.
Digital systems training also allows organisations to accurately
assess its users and the success of its training. An e-learning
course may contain a simulation, for example, asking the user
to replicate the steps required.
The e-learning course can score the user on their accuracy
in completing the steps, and how many hints or tips they
required. This information can then be relayed to a Learning
Management System.
Whilst all systems are different – and more crucially, are used
differently across all organisations – bespoke content can
be tailored to reflect the training message of each specific
organisation.
This gives learners the confidence they need that they are using
the system correctly as per the organisation’s requirements.
Online systems training also allows
organisations to accurately assess its
users and the success of its training.
KALLIDUS
ISSUE ONE

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Taking
award-winning
content
underground
Transport for London (TfL) made the
bold decision to make fundamental
changes to its operations and culture, to
include workforce structure, customer
service and the stations themselves.
Branding the ambitious three-year programme as the ‘Fit for the
Future Stations’ initiative, the programme was designed as the largest
business transformation in Europe. The initiative intended to transform
customer service, support significant team restructuring and reskill
all 5,000 employees and managers. It was hoped that in equipping
employees with these knowledge and skills, the London Underground
would be renowned for being world-class.
To do so, TfL needed to deliver e-learning that would inspire and
engage learners, whilst promoting knowledge transfer and create
lasting behavioural change. To add a layer of complexity, the modules
needed to work across different devices and crucially, be accessible
with little to no internet access.
Using immersive, media-rich e-learning and an interactive game to
supplement experiential workshops, TfL successfully drove staff
engagement for a complete, targeted learning experience.
The award-winning content created for TfL has created a truly
engaging, innovative e-learning experience to develop a workforce
prepared for change, to be on track to deliver a world class service. The
solution is future-proofed thanks to the content being developed in
Storyline, which enabled TfL’s in-house development team to update
and maintain future e-learning course content.
As a result of this, TfL enjoyed truly phenomenal results.
Post-transformation, customer satisfaction levels have significantly
increased, and KPI targets around staff presence, helpfulness and
attention have reached a record high.
Staff helpfulness
increased from a
network score
of 92 to 97
Employees now have the skills and
confidence to provide hands-on
support for customers throughout
the station, and immersive e-learning
simulations have allowed employees
to practice problem-solving in a safe
environment.
▪ Over eight industry and trade
awards
▪ Staff helpfulness increased from
a network score of 92 to 97
▪ 80% of learners have accessed
the ticketing modules
▪ 96% of managers have accessed
the customer service modules
▪ 100% implementation of individual
development plans for supervisors
transferring into customer service
management roles
Behavioural change for the better
REMOVING ‘BAD’ HABITS AND REPLACING THEM WITH ‘GOOD’ WITHIN ORGANISATIONS
For learning to be effective
and result in long-lasting
change, the process
should be continual and
agile to keep up with the
latest technologies and
thought-leadership. You
and your Learning and
Development team have
a responsibility to be a
pivotal role in this process
to change behaviours to
equip employees with the
knowledge and tools they
need to perform. A learning
campaign can be created by
building a learning journey.
This journey should
compose of bite-sized
content accessible anytime,
anywhere. Following
completion of a learning
journey, learners should
accept new behaviours and
incorporate them into their
daily lives intuitively. The
journey is thought to consist
of five steps:
1. Knowledge.
The learner will hear of
new learning objectives
through internal communications
which could include
direct email, advertising
within the organisation’s
LMS, or even physical
posters!
2. Persuasion..
Persuasion can be difficult,
but a learning campaign
offers learners multiple
opportunities to participate.
When content is based
around practical
experiences rather than
pure theory, organisations
can convince the learner
to act rather than simply
ignore the initiative. It is
particularly effective to
encourage employees to
take part in challenges,
simulations and devise their
own scenarios.
3. Decision.
This is out of your hands
– once learners have
consumed your learning
content, it is up to them
whether they change their
behaviour as a result.
However, by showing them
the value of the change and
what they can gain from it,
learners are more likely to
engage.
This can be further
encouraged by tying
learning objectives to
professional goals; they
should see a link between
the training and their future
progression.
4. Implementation.
Learning campaigns can
include a variety of media
including user generated
content.
By asking learners to
demonstrate how they are
achieving their learning
objectives, they are
providing you with a wealth
of highly relevant assets that
other learners can relate to
and identify with. Once new
behaviour has been seen in
action, other learners are
more likely to ‘give it a go’.
5. Confirmation.
Once learners have seen
what new behaviour means
in practical terms, they can
decide whether to adopt a
change in their behaviour.
However, if they disregard
the training, you can
continue to make use of an
entire campaign’s worth of
learner interaction analysis.
This will increase your
understanding as to why the
new initiative didn’t have the
desired impact.
When designing learning
programmes, make use of
activities such as scenarios
and role-plays to relate to
your learners, playing on
their thoughts, feelings and
beliefs – and emphasise how
their behaviour impacts the
resulting outcome.
Prior to giving learners
access to your content, give
them time to reflect on their
inner state to take ownership
of their emotions around
their performance. In doing
so, learners should identify
their own interferences,
giving them the opportunity
to determine how best to
manage it.
The ideal learning
environment relies
solely on you and
your team and
the ability to share
new innovations
throughout the
organisation, across
all departments.
Once this happens,
the learning culture
has altered, and
you will find that
you have better
future control of it.
KALLIDUS
ISSUE ONE

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Transport your
training strategy
with a ticket to
learn
Bespoke content, gamefully designed
from the ground up with your learners’
needs at the forefront of consideration
Call 01285 883911 for more details
Image shots for a
project completed
on behalf of
KALLIDUS
ISSUE ONE

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Game-changers for large workforces,
using bespoke content to understand
their diverse workforce
CASE STUDY
At home with some of the UK’s
favourite superstores
Large retail companies are leading
the way with their approach to
training, whether is to improve the
customer experience or safeguard
their employees. With up to 500,000
employees working in departments
across thousands of stores
varying from butchers, bakers and
bar-suppliers, supermarkets face
unique challenges that require specific
initiatives. Here we explore how some
of Britain’s favourite supermarkets are
driving innovation through learning.
Delivering a world-class home
shopping experience
Supermarkets are retail-leaders in
providing home delivery, but this comes
at a cost. Research by management
consultancy Kurt Salmon, conducted
for trade publication Retail Week,
found that UK supermarkets are
losing approximately £300m each
year from online business. However,
retailers are increasingly forced to
compete with their rivals on cost and
speed of delivery. As such, retailers
have identified a need for customer
experience to be the best-in-class for
grocery home shopping.
Leading supermarkets also recognised
the relatively high turnover in their
delivery driver population, which was
impacting customer experience.
One of the UK’s leading supermarket’s
has therefore designed learning
content for their diverse group of
delivery drivers to enhance the overall
learning experience and improve
customer service, whilst using content
as an influential component of
improving staff retention.
It revolutionised its training through
the delivery of a bespoke, interactive
and engaging game lasting 30
minutes via an app.
Its features included five routes
through the game, real-world
scenarios that delivery drivers could
relate to, humour, mini-games to
reinforce some of the lighter points,
and mini-quizzes.
Whilst the app could be downloaded
by drivers to their personal
smartphone and was therefore
optional, the total usage time for
2,000 potential users was 2,000
hours.
Prepare for the expected
The British Journal of
Criminology claims that
supermarkets may be linked
to crime, possibly due to
the large volume of people
and products concentrated
in one area – and
supermarkets’ own statistics
back this up.
One supermarket alone has
reported that 0.5% of its staff
has been hospitalised in an
assault whilst at work, with
an estimated £36m of items
lost through theft.
As such, supermarkets are
taking steps to reduce crime
in stores, which can include
the purchase of CCTV
systems and changing store
layouts.
However, following incidents
it was observed that some
occurrences could have
been better handled by staff
members for a more positive
outcome.
The Co-op has
implemented video-based
e-learning programmes,
staff engagement
could be increased
when combined with
appropriate, well-matched
communication techniques
and styles.
After being presented with
dramatic video scenarios
including ‘The Angry
Customer’ and ‘Store
Robbery’, employees of the
supermarket were asked
what they would do, with
perspectives of both store
colleagues and customers.
Through filming in a
real store and using a
steady-cam system for
added realism, Co-op has
provided an immersive
experience for all learners.
By training employees
for real-life situations in
a safe environment and
eliminating risk whilst
preparing staff for all
outcomes, the Co-op is positioning
itself as a leader in implementing
resources to prepare and protect its
workforce regardless of its size.
Software specialists
Alongside enhancing the customer
experience and protecting their
workforces through superior training
content, supermarkets are also
leading the way for staff from a variety
of functions across the business to
competently be able to use relevant
software, including Electronic Point
of Sale (EPOS) till software. One
supermarket noticed that when
content is divided into a number
of short, focused topics, branded
appropriately and given a warmer
tone and human voice, learners
would select the relevant part of
the screen to simulate sequences
necessary to perform each
function.
The supermarket has proved
time and time again that systems
training can be produced in
a timely manner to provide
consistent, on-brand training on a
business-critical system to enable
smooth conversion to the new
systems without disruption.
Supermarket giants are leading the way when
it comes to bespoke learning content.
Proving that content needn’t be lengthy or
complicated, supermarkets empower their
employees to take control of their learning in
a risk-free, relatable environment. We want to
know: when will other industries catch up?
KALLIDUS
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What’s on the market?
We spoke to developers about their favourite authoring tools
INDUSTRY
INSIGHTS
KALLIDUS
GOMO
Gomo is an online tool
where your build work is
completed on their platform in the cloud.
Strengths:
▪ Easy and quick
▪ Fully responsive and adaptive
▪ Good performance and small file sizes
▪ Support are very responsive
▪ Collaborative
Weaknesses:
▪ Limited functionality out the box
▪ Requirement to be proficient at
building assets
▪ CSS/JavaScript knowledge needed to
fully customise
Rating: 93/100
Strengths:
ADAPT
Adapt is an open-source platform with a recently
launched authoring tool.
▪ Plays well on all devices
▪ Responsive
▪ Collaborative
▪ No up-front costs
Weaknesses:
▪ Not easy to use
▪ Support relies on the Adapt community
▪ Limited functionality out the box
▪ Coding required for advanced development
Adapt is a very powerful tool but requires a level of programming
skill to really get the most out of it.
Rating: 54/100
Strengths:
▪ Easy and quick
▪ Customisable
ARTICULATE 360
Articulate 360 comes with a few
new applications compared to
Articulate Storyline 3.
▪ Added tools within the package
▪ Multiple templates and asset library
▪ Support team is good
Weaknesses:
▪ Not fully responsive
▪ Large file sizes are larger and poorer
performance than others
▪ Not collaborative
Rating: 83/100
CAPTIVATE 9
Captivate has been around for
many years and was originally
focused on systems training.
Strengths:
▪ Easy and quick
▪ Customisable
▪ Uses a ‘show me, try me, test me’
approach
Weaknesses:
▪ Not great for smartphones
▪ Poor support
▪ Not collaborative
Rating: 58/100
ARTICULATE STORYLINE 3
Functionally, both versions of Articulate are the same,
but 360 is an annual subscription; Storyline 3 can be
purchased as a perpetual licence.
Strengths:
▪ New output is ‘smartphone friendly’
▪ Strong in tablet and mobile publishing
Weaknesses:
▪ Forces landscape-mode only
▪ Not fully responsive
Rating: 46/100
Which company are you based with,
how long have you been there, and
what do you do?
I’ve been working at Kallidus for the past six years
in a Lead Sales function for the Bespoke Content
department. You could say that I have the most
one-dimensional CV as this is the third time I have
done the same job, and I’m not sure I will ever be
able to change what I do!
I am lucky though – I genuinely love it.
The evolution of
mobile devices is
probably the biggest
game changer over
the past few years
with
Toby
White
What types of clients do you work with,
and what has been your favourite project to
date – and why?
Most of the businesses that undertake bespoke projects are
larger organisations. These projects can be quite complex in
terms of both their build and what they are trying to achieve.
The TfL project is probably my highlight to date – the
solution we developed underpinned a major transformation
and changed the way the organisation will learn going
forward.
The solution had everything: gamification; scenario-based
learning; really high-quality dramatized video; and classroom
training supplied by Interact. It’s something we are all really
proud to have been involved with.
Having said this, very few projects are quite so large in scale.
I am a closet (and frustrated) musician so I like the more
creative courses we have built, and there are quite a few of
them.
One course, built for Co-Op, which dealt with aggression is
a great example of how dramatized video can deliver really
impactful learning. The work we did for first-time managers
of a fast-food restaurant chain was built specifically
for a very young audience and uses micro-learning and
gamification in a really interesting way.
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What do the majority of prospective
clients come to you for?
Clients mostly come to us because they can’t
find the answer from their internal capabilities
or generic e-learning courses. The nature of our
work is interesting because we have to really get
under the bonnet of a company and understand
the problems they are trying to address.
I guess a lot of them are looking for a firm who
can elevate some pretty dry subject matter
into something more engaging. We are also
developing quite a strong presence in retail so
some of our clients come on the back of this.
Has bespoke content changed over
the past 10 years?
Monumentally – I am getting too old to be doing
this so have probably seen more change than
most in the industry!
What’s the most frustrating part of
your role?
The travel involved – my role is national so I spend a lot
of time getting from A to B. It’s not unusual for me to be
in five different places in a week! I now spend more and
more of this is on the train so that I can work ‘on-the-go’
but it can be absolutely shattering at times.
What would the ideal authoring tool
do for you and your team?
To be honest it changes with the requirement.
If a client is looking to design content that will be primarily
accessed on smartphones, we favour Gomo rather
than Adapt. If not, we use Storyline with some courses
developed in Captivate.
This said, we also work in other tools. The authoring tool
itself seems to be less relevant, whereas the tools we use
to create the assets are becoming more important.
What do you envisage will be the biggest
challenges of creating bespoke content
in the next 5 years?
I’m interested to see if smartphones have a greater effect
on how we learn. Although we have built content that is
designed for this, I think it’s fair to say it’s certainly not
dominant on the corporate learning landscape.
If I look at the way I use devices there is no question
it’s changing - I have started watching video and more
structured content on my smartphone, using it for more
complex information.
We have to ask ourselves is a smartphone going to
become the go-to device and if so, how will be change our
approach to learning design?
How do you keep up to date with
research to ensure that your content
is an industry-leader?
We have a really creative production team at
Kallidus. Part of each one of their roles is to stay
on top of what’s happening – they’re always on
the lookout for new software that can help them
produce something different.
A lot of what I know comes from them – it’s part
of my job to relay what they are thinking to the
customer.
On top of this we’re also constantly looking out
for new technologies. I try to spend some time
each month looking outside of what we do – last
week I spent some time with a business that
has built a VR platform that enables hands-on
coaching through a VR environment… whilst it
may not happen tomorrow, we’re not far away
from its general use in the learning world.
There is always something that people are talking
about, whether its rapid e-learning, scenarios,
gamification, VR… but I’d say that the evolution
of mobile devices is probably the biggest game
changer over the past few years. Taking the
source of content from desktop to your hand
means people can learn on-the-go, which
fundamentally changes the rules of engagement
for learning design in many ways.
Our production team use programmes such as After
Effects, Fuse, and rubber hose animation and are always
looking out for something that can give them something
fresh to work with.
We have a really
creative production team
at Kallidus. Part of each
one of their roles is to
stay on top of what’s
happening...
KALLIDUS
ISSUE ONE

Keeping your colleagues safe
with innovative content that
packs a punch.
Call 01285 883911 for more details
or email: info@kallidus.com
Image shots for a
project completed
on behalf of