Third of the series sponsored by Adobe (for which, thanks). In this webinar, we talk about creating real integrated learning communities, to create new value that is recaptured in the product, and build customer loyalty at the same time. Link to complete recording: http://t.co/hzXu1njm

1. A Cognitive Design for
User Assistance
3.
Integrated
Learning:
Building
Customer
Loyalty
RAY
GALLON
CULTURECOM
Member, Board of Directors
Presentation
©
2012
Ray
Gallon
all
rights
reserved

2. Accept Uncertainty!
Presentation
©
2012
Ray
Gallon
all
rights
reserved

3. ?!
BUT if the user gets lost,
does s/he have a map to
find the way back?
Presentation
©
2012
Ray
Gallon
all
rights
reserved

4. Emerging from Chaos
• Complex
problems
are
entanglements
of
many
simple
threads.
They
can
seem
chaotic.
• Order
emerges
from
chaos
in
its
own
way.
This
might
not
necessarily
be
positive.
• Our
job
is
to
reiteravly
help
users
find
positive,
constructive
emergences
from
complexity.
• Our
primary
tool
for
doing
this
is
a
combination
of
psychology,
linguistics,
and
socio-­‐
anthropology.
Presentation
©
2012
Ray
Gallon
all
rights
reserved

5. Common European Framework of
Reference for Languages
Describes
what
a
learner
is
supposed
to
be
able
to
do
in
reading,
listening,
speaking
and
writing
at
each
level,
and
divides
learners
into
three
broad
divisions
that
can
be
subdivided
into
six
levels:
• A
Basic
User
• C
Proficient
User
• A1
Breakthrough
or
beginner
• C1
Effective
Operational
• A2
Waystage
or
Proficiency
or
advanced
elementary
• C2
Mastery
or
proficiency
• B
Independent
User
• B1
Threshold
or
intermediate
• B2
Vantage
or
upper
intermediate
Source:
Council
of
Europe
(2011):
http://www.coe.int/t/dg4/linguistic/CADRE_EN.asp
Presentation
©
2012
Ray
Gallon
all
rights
reserved

6. Integrated Learning:
Dimensions of Competency
Interfaces,
hardware,
software,
user
assistance,
hands-­‐on
and
conceptual
combined
Integrated
Learning
When
quantity
of
C2
Mastery
information
surpasses
the
Quantity
Criteria
Selection
individual’s
contingent
C1
Functional
Complexity
needs,
the
learner
experiences
confusion,
a
B2
Advanced
Community
sense
of
chaos,
because
B1
Threshold
s/he
cannot
keep
track
of
it
Cognition
Quality
all.
A2
Basic
Communication
A1
Beginner
Literal
Content
In
moving
from
contingent
need
to
confusion,
we
still
learn
more.
COMPLEXITY
≠
CHAOS!
Presentation
©
2012
Ray
Gallon
all
rights
reserved

7. The Top of the Cognitive Spiral
Equivalent
to
C
levels
of
linguistic
unity!
competency
omm
In C
This
is
where
Integrated
Learing
takes
place
Presentation
©
2012
Ray
Gallon
all
rights
reserved

8. Self-Organised Groups
We
mad
e
great
U
A
and
no
Googl bod y
uses
it
e
is
th
or
they
L e
first can’t
fin
ook
fo
instin d
it!
U r
com ct!
W
se
soc munit H
ia y
guid Y?
C
onsul l
networks ance
t
mater
and
contri to
get
answ
ials
bute
t
o
crow ers
n
d
sou
rmatio
rced
f
info owledge ide
ure
o nd
kn
Cult g
a ts
an d
ou The
use
r
decod
sh arin ,
inside
as
to
rec es
infor
mation
lding isation .
onstruc so
bui n recodes t
it.
S/he
the
orga
it
into
n
ew
know
then
ledge.
Presentation
©
2012
Ray
Gallon
all
rights
reserved

9. t…
me u p firs
to co
nd n eeds
A oing” –Ian Ba rker
“Finding is the new D
Presentation
©
2012
Ray
Gallon
all
rights
reserved
A Group is not a Community

10. Software Integrated
Learning Communities
• Not
user
groups
or
user
forums,
but
integrated
communities:
• Information
developers,
and
preferably
coders
and
interface
designers,
too
• Marketing,
pre-­‐sales,
administration,
anyone
in
the
company
you
can
get
interested
• Expert
users
• Beginners
• The
curious
• Primary
objective:
creating
an
integrated,
collaborative
community
that
creates
value
that
is
re-­‐injected
into
the
system
Presentation
©
2012
Ray
Gallon
all
rights
reserved

11. Organisation of Software
Integrated Learning Communities
Shared
strategies
and
experiences:
I
have
trouble
doing
this
–
anyone
else?
I’ve
found
a
great
way
to
do
this!
Has
anyone
ever
had
to…?
Integration
of
experiences
back
into
the
product
Requires
a
well
designed
overall
Content
Strategy
Presentation
©
2012
Ray
Gallon
all
rights
reserved

12. Organisation of Software
Integrated Learning Communities
Shared
strategies
and
experiences:
I
have
trouble
doing
this
–
anyone
else?
I’ve
found
a
great
way
to
do
this!
Has
anyone
ever
had
to…?
Integration
of
experiences
back
into
the
product
Measure Overall Participation
Measure Individual Profiles:
Knowledge: 2.3
Strategy: 3.5
Principles: 4.7
Presentation
©
2012
Ray
Gallon
all
rights
reserved

13. Some Implications of Software
Integrated Learning Communities
• As
co-­‐operation
builds,
the
community’s
self
image
grows
in
stature.
• Thinking
goes
beyond
contingent
need,
for
example:
•
“What
I
do
can
be
useful
for
others?”
• “What
others
do
has
an
effect
on
what
I
can
use”
-­‐
for
example,
“does
my
YouTube
post
have
good
tags
for
findabiity?”
• As
value
from
the
community
is
captured
and
fed
back
into
the
system,
customers’
adherence
to
the
product
and
the
company
grows,
since
they
feel
they’ve
contributed
to
its
design
and
development.
Presentation
©
2012
Ray
Gallon
all
rights
reserved

14. A Community Needs Animation
• In
many
Romance
languages,
the
word
for
“moderator”
is
“animator.”
• Moderation
implies
damping.
Animation
implies
stimulation.
• The
animator
helps
guide
the
community
toward
finding
its
common
vision.
• The
animator
is
a
catalyst
to
vectorise
the
community.
Presentation
©
2012
Ray
Gallon
all
rights
reserved

15. Vectorising = Actions
Influences
SME
Marketing
Feeds
into
Adds value
Impacts
to
Tech
Wiki
Product
Comm
Fertilizes
Integrates
CRM
Interacts
User
Assistance
with
Helps
Embedded
Online
Feed into
Facilitates
Users
Users
http://www.acreditacionfada.org/uploads/images/investigacion.jpg
Presentation
©
2012
Ray
Gallon
all
rights
reserved

16. The Simplest Way to Integrate
Feedback in Content
• The
top
level
of
user
feedback
integration
is
simply
to
integrate
questions.
• Questions
tell
you
what
a
person
wants
to
know,
but
also
what
s/he
already
knows.
• Example:
in
session
2
of
this
webinar,
Ellis
Pratt
asked,
It
strikes
me
that
there's
similarities
with
the
Lean
methodology:
particularly
Kanban,
progressive
disclosure,
the
Neme's
Why?
questioning
and
a
focus
on
interruptions.
Is
this
something
Ray
has
looked
at?
If
so,
does
he
think
there
are
similarities?
Presentation
©
2012
Ray
Gallon
all
rights
reserved

17. What Ellis Pratt’s Question
Tells Us1/2
• Ellis
has
already
looked
at
the
ideas
of
Lean
Information
Flow,
and
has
some
understanding
of
them.
(Body
of
Knowledge)
• Ellis
attended
the
first
webinar
in
the
series,
where
I
talked
about
progressive
disclosure.
(Body
of
Knowledge)
• Ellis’
understanding
of
the
ideas
presented
in
session
2
are
functioning
near
the
top
of
the
cognitive
spiral,
as
he
has
been
able
to
integrate
them,
reflect
and
evaluate
them,
and
frame
a
question
that
goes
beyond
what
is
specifically
discussed
in
the
session.
(Shared
Strategy)
Presentation
©
2012
Ray
Gallon
all
rights
reserved

18. What Ellis Pratt’s Question
Tells Us 2/2
• In
asking
the
question,
Ellis
is
also
sharing
his
observation
with
the
community
–
those
attending
the
session,
and
those
who
will
watch
the
recording.
(Shared
Concepts,
Principles,
Values)
• Community
members
might
be
motivated
to
look
into
Lean
Information
Flow
and
make
their
own
conclusions.
• If
we
had
an
appropriate
forum,
they
also
might
be
motivated
to
express
their
conclusions
to
the
community.
Presentation
©
2012
Ray
Gallon
all
rights
reserved

19. The Answer
• There
are
a
lot
of
similarities,
but
while
Lean
is
primarily
concerned
with
eliminating
waste,
Nemetics
and
Kanban
Information
aim
to
create
efficient
and
effective
information:
• Directed
at
positive
emergences
• Ready
to
be
changed
as
situations
evolve
• Waste
elimination
should
not
be
necessary,
the
system
should
be
self-­‐policing
• Contains
a
metaphysical
element
not
present
in
Lean
Presentation
©
2012
Ray
Gallon
all
rights
reserved

20. Usual Manner of Integrating
User Feedback
Internal
User
Communities
Stakeholders
Wiki
Marketing
User
testing
research
User
CRM
groups/forums
SME’s/Dev
Social
Nets
Tech
Intranet
Comm
Extranet
UX
The
Product
Presentation
©
2012
Ray
Gallon
all
rights
reserved

21. Integrated Learning / Integrated
User Feedback
Learning
Integrated Objects,
Le arning
Com
Adds munity
SCORM,
SME’s/Dev
Impacts
value to
etc.
Feeds
Wiki
Extranet
into
Marketing
Integrates
Influences
Tech
Fertilizes
Internet
Interacts
UX
Comm
User
testing
LMS
User
with
Feed into
groups/forums
research
Helps
Facilitates
CRM
Social
Nets
The
Product
Presentation
©
2012
Ray
Gallon
all
rights
reserved

22. Integrated Learning Communities
ricks
and
t
r s’
tips erials
Tur n
use g
mat
n
Let
pe into
traini
ople
k
you
ar now
w
e
track hat
ing.
e use
you
r
terial oth
t e
ma om
b
Attribu A
–
fr
in
your
U
Presentation
©
2012
Ray
Gallon
all
rights
reserved

23. Integrated Learning Communities
an
Val ue
Th
ate
More
Cr e
eilly
“
Capt ure” -­‐T im
O’
R
You
“And
Cap
ture
a
Lot
!”
-­‐RG
Presentation
©
2012
Ray
Gallon
all
rights
reserved

24. Capturing Value from your
Integrated Learning Community
• Use
your
animators
to
enable
participants.
• Encourage
open
structures
that
facilitate
a
variety
of
interactions
(Google+
circles
rather
than
Facebook
“friends”).
• Use
your
own
judgment,
but
first
listen
carefully
to
the
ideas
and
opinions
of
other
participants
in
the
community.
• Provide
multiple
venues.
Just
as
people
have
different
learning
styles,
they
have
different
preferences
for
social
collaboration.
• Foster
and
encourage
creativity.
Presentation
©
2012
Ray
Gallon
all
rights
reserved

25. Capturing Value from your
Integrated Learning Community
• When
deciding
whether
or
not
to
adopt
someone’s
idea,
be
sure
to
take
into
account:
• Is
it
viable
for
more
than
one
particular
situation?
• Does
it
have
implications
for
a
regulated
environment
or
situation
(if
applicable)?
• Can
it
be
generalised
to
other
tasks,
situations,
objects?
• Is
it
robust?
• Ask
for
input,
don’t
promise
to
publish
it,
do
promise
to
take
it
seriously.
And
follow
up
on
that
promise.
Presentation
©
2012
Ray
Gallon
all
rights
reserved

26. Wikipedia: At the Top of the Spiral
Presentation
©
2012
Ray
Gallon
all
rights
reserved

27. Wikipedia: At the Top of the Spiral
Presentation
©
2012
Ray
Gallon
all
rights
reserved

28. Creating More Value from
Your Captured Value
ywhere
from
an
Pull
Stuff
in
to
any where.
r e
html,
e ,
wikis
a
For
exampl d
into
XML
or
easily
i mporte
ptured
screen-­‐ca
Presentation
©
2012
Ray
Gallon
all
rights
reserved

29. Creating More Value from
Your Captured Value
ywhere
from
an
Pull
Stuff
in
to
any where.
r e
html,
e ,
wikis
a
For
exampl d
into
XML
or
easily
i mporte
r ed
d
video
scree n-­‐captu a udio
an ests,
C apture
t
m
user
t
mat erial
fro etc.
(ge
roups,
ission)
focus
g t
perm
Capture
em ticipan
ails!
par
Presentation
©
2012
Ray
Gallon
all
rights
reserved

30. Creating More Value from
Your Captured Value
OK,
so
I’ve
Captured
it
–
now
what?
• Integrate
good
material
everywhere
• Make
new
user
assistance
objects
–
with
attribution
• Publish
tips
and
tricks
on
your
web
site
–
with
attribution
• Use
a
tool
such
as
Captivate
to
create
training
demos
and
videos.
If
a
community
member
is
really
good
at
it,
invite
the
person
to
demonstrate
their
own
techniques.
Publish
via
SCORM
to
an
LMS,
monitor
not
only
how
students
do,
but
how
well
the
training
does.
• Create
your
own
YouTube
channel
and
keep
it
populated
with
new
stuff
all
the
time
Presentation
©
2012
Ray
Gallon
all
rights
reserved

31. Creating More Value from
Your Captured Value
blems,
Know
when
t
solve
pro ative
o
stop
Let
them g
essive
ne
ts time
c
c ontrol
ex
criticism
em th en e
ov l
pr al
im e
ke her
Ma yw Encourage
d ebate
er
If
som
ev work ething
is
th
ing,
p
u
n’t
e
com t
it
o
Be
a
good
c mun ut
to
urator
ity
Presentation
©
2012
Ray
Gallon
all
rights
reserved

32. Creating More Value from
Your Captured Value
Rememb
er, it
iterat ’s an
ive pr
ocess!
Your
SME’s
and
other
colleagues,
too!
Presentation
©
2012
Ray
Gallon
all
rights
reserved

33. Creating More Value
Be steadfast...
...Only trees that
take root are able
to change the
environment.
Presentation
©
2012
Ray
Gallon
all
rights
reserved

34. Creating More Value
Be steadfast...
...Only trees that
take root are able
to change the
environment.
Presentation
©
2012
Ray
Gallon
all
rights
reserved

35. RAY
GALLON
CULTURECOM
Thank
You!!
Please
visit
my
blog,
Rant
of
a
Humanist
Nerd:
http://humanistnerd.culturecom.net
Email:
infodesign@culturecom.net
Google
Plus:
+Ray
Gallon
Twitter:
@RayGallon
LinkedIn:
Ray
Gallon
h
searc
sed
on
re
group.
h
on
ba earc
ntaticiety
Res
rese n
So
his
p
s
of
t matio
rtionTransfor
Po he
by
t
Presentation
©
2012
Ray
Gallon
all
rights
reserved