Beyond Design

When you look at the full design process, I admit to a bias. Using Analysis-Design-Development-Implementation-Evaluation, ADDIE, (though I prefer more iterative models: SAM, LLAMA, …), I focus early. There are two reasons why, but I really should address them.  So let’s talk beyond ‘design’ and why my bias might exist. (It pays to be a bit reflective, or defensive?, from time to time.)

I do believe that it’s important to get the first parts right. I’ve quipped before that if you get the design right, there are lots of ways to implement it. To do that, you need to get the analysis and design right. So I focus there. And, to be sure, there’s enough detail there to suit (or befuddle) most. Also, lots of ways we go wrong, so there’s suitable room for improvement. It’s easy, and useful, to focus there.

Another reason is that implementation, as implied in the quip, can vary. If you have the resources, need, and motivation, you can build simulation-driven experiences, maybe even VR. There are different ways to do this, depending. And those ways change over time. For instance, a reliable tool was Authorware, and then Flash, and now we can build pretty fancy experiences in most authoring tools. It’s a craft thing, not a design thing.

Implementation does matter. How you roll things out is an issue. As Jay Cross & Lance Dublin made clear in Implementing eLearning, you need to treat interventions as organizational change. That includes vision, and incentives, and communication, and support, and… And there’s a lot to be learned there. Julie Dirksen addresses much in her new book Talk to the Elephant about how things might go awry, and how you can avoid the perils.

Finally, there’s evaluation. Here, our colleague Will Thalheimer leads the way, with his Learning Transfer Evaluation Model (LTEM). His book, Performance Focused Learner Surveys comes closest to presenting the whole model. Too often, we basically do what’s been asked, and don’t ask more than smile sheets at best. When, to be professional, we should have metrics that we’re shooting to achieve, and then test and tune until we achieve them.

Of course, there’re also my predilections. I find analysis and design, particularly the latter, to be most intellectually interesting. Perhaps it’s my fascination with cognition, which looks at both the product and process of design. My particular interest is in doing two things: elegantly integrating cognitive and ‘emotional‘ elements, and doing so in the best ways possible that push the boundaries but not the constraints under which we endeavor. I want to change the system in the long term, but I recognize that’s not likely to happen without small changes first.

So, while I do look beyond design, that’s my more common focus. I think it’s the area where we’re liable to get the best traction. Ok, so I do say that measurement is probably our biggest lever for change, but we’ll achieve the biggest impact by making the smallest changes that improve our outcomes the most. Of course, we have to be measuring so that we know the impact!

Overall, we do need the whole picture. I do address it all, but with a bias. There are others who look at the whole process. The aforementioned Julie, for one. Her former boss and one of our great role-models, Michael Allen, for another. Jane Bozarth channels research that goes up and down the chain. And, of course, folks who look at parts. Mirjam Neelen & Paul Kirschner, Connie Malamed, Patti Shank, they all consider the whole, but tend to have areas of focus, with considerable overlap. Then we go beyond, to performance support and social, and look to people like Mark Britz, Marc Rosenberg, Jay Cross, Guy Wallace, Nigel Paine, Harold Jarche, Charles Jennings, and more.

All to the good, we benefit from different perspectives. It’s hard to get your mind around it all, but if you start small, with your area, it’s easy to begin to see connections, and work out a path. Get your design right, but go beyond design as well to get that right (or make sure it’s being done right to not undermine the design ;). So say I, what say you?