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Your Learners’ Journey

You’ve heard of terms like UX and CX.

But what about LX?

No, this is not about inventing new terms.

It’s something LinkedIn and EAB have been up to.

They are ready when they are ready

In 2001 I was tasked to set up a private educational institution. The students we wanted to recruit were individuals who wanted to embark on a career as an investor relations professional.

That’s where the problem began.

There wasn’t available information that will inform us who is ready to embark on a such a career move.

Here’s what we did instead:

  • Content marketing: writing articles for Universities’ publications detailing the role of an investor relations professional, remuneration packages, and other requirements.
  • Direct marketing: reaching out directly to recent graduates and graduates who had been working for three years.
  • Advertisements: buying classified ads to reach out to job seekers and career switchers.
  • Public relations: getting interviewed by national papers to share about the profession, the requirements, as well as career prospects.

Through those efforts, we were able to enroll two batches of students.

These students were ready to make the career move on their own. And this happened to be a great opportunity available to them.

If I were to do it again, there will be so much more I can do given the availability of technology.

Map the journey of your learners

The idea is simple.

Know who you want to reach.

Find out as much about them as possible—their interests, likes, and behaviors.

With all this information, start re-constructing journey they would take.

Here are four key milestones to consider:

  • Awareness: Do not assume they are aware of their problems. Help them realize that there is a problem to be solved or a desire to be met.
  • Interest: Show them there is a better way. Remember, the interest is always there. Your role is to ignite the interest within them.
  • Desire: Help them realize their desires can be met. Dive deeper by talking about the benefits they would gain from having their desires met.
  • Act: Reduce the friction to enable them act as easily as possible.

One thing to note is that:

LEM is about moving the focus of training, from an instructional design to an experiential perspective – for the learner

via SHIFT eLearning

I will be conducting a Catalytic Course that will dive deep into this topic.