Sapiens
A solution developed to increase engagement in corporate training.
How Design Thinking, Gamification and UX Design enhance the effect of training platforms used in work environments.
The Challenge
We started our journey with a prompt from an online education platform eager to seamlessly integrate the engaging elements of gamification into its system. In order to better understand the problem, we analyzed the challenge and understood which motivators and engagement strategies were crucial for users’ engagement;
The corporate trainings courses alone do not bring the desired results. In addition to offering training courses, the platform must highlight their value, create a collaborative environment and discover the motivators that will drive these professionals to complete the courses. We used the 5W2H method to dig deeper into the challenge and we created a problem statement to guide our next steps and figure out how we could achieve optimal results.
Consequently, we defined the following problem statement as our starting point:
How can we promote user engagement and motivate these professionals to complete the training courses?
The Current Scenario
The field of corporate training experienced substantial growth after the pandemic. The priorities of employees and companies changed, highlighting the flexibility of schedules and practical applications of hard and soft skill training as essential motivators for courses completion. According to the LinkedIn Learning's Report of 2022, companies have undergone structural changes and are investing more in training; making the training field more strategically formulated. Additionally, companies have become more concerned with the well-being of employees during the learning process. Companies have also noticed the importance of investing in corporate education for talent retention as well as increased productivity, profitability and innovation. The benefits of training are long-term and essential for a company's growth and future. Investing in corporate education directly impacts both the employee - promoting professional growth- and the company - increasing human capital and improving the results and efficiency of internal processes. One of the strategies that is growing the most in this scenario is Gamification, which makes learning and training more dynamic and encourages collaboration in the workplace.
In order to better understand the current scenario and the business, the following tools were used:
Business Model Canvas: created for a better understanding of the business, main workflows and stakeholders.
Value Proposition Canvas: created to promote a better understanding of employees routines, main tasks, users’ pains and goals and their relationship with the problem.
CSD Matrix: created to determine the main questions about the issue and to serve as the starting point for the research.
Impact x Knowledge Matrix: created to establish a scale of priorities among the questions that needed to be addressed.
Benchmarking & Desk Research: created to serve as a repository of information about the online education market, competitors and functionalities offered by competitors.
Those tools were essencial to define the main demands of corporate training courses and to answer the following questions:
What are the main didactic tactics that can be used to promote user engagement?
How to reward user participation in the courses?
What are the main stages and results expected in a training course?
The process of understanding the scenario and the business also led to the decision of employing gamification as a central piece of the solution.
Product Goals
Our goal is to create an innovative training platform, designed specifically for the implementation of corporate training courses. Our platform employs gamification strategies to increase users’ interest and engagement, making teaching and learning more dynamic and engaging.
We established this objective after identifying the potential to boost the outcome of current corporate training. The product incorporates agile methodologies and applies it to both the work and learning environments, emphasizing the value of knowledge and employee contribution, along with results transparency.
To assess the platform's effectiveness, metrics have been defined using the HEART Framework encompassing evaluation of Happiness, Engagement, Adoption, Retention, and Task Success. Furthermore, a special focus is placed on continuous improvement of the user experience, as this plays a pivotal role in the overall success of the product.
Framework HEART
Proto-Persona
In order to gain a deeper understanding of the user, a proto-persona, Aline, was crafted, and was later validated with the qualitative research. This approach enabled us to pinpoint the key pain points and challenges within the learning process and to define the persona's training objectives.
The proto-persona was necessary to delineate the profile of the user beyond what was uncovered in the secondary research. Furthermore, it allowed us to discuss which aspects of Aline's daily life should be taken into account when working on our solution. Some important insights include:
What is the user's usual routine?
What are the users’ career objectives and how could our platform help the users achieve them?
Which day-to-day tasks can be optimized or improved?
What fears and challenges could be addressed by our platform?
Another advantage was that Aline served as a model for the research profile to be conducted. This approach helped to narrow down and identify our target users and, consequently, the research participants that should be recruited.
Validating Hypotheses & Conducting Qualitative Research
We utilized the CSD Matrix shared previously as the starting point for our research. We defined the assumptions we needed to investigate in our research and the questions we aimed to address through interviews based on the matrix. Considering the questions we sought to answer required a better understanding of the user's relationship with training/skill development courses and how these courses interact with their work routine, we chose to conduct a qualitative exploratory research to investigate the employees' perspectives on these courses and the platforms used – both grievances and the appealing aspects.
We defined a semi-structured research script to avoid asking questions already answered by the interviewees while allowing the opportunity to delve deeper into certain observations in their responses. After establishing the research structure and objectives, we formulated the questions we would ask and drafted the research script.
Having already established a proto-persona, we had an idea of the profile of interviewees we were seeking. We reached out to individuals who fit the prerequisites we had set and selected 9 people with whom we conducted the interviews. The interviewees' profiles and their accounts aligned with the envisioned proto-persona, thus we revisited the assumptions raised and validated our persona.
From the interview transcripts, we organized all pertinent information on a Mural, categorizing the statements by theme and relevance. This step was fundamental and served as the foundation for generating insights. As a result, we were able to dig deeper into the content of the responses and established a robust basis for our solution.
These steps can be seen in the images below:
Transcription of interviews (Portuguese)
Systematization of Research
Research Insights
Finally, we synthesized our findings into a report , in which we correlated the interview responses with the established questions and hypotheses. Moreover, we were able to identify the most relevant information and determine similarities in the answers to highlight the insights gained from the research.
The research allowed us to validate the persona we had originally created. Subsequently, we started to sketch the user journey. The journey was based on the behavioral patterns of most of the users, which were identified through the research conducted. Only after this refinement process, the final user journey was drawn.
User Journey
After completing the user journey, we moved on to a sprint dynamic where we identified the most significant problems, the solutions that would be included in the Minimum Viable Product (MVP), and initiated the prototyping process. During the first stage, we conducted meetings in which:
We brainstormed problems and solutions → Discussed the results using an Impact x Knowledge Matrix → Determined the priority of each option.
Mapping of Gamification Artifacts
Gamification is a powerful approach that transforms how people engage with learning and professional development. By adopting the Octalysis Framework developed by gamification expert Yu-kai Chou, we strived for maximizing user engagement in our platform.
With this clear framework, we implemented gamification elements, leveraging users' intrinsic motivations and making learning more engaging and effective. By understanding these motivations, we were able to implement gamification elements that promote additive motivation (gaining rewards and progress), subtractive motivation (avoiding losses and negative consequences), extrinsic motivation (social influence and prizes), and intrinsic motivation (personal development and a sense of purpose).
As a result, our platform provides an engaging, rewarding, and meaningful experience, effectively driving user learning and development.
Right after aligning our approach for the identified opportunities, we began the development of the low-fidelity prototype. We conducted the Crazy Eights exercise with all team members, generating initial wireframe concepts before moving on to Figma. During the meeting, each member contributed suggestions, and an internal vote took place to select the best ideas for the low-fidelity prototype.
Following the vote, we decided to focus on developing screens that included elements less explored by other competing companies. We also prioritized the development of functionalities that had the highest impact on the Impact x Knowledge Matrix of our proposed solutions.
In the end, we created a dynamic version of the calendar, providing users the chance to plan their study schedule and track progress towards course completion. Additionally, we included interactive tools connecting students, teachers, and classes, such as comments, practice exercises, and communication channels.
Building the Solution
We identified the challenges that impact both employees and companies: the difficulty of balancing daily demands with courses and the lack of practical examples and exercises to enhance knowledge assimilation. In view of these findings, we developed the solution: Sapiens, a platform for corporate courses and training.
On the Sapiens platform, students have access to a variety of mandatory and optional courses, along with practical content featuring exercises that reinforce the application of the knowledge acquired in the courses. Additionally, we provide networking spaces to facilitate interaction among students and a personalized study schedule.
During the construction phase, we considered the benchmarking conducted in the Strategy part of the process as the base for building the solution. Hence, we observed that leading companies such as Duolingo, GrassHoper, and Descomplica use colors to differentiate courses and mascots to accompany the student throughout the journey.
In the UX Writing phase of the project, we used the information gathered in the benchmarking and the research to select user-friendly keywords, such as:
Task;
Training;
Course;
Availability;
Planning.
We incorporated these keywords into the usability tests conducted with the medium and high-fidelity prototypes.
Moreover, we adopted a more relaxed language, using colloquial and informal expressions, due to the gamified aspect of the application. This approach aimed to create a friendly and encouraging environment. The goal was to provide users with a learning and training experience that was not only informative but also fun and engaging.
After conducting usability tests, we obtained positive results and received feedback about the ease of use of the application. Users reported that the app is clear and does not raise questions regarding the structure, allowing them to easily locate and understand tasks, planning, and training options provided by the application.
Regarding the visual identity of Sapiens, it was carefully designed to convey the concept of enjoyable and practical learning, reinforcing the importance of continuous education within the platform.
We used vibrant colors that comply with accessibility standards, graphic elements, and mascots to make the visual experience both attractive and engaging.
With Sapiens, we aim to transform the way people acquire new skills, providing a high-quality learning experience that meets users' needs, aids in professional development, and promotes a continuous quest for knowledge.
High-Fidelity Prototype
As mentioned above, we identified the problems that have the most impact on both employees and the company: the difficulty of balancing daily demands with courses and the complaint about the assimilation of learning due to a lack of practical examples and exercises.
To address these issues, the platform has two main features: the Guided Calendar and practical exercises based on the course content. With the first feature, based the student's availability and the course duration, the calendar suggests a weekly plan with a set number of hours if the user wants to finish the course by a specific deadline or calculates and indicates the end date according to the number of hours the student decided to dedicate to the course weekly.
Regarding the second functionality, we identified an opportunity using artificial intelligence tools. Thanks to its rapid growth, this technology can formulate exercises based on the course material and student history. Therefore, the student has access to a multitude of exercises and receives suggestions on which subjects to practice more based on their performance. Implementing artificial intelligence in the Sapiens app allows for the expansion of the exercise catalog and personalized practice based on the student's needs.
Moreover, we strived for a solution that encourages students to complete courses and continue to seek knowledge and growth. To make the process more enjoyable, we introduced mascots that accompany the user throughout their journey, a point rewards program, networking space, and a performance report page. As a result, both students and companies benefit during corporate training!
Check out the high-fidelity prototype below:
Usability Tests
We conducted a usability test online with the high-fidelity prototype using Maze . The test consisted of two tasks, "Complete the overdue task" and "Create a schedule for the new course, selecting Mondays and Wednesdays as days to study", with the goal of understanding the evolution of the solution.
Between 21 and 35 people responded to each task. The results indicated areas for improvement in the user journey and the visual aspects of the application, such as optimizing pathways for simple tasks and minimizing icons on the home screen. On the positive side, the test showed us that the overall journey and the basic concept of the learning platform are clear to users.
In conclusion, the tests also revealed the importance of clear onboarding for users and the need for adjustments to the home screen and pop-ups. While the design of the app received widespread praise, there were negative feedback and concerns about information overload on the home screen and a lack of intuitiveness for some buttons.
Conclusion & Takeaways
The decision to adapt the challenge for the corporate training market proved to be a wise choice, considering its continuous growth, especially during and after the pandemic. This allowed us to focus on a specific product and have more creative freedom in proposing solutions.
Throughout the solution-building process, conducting interviews with professionals from various fields and seniority levels was crucial for enriching our research and gaining valuable insights for the development of the app. Furthermore, we learned the importance of defining the target audience and research niche as early as possible, preventing delays and repeated steps.
Finally, the diversity in the professional backgrounds of the team members contributed significantly to the proposed solution. The variety of perspectives and complementary skills expanded our creative possibilities, enhancing the quality of the platform developed. This collaboration underscored the importance of teamwork and interdisciplinary approaches in the field of UX Design, demonstrating how diversity drives innovation.