Portfolio Project

EDUC 765: Trends and Issues in Instructional Design

By: Kristen Werner-Cabello

Submitted June 23, 2016

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PROJECT PROPOSAL
Project Title

Next Generation Website Platform Launch Training

Sponsoring Organization
ABC Global recently released a new website platform. Changing the way its customers organize
and structure their content. This platform change is a complete overhaul compared to how the
previous platform looked and operated.

ABC Global has many hands and eyes on the successful launch of this platform. Marketing and
the Learning and Development teams are ultimately responsible for the effective communication
and training of the Next Generation website to the entire network.

Project Description
The launch of an entirely new platform comes with many challenges and it is reliant on the
support of internal teams to ensure it is a positive experience. Customer satisfaction and retention
are the ultimate outcomes necessary to sustain the business of the dealerships and the multiple
manufacturer clients. With high turnover and new customers daily it is important that these
training sessions can be easily replicated and utilized at any time. Up to date support materials
are also essential to accompany the training as a quick reference when necessary. This training
will demonstrate the daily uses and functionality of the platform and its functions as well as best
practices for optimal website performance. The goals of the training are:
Utilization of the platform and its functionality.
Acknowledgment and use of support and supportive materials.
Support and buy in of the product and its functionality.
Customer satisfaction and retention, resulting in program promoters not reflectors.

Aim
Promote a positive experience highlighting the ease and functionality of the platform while
addressing the learning curve due to the extremely new structure to ABC Globals network
audience.

Target Audience
Internal Employees-Dealer Support (technical and customer service)
Automotive Manufacturers- Field Staff
Dealership Owners and Staff

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Delivery Options
This project will need to be delivered a few ways to ensure the reach and accessibility through
the various audiences. The teams focus will be in the format of online webinars, webinar
recordings as well as face-to-face workshops that will need to be easily duplicated. Support
materials will be necessary in the form of quick reference guides/job aides that included step-by-
step instructions, best practices and terminology

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FRONT-END ANALYSIS: INSTRUCTIONAL NEED
Instructional Need

Due to the extremely new structure of ABC Globals platform, the network audience will need to
be reintroduced to an entirely new tool. While simple logins and reporting remain the same, the
actual back end of the website is entirely different, in how it looks and operates. The reason for
the new structure is to solve an ongoing pain point among customers and our competitors key
advantage, that ABCs platform was not truly responsive in design. In order for this change to
occur, content for the websites had to be created in an entirely different fashion then the CDK
platforms of the past. Since our strategy had always been to gain support, in order to enhance
OEM contracts and programs. We as a company need to re- sell the new platform, demonstrate
the ease of our tools and show the benefits. This was a process that previously was ongoing and
will continue to be ongoing due to the turnover in OEM and dealership staffing. Internally, this
training can be formatted to support our customer service support teams

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FRONT-END ANALYSIS: LEARNER CHARACTERISTICS
Learner Analysis

Primary Audience
OEM area and district Managers
Dealership employees (management and support)
Customer facing support staff
Secondary Audience
Non customer facing support staff
Client facing Executive management

General Learner Characteristics

Age: 25-60
Gender: 76% men, 24% women
Education: Bachelors through graduate degree (majors very from graphic design
to business.)
Computer and website knowledge: Basic knowledge for OEM and ABCs Field
Staff, Advanced for some internal support staff working mainly in content
creation.

Entry Characteristics
Most are familiar with basic platform log ins and reporting
Most have basic understandings of content creation
Structure of Content Management System is new to everyone.

Contextual Analysis

Orienting Context
Goal of learners is to have basic knowledge of how to use the basics of the platform
successfully, aligned with industry best practices.
Learnersperceived conception is that platform is difficult to use. Competitors
solutions are better in functionality and ROI.
Learners perception of accountability is that as a company we make things difficult
and are behind the curve in web design.
Learners potential misconceptions towards the subject of the instruction is that the
workshop will leave them with further frustration with platform and no direct
instruction on what they need to do to maintain a profitable website.

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Instructional Context
Workshops need to be used throughout the country and hands on. Multiple test
websites need to be available for demonstration purposes.
Master laptop, participants laptops/iPad, speakers, projector, and cables, logins.

Technology Inventory
Laptop, iPad

Transfer Context
Content needs to be able to be used throughout the country as well as across OEMs.
Workshop exercises for best practices.
Participant guides, User Guides, Walk Me tutorials, recordings. Training and
Learning Team, Product Managers and subject matter experts (SMEs).

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INSTRUCTIONAL IMPACT BASED UPON LEARNER CHARACTERISTICS
Application of Learning Theories
For the adult learners utilizing this training, a blend of constructivism and cognitive load
theories would work best for the learner. Attendees have a vested interest in the outcome of
this training for the success of their stores online performance. The format of this
instruction is a walk through demonstration with a matching a hand out that outlines the
steps needed in order to apply changes.

Application of Motivational Theories

The motivation for this course is that what they are learning they can apply immediately to
affect their online marketing strategy.

Impact of a Diverse Audience on Instruction

Since the primary audience ranges in functions, it does allow everyone one to see the
simplicity and speed of changes on the new platform. It also allows them to feel
comfortable with an entirely new platform, new in function as well as new terminology that
comes along with this new platform. This range in audience also allows for accountability
and a no excuses attitude allowed due the knowledge of how changes are made. All of these
changes are necessary for monthly maintenance and marketing updates.

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GOAL AND TASK ANALYSIS
Goal Analysis

Provide user with the basic knowledge of how to make monthly marketing changes to the
new platform

Task Analysis Method

Procedural Analysis will be used for this project since we are looking for the end result of the
learner being able to understand the new platform.

Task Analysis

User must be able to understand terminology of new platforms functionality and

tools. (Cognitive)

o Content Library: The area within Dealer Command Center that stores all of
the content used throughout your website.

o Content Record: The individual text, images, and/or video used to build out
the pages and sections of your site. This allows content to be used effectively
in different areas of your site and automatically adjust to display correctly
regardless of device type (desktop, notebook, mobile). The Content Records
are categorized by the type of content they contain to assist with
organization. (See descriptions of content types at the bottom of this page.)

o Page Outline: Found in the Editor tab of Dealer Command Center on the right
side of the page, it is a stacked hierarchy of how content will display on your
site and pages. Cards have replaced all website elements from the navigation
to widgets. As Cards are added to the Outline, the page "body" is created.

o Card: Cards are populated with Content Records (text, image(s), and/or
video). A card is populated with content records.

o Cards have replaced all elements from the navigation to widgets. As Cards are
added the page body is created.

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 Must be able to add new website content in the content management system (CMS)
(Psychomotor)

o In Dealer Command Center, select the Content Library tab.

o Choose the Promotion button from the menu on the left side of the page.

o Click the Add Record button.

o In the Name area, give the slide a name that will be easy to remember and
find

o In the Title area, copy and paste the same information you used in Name area.

o Set the Publish Date and Expiration Date to line up with the stores marketing
efforts for the month.

o In Audience Tags, add a model tag. Best practice is listing only one model per
slide.

o In the Tags area, add an identifying Content Tag (e.g. my slides, dealer offers,
monthly promotions). Use the same tag on each of the monthly slides.

o Select Hyperlinks to link the slide to specific inventory.

o Select Hero under Media to add the slide mage.

o Select save and continue and publish changes.

o Repeat this process to create a personalized slide for each model the
dealership carries in inventory.

o Managing Monthly Dealership Hero Slides for the Personalized Consumer

Experience

o Many Dealers prefer to create their own retail offer slides for the Hero
Rotator. Managing this process is easy following the steps in this guide.

o Create Dealer Promotion Records (slides) monthly for each model the
Dealership sells or selects to promote.

Must be able to upload custom dealer slides. (Psychomotor)

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o From the Editor tab in Dealer Command Center, locate the Dealer Promo
Library: Intent Card in Page Outline, click it to expand the Card, and select
content.

o 2. Click on the Filter button to list library contents. (For first time use, skip
this step and move to Tags)

o Click on the Tags heading to open the Tags filter box.

Monthly Maintenance

Following the steps in this guide all monthly adjustments will be

completed in the Content Library.

Adjust expiration dates to continue to use a slide.

Create new slides as appropriate using the process outlined in this

guide.

Each month slide records will be automatically added/removed from

Hero Card based on expiration dates.

Select the Tag that was used when creating the monthly promotion
slides from the list and click the blue search icon. This will show all
current records with the Tag.

Click the checkbox in the top left of the heading area to select all
current slides with that tag. Note: Do NOT select the individual
checkboxes next to the records.

Choose the Save Selection button.

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 Must be able to add a brand hero card (Psychomotor)

o In Dealer Command Center, select the Specials tab.

o Choose the OEM Specials button.

o Click the Type header to sort Event listings to the top of the list.

o In the Quick Actions area, uncheck the checkbox(es) to opt out of an Event.
Events that are unchecked will not show their corresponding Brand slide
asset in the Hero Rotator. Check the box to opt in to any Event and show the
slide in the Hero Rotator.

INSTRUCTIONAL OBJECTIVES
Project (Instructional) Goal

Provide user the basic knowledge of how to make monthly marketing changes to the new
platform. The user will walk away from the training with the basic knowledge of the
platforms functionality and tools: the ability to upload customer dealer slides, add new
website content in the CMS, as well as the ability to add a brand hero card. This will be
accomplished by in person workshops allowing hands on practice of monthly tasks on
demonstrations websites or live dealership websites, depending on the user.

Terminal Objectives and Enabling Objectives

Terminal Objective: Demonstrate basic knowledge of the platforms functionality

and tools; the ability to upload custom dealer slides, add new website content in the
CMS, as well as the ability to add a brand hero card.

- Cognitive and Psychomotor Domain

o Demonstrate that user can upload a custom slide to a hero rotator
o Add new website content to the Content Management System (CMS)
o Add brand hero card to the hero rotator of the website,

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ENABLING OBJECTIVES MATRIX & SUPPORTING CONTENT
Module: Basic platform functionality and tools.

Target audience:
Internal Employees- Dealer Support (technical and customer service)

Automotive Manufacturers-Field Staff

Dealership Owners and Staff

Terminal Objective: Demonstrate basic knowledge of the platforms functionality and

tools: the ability to upload custom dealer slides, add new website content in the Content
Management System (CMS), as well as the ability to add a brand hero card

Pre-instructional Strategy:
Each user must have access to a demonstration site or actual dealership website so
they can demonstrate that they can upload customer dealer promotional slides to
hero rotator, add new website content in the Content Management System (CMS), as
well as add a brand hero card to the website.

Enabling Level on Blooms Learner Activity (What Delivery Method

Objective Taxonomy would learners do to master (Group presentation/lecture,
this objective?) self-paced, or small group)

Demonstrate Create (Planning Users would create a Small group walk

that user can and producing) custom slide they have through demonstration
upload custom designed themselves with follow along step-
slides to hero and apply it to their by-step hand out
rotator. website. Appropriate instructions
software will be
provided.
Add new Create (Planning Users would create a Small group walk
website and producing) piece of content through demonstration
content to the utilizing the CMS tool in with follow along step-
CMS. the website platform. by-step hand out
All content would need instructions. Example
a title, a description, may be given for content
expiration date, image subject for the sake of
and hyperlink. time.

*See image on next page for a piece of Supporting Content

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REFERENCES
Oliver, R. (n.d.). Developing online learning environments that support knowledge
construction. Retrieved April 2, 2009, from
http://www.edtec.unsw.edu.au/inter/dload/flex_ed/resources/BlendedPRogram/EdDesig
nBits/OliverKnowledgeConstruction.doc

Vanderbilt University Center for Teaching. (n.d.). Blooms Taxonomy. Retrieved from
https://cft.vanderbilt.edi/guides-sub-pages/blooms-taxonomy/

Instructional design. Org. (n.d.). Cognitive Load Theory. Retrieved from

www.instructionaldesign.org/theories/cognitive-load.html

A Big Dog, Little Dog and Knowledge Jump Production. (1999, June 5). Blooms Taxonomy of
Learning Domains: The Cognitive Domain. Retrieved from
http://www.nwlink.com/~donclark/hrd/bloom.html

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FINAL PROJECT RUBRIC

Submitted separately via dropbox

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