learning style roles 2007 05 15

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Information about learning style roles 2007 05 15

Published on August 7, 2007

Author: Tarzen



The role of learning styles and personality profiling in usability:  The role of learning styles and personality profiling in usability Understanding how to communicate most effectively AND then insuring your success through testing Todd Follansbee Mobile labs and offices in Norwalk, New Haven, Asheville NC What this skillset is::  What this skillset is: Understanding the Learning Style and or Personality Profile of our users allows us to: Speak in the language they understand best Motivate them to actions which support our agenda Deliver information in a manner which insures the highest retention Builds loyalty, repeat visits, referrals, conversions, Conveys instructions in a manner which reduces problems and tech support Slide3:  When do we NOT use these tools? When we know so little about our audience, or when we are working with the entire internet audience, that focusing on a particular profile or learning style risks alienating significant members of the audience. What do we do if this is our intended audience? Outside the scope of this presentation but briefly there is reams of information on how to speak to the audience at large and this has been the focus of usability for years. Slide4:  When do we use these tools ? Currently anytime we have a subset of the entire internet audience. The goal is to profile and identify them in a manner which allows us take advantage of this skill set. Measuring the likelihood for Conversion:  Measuring the likelihood for Conversion C is a function of M + V (and prod Info)+ I – (F + A + R) C is likelihood of conversion M is movtivation V is the clarity of the Value Proposition Product information is the set of information required by customer I is Incentive to complete the transaction F is Friction within the Site A is Anxiety about transacting R is Risk Lastly is consensus how does the site deal with the need for consensus Contribute to conversion:  Contribute to conversion M is motivation defined as: the psychological feature that arouses a viewer to action toward a desired goal; V is the clarity of the value proposition To convert visitors, you must clearly state: why I should buy from you rather then your competitors’. Your offering should be my best solution. I is the incentive to take action, Incentive – helps the sales process move ahead. Time sensitive offers are examples of incentive enhancers. Insure that the incentive is in the eye path and emphasized. The role of product information where we determine if the essential pieces of information necessary to make a purchase are included and 'discoverable'. If that’s not a word at least it’s a user experience word now. Consensus (speaks to the fact that decisions are usually not made alone - who else is part of the decision and how can I get them the tools they need to decide?) we determine the typical number and character of the people involved in the decision and how easy and effectively can you deliver compelling information to them. Detract from Conversions:  Detract from Conversions Friction refers to the form and procedural elements which inhibit the desired behavior, typically it is complex sales or signup procedures but it can also be convoluted sales paths or popups etc. A is the anxiety about entering information for ordering the product or signing up. We all know how great a % of people are terrified about giving their credit card or personal information over the web. Ignore Anxiety and you will lose sales. Risk which is defined as the potential risk to career, person or product they may encounter by the conversion. An example may be the difference between buying a car tire (which is not to be minimized) but it is very different then choosing a university. One Example of how it works:  One Example of how it works The client was a training company who focused on teaching software developers the new Microsoft .NET programming skills. Profiling test results for Devs:  Profiling test results for Devs Developer’s Meyers Briggs info. Most common developer combo is ISTJ. (I) Introverts are more interested in the inner world of ideas. (S) This category refers to how a person prefers to receive decision-making data. The sensing person focuses on known facts, concrete data, and experience. (T) This category refers to a person's decision-making style. The thinker makes decisions based on objective analysis and logic (J) The judging person prefers order and control. Slide10:  Testing for Information:  Testing for Information Focus on open ended questions Such as: You clicked on the product page. What do you expect that page to tell you? What type of information would make you comfortable enough order? What information do you consider essential to your purchasing decision? If the page did not contain this information where would you go? How do we measure their reactions?:  How do we measure their reactions? Our testing includes video recording of the facial reactions First we note their verbal responses. We watch the indicators of mouse movements, time on task, frustration indicators, success or failure on task completion. Second we turn off the sound, note the questions and observe their body language. Body language doesn’t lie. Testing objectives:  Testing objectives We look at the clips and overlay the information we have from the profiling and learning styles research. If the profile meets the site objectives we pay special attention to the responses. NOTE: we never test the profile prior to the web site test. Intuitively, people always want to know the purpose of the personality test and they seem to be far more guarded if they understand that we are looking at the psychological implications of their behavior instead of simply looking at site functionality. We look for emotional reactions to messages and site impressions. We look for the typical usability criteria regarding functionality and the standard guidelines but searching for emotional responses normally reveals far more then expected. Learning Styles Overview the "Theory of Multiple Intelligences" suggests that individuals perceive the world in at least eight different and equally important ways--linguistic, logical-mathematical, musical, spatial, bodily- kinesthetic, naturalist, interpersonal, and intrapersonal--and that educational programs should foster the development of all these forms of thinking;:  Learning Styles Overview the 'Theory of Multiple Intelligences' suggests that individuals perceive the world in at least eight different and equally important ways--linguistic, logical-mathematical, musical, spatial, bodily- kinesthetic, naturalist, interpersonal, and intrapersonal--and that educational programs should foster the development of all these forms of thinking; Slide15:  Linguistic Learner likes to: read, write and tell stories. is good at: memorizing names, places, dates and trivia. learns best by: saying, hearing and seeing words. Logical/Mathematical Learner likes to: do experiments, figure things out, work with numbers, ask questions and explore patterns and relationships. is good at: math, reasoning, logic and problem solving. learns best by: categorizing, classifying and working with abstract patterns/relationships. Spatial Learner likes to: draw, build, design and create things, daydream, look at pictures/slides, watch movies and play with machines. is good at: imagining things, sensing changes, mazes/puzzles and reading maps, charts. learns best by: visualizing, dreaming, using the mind's eye and working with colors/pictures. Musical Learner likes to: sing, hum tunes, listen to music, play an instrument and respond to music. is good at: picking up sounds, remembering melodies, noticing pitches/rhythms and keeping time. learns best by: rhythm, melody and music. Bodily/Kinesthetic Learner likes to: move around, touch and talk and use body language. is good at: physical activities (sports/dance/acting) and crafts. learns best by: touching, moving, interacting with space and processing knowledge through bodily sensations. Slide16:  Interpersonal Learner likes to: have lots of friends, talk to people and join groups. is good at: understanding people, leading others, organizing, communicating, manipulating and mediating conflicts. learns best by: sharing, comparing, relating, cooperating and interviewing. Intrapersonal Learner likes to: work alone and pursue own interests. is good at: understanding self, focusing inward on feelings/dreams, following instincts, pursuing interests/goals and being original. learns best by: working alone, individualized projects, self-paced instruction and having own space. Slide17:  In the near future, I predict that dynamic sites will be built on the fly for customers based upon, not only past behaviors (i.e., Amazon) but using indicators that speak to personality and learning styles. Why? Because content that speaks the most effectively wins. lastly:  lastly By understanding the user’s personality profile and/or the learning style we are: able to get a deeper understanding of the user experience during web testing. able to build more persuasive sites For a copy of our learning styles testing tool please visit. Thanks:  Thanks We also are interested in shared research and testing projects To receive a copy of the slide deck, please leave a card with me or contact me at Todd Follansbee Web Marketing Resources LLC 203 204.2177

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