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The Project: JetBlue Airlines The Problem: Customer Data Analysis The Solution: A Web-based basic statistical analysis training program We engaged in a challenging project with a major airline. JetBlue collects data about their customer’s response to JetBlue’s service. They employ highly trained analysts to scrub this data for information on which they make company-wide decisions. Their need was to train customer service coordinators to accomplish low level data analysis and provide reports to the analysts who could then process higher level analysis. Rich: What a journey! Rose: I am so glad we’re back! Barb: I know, but think of what we did!

Barb Luka Rich Roper The Team: Rose Defa Rich: What a journey! Rose Defa, Director of Executive Education at Westminster College Barb Luka, YPP Coordinator and elementary teacher at Oakwood Elementary School Rich Roper, Adjunct Instructor Rich: What a journey! Rose: I am so glad we’re back! Barb: I know, but think of what we did!

Needs Analysis (the problem) Who are the users? Persona created What are the problems? Why does it matter? Coordinators lack skills to make inferences from statistical data to improve customer service. Can the problem be solved by instructional approach? Yes Has any attempt be made to solve the problem? Previous attempts failed. JetBlue wanted Customer Care Coordinators to take on additional responsibility to support the statistical analysts. But the Coordinators lacked the skills to make inferences from statistical data to improve customer service. JetBlue would like Coordinators to accomplish these tasks so that Analysts can concentrate on higher level analysis and recommendations. We determined that the skills required to accomplish JetBlue’s needs could be achieved through instruction. The company had provided previous internal training which did not produce outcomes desired by the company; interviews indicated it had not meet the learning needs of the users. Rich: What a journey! Rose: I am so glad we’re back! Barb: I know, but think of what we did!

JetBlue Performance Objectives Distinguish between types of data Identify quality problems in data sets Distinguish between levels of measurement Create the correct presentation format… JetBlue presented performance objectives based on their need. This is only a partial list; our initial task analysis structured our project according to these goals, as you will see, but in the end we had to make many adjustments. Rich: What a journey! Rose: I am so glad we’re back! Barb: I know, but think of what we did!

Task Analysis Nature of the task Critical thinking Knowledge components Prerequisites Barriers The task would require psychomotor and procedural skills using inferential conceptual learning in contexts; metacognition skills and automaticity. Users would need to grasp Facts, Concepts, procedures, analogies and examples. They would need a foundation of Basic Excel; a lack of prerequisite skills could prevent learning. Rich: What a journey! Rose: I am so glad we’re back! Barb: I know, but think of what we did!

FOR STATISTICAL ANALYSIS An e-learning program for JetBlue Airlines (the solution) USING EXCEL DATABASE FOR STATISTICAL ANALYSIS To meet JetBlue’s needs we proposed an online program with four modules: a pre-assessment, basic database concepts, pivot tables and charting. Rich: What a journey! Rose: I am so glad we’re back! Barb: I know, but think of what we did!

User Analysis Rich: What a journey! Rose: I am so glad we’re back! We conducted both in-person interviews and online tests to determine the skill level of the users. One significant result from our data was that there was a common fear surrounding using statistics. The users demonstrated a wide range of ability which meant we needed to address learners on both ends through branching techniques and cognitive flexibility. Rich: What a journey! Rose: I am so glad we’re back! Barb: I know, but think of what we did!

Task Analysis Rich: What a journey! Rose: I am so glad we’re back! We developed a task analysis and a flow chart, JetBlue pointed out the important performance objectives and those that did not add to the learning outcome. This is where we identified the pre-requisites. As this slide demonstrates, we had to cut down our project to create a quality product. Major show stopper here was simply that as novice Captivate users, we could not create good instructional episodes over the length of the instruction. Rich: What a journey! Rose: I am so glad we’re back! Barb: I know, but think of what we did!

Media Selection and Development Rich: What a journey! Rose: I am so glad we’re back! Barb: I know, but think of what we did!

Design Models/Principles Applied There were many design principles and models we applied to the project. Barb will discuss these and take you into a demonstration of our product. Rich: What a journey! Rose: I am so glad we’re back! Barb: I know, but think of what we did!

Cognitive Walkthrough Client Interviews Usability testing Assessment Cognitive Walkthrough Client Interviews Usability testing As we moved along in our project, the support from JetBlue waned. Assessment of the project became more challenging. We did accomplish a client interview wherein JetBlue provided us with important feedback on content. For example, they wanted learners to understand pivot tables, but within a different context. Interestingly, they disagreed with the term “database” in the titles and instruction, but after a discussion, they agreed with us that clarity required the use of the term and we compromised on “database spreadsheet.” The HCI usability testing was invaluable. The reality is that we still need to test this with the end user. Rich: What a journey! Rose: I am so glad we’re back! Barb: I know, but think of what we did!

Reflections The Greatest Insight – The value of theory to design The Greatest Impact – Taking a learning goal from theory to design to implementation The Greatest Challenge – Technology. “Assume that the hardware will not work and the software is hard to learn.” Rich: What a journey! Rose: I am so glad we’re back! Barb: I know, but think of what we did!