Case Study
Jägermeister

Not just good – a Meisterpiece: How Jägermeister combines LMS and Blended Learning

Established as a vinegar factory and wine trader in the Lower Saxony town of Wolfenbüttel in 1878, the company launched its first herb liqueur under the name of Jägermeister in 1935. The secret recipe comprising 56 herbs remains unchanged from those early days.

 

Mast-Jägermeister SE grew from a small family business to an international organisation, and is now in the fifth generation of family ownership. In 2020, the company recorded global sales of 89.6 million 0.7 litre bottles, now selling the main product Jägermeister in more than 150 countries.

 

Jägermeister has around 1000 direct employees. Resellers and external distribution partners around the world add to the large number of people requiring training.

THE PROJECT
THE CHALLENGE

Top-quality training in line with the brand

Before corona, Jägermeister took a rather traditional approach to learning and knowledge-sharing. In most cases, new employees, distribution partners and resellers were invited directly to the headquarters in Wolfenbüttel to help them learn about the brand and understand it better. There, they would receive all the necessary training on the products and get a feel for the brand.

 

Yet, even before the pandemic, it was clear that this system needed to be optimised, and Jägermeister started to look into procuring a learning management system (LMS). Professional training courses in e-learning format were also on the wish list back then.

The range of training to be covered by the LMS, individual learning nuggets and web-based training (WBT) went beyond the offering for external distribution and trading partners. For instance, different target groups from apprentices and trainees to the CEO needed to gain an in-depth understanding of e-commerce.

 

At the same time, a coherent and strong brand image that all employees identify with is a top priority for Jägermeister. Therefore, the learner experience was considered crucial.

bar tender serves jaegermeister
THE SOLUTION

A blended learning journey masterpiece

Jägermeister decided to use the imc Learning Suite as its learning platform. The well thought out extended enterprise scenario in combination with the clear module structure was a major deciding factor in favour of imc. The Learning Suite also scored with its customisable configurability and great system reliability.

Simply sharing knowledge is not enough – it also has to be packaged right to reach all target groups and meet their needs. To this end, imc created a sophisticated blended learning scenario for Jägermeister.

 

Kathrin Heidler, Instructional Designer at imc, analyses the collaboration with Jägermeister: “What set the project apart is how complex it was. A blended learning journey embedded in classroom training, web-based training, performance cards and our BizQuiz is far from routine – even for us!

We were really able to go all out with this project. It was great fun helping to design such a complex project using a large variety of techniques.”

THE RESULT

Learning that doesn’t feel like learning

imc meets Jägermeister | A Meisterpiece of E-Learning

The feedback for the initial platform tests was all positive. Users were especially taken with how the e-learning content triggered an emotional response. The consensus among the employees: Once you log in to MeisterAcademy, the training courses don’t feel like learning. The direct integration of LinkedIn learning courses was also received very favourably, as it gives employees an even greater choice of courses.

 

Philipp Terstesse, Manager Global Trade Marketing at Jägermeister, summarises: “Our goal was to create a learning experience that takes a new approach and motivates learners. The learner and employee experience were extremely important to us.
We firmly believe that our digital ambitions go a long way towards shaping the future of our brand. We are thrilled to have a strong partner in imc who will stay by our side as we embark on this journey into the future together.”

Target Audience
Employees and reseller in 150 contries
Learning format
LMS & Blended Learning Journey
Result
brand confom, emotional learning contents
WHAT OUR CUSTOMERS SAY
Philipp Terstesse
Our goal was to create a learning experience that takes a new approach and motivates learners. The learner and employee experience were extremely important to us. We are thrilled to have a strong partner in imc who will stay by our side as we embark on this journey into the future together.
Philipp Terstesse
Manager Global Trade Marketing
Mast-Jägermeister SE
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case study compliance training customer reference audi ag
Case Study
Audi

A slightly different kind of
compliance training

case study compliance training customer reference audi ag

Audi is one of Germany's leading premium car manufacturers. Based in Ingolstadt and Neckarsulm, Germany, the company has been producing high-quality vehicles since 1909 and is now part of the Volkswagen Group.

THE PROJECT
THE CHALLENGE

Motivation for an unloved topic

When employees learn that they have to attend compliance training, their enthusiasm is often limited. The trainees are usually hostile to the training even before it begins.

Audi therefore wanted to train employees with an unusual compliance training course in such a way that the necessary knowledge is clearly conveyed to them and, ideally, they also have fun during the training.

case study compliance training customer reference audi ag
THE SOLUTION

Web-based training of a different kind

“Welcome to Fraud City. The city “eats” its residents – skin, hair and all. We hope you’re up to it. Enter at your own risk.” This intro sounds ever so slightly different to the traditional “Click here to start your training”.  


The entire web-based training course with motion design adopts the style of “Sin City”, and takes the brave participant to a corrupt city full of dangers and suspect colleagues – accompanied by Detective Fraudless who is always on the brink of solving yet another crime and starts off by explaining the rules.

As the employee navigates through the training course, the criteria for identifying cases of fraud are revealed, as are the behavioural patterns that call for special attention. 

case study compliance training customer reference audi ag
THE RESULT

Positive feedback on the intranet

Screenshot of Fraud City

Audi demonstrated great courage with this unconventional concept – and reaped the rewards: The elaborate and polarising concept leaves a lasting impression, creating a buzz among almost all employees. Similarly, the intranet feedback was predominantly positive, and many employees praised the web-based training, as Laura Schumacher from the Audi compliance department confirms.

  • “Great job! This makes ‘learning’ fun!” 
  • “Very pleasant WBT, executed superbly. That’s what I’d call modern. Let’s have more of this.” 
  • “I thought the presentation of the WBT as a homage to Sin City with L.A. Noire elements was extremely original. A great example for knowledge transfer in an entertaining package. Keep it up!!!” 
  • “We need a lot more web-based training in this style.  It gets the message across in an entertaining and easy-to-understand manner, well narrated with cool stories!” 
Target audience
worldwide > 90,000 employees
Learning format
Web Based Training + Trailer
Experience
Film Noir & Sin City
WHAT OUR CUSTOMERS SAY
Icon representing Avatar Quiz apps
Compliance training is always a tricky subject. For this WBT though, we received very favourable feedback from our employees!
Laura Schumacher
Compliance Department
Audi AG
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Case Study
National Rugby League

A holistic learning management experience for Australia’s national rugby league

Reinvigorating the learning centre of Australia’s second largest professional sporting association

nrl logo

The National Rugby League (NRL) is the world’s premier rugby league competition run by the Australian Rugby League Commission. It is the second biggest professional sporting association in Australia and is the dominant sport in the states of New South Wales and Queensland.

 

With sixteen teams in Australia and New Zealand, the NRL is synonymous with Australia’s sports culture and is the best-attended rugby league in the world. It was founded in 1998 as a merger of two competing leagues, but its roots reach right back to 1908.

rugby ball

THE BACKGROUND

A learning management solution with limited functionality

 

The NRL needed to reinvigorate its NRL Learning Centre, which provided training for coaches, referees, trainers and volunteers.

 

The Learning Centre also offered accreditation programmes for aspiring NRL referees, and

LeagueSafe: an online safety awareness course for parents and volunteers at children’s games, which was designed to help create a healthy and safe rugby league environment for young players.

 

At the heart of the LMS was an outdated Content Management System (CMS) which at the back end did not give users much autonomy over their content or integrate effectively with the league’s membership database.

THE PROJECT
THE CHALLENGES

Modernising the Learning Centre System

There were several challenges for the NRL with their current suite of technology, and they were using multiple systems for differing purposes, many of which were not performing well.

 

The LMS included a coach reaccreditation programme which was poorly organised and did not effectively address many different skill levels. It also included a referee training programme that had a high dropout rate, which indicated a poor user experience.

 

In addition to the LMS they were using for the NRL Learning Centre, the league also needed to use a third party system to manage all of their certifications, and it was proving very difficult to track and report on these internally.

child playing rugby
THE SOLUTIONS

A fully-integrated NRL Learning Centre portal

Our solution was the implementation of a new LMS to combine the functions of the two previous systems it was using. The new system enables users by giving them greater control over content, certification management, and syncing with the membership database

 

The system consists of an interactive e-learning programme using imc’s Chatbot framework, with options for all experience levels. The programme contains scenario-based learning modules that account for different personality types and the challenges they present at games.

 

The Coach Reaccreditation and Referee Training programmes are now also using imc technology to provide an entertaining and informative journey to users. The new system provides students with the opportunity to learn through a variety of real-world scenarios that best fit their interests (for example, age-appropriate training for children or teenagers). Each learner has access to video examples of real-life, correct and incorrect performances.

 

As part of the redevelopment, we reinvigorated the referee-accreditation programme with real game footage and used an authoritative subject matter expert (SME), Kasey Badger, to attract referees from all walks of life.

THE RESULT

A rejuvenated approach

This project successfully helped to rejuvenate the learning approach for our client, and the LMS solution was delivered both on time and within budget.

 

Not only did NRL meet its original objectives, but post-implementation, there was an uplift of the participation rates for online learning and positive feedback from users of the upgraded NRL LeagueSafe courses.

mockup of nrl module
Achievement
A fully-integrated LMS portal
Measured
Increased participation rates & positive learners feedback
Empowerment
Role-based & individualised training
TESTIMONIALS
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“imc Australia has been instrumental in helping us to modernise NRL Learning Centre to a whole new level. The new system improves the users experience and increases the courses participation tremendously. ”
Manager,
National Rugby League
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Case Study
The Department of Health and Human Services, Victoria

Reframing orientation

Remember when you last joined a company? How did you feel? What did you care about?

The Department of Health and Human Services (DHHS) plays a critical role in the health system of the state of Victoria in Australia and is responsible for meeting the health needs of Victorian locals.

 

They deliver policies, programs and services that support and enhance the health and wellbeing of all of Victoria, Australia, and represent a large and complex state department showcasing leading service and innovation across the health sector.

 

With over 11,000 employees across four operational divisions, they oversee and coordinate the delivery and funding of services and initiatives across 17 areas of the state.

 

THE PROJECT
THE CHALLENGES

Creating one unified onboarding experience

When the department first approached imc with their needs for orientation, it became clear that policy, compliance and general information had become their core focus.

 

The department was in need of a digital orientation experience for all new and existing employees. A unique and innovative solution that actively began to establish and recognise a greater vision of their employee experience lifecycle and culture as a whole. But the department is a large and complex organisation that has the challenge of hosting a very dynamic and diverse audience that works across multiple sectors.

 

A core challenge imc had to achieve was to bring these diverse users together through one unified onboarding experience.

What an employee experiences as they should be joining a new organisation should be personalised, compelling, and memorable. Onboardings, orientations and inductions represent three of the most significant opportunities to provide a human-centred approach to an employee’s experience.

 

When done well, they get new hires up and running smoothly and can empower your people to think, act and see your company as one which delivers exceptional service.

 

At imc, we have felt privileged to have the opportunity of co-designing with over 50 employees across the department to deliver something meaningful: a core staple of their employee experience.

 

 

THE SOLUTIONS

Co-designing to bring people together

By co-designing directly with the people imc was designing for, the team at imc could address a lot of the needs and challenges the department was experiencing more directly.

 

When taking the time to communicate with them, the team could quickly unlock insights that lead to success. They asked people to develop several personas of what “great” looked for them. They then used these insights to define the common factors and principles of success through their eyes.

 

imc discovered that they could align department employees more effectively by providing an experience that enabled them to explore the culture openly. The key to success was to empower their ability to guide themselves to find information and support when needed.

 

From the insights imc gathered from workshops, applied a co-designed content strategy to deliver a meaningful experience for employees.

 

THE RESULT

A fully-realised digital experience for employees

The result of this was a 20-minute mobile-first orientation experience for the department. Using a chatbot style interactions, the learner is greeted and guided by characters of the department in a conversational format and narrative. They are asked questions and provided with micro-sized content as they progress through their learning experience.

 

imc included multiple elements of personalisation, such as stories from the people we were designed for. That way, it felt like an experienced they owned.

 

The project won the Platinum award in the category Best Design Thinking Talent Strategy in the 2020 LearnX awards. The international award program honours innovative and creative projects in the fields of learning and design every year.

Working side by side with end-users

 

By co-designing directly with the people we were designing for, we could address a lot of the needs and challenges the department was experiencing more directly.

 

When we take the time to communicate with the people we are designing for, we can quickly unlock insights that lead to success. We asked people to develop several personas of what “great” looked for them. We then used these insights to define the common factors and principles of success through their eyes.

 

We discovered that we could align department employees more effectively by providing an experience that enabled them to explore the culture openly. The key to success was to empower their ability to guide themselves to find information and support when needed.

 

From the insights we gathered from our workshops we applied a co-designed content strategy to deliver a meaningful experience for employees.

Achievement
Unified the entire organisation
Measured
An exceptional onboarding experience
Empowerment
Engaged the new hires with an authentic reason to care
TESTIMONIALS
Icon representing Avatar Quiz apps
“The project was received incredibly well by the Board. They are inspired by this design approach and would like to see it used for other projects.”
Manager,
DHHS, Victoria
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Green Climate Fund mockup
Case Study
Green Climate Fund

A comprehensive onboarding and learning experience

Creating a future pathway for learning
Green Climate Fund logo

The Green Climate Fund (GCF) is a fund established within the framework of the United Nations Framework Convention on Climate Change (UNFCCC) as an operating entity of the financial mechanism to assist developing countries in adaptation and mitigation practices to counter climate change.

 

The GCF is based in Incheon, South Korea, and has raised USD 10.3 billion equivalent in pledges from 49 countries.

Green Climate Fund illustration

THE BACKGROUND

A collective vision for new starters

 

The Green Climate Fund desired to deliver a comprehensive onboarding and induction program that provides a sound understanding of GCF's climate focus, shared values, governance, policies and practices. This would be underpinned by a newly formed learning experience framework and strategy for its realisation and deployment.

 

To achieve this vision, imc set out on a co-creative 5-week journey to discover, define, translate and align up to 20-hours of proposed learning to not only deliver on its requirements but to further provide the ideal experience for a new starter.

 

This was achieved by connecting everything back to the organisation's greater ecosystem of all things learning, development, knowledge management, change and performance.

 

Along the way, imc discovered a holistic framework for learning, developed a multi-pathway curriculum framework and learning strategy, while further defining the overarching narrative and experience to be shared by all new starters.

THE PROJECT
THE CHALLENGES

Making sense of diversity and complexity

To design such a large scale orientation solution, there was a large process of consolidating, defining and uniting many factors of content and experience. We had to consider that with every new starter who joins the Green Climate Fund, there is a different story to tell.

 

Therefore, we had to understand their perspectives and identify the universal needs shared by many of these new starters, such as setting up a new life far away from home. Additionally, across GCF, there are over 80 languages combined with an incredibly complex subject matter concerning climate and financial science that needs to have its learning performance analysed correctly.

turtle
THE SOLUTIONS

The Learning Experience Framework

imc took the time to acquire a vast collection of research insights and begin a process of sense-making. Through this, the seemingly disconnected begins to take on new forms of service and experience.

 

This is precisely what happened as we began to explore the three emerging modes of education, exposure and experience. To validate the path we found ourselves on, we mapped what expert participants said we needed, against what end users said they desired, to have the ideal orientation experience.

 

Where we landed was at the beginning of a robust Learning Experience Framework; capable of not only driving all aspects of the orientation project in question but across the entirety of GCF with strategic foresight.

 

The Learning Experience Framework is a continuous model of learning and development which embeds opportunities of meaningful experience, exposure and education to occur across all aspects and areas of the Green Climate Fund. The Learning Experience Framework grounds the education components of the orientation by providing clarity and insight into what belongs within it at an organisational level.

THE RESULT

Our focus on orientation for education

By gaining clarity of the bigger picture, we were able to move forward more gracefully.

 

We began by finalising this newly discovered Learning Experience Framework, and then proceeded with an in-depth meta-analysis of all proposed digital learning topics for the Orientation.

Green Climate Fund mockup

Within the 20 hours of Digital Orientation Modules, we identified the need to focus on four core types of digital learning approaches to meet the diversity of needs we discovered throughout our research. These are:

  • Storytelling
  • Scenario-based learning
  • Problem-based learning, and
  • FAQ and resource

Through creative and innovative design, these four approaches will create optimal coverage of all content being delivered across the 20 hours of education. The orientation for the education project is currently in discussion with GCF.

Overall, the client feedback was incredibly positive towards the professionalism and quality of performance by imc team.

 

Furthermore imc and the Green Climate Fund were recognised as Platinum winners in the 2021 LearnX awards. The international award program honours innovative and creative projects in the fields of learning and design every year.

Achievement
20 hours of Digital Orientation Modules based on a Learning Experience Framework
Measured
Reduce human operational and procedural error
Empowerment
Embed confidence & competence among new hires
TESTIMONIALS
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“We at the GCF are elated to be partnered with imc! Their professionalism and flexibility has made this project what it is today. We are especially thrilled with the imc team, whose time, effort, and abilities have made this partnership a success.”
George Zedginidze
Head of Knowledge and Change Management
Green Climate Fund
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Case Study
RONAL GROUP

Culture Change Through E-Learning on the Factory Floor

Ronal Group Logo

The RONAL GROUP is a leading manufacturer in the international market for light alloy wheels and has about 7,000 employees worldwide.

Founded in 1969, the Swiss-headquartered company has 13 production locations on three continents and is an OEM for all the world’s leading manufacturers of cars.

RONAL produces some 18 million wheels annually, and generated sales of EUR 1 billion in 2021.

THE PROJECT
THE CHALLENGES

Cross-departmental training for all workers, from white to blue-collar

“We make the best wheels in the world.” The RONAL GROUP’s vision statement is an uncompromising commitment to top quality. To live up to this claim, all the company’s employees need to be committed to quality and work to defined standards.

 

This applies to all employees, wherever they are based, whether in Switzerland, Taiwan, Mexico or elsewhere, and whatever their role, whether office or factory worker. Everyone throughout the RONAL GROUP needs to live and breathe quality so that the company can live up to its quality promise and meet the demanding standards of the automotive industry.

 

That was one part of the challenge. At the same time, the company wanted to digitalise its systems for documenting training completion. It wanted to do away with the labour-intensive, manual processes of keeping lists and gathering, signing and scanning paper certificates. Going digital would not only give the company a clearer overview of its training landscape, it would also reduce the error rate inherent in manual processing.

Ronal Race team
THE SOLUTIONS

An enterprise-wide blended learning strategy

In order the better to administer, sustain and document its training courses, the RONAL GROUP decided to digitalise all learning-related processes using a learning management system (LMS). First and foremost, the managers in charge of the project at RONAL were looking for an LMS that could be integrated into the company's existing system landscape and that was easy and intuitive to use.

 

As well as the LMS itself, they were looking for a provider who could develop tailored training courses and enable the company to create its own learning content.

imc Learning Suite, the LMS provided by imc Learning, met all of these requirements and has now been implemented at the RONAL GROUP as an employee development centre (EDC). The EDC is now used to administer all the company’s online training courses, as well as analogue courses.

Where once the various steps involved – everything from participant invitations by email to course completion to certification and verification – could only be accomplished by switching between media, they are now all digitalised and can be coordinated via a single system.

 

HR managers with the relevant access privileges can now log in to get an overview of which training courses have been started or completed, and by whom. And employees can use their personal log-in credentials to check their learning progress. As well as this, all employees can independently search for and request courses from within the platform.

LMS from Ronal
THE RESULT

The beginnings of a culture shift through targeted anytime, anywhere training

Philipp Leupoldt from Group Learning & Development at the RONAL GROUP provides support for the learning platform and also had a hand in the development of the first digital training courses. He has noticed that carefully targeting the training to key groups of employees encourages new ways of thinking that lead gradually to a culture shift throughout the company.

 

This is clear from two e-learning programmes in particular.

One is a training course on quality awareness which, in terms of methodology and didactic approach, is specially designed for blue-collar workers and can be undertaken either using tablets while on the shop floor or using PC workstations located nearby.

Featured image Ronal

The other programme is a training course for all RONAL GROUP employees designed to raise awareness of social engineering – the risk of being manipulated into disclosing sensitive information, such as passwords. The online content is supported by a poster campaign that specifically targets blue-collar workers.

 

The posters, which are displayed in staff cafeterias, production halls, common rooms, and staff facilities, summarize the learning content in the form of a comic strip. They also feature a QR code that employees can scan to receive further information on an internal page.

Leupoldt is pleased with the outcome. “We can see that the various measures and digital training courses are slowly giving rise to a genuine shift in culture,” he says. “Many of our blue-collar workers have demonstrated a matter-of-fact and pragmatic attitude to digital learning. The feedback from many other of our employees has been positive as well. Interest in work-related content is increasing, and the innovative methods are fostering independent learning.”

Achievement
Trainings for Blue- and White Collar Workers
Learning Format
WBTs and Posters
Solution
Company Wide Blended Learning Strategy
TESTIMONIALS
Philipp Leupoldt, Ronal Group
We can see that the various measures and digital training courses are slowly giving rise to a genuine shift in culture.
Philipp Leupoldt
Group Learning & Development
RONAL GROUP
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Case Study
NSW Department of Communities and Justice

Helping to create a scaffold for what “good performance” looks like

Working with an Australian government department to develop a performance development project
DCJ logo

In June 2020, 3% of people at the NSW Department of Communities and Justice had completed a Performance Development Plan.

 

These plans are important because they reflect conversations between managers and the individuals in their team. The conversations are an opportunity to talk about goals, trade feedback, and create clarity on what ‘good performance’ looks like.

DCJ module illustration

THE BACKGROUND

The need for more frequent conversations

 

In 2019, the NSW Government brought together the departments of Family and Community Services and Justice to form the Department of Communities and Justice.

 

The Department partnered with imc Australia, seeking to embed a program that supports managers to have more frequent performance conversations that are not tethered to formal reviews.

 

Ten DCJ employees and two imc consultants worked together to co-design a solution that focused on gaining the audience's trust, attention, and motivation and delivered them the information and supports to manage for performance confidently.

Three workshops, one for discovery, the second for analysis and the third for conceptualisation and service mapping, were conducted. They focused on aligning the team to the vision and potential to design more than an eLearning module and still stay within scope.

 

By considering the managers, their challenges, but also the opportunity to make a more significant impact across the organisation, the design process put the managers' needs and the organisation's requirements at the heart of the solution.

THE PROJECT
THE CHALLENGES

A newly merged government department

The bringing together of people, processes and technology created a unique circumstance where over twenty thousand geographically dispersed people needed to collaborate in service of the taxpaying people of NSW.

 

Nationally, labour market data says that social assistance industries and organisations like the NSW Department of Communities and Justice are expected to grow by 14.2% before 2025.

 

With more employees, the Department recognised that a performance culture that aligned their people would be business-critical.

DCJ module illustration
THE SOLUTIONS

Formal and informal learning

Launched from the DCJ LMS and intended to respond to any screen available to geographically diverse learners, this solution used three fundamental approaches:

 

  • Acknowledge the preconceived idea that performance conversations are difficult, uncomfortable, and unnecessary.
  • Include a hero who finds the confidence to have performance conversations and unintentional villains who detract from the hero’s journey.
  • Simplify the call to action.

 

To summarise the eLearning and focus on the ‘why’, a short animation was developed to act as a lightning rod to attract managers and employees' trust, attention, and motivation.

 

Understanding that talking about performance can be complex; the 3-minute animation demonstrates that performance conversations are an opportunity for managers and employees to work together and discuss opportunities. The target audience for the animation is wider and designed to create interest in the broader program.

THE RESULT

Building on Success

To be precise, 6,960 people have been given a genuine opportunity to discuss their career aspirations and goals.

 

The increase in Performance Development Plans proves that the performance support project that scaffolded the existing performance management responsibilities has worked to:

  • impart skills needed to have performance conversations in a compelling and productive way.
  • instilled managers with the confidence and motivation to engage in a performance conversation.

 

There are approximately 3,900 managers at DCJ, 1,035 of whom have completed the program.

 

This means that 4.8% of DCJ employees have created an impact on 1 in 3 of their colleagues.

 

imc and the Department of Communities and Justice were recognised as Gold winners in the 2021 LearnX awards. The international award program honours innovative and creative projects in the fields of learning and design every year.

mockup of DCJ module
Achievement
Increased accomplishments of Performance Development Plans
Measured
32.4% employees finalised their plans, a 30% increase in comparison to last year
Empowerment
Reinforce managers' confidence for Performance conversations with their team
TESTIMONIALS
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The performance program helped me feel more confident in having really meaningful conversations with each of my employees. It was easy to follow, has great resources and even a short video clip which made it engaging. I truly recommend it to any manager and often refer to it in my current role as a HR Business Partner.
Manager
NSW Department of Communities and Justice
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Case Study
imc Learning

The new digital brand training at imc Learning: Understanding through experiencing

Using gamified brand training to reach and lastingly inspire a highly diverse target audience

In business it’s generally a good idea to stick with what you do best. And that’s precisely our approach to internal brand training here at imc Learning. We have taken our expertise in learning, something we normally offer other companies, and used it to help our own employees.

 

At imc, we’ve been working with digital learning for about 25 years. We strive to make learning better by redefining how learning happens. Experts in technology, e-learning content and strategy work hand in hand to offer holistic and tailored e-learning solutions – worldwide.

 

Having started out as a spin-off from Saarland University in Germany, we now work with more than 1,300 companies and public and educational institutions from all sectors and of all sizes, providing them with holistic support in the planning and implementation of digital training strategies.

THE PROJECT
THE CHALLENGE

Enabling employees worldwide to understand and engage with our values and purpose amid the demands of hybrid work and new onboarding methods

imc has changed a lot over the years, both in terms of our brand image and the core values on which it is built. This change in culture is reflected in all areas of our company and therefore needs to be understood and actively supported by all employees – including new hires, who need to be able to connect with and internalize our values.

Achieving this outcome requires learning in the following main areas:

 

  • Company history: What defines us as a company? Where do we come from?
  • What are imc’s goals and vision?
  • What are the values that shape us, and how do we communicate those values?
  • What is our business purpose, and what can each and every employee do to further that purpose?
  • What does the imc brand feel like?

 

We needed a learning solution that could both impart this knowledge to all new hires right from day one and make it available to all existing imc employees on an ongoing basis. The obvious approach was to create an interactive, digital training course that was fun while still getting the imc brand and culture across.

 

The challenge in designing the course was not just to find a way of disseminating the informational aspects of the training content. The main challenge, in fact, was to give the content emotional power and authenticity, but without overdoing it, so that the very diverse target audience here at imc could identify with it.

THE SOLUTION

A brand experience that invites engagement using a dedicated mascot

No sooner said than done. Kerstin Steffen, Director Brand Strategy at imc, initiated the training course and helped with its implementation. Teaming up with experts from our Content department – people who normally create digital learning content of this type for external clients – she set her sights on developing a training course that inspires all imc employees.

“It was extremely important to develop something that did more than merely disseminate information,” she recalls. “People need to be able to understand and ‘feel’ the brand. New employees should be able to instantly understand what drives us here at imc, what our values are, and what kind of cooperation and collaboration we practise and expect of others.”

 

Oliver Steinhilber is an instructional designer at imc and provided support for the conceptual design of the training course. “We’re currently seeing strong demand for training courses of this type among our clients,” he says. “Onboarding, change, new work and the like are a big deal at the moment, and managers in HR, marketing and internal communication are looking for ways of communicating these messages with authenticity and emotional power.”

So, it was immediately obvious what we needed to do. But we had to make a number of key decisions before we could start with the conceptual design and creation work.

THE RESULT

Excitement and engagement among newcomers and old hands alike

The first step was to select a suitable tool for creating the training course. We chose Articulate Rise, and the team undertook two in-house workshops on how to use it.

Next, the team agreed to use storytelling as the course’s definitive stylistic device and to adopt a mascot as the narrator and companion for learners on their learning journey. Max – that’s the mascot’s name – looks a little like a ghost and emerges from the dot on the “i” of imc. He starts out very pale but gradually takes on more colour as the learner progresses through the course and learns more about the imc brand.

 

Max features in all elements of the training course. For example, in the history section, he reads from a book telling the story of the company’s founder, Professor August-Wilhelm Scheer. As the training course progresses, Max draws the learner deeper and deeper into the imc brand experience. The course also includes quizzes at regular intervals to gauge comprehension of the learning content.

The result is an entertaining and explorative 25-minute training course, split into four chapters, that teaches the learner everything they need to know about imc.

 

“We’re really pleased with the result, and the initial feedback from users is extremely positive,” says Kerstin Steffen. “The newcomers are engaging enthusiastically, plus it has sparked the interest of the old hands, who feel inspired to do the course right away. The time invested – it took about three months from initial idea to implementation – has well and truly paid off!”

Aim
Inspiring Brand Training
Learning format
explorative web-based training
Development
Three months
WHAT OUR CUSTOMERS SAY
Photo of Kerstin Steffen
We’re really pleased with the result, and the initial feedback from users is extremely positive.
Kerstin Steffen
Director Brand Strategy
imc Learning
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Case Study
The Commission for Children & Young People

Creating a Better Employee Experience

Learning that goes a long way
ccyp logo

The Commission for Children and Young People (CCYP) is an independent statutory body that promotes improvement in policies and practices affecting the safety and wellbeing of children and young people in the state of Victoria, Australia.

emu illustration

THE BACKGROUND

Using a human-centred design approach

 

The CCYP desired to create a better orientation and overall employee experience for their people.

 

To do this, we implemented a human-centred design approach in the new hire program across its organisation.

 

The solution of human-centred design enables us to consider the people that we’re designing for.

 

So putting people at the centre is the core of everything we do.

 

THE PROJECT
THE CHALLENGES

Creating a huge disruption to the current approach

CCYP strived to make the new starter and employee experience enjoyable, nevertheless, the reality was that new starters were handed 60 pdf documents when joining and sent on their way, leaving everything to chance. Our intervention was focused on disrupting this in a big way.

 

For CCYP, 'experience' was defined as “an event or occurrence which leaves an impression on someone” or a “feeling and emotion”. Employee experience, much like customer experience, is the deliberate and intentional design of systems and processes that create better human outcomes.

 

In the context of CCYP, Employee experience is the way new starters feel and the impression that’s made on them when they join the organisation.

illustration of adults and children
THE SOLUTIONS

Considering the people we are designing for

This project was developed with a Human-Centred Design approach.

 

Human-Centred Design is a way of working and being that exists beyond a project or methodology. The world around us is changing rapidly, and the human-centric approach prepares us to deal with uncertainty and ambiguity.

 

Using Human-Centred Design methods helps us to understand human values and latent needs, so we are able to create people experiences that are meaningful and resilient.

 

Through this approach, we were able to shape a workplace experience where people want to be, one that responds understands, and values the perspectives and needs of those we aim to empower.

THE RESULT

Delivered on time and on budget

This project delivered on what it set out to do on both time and budget.

 

Not only did we meet our original objectives, but imc successfully managed to implement the majority of strategic findings throughout the organisation.

 

After we delivered the initial concept, imc developed a 20-minute orientation module, implemented our innovative Trello solution as induction hubs, and further refined the organisations perspective on learning-centred employee experience for the future.

 

imc and CCYP were recognised as Gold winners at the 2021 LearnX awards, in the category Best Talent Strategy: Employee Experience. The international award program honours innovative and creative projects in the fields of learning and design every year.

mockup of ccyp module
Achievement
Innovative Orientation Module
Measured
Increasing New Hires' Satisfaction Level
Empowerment
Cultivating Leadership Culture & Rapport Building
TESTIMONIALS
Icon representing Avatar Quiz apps
"As a Manager, what I say and do matters. I need to be consistent in showing up with the right conversations, feedback and focus that enable New Starters to align to CCYP and feel heard. The opportunities, support and mentoring I provide along the way build rapport and enables the best possible examples of leadership culture to become visible. It’s by making the culture and my ideal behaviours visible to New starters that I am able to provide the ideal New Starter experience."
Manager,
The Commission for Children & Young People
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Case Study
The Transport Accident Commission (TAC) Victoria

Delivering an impactful driving experience

Engaging a Gen-Z audience through gamification
TAC logo

The Transport Accident Commission (TAC) is a Victorian Government-owned organisation whose role is to promote road safety, support those who have been injured on Victorian roads and help them get their lives back on track.

obsolete system

THE BACKGROUND

An ageing program that was failing to engage its audience

 

In the 1990’s, the TAC launched DriveSmart, a computer-based simulation training tool designed to support learner drivers develop skills for safe driving.

 

The program was originally delivered on CD-ROM, and then transitioned to an online resource in 2014. However, as the program aged, so too did its effectiveness in engaging an audience that had grown up in the age of gaming.

 

Even though the research within the program withstood the test of time, the tool was now outdated for a Gen Z audience who have come to expect a good user experience, interactivity, and mobile accessibility, which are necessary factors to deliver an impactful learning experience for this up-and-coming generation.

THE PROJECT
THE CHALLENGES

Rebuilding content from the ground-up

The major challenge of the project was to build a new system that was primarily aimed at a Gen Z audience. Therefore, the platform had to be fully mobile-optimised, with intuitive UI, a custom interface, and be accessible to all participants.

 

To effectively connect with the intended audience, the development of new content had to include realistic learning scenarios, gamification elements, interactivity and feedback and had to be embedded in research.

Drivesmart mockup
THE SOLUTIONS

A portal with media-rich content

Our solution was the implementation of the imc Learning Suite, as the front end portal (website) for the TAC.

 

This portal was combined with a mobile-first interactive video format which was designed in a way that was easy-to-use, playful and mobile-optimised.

 

There were gamification elements included within the development of content such as badges, storytelling and driving games which enabled the learner drivers to build up their driving knowledge. They also had the ability to share badges on social media to share the safe driving message with their peers.

 

New video footage of driving conditions and risks were filmed for the scenarios. The videos were to be adapted into interactive scenarios by imc. These scenarios were designed to resonate with real-world examples that a young driver might experience whilst driving and be exposed to common dangers on the road.

THE RESULT

A successful transition to mobile-first

The project was delivered on time, on budget and in its initial launch phase in March 2019, where over 8,000 users had been onboarded.

 

The successful redesign of the DriveSmart program has resulted in management who are very satisfied with the modernisation of the website and the mobile-first platform.

 

There has been a lot of positive word of mouth from the program’s users. The consensus within the community is that the bright colours and design of the website are very engaging, and it seems that users are more open to absorbing the information because of the way that the scenarios have been designed.

Drivesmart mockup
Achievement
Engaging and Accessible Modern Solution
Measured
Improved Road Safety Awareness
Empowerment
Novice Drivers' Skills Improvement
TESTIMONIALS
Icon representing Avatar Quiz apps
"DriveSmart is part of a suite of programs available for novice drivers as part of our efforts to eliminate road trauma in Victoria. We are really pleased to have DriveSmart recognised for its evidence-based approach to supporting novice drivers build the hazard perception and concentration skills they need to become safer drivers."
Project Manager for the DriveSmart Redevelopment, Road Safety
Transport Accident Commission
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