How to Design Relevant Knowledge Products

One of the most essential questions to ask when designing any kind of learning experience, training, or resource is "why should they care?"

Put another way, we must describe a compelling reason why someone from the target audience wants or needs this experience.

This can feel difficult because it requires us to step into the learner's shoes and use some empathy and imagination. These aren't always skills that we're taught, and we typically have competing pressures of small budgets and short timelines.

Even so, without taking the time and effort to properly answer "why should they care?" the experience will be meaningless and without heart. It will be seen as just another piece of mandatory "content" to trudge through and even flashy graphics won't save it.

One lens that I find useful for this is thinking of a learning experience the same way I would think of writing a story.

👁️ It needs to grab their attention
💖 It needs to hook and motivate them with an emotional connection
🪄 It needs to promise and deliver on a transformation

I believe this holds true for any material that is created for the purpose of learning, even a one-page resource or set of instructions does this in a simple manner when done effectively.

For example, a well designed text-based resource will have a visually appealing layout with a clear and discoverable title. If it is reference material we need to do our job, we'll be immediately motivated to use it for whatever reasons we have to succeed at our job (status, security, identity etc.) reinforcing our connection to the material. The resource promises us the ability to complete the essential task and get closer to achieving what we desire. Even the smallest activity is a step on the path to becoming the person we want to be.

This example illustrates that every interaction really does matter, and learning and enabling behavior are connected because at their core the motivations are similar. If someone doesn't "get" a reference resource, they will often seek out more structured learning on the topic on their own, because it's important to them. Each interaction is an opportunity to build trust and connection or diminish it.

For something longer, like a course, we're asking the learner to trade something very important (time and effort), so the "why" becomes even more significant.

By focusing on what matters to the learner and what will be meaningful for them at their time of need and in their context, we design better experiences that people remember and appreciate. This builds trust and becomes another signal to your audience about your brand, culture and values as an organization.