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Bringing UX Research to Learning Design: A Case Study from HBX Group

When I joined HBX Group as a Global Instructional Designer, I was eager to bring a user-centered approach to our content development process. While our team consistently produced high-quality learning materials, we realized that our learners' experience could be further optimized by integrating UX research (UXR) into our workflows. This blog post outlines how we leveraged UXR to guide a critical visual design and experience audit before undertaking a major redesign, ensuring that our efforts were efficient, impactful, and learner-focused.

Identifying the Need for UX Research

The initiative began with a team brainstorming session where we identified potential pain points in our learning materials. Our primary focus was on the animated videos we created using Vyond—a tool we relied on heavily for engaging learners. There was a general assumption within the team that the animations might be due for a refresh or even a complete change. However, before making any drastic changes, we wanted to validate our assumptions through a mix of attitudinal and behavioral research methods.

Conducting Contextual Research

To gather actionable insights, we conducted a series of contextual live research sessions and interviews with our learners. The goal was to understand how learners interacted with our content and what aspects of the experience they found most valuable or frustrating. We follow a design process, which we still use today. Our research revealed some surprising insights.

Animated Videos Were a Favorite Feature contrary to our initial assumptions, learners consistently highlighted the animated videos as one of their favorite aspects of the learning experience. This insight emerged without any prompting from our side, which added weight to its significance. Learners found the videos engaging and effective for conveying complex concepts.
Pain Points in Video Accessibility and Controls while learners appreciated the animated videos, they also expressed frustration with certain aspects of the video experience:
- Lack of Subtitles: For a global organization where English is the common business language, the absence of subtitles posed a significant barrier. Many learners struggled with understanding spoken content, especially non-native speakers.
- Limited Playback Controls: Learners wanted more control over video playback. They found the mandatory view feature restrictive, and the lack of pause, rewind, and fast-forward options hindered their ability to review content at their own pace.

Addressing Accessibility and Control Issues

At the time of our research began in 2022, automated subtitle generation tools were not as advanced as they are today. Creating subtitles manually was time-intensive and resource-heavy. However, we identified a workaround by embedding videos through Microsoft Video, which allowed us to provide subtitles and playback controls without exposing our content to public platforms like YouTube. This approach ensured that our videos remained secure and accessible across all regions, including countries like China, where users may not have access to some platforms.

Additionally, we implemented several best practices to enhance accessibility and user control:

Text and Contrast Improvements: We ensured that all text met minimum size and contrast requirements for readability.
Screen Reader Compatibility: We replaced text embedded in images with actual text to improve compatibility with screen readers.

Reducing Development Time While Enhancing Quality

Beyond improving the learner experience, our research also revealed ways to streamline our development processes. By addressing key accessibility and user experience pain points early, we reduced the need for extensive revisions down the line. We also explored creative solutions to modernize our content without increasing costs or development time.

For example, we introduced templates and guidelines that incorporated the best practices we had identified. These templates allowed us to produce content more efficiently while ensuring that new materials met the enhanced UX standards from the start.

Celebrating Success: Recognition and Impact

The impact of our UX research initiative was significant. By addressing learner needs and modernizing our content, we saw improvements across several key metrics:

Increased Completion Rates: Learners were more likely to complete courses when they found the content engaging and accessible.
Better Feedback: Post-course surveys showed a marked improvement in learner satisfaction scores.
Reduced Development Costs: Our new workflows and templates significantly reduced the time and resources required to produce high-quality learning materials.

Reflection

Looking back, it’s remarkable to see how far we’ve come. Many of the challenges we identified in 2019 are now easier to address thanks to advancements in technology. Automated subtitle generation, improved video platforms, and more robust accessibility tools are now standard features in many of the tools we use.

However, what stands out most to me is the importance of validating assumptions through research. Our initial instincts about the animated videos were proven wrong, and had we acted without research, we might have made changes that would have negatively impacted the learner experience.

As an instructional designer, I’m proud to have championed the integration of UXR into our team’s workflows. But this project was far from a solo effort. It was a team endeavor, and our collective commitment to putting learners at the center of our design process made all the difference.

Moving forward, we continue to prioritize user research in our design processes. By keeping the learner experience at the forefront, we ensure that our content remains relevant, engaging, and effective in a rapidly changing world.

Our efforts did not go unnoticed. We were shortlisted for the London Technology Awards and won the Best Innovation in Training at Expo ELearning Awards in Madrid for our UX research Project 'In your learner's shoes' and its implementation.

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