The behavioural science behind BEHAVES //  Vol 02: Design

We’ve all heard that a picture is worth a thousand words. Well, as much as it pains the copywriter editing this blog post, it’s true.

The value of having online learning is the ability to bring content to life in a lot of visual ways. It might be graphs or charts when needed, it might be pictures that reinforce an idea, or even characters to guide you on the journey.

It can be even seemingly small things, like having a unique symbol and colour scheme for each of the 7 categories to help make them distinct and memorable.

But it all adds up to make the most of one of the main ways we process information – visually.

This study shows how pictures can be an effective way to help people remember information compared with just text.

We tend to be innately drawn to the familiar. This is partly because it helps us to make decisions faster and without all the hassle of really thinking about it (we’ve all settled on a reliable old meal after a long day rather than tackle the ‘what do you want for dinner?’ question, right?).

When not accounted for, familiarity can be a negative as it stops people fully evaluating all the options – especially when under a high cognitive load (like, oh, say, trying to learn something new through online training).

But, harnessed correctly, familiarity can remove friction and get people feeling comfortable faster, such as by:

• Having a diverse cast of characters so users see themselves represented
• Showing familiar settings – like the office or a coffee shop – so learners immediately understand the real-world applications of what they learn
• Building a design aesthetic that’s consistent throughout so people can become used to it

 That all adds up to an experience that feels familiar – in a positive way.

This study shows an additional benefit to all that design work – things that look visually pleasing actually feel more familiar – even if they’re new.

It’s no surprise that we respond to rewards.

All participants who complete BEHAVES get a CPD-accredited certificate in recognition of their accomplishment, for example (with the added benefit of sharing it with their boss or on social media to mark their achievement). While this is not important to everyone, it is to some people.

But what can be surprising is just how small extrinsic rewards can be while still being effective.

BEHAVES is built with lots of small moments of recognition and positive reinforcement for users. From thumbs up for correct answers, confetti appearing at the end of modules, and a ‘graduation’ at the end – the learner feels a sense of accomplishment.

And we don’t forget the power of intrinsic rewards – those that come from the learner themselves. We offer lots of engagement to show the progress they’re making and tap into that internal motivation too.

This study showed that eLearners who received small rewards along the way (even things as simple as unlocking digital badges) were much more likely to complete a course – and have significantly higher final test scores.

Feedback has always been an important part of learning, from the approving nod of a teacher to the B+ grade showing you have room to improve. And it’s no less important in eLearning.

Firstly, there’s the practical feedback – letting learners know where they are in the process, how long modules will take, how long they have left (and saving progress if they do need to hop out at any point).

Then there’s the learning feedback – giving them a steer by asking questions throughout to give constant reassurance they’ve understood (or a little nudge if they’ve misunderstood).

This study conducted an analysis of existing research around automatic feedback in online learning and found that it was generally shown to increase student performance.

As well as ongoing feedback, we had both pre- and post-learning testing.

Why? 

Well, the science shows that pre- and post- testing both have a powerful impact on learning and retention, firstly by opening learners up to new ideas and assessing their existing knowledge, then by confirming and reinforcing what they’ve learnt.

Either are good, but together they’re better.

This study showed that while post-learning testing has long been known to be effective, pre-learning can ‘yield similar, if not greater’ benefits.