Workademy. Brand Strategy
Workademy is a Berlin-based kind of Wix for courses. A corporate course builder. LMS, to be dull.
You can launch personalized learning spaces.
Easily create and display courses.
Use Youtube & Vimeo, PDF & rich text format, integrated Typeform surveys & dialog-like lectures.
Create quizzes with single and multiple choice, and issue personalized certificates.
Use the gamification module to award learners.
Yes, there were challenges to overcome:
☝️ Edtech is booming now and the number of lms solutions is crazy.
✌️ Difficulties in identifying Workademy's niche target audience.
🖖 Failing in determining USP.
Step 1.
We did the research and found that almost every LMS platform in the corporate education market targets 2 specialists: HR and L&D managers. These guys are responsible for corporate education in their companies. All of the solutions are HR- and L&D-centric — tailored for their professional needs. So many LMSs are not easy-to-use for someone, who is not a professional teacher.
In the recent past,when you'd been hired, they provided you an onboarding training by giving you that hugeboring haterasing folder before you start.
Not only heavy and dusty (with dirty fingerprints and coffee mug traces on the paper). But also:
Overloaded with information;
Had a heavy-formal tone of voice;
Contained all sorts of topics;
«Even I did not want to read it». — said one of the corporate course developers.
All the information from the folder has been transformed to LMS in videos, images, presentations, etc.
+ HR and L&D got the opportunity to track user engagement, get feedback, measure KPI's and so on.
Proofs:
Unmet employee needs:
70% of employees report that they do not have mastery of the skills they need for their jobs.
Dull courses:
51% of employees say training courses are boring and not interactive.
Huuuuge amount of information:
50% of employees don’t have time to learn, but the average time of training has increased by 20%.
We found an insight:
Not from L&D or HR managers — but from the company's people (subject-matter experts).
They don't know how to teach, but they have knowledge and experience to share.
It may be Brian — the marketing team lead, who knows how to optimize digital ads in 5 steps.
It may be Linda — IT specialist, who knows how to deploy application design efficiently through all devices.
It may be any of your colleagues who has priceless knowledge due to their experience and who is ready to share it.
The problem: they don't know how to teach. They don’t have time to learn how to teach. And they make that folder.
All HR- and L&D- centric competitors are talking about:
Easy-to-use LMS
Use any time, anywhere, on any device
Providing success
The most trusted company
Super functional analytics
We switched our focus to this 70% of non-professional teachers. We became more human- (means: non-teacher) friendly.
Step 2: Strategy
Suggested USP: Didactics.
Didactics refers to the science of teaching and instruction for any given field of study. Workademy agreed to develop proposed didactical AI, that helps non-professional course developers:
to identify employees’ needs for more relevant training.
to choose only engaging LMS training formats to increase course dynamics and to avoid boringness.
to reduce amount of unnecessary training information and to build an effective course structure, avoiding gaps and making courses short.
to allow subject-matter experts to make more interactive courses by themself by using templates with a great graphics library
We became the tool, that helps people to express and share their knowledge in a great, beautiful way.
We are like a paintbrush for Monet and Bruegel.
We are like a guitar for Slash and Jimi Hendrix.
If corporate course development for non-professional teachers was like a process of drawing a picture, the difference between other LMS and Workademy may look something like this:
The same object to show, different expression. Some knowledge may be expressed and told much-much better.
Strategic message:
And what about emotion?
We've found that almost half of employees are experiencing stress and worry at work. Daily. That’s pretty anxious, right? So we decided to talk like a friend with our users: we are easy to talk with. It’s easy to trust us and keep making every single step in course creation. You don’t have to be afraid of innovation — we are here to help you. We sound like Neil deGrasse Tyson — we’re worldwide experts, but we’re sharing our expertise with a bottle of Budweiser in our right hand. Easy. Informal. No anxiety. No stress. Useful.
Credits:
Anton Chygarev — Strategy daddy
Anastasia Gorbunova — Strategist
Andrii Smirnov — Copywriter
