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#TICEVIRTUAL
@trainingindustr
#TICEVIRTUAL
@trainingindustr
#TICEVIRTUAL @trainingindustr
Using Personas for a More Personalized Learning Experience
Learning Strategy Consultant and
Internal Coach
SAP
Jeremy Kestler
#TICEVIRTUAL @trainingindustr
Tips & Tricks
#TICEVIRTUAL @trainingindustr
Training Industry, Inc.
The Business of Learning Podcast
TrainingIndustry.com/training-industry-podcast
Training Industry Magazine
TrainingIndustry.com/magazine
Webinars
TrainingIndustry.com/webinar
Top Training Companies
TrainingIndustry.com/top20
Research Reports
TrainingIndustry.com/research
Certified Professional in Training Management (CPTM™)
TrainingIndustry.com/cptm
Training Industry Conference & Expo (TICE)
TrainingIndustry.com/tice
Helping businesses and training professionals get the information, insight and
tools needed to more effectively manage the business of learning.
#TICEVIRTUAL @trainingindustr
Jeremy Kestler
Learning Strategy Consultant and
Internal Coach
SAP
j.kestler@sap.com
@jeremykestler
PUBLIC
Jeremy Kestler
SAP Talent, Leadership and Learning
September 19, 2019
Using Personas for a More Personalized Learning Experience
7PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
About SAP – The market leader in enterprise application software
Customers in 180+ countries Employees from 140+ countries Industries
Total Revenue FY2018 Cloud subscribers Lines of business
437,000 98,000+ 25
24.74b€ 186 mil. 7
8PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Background and business problem
Program design
Project details
Results and next steps
Agenda
Background and business problem
10PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Overemphasis on compliance learning
Not enough protected time
Not enough time on future skills
Lack of clarity on amount of learning needed by role
Inconsistent manager support for employee development
Business problem
11PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Learning recommendations based on “Learning Personas”
Identify current and future skills
Suggest how much time to spend…Time to Learn
Give managers guides for “SAP Talk” development conversations
Cultivate leadership support to encourage and protect learning time
How to address
12PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Average Formal Learning Hours per Learner per Year
Source: 2016, 2017, 2018 ATD State of the Industry Reports
Several ATD “BEST” awards in 2016 are in our industry: Tata, Verizon, IBM and Wipro
have been recognized for each of the past three years.
20
31
20.48
3… 34.1 34.1
36.4
37.6
37
42.7
53.8
47.9
0
10
20
30
40
50
60
2015 2016 2017 2018
ATD “Best” Talent
Management Leaders
Large Orgs
Avg All Orgs
SAP
Software Co’s
2019
Target
40
Why the drop?
• Learning outside of LMS
• Acquisitions, need learning history
• End of required leadership course
Time to Learn
Program
Launches…
13PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
1. Do you set targets for annual learning time in your organization? If so, how do you communicate
these to your employees?
Question 1 – open chat comments
Program design
15PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Compliance Company Current Skills Future Skills
Compliance / Legal HR / SAP Board Area/Functional Board Area/Functional
16PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Persona-based Learning Maps
17PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Persona-based Learning Maps
18PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
19PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
20PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
21PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
22PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Comms
People
Leader
Entry Level
Communicator
Mid-level to
Senior-Level
Communicator
23PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
1. How do you organize your learning assignments or recommendations for your employees?
a. Learning management system
b. SharePoint
c. Other web publishing tool, e.g. Wordpress
d. Send in email
e. Other (enter in chat)
Poll Question– Multiple Choice
Project details
25PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Virtual project team
Newtown Square, PA,
USA
Walldorf,
Germany
Bangalore,
India
26PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
High level sponsorship
EXEC
BOARD
WORKERS’ COUNCILCHIEF LEARNING OFFICER
27PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Talk
Single view
Future-ready
Target hours
Experiential learning
Mobile
Reporting
Program goals
28PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
1. Tell us about the roles in your team.
2. How easy or difficult do you think it will be to suggest some
“Learning Personas” to group your roles into?
3. Has your team done any work to define skills?
4. What types of curricula do you have? # of courses? Format
of courses?
5. How many hours of annual recommended learning do you
think your teams should have?
Initial Survey
29PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Project plan – Analysis and Development – Phase 1
Identify
Personas
Current and
Future Skills
Learning
Activities
Target Hours
1 2 3 4
30PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
1. # of personas (1-5 per team)
2. Relevancy test
3. 80/20 Rule
4. Avoid overlap
5. Work/Learning balance
Guidelines for developing Learning Personas
31PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
80/20 rule…for how much learning to include
Persona-based
Learning recs
Individualized
learning
Maximum
80% of their
total annual
learning time
32PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Avoid overlap
Current
Skills
Future
Skills
Persona 1
Company
Compliance
Current
Skills
Future
Skills
Persona 2
Company
Compliance
Current
Skills
Future
Skills
Persona 3
Company
Compliance
Current
Skills
Future
Skills
Persona 1
Company
Compliance
Current
Skills
Future
Skills
Persona 2
Company
Compliance
Current
Skills
Future
Skills
Persona 3
Company
Compliance
Example A
Only a small amount of content
is unique to each persona
Example B
A lot of unique content for each persona.
Justifies maintaining separate personas.
33PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Using personas v. role-based programs
ROLE-BASED
Curricula
PERSONA-BASED
Curricula
Results and next steps
35PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
6 participating teams
35 persona-based learning maps built
11 persona-based learning maps launched
2,084 employees participating
Each persona has approx. 20-30 learning activities
Highest annual hours – Competitive analysis team – 80-104 hrs
Lowest annual hours – Corp Communications Entry Level – 33 hrs
Results
36PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP “Board Areas”
Total Employees 96,442 on 12/31/2018
Software and
Product
Development
Cloud
Business
Group
Support
Sales and Presales
IT
and Ops
oCEO
Finance
&
Admin
HR
2%
Office of the CEO
Board Area
Corp Audit
Corp Development
Corp Strategy
Corp Communications
Digital Government
Marketing
Total ~2,000 employees
Every “Board Area” has
its own learning team.
37PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Advantages and Disadvantages
Advantages Disadvantages
Works well, looks nice Manual process
Single view Time-consuming, Difficult to maintain
Future skills Not scalable
Target hours Relies on direct links
Formal + Informal Not dynamic with roles/personas
Reporting on what matters Board Area teams not yet on board
38PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Incorporate into broader Learner Experience Platform
Contribute to “Skills Architecture” program
Requirements for automating learning recommendations
Create a self-service persona-building “kit”
Conduct learner survey, collect testimonials
Next steps
Contact information:
Jeremy Kestler
SAP Talent, Leadership and Learning
j.kestler@sap.com
610-661-9435
Thank you.
#TICEVIRTUAL @trainingindustr
Questions?
Learning Strategy Consultant and
Internal Coach
SAP
j.kestler@sap.com
@jeremykestler
Jeremy Kestler
#TICEVIRTUAL @trainingindustr
Up Next!
Scott Farley
General Manager of Human Resources
Komatsu
Forming a Global L&D Team: What Nick
Fury and the Avengers can Teach Us
#TICEVIRTUAL @trainingindustr
Sponsor
Poll Question
What skills do you believe your
organization's employees will most need to
learn in 2020?
a. complex problem solving
b. critical thinking
c. creativity
d. people management
e. other (please use the chat window)
snhu.edu/work
#TICEVIRTUAL
@trainingindustr
Agenda
12:00 p.m. Use What’s in Your Hand? Establishing an L&D Plan with Lean Funding and
Human Resources
Dr. Kristal Walker, CPTM, 3C’s Training Group, LLC
1:00 p.m. Revving Up the RFP Engine for an Online Training Vendor
Greg Rider, EmblemHealth
2:00 p.m. Using Personas for a More Personalized Learning Experience
Jeremy Kestler, SAP
3:00 p.m. Forming a Global L&D Team: What Nick Fury and the Avengers can Teach Us
Scott Farley, Komatsu
CONFERENCE BREAK
PRESENTATIONS WILL RESUME SHORTLY.

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Using Personas for a More Personalized Learning Experience

  • 2. #TICEVIRTUAL @trainingindustr Using Personas for a More Personalized Learning Experience Learning Strategy Consultant and Internal Coach SAP Jeremy Kestler
  • 4. #TICEVIRTUAL @trainingindustr Training Industry, Inc. The Business of Learning Podcast TrainingIndustry.com/training-industry-podcast Training Industry Magazine TrainingIndustry.com/magazine Webinars TrainingIndustry.com/webinar Top Training Companies TrainingIndustry.com/top20 Research Reports TrainingIndustry.com/research Certified Professional in Training Management (CPTM™) TrainingIndustry.com/cptm Training Industry Conference & Expo (TICE) TrainingIndustry.com/tice Helping businesses and training professionals get the information, insight and tools needed to more effectively manage the business of learning.
  • 5. #TICEVIRTUAL @trainingindustr Jeremy Kestler Learning Strategy Consultant and Internal Coach SAP j.kestler@sap.com @jeremykestler
  • 6. PUBLIC Jeremy Kestler SAP Talent, Leadership and Learning September 19, 2019 Using Personas for a More Personalized Learning Experience
  • 7. 7PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ About SAP – The market leader in enterprise application software Customers in 180+ countries Employees from 140+ countries Industries Total Revenue FY2018 Cloud subscribers Lines of business 437,000 98,000+ 25 24.74b€ 186 mil. 7
  • 8. 8PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Background and business problem Program design Project details Results and next steps Agenda
  • 10. 10PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Overemphasis on compliance learning Not enough protected time Not enough time on future skills Lack of clarity on amount of learning needed by role Inconsistent manager support for employee development Business problem
  • 11. 11PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Learning recommendations based on “Learning Personas” Identify current and future skills Suggest how much time to spend…Time to Learn Give managers guides for “SAP Talk” development conversations Cultivate leadership support to encourage and protect learning time How to address
  • 12. 12PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Average Formal Learning Hours per Learner per Year Source: 2016, 2017, 2018 ATD State of the Industry Reports Several ATD “BEST” awards in 2016 are in our industry: Tata, Verizon, IBM and Wipro have been recognized for each of the past three years. 20 31 20.48 3… 34.1 34.1 36.4 37.6 37 42.7 53.8 47.9 0 10 20 30 40 50 60 2015 2016 2017 2018 ATD “Best” Talent Management Leaders Large Orgs Avg All Orgs SAP Software Co’s 2019 Target 40 Why the drop? • Learning outside of LMS • Acquisitions, need learning history • End of required leadership course Time to Learn Program Launches…
  • 13. 13PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ 1. Do you set targets for annual learning time in your organization? If so, how do you communicate these to your employees? Question 1 – open chat comments
  • 15. 15PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Compliance Company Current Skills Future Skills Compliance / Legal HR / SAP Board Area/Functional Board Area/Functional
  • 16. 16PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Persona-based Learning Maps
  • 17. 17PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Persona-based Learning Maps
  • 18. 18PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  • 19. 19PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  • 20. 20PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  • 21. 21PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ
  • 22. 22PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Comms People Leader Entry Level Communicator Mid-level to Senior-Level Communicator
  • 23. 23PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ 1. How do you organize your learning assignments or recommendations for your employees? a. Learning management system b. SharePoint c. Other web publishing tool, e.g. Wordpress d. Send in email e. Other (enter in chat) Poll Question– Multiple Choice
  • 25. 25PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Virtual project team Newtown Square, PA, USA Walldorf, Germany Bangalore, India
  • 26. 26PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ High level sponsorship EXEC BOARD WORKERS’ COUNCILCHIEF LEARNING OFFICER
  • 27. 27PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP Talk Single view Future-ready Target hours Experiential learning Mobile Reporting Program goals
  • 28. 28PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ 1. Tell us about the roles in your team. 2. How easy or difficult do you think it will be to suggest some “Learning Personas” to group your roles into? 3. Has your team done any work to define skills? 4. What types of curricula do you have? # of courses? Format of courses? 5. How many hours of annual recommended learning do you think your teams should have? Initial Survey
  • 29. 29PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Project plan – Analysis and Development – Phase 1 Identify Personas Current and Future Skills Learning Activities Target Hours 1 2 3 4
  • 30. 30PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ 1. # of personas (1-5 per team) 2. Relevancy test 3. 80/20 Rule 4. Avoid overlap 5. Work/Learning balance Guidelines for developing Learning Personas
  • 31. 31PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ 80/20 rule…for how much learning to include Persona-based Learning recs Individualized learning Maximum 80% of their total annual learning time
  • 32. 32PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Avoid overlap Current Skills Future Skills Persona 1 Company Compliance Current Skills Future Skills Persona 2 Company Compliance Current Skills Future Skills Persona 3 Company Compliance Current Skills Future Skills Persona 1 Company Compliance Current Skills Future Skills Persona 2 Company Compliance Current Skills Future Skills Persona 3 Company Compliance Example A Only a small amount of content is unique to each persona Example B A lot of unique content for each persona. Justifies maintaining separate personas.
  • 33. 33PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Using personas v. role-based programs ROLE-BASED Curricula PERSONA-BASED Curricula
  • 35. 35PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ 6 participating teams 35 persona-based learning maps built 11 persona-based learning maps launched 2,084 employees participating Each persona has approx. 20-30 learning activities Highest annual hours – Competitive analysis team – 80-104 hrs Lowest annual hours – Corp Communications Entry Level – 33 hrs Results
  • 36. 36PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP “Board Areas” Total Employees 96,442 on 12/31/2018 Software and Product Development Cloud Business Group Support Sales and Presales IT and Ops oCEO Finance & Admin HR 2% Office of the CEO Board Area Corp Audit Corp Development Corp Strategy Corp Communications Digital Government Marketing Total ~2,000 employees Every “Board Area” has its own learning team.
  • 37. 37PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Advantages and Disadvantages Advantages Disadvantages Works well, looks nice Manual process Single view Time-consuming, Difficult to maintain Future skills Not scalable Target hours Relies on direct links Formal + Informal Not dynamic with roles/personas Reporting on what matters Board Area teams not yet on board
  • 38. 38PUBLIC© 2019 SAP SE or an SAP affiliate company. All rights reserved. ǀ Incorporate into broader Learner Experience Platform Contribute to “Skills Architecture” program Requirements for automating learning recommendations Create a self-service persona-building “kit” Conduct learner survey, collect testimonials Next steps
  • 39. Contact information: Jeremy Kestler SAP Talent, Leadership and Learning j.kestler@sap.com 610-661-9435 Thank you.
  • 40. #TICEVIRTUAL @trainingindustr Questions? Learning Strategy Consultant and Internal Coach SAP j.kestler@sap.com @jeremykestler Jeremy Kestler
  • 41. #TICEVIRTUAL @trainingindustr Up Next! Scott Farley General Manager of Human Resources Komatsu Forming a Global L&D Team: What Nick Fury and the Avengers can Teach Us
  • 42. #TICEVIRTUAL @trainingindustr Sponsor Poll Question What skills do you believe your organization's employees will most need to learn in 2020? a. complex problem solving b. critical thinking c. creativity d. people management e. other (please use the chat window) snhu.edu/work
  • 43. #TICEVIRTUAL @trainingindustr Agenda 12:00 p.m. Use What’s in Your Hand? Establishing an L&D Plan with Lean Funding and Human Resources Dr. Kristal Walker, CPTM, 3C’s Training Group, LLC 1:00 p.m. Revving Up the RFP Engine for an Online Training Vendor Greg Rider, EmblemHealth 2:00 p.m. Using Personas for a More Personalized Learning Experience Jeremy Kestler, SAP 3:00 p.m. Forming a Global L&D Team: What Nick Fury and the Avengers can Teach Us Scott Farley, Komatsu CONFERENCE BREAK PRESENTATIONS WILL RESUME SHORTLY.