Case Study A:
TMAP
TMAP
Overview
Teach Me About Property (TMAP) is a community of wealth creation specialists that assist everyday families to buy property. The CAUSE Method is their proprietary framework for improving finances, first explored in a seminar in 2018. TMAP utilises the Kajabi platform, but the current course consists of short recordings from their 2018 seminar and requires much more depth.
My role in this project was lead instructional designer, I was responsible for:
Education Design
Graphic Design
Creative Ideation
Writing
Process Design
Analysing
In collaboration with founder, Massey Archibald, we identified the key areas that needed to be taught within the course, the target audience of the learning content and the required resources.
Target Audience
The course would be undertaken by TMAP students who are either seeking their first property, recovering from debt or hoping to purchase an investment property.
Learning Goals
Those who complete the course will learn how to take control of their finances, and how to purchase property, through five key pillars: Control, Action, Unity, Sacrifce and Education.
Resources
In addition to recordings from summits and seminars, Massey holds several weekly webinars and group sessions that can be used as content. They also have hundreds of video testimonials.
Limitations
Kajabi is the home of TMAP's Education Portal. It doesn't have the functionality of Articulate 360, so creativity will be needed to maximise student engagement.
Reflecting
The CAUSE Method offering was originally a presentation deck, explored at a seminar in 2018. This was recorded and the video then cut into 10-minute segments to form 12 modules.
The concept was built upon over the years, with many short courses existing outside of the main offering.
As well as being very basic - consisting only of videos - the course was also reflective of old branding and did not encompass the depth of teaching and learning at TMAP.
Designing
Mapping and Defining
When mapping The CAUSE Method with TMAP, it became apparent that the course needed to include reflective and summary quizzes, testimonials related to each topic, the activities already established in the team, a workbook for students to complete both digitally or in print, and finally a transfer of student data to their CRM.
This organising of content ensured that The CAUSE Method could stand alone as the primary framework and product offered at TMAP. All short courses, tools/workbooks, one-off lessons and established activities needed to be consolidated under the five pillars.
Branding
After analysing all the available materials - video recordings, short courses, activities, processes and lessons - and mapping out the categories and content to the framework, I began working on the branding of The CAUSE Method.
This phase included establishing:
the colours based on TMAP's Brand Guidelines
the labels and icons for each pillar/module
a shape/flow that best reflected the purpose of the course
a balance between information and aesthetics
As the design would be used in both marketing and education, and in a range of modes, it required a number of versions, each with varying levels of complexity/detail but with a consistent look.
Developing
In the development phase, Adobe Rush was employed to create simple text animations, intros and outros to the available video content. Where footage of speakers was available, this was prioritised.
When only audio was available, a mix of Adobe Voice Enhancer and Audacity was used to polish the content, and text animation was used along presentation slides.
Lessons were transcribed, and captions added were applicable. Relevant reflection points were added throughout the course, as well as summary quizzes to the end of each pillar.
Additional more in-depth activities included interactive workbooks developed in Adobe InDesign and Acrobat, and scorecards created in ScoreApp.
Completion data was collected and sent to Salesforce CRM using Zapier automations.
Implementing and Evaluating
In the implementation phase, feedback from students was positive. The engagement on the Kajabi platform doubled over a span of six months from 100 to 200 weekly users. The capturing of module completion data channeled seemlessly into Salesforce and provided mentors a talking point with their students during live sessions. Reminder emails were later added to the course to provide students accountability and again increase traffic and completion rates.
Strengths
Asynchronous and rich with resources
Consistency in branding, language/tone, and rhythm
Focus on principles of andragogy (value focused, self-paced, solutions orientated, leverages prior knowledge, practical)
Use of AGES model (segmented content, reflection opportunities, appeal to emotions, diversity of content types)
Videos, audio, transcription, presentation slides, workbooks, quizzes, relfections, scorecards, completion certificate
Transfer of data to CRM for targeted student communications as part of CX
Weakness
Lack of a final report card or result (other than completion cert)
No further learning (ie The CAUSE Method Level 2)
No use of interactive content (such as Articulate 360's scenario builds, branching, dynamic content, etc)
Testimonial
"Engaging Trent for the creation of 'The CAUSE Method' course was one of our best decisions at TMAP. His profound understanding of student needs and outcomes was evident in every module. Trent's incorporation of timely quizzes, captivating video content, and dynamic text animations enriched the learning experience. His use of visually stimulating materials kept our students engaged, and the feedback on his workbooks has been overwhelmingly positive. In evaluating 'The CAUSE Method' with Trent, we now see the need for better data collection and reporting to get the most out of student engagement."
Romina Etuka
Teach Me About Property
