ADDIE
Patagonia's Ethical Leadership eLearning Course
For this project, I designed an interactive eLearning course for Patagonia. Using the ADDIE model:
I created a unique learning experience that strongly embodies Patagonia's core values of sustainability, integrity and social responsibility throughout. To see this course, please visit:
Analysis
Program Name: Leading with Purpose
Program Owner: Patagonia
Program Objectives:
For learners to be able to
Define ethical leadership and it's impact on business, employees and customers.
Explore ethical management strategies to later apply.
Apply Patagonia's core and business values when making decisions.
Balance business expectations and goals with environmental responsibility.
Other Program Outcomes: For employees to feel empowered and confident in their decision making skills. For customers to continue to trust Patagonia's commitment to ethical and sustainable business.
Audiences
Program Audience:
Peers.
New and mid-level managers at Patagonia.
New employees with leadership aspirations.
A global workforce.
Audience Prior Knowledge: Mixed, some with zero experience of Patagonia's ethical approach, some with zero management experience.
Audience Technical skills: None required.
Technology and Delivery
Design and Development Tools: Articulate Storyline
Platform: Personal website
Design
Course Format and Structure
Content Sources: Patagonia's public reports, industry articles on ethical leadership and publicised statements from Patagonia's leadership
Number of Modules: 4
Module Structure: Introduction, core content, knowledge check
Course Length: 30-40 minutes
Instructional Strategy
Experiential Learning through case studies, reflective exercises
Constructivist approach where learners are encouraged to engage critically and apply learning to their own leadership
Application of Learning Theory:
Active learning, through sliders, drag-and-drop, hotspot activities
Problem solving scenario based challenges
Reflection questions built in with a learning journal feature to apply and reflect upon their learning
Assessment and Evaluation
Formative Assessment: Activities placed throughout to reinforce understanding, feedback provided to support learning.
Summative Assessment: Final knowledge check using true/false, multiple choice, text entry questions.
Development
Development Tools
Articulate Storyline: For building and publishing the course
Canva: For custom infographics
Challenges and Solutions
The balancing of interactivity and slide content, to ensure optimal learning outcomes and acoud overwhelm proved challenging. To overcome, I focussed on clean, simple navigation and design that still aligns with Patagonia's brand voice.
Another challenge encountered was making the business related content accessible and feel personal, to achieve this. I used Patagonia specific scenarios and real-world examples of business decisions.
Interactions
Slider: Exploring key Patagonia decisions.
Drag and Drop: Matching ethical business values with definitions.
Hotspot: Clickable supply chain map to highlight transparency efforts.
Implementation
Delivery Method
Hosted on my personal website for easy access
Optimised for desktop, tablet and mobile use
Self-paced learning with built in menu navigation for progress tracking
Launch Strategy
Soft Launch: Initially shared with a select group of peers to gather feedback and refine the user experience.
Portfolio Integration: Video added to my eLearning portfolio to demonstrate my instructional design capabilities.
Evaluation
This course has been evaluated using Kirkpatrick's Model to measure effectiveness and the learning's impact upon participant understanding.
Feedback and data were collected via a Google Form, completed by 10-15 participants after finishing the course.
Level 1
Upon finishing the course, participants were signposted to rate their experience and provide feedback.
95% of participants agreed the course was engaging and easy to follow
Positive comments included:
"The interactive games helped me focus and reminded me of key messages."
Level 2
Participants were assessed through a knowledge check, reviewing learning key points.
90% of participants passed, scoring 80% or above on the final knowledge check.
Participants demonstrated understandings of:
Ethical leadership.
The balances of social responsibility.
Level 3
The course was shared through my website, so I gathered self-reported feedback on how participants may apply the learning.
75% of participants reported feeling more confident in dealing with real world leadership issues.
80% agreed that they would approach decision making with thoughts to ethicality in the future.
Level 4
Whilst no direct business outcomes were tracked due to this course being portfolio based, participants did report positive professional impact and increased confidence in understanding ethical business.