Audience
Individual contributors from non-marketing departments who need to sharpen their visual production skills in order to create and submit higher quality raw media of their authentic workplace moments, that internal communications teams can then package and distribute across company social media channels to drive recruitment and brand awareness.
My Responsibilities
Instructional Design
Needs Analysis
Action Mapping
Storyboarding
Learning Experience Design
Scripting
UI Design
Figma Wireframing
Storyline Development
Testing & validation
Tools
Articulate Storyline 360
Figma
SCORM Cloud
Affinity
Adobe Photoshop
Adobe Premiere Pro
Adobe Firefly
Google Docs
Google Gemini
ChatGPT
The Problem and The Performance Gap
Modern audiences such as job seekers and prospective customers respond strongly to authentic employee-led stories. However, employees outside creative teams aren't always equipped with the necessary visual production skills to create and share usable raw media of spontaneous story-worthy moments at work. As a result, this limits the baseline employee-generated media available for internal communications teams to amplify company culture, support recruitment, and build brand awareness.
Using Cathy Moore’s Action Mapping methodology, I identified three critical behaviors that employees would need to acquire and perform:
Spot: Identify story-worthy moments and decide when to record them.
Create: Control lighting exposure and frame clean visual shots.
Share: Complete the handoff via an appropriate channel along with relevant information so the raw asset can be developed further.
The Solution
To bridge this gap, I designed Spot, Create, Share to translate visual-production principles into interactive workplace practice by focusing on what employees need to do, rather than everything they could theoretically know about visual production. The learning solution includes:
Dynamic lighting demonstrated with an exposure slider
Scenario-based knowledge checks
Customized six-item drag-and-drop activity
Storyline variable and trigger logic
Peer audio reflection
Embedded PDF job aid and direct access to a dedicated Skillshare course
The intended outcome is for learners to leave with the basic knowledge and skills needed to create and submit clear, context-rich raw assets that Marketing & Communications teams can develop further.
My Process
Analysis & Insights
I reviewed recurring quality issues in employee-generated visual content and combined these observations with my professional multimedia production experience. Three preventable performance gaps emerged: missed story-worthy moments, poor exposure, framing and audio, as well as improper asset handoff. These gaps informed the learning activities and performance support included in the module.
Design Approach
Using Cathy Moore’s Action Mapping framework, I focused the experience on actionable workplace behaviors rather than deep visual theory. I translated visual production standards into interactive application through a real-time exposure slider, decision-based knowledge checks, a custom six-item drag-and-drop activity, and an embedded PDF job aid for point-of-need support.
Testing
I built and iteratively tested the module in Articulate Storyline 360, conducting functional usability walkthroughs and edge-case testing of variable tracking, trigger logic, state changes, and navigation. This process helped refine the interaction logic, UX hierarchy, and clarity of technical concepts for non-creative learners.
Validation
I published and validated the module through SCORM Cloud, including hands-on testing of xAPI statement triggers. This provided an additional check of the published experience beyond the Storyline authoring environment.
Evaluation Framework
As a self-directed concept project, I did not have access to a real employee population or organizational performance data. I therefore focused evaluation on the quality and functionality of the learning experience itself, with pilot testing among representative non-creative learners as the next step to assess usability, comprehension, and whether the activities effectively support the intended behaviors.
Action Map
Using Cathy Moore's Action Mapping methodology, I identified three critical behaviors non-marketing department staff must execute on the ground: identifying story-worthy moments, controlling lighting, framing, and audio, as well as handing off context-rich assets via the right channels. Every activity directly targets the overarching business goal of providing communications and marketing teams with publish-ready employee-generated assets to drive recruitment and corporate brand awareness.
Visual Identity
In Figma, I established the project’s visual identity and UI architecture before authoring in Articulate Storyline 360. From the original low-fidelity wireframes, I built high-fidelity slide layouts to map out the visual hierarchy, typography, and placement of interactive UI elements.
Using a standardized design system featuring an approachable high-contrast palette (Atomic Tangerine, Dark Neutral, and Rust Brown), I ensured the interface felt intuitive and lightweight for learners. Designing these visual mockups ahead of development eliminated UI friction, ensured brand continuity, and minimized cognitive load so learners could focus entirely on mastering raw media production standards.
Full Development
Using Articulate Storyline 360, I transformed the storyboards into a fully functional, interactive microlearning module. I engineered custom variable logic and trigger states to power hands-on application, including a real-time exposure slider comparing poorly-lit and well-lit content, scenario-based knowledge checks, and a custom 6-item drag-and-drop activity.
Throughout development, I applied Mayer’s Multimedia Principles, specifically signaling, coherence, and segmenting, by stripping away non-essential visual elements, synchronizing audio reflections, and embedding a point-of-need PDF job aid. To ensure seamless enterprise LMS integration and standards compliance, I validated the course in SCORM Cloud, testing xAPI statement triggers alongside SCORM 2004 and SCORM 1.2 configurations.
Results & Takeaways
As a self-initiated concept project, the course was not deployed to an organizational learner population, therefore formal end-user performance metrics were not collected. The project demonstrates a complete performance-focused instructional design process from Action Mapping through technical development and LMS validation. If implemented across corporate communications channels, project success would be measured against the proposed target of achieving a 35% increase in publish-ready employee-generated content submissions within 6 months. Other evaluation criteria would include:
Media quality
Reduction in rejected raw media submissions.Content availability
Increase in publishable employee-generated assets.Business use
Increase in usable assets for recruitment and employer-branding campaigns.Audience response
Engagement with employee-generated social content.
A real implementation would begin with pilot testing among non-marketing staff and pre/post implementation media-quality audits.
This project reinforced a core principle in my work: meaningful behavioral change requires realistic, decision-based practice rather than passive information delivery.