The Sberbank Corporate University was founded in 2012 and trains managers of the Sberbank Group and partner companies. In total, there are more than 280 educational solutions in the portfolio, more than 32 thousand people are trained annually
Task
Update the training system for Sberbank’s retail unit and improve user experience in interacting with the environment, increase audience engagement.
Background and motivation
Corporate programs increasingly combine tracks for the development of hard and soft skills. For example, the new course for Sberbank retail block managers responsible for the development of digital products included the development of leadership competencies and hard skills.
However, the complex nature of the program required a large investment of time and effort from the listeners, requiring high intrinsic motivation. At the same time, not all of its participants understood the goals and benefits from it, note at the Corporate University of Sberbank (KU Sberbank). The developers also fixed the low involvement of the participants. The learning environment was challenging and the ranking system was non-transparent. All this made it difficult to maintain the internal motivation of listeners.
Solution
The solution to the problem was the development of a new visualization of learning and a motivation center in an online environment using elements of marketing and gamification.
implementation
The creation of a new technical solution consisted of several stages. After the developers researched the audience and structured user data, the program landing page was launched with a visualized learning map. On it, the listeners were described in simple terms the values of each event and the rules for scoring points for learning activities. Immediately after that, engagement increased, and students began to more consciously approach the choice of courses within the module, they say in the Sberbank KU.
The next step was the launch of a new online space with a personalized interactive dashboard. It acts as a training navigator, allows you to track the track of each user and their place in the ranking in real time, sign up for events in two clicks. The dashboard also includes game modules to increase participant motivation and engagement. This tool helps to work with the value of the product, Sberbank’s CG emphasizes: “People understand what training will give them at a particular event and in the entire program, what skills they will receive.”
The gamification mechanics used in the new online environment encouraged participants to interact with each other, to be more actively involved in the process and to be more attentive. In addition to the individual rating, the developers have introduced a team one. Moreover, the teams were created randomly and changed from module to module. And listeners received higher scores if they completed assignments or attended events with a partner.
During the most important lectures from internal experts, additional elements of gamification were used. For example, slides with digital codes were inserted into the presentation of the speakers, which appeared for a few seconds. Participants who noticed the code had to send it to the chatbot, and it awarded additional points.
For every 20-40 minutes of lectures, on average, there were 1-2 digital codes. “The included personal participation made it possible to get a significant increase in the rating compared to watching a video lecture in the recording,” emphasize the Sberbank CG.
Earned points could be exchanged for various bonuses, such as meeting with top bank managers or attending private events.
The results
Thanks to the new online environment and the gamification of the process, the audience has become more involved, the university said. At the beginning of the program, there were only 20 active participants, after the introduction of innovations and the transition to online, there were about 100 of them. This is more than half of all its participants.
Plans and prospects
In the future, Sberbank MC plans to expand the target audience of the program and launch new thematic streams.
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