IT S THE STEAK, NOT THE SIZZLE: A GUIDE TO INSTRUCTIONAL AND INFORMATIONAL DESIGN FOR emedia By Michael Yonchenko, Executive Producer Copyright 2011

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1 8053 Sonoma Highway Santa Rosa, CA cogentcomm.biz IT S THE STEAK, NOT THE SIZZLE: A GUIDE TO INSTRUCTIONAL AND INFORMATIONAL DESIGN FOR emedia By Michael Yonchenko, Executive Producer Copyright 2011 This document is proprietary to Michael Yonchenko, and cannot be duplicated or distributed without the prior written consent of Michael Yonchenko. This is an unpublished work protected by the federal copyright laws and no unauthorized copying, adaptation, implementation of the its contents, distribution or display is permitted without written consent of Michael Yonchenko.

2 When new communications technologies are developed, information providers often try to adapt existing educational materials to these new dissemination methods. All too often these well- meaning efforts are not successful. Such is the case in today s internet. In order to successfully use internet and intranet systems for education, an instructional and informational designer must utilize basic, proven techniques to maximize the users learning experience. The unique advantages and disadvantages of using the internet for on- line instruction must be evaluated on a case- by- case basis. Proper content development is the key to any successful presentation of instructional and informational content via the internet, or any other technology. The basic principles of good design are pertinent regardless of the method of presentation. Here is the information that needs to be considered when creating an interactive instructional/informational program. Internet access advantages: 1. The internet and social media can easily provide dynamic presentation of text, still and motion graphics, video, and audio. 2. It is portable. Specifically, a user does not need to go to a classroom or an office for the instructional experience. One can use the program at home, at the office, or even at a local cafe. The user is able to choose where s/he wants to use the program. 3. The internet has no temporal context in the presentation of materials. It can be used at ANY time. 4. The internet is interactive. A user can participate in the instruction. When possible, the instruction can, and should be, a two- way communication. These considerations are important when designing an interactive web- based program. However, it is critical that program providers remember that content is the most 1

3 important component and needs to be designed in a way that is appropriate to the specific audience being addressed. The basic method used for program design must include the following: 1. Define the audience. Who are the primary and secondary audiences? What is their primary language(s)? Do they have special needs that will require you to design alternate means of access to the program? 2. What is their level of understanding regarding the topic? What do they know and what don t they know? 3. Writing a clearly stated definition of the intended goals and outcomes resulting from the use of the program is essential. Will this be an instructional program or an informational program? An instructional program teaches the user how to DO something. For example, the program may be used to teach the user how to implement a new reporting system. An informational program is designed to change a users attitude or knowledge base. It defines what the user should KNOW as a result of using the program. 4. At this point in the design process an outline of the content must be written. It should contain all of the main topics and sub- topics. 5. Based on this outline, the detailed writing of the program begins. It is essential to create discrete units of information. A program will fail if the material is not presented in a clear, logical, and progressive manner. Do not to overwhelm the user with too much information at one time. 6. Once the goals and content are clarified, the program elements are designed. Decisions regarding how information is best presented, whether through the use of text, still or motion graphics, or video, must be made. If all the program content is presented in a series of text- heavy graphics, it will surely fail as an instructional tool. Ironically, if your program is successful it is partly due to the user not noticing how it was presented. 2

4 7. Design, produce and distribute other ancillary materials such as workbooks and handouts that will make the program more useful. These can be given to the user before he or she goes on- line, or the materials can be downloaded and printed while the program is in use. 8. Interactivity is critical. The learning experience should be engaging and designed so that the user must complete a call to action throughout the process. Users are more likely to learn if they are engaged in the instructional process. If they are not, it is likely that they will walk away from the computer. There are other issues that should be taken into consideration. While using the instructional design process helps assure the creation of a successful program, it is essential that the design plan must be created by, or with, the assistance of an identified content expert. Ideally this person should be someone within, or affiliated to, the presenting organization, agency, or company. Throughout the design process this person should be given the authority to approve and make recommended changes to the program design. By having this expert control the content development, it ensures that accurate, useful information is provided to the program user. To begin this process, please answer the following questions. Complete this process with your colleagues so that you have a collective agreement on what is needed. 1. Who is the intended audience of the program? 2. What does the intended audience need to know as a result of using the program? 3. What does the intended audience need to do as a result of using the program? 4. If appropriate, what is the call to action for the audience? 5. Is there a way that you can measure outcomes from program viewing and usage? 6. Name the different ways that the program can be used (internet, PowerPoint presentations, sales and marketing tools, investor presentations, etc.). 3

5 7. Are there any ancillary materials that the program user can download that will enhance the learning experience, and give them incentive to complete the call to action? Based on the answers to these questions write an outline of the program content. Do not think about production methods and visuals. These will be defined after the outline is complete and approved. Last, list any limitations that will affect the production plan. These include access to information, budget considerations, and time constraints and audience access to the appropriate technology. Once you have completed this process, send the information to Michael Yonchenko at Cogent Communications so that we can begin designing a program with your team in a collaborative manner. The successful completion of this process assures that you will have a useful and effective program. The proper design and presentation of information will help you achieve desired outcomes and goals. Remember, you can t have the sizzle without the steak! About The Author Michael Yonchenko, Founder and Co- Principal of Cogent Communications, graduated Cum Laude from the City University of New York in 1976, with a degree in Film and Television Production. Early in his career, Michael was a Producer/Director for Hewlett- Packard s Computer Marketing Group, where he wrote, produced and directed video training programs and worked in the development of live videoconferences via satellite. In 1980 he became the manager of Video and A/V Production for the Division of Instructional Media at Stanford University Medical Center, where he produced numerous instructional programs. In 1981, Michael formed Cogent Communications to produce programs for the medical device, pharmaceutical, and other health- related institutions. Cogent has won of 80 national and international awards including the 1996 C. Everett Koop, M.D. Award for Best Medical Education Program from the American Medical Association. 4

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