Running Head: WEIGHT WATCHERS ETOOLS WORKSHOP 1

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1 Running Head: WEIGHT WATCHERS ETOOLS WORKSHOP 1 Weight Watchers etools Workshop: Individual Instructional Design Document Michelle McCarthy Drolet California State University Monterey Bay IST 522 Instructional Design Dr. Strong December 13, 2011

2 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 2 Executive Summary Background Currently, Weight Watchers offers a proprietary online support system for their paying members called etools. By using etools, Weight Watchers members can track their food intake, activity goals, weigh-in results, recipes, and use other program tools to support their weight loss efforts. Over the course of the last three or four years, the usage of etools by members has increased due to a monthly payment plan called the Monthly Pass which includes the free use of etools for these members. However, while etools usage has increased, the training programs available to members (currently consisting of an online tutorial with pop-up window explanations) have not kept pace with the increased exposure to the program. The learner population will comprise all members of Weight Watchers that have access to etools which is close to 70% of our members, based on recent statistics from our corporate office. Due to the large etools member population, offering a broader etools training program would create more knowledgeable and happier members, which could impact revenue for the company. Goals and Objectives The goal of instruction would be realized by offering a group training program modeled off the group support structure of the existing Weight Watchers group meetings. Using this delivery tool, members would immediately feel more comfortable with the familiar format of the training. As in existing Weight Watchers meetings, this training would include a Leader who facilitates learning through information sharing and group discussion. Also, members would be able to share their etools experiences with other members, increasing their knowledge through a collaborative environment. The objectives of the training would be to provide members with both a broad understanding of the basics of the etools program, as well as, a variety of modules 2

3 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 3 that would include a more thorough understanding of some of the additional benefits etools offers during their weight loss journey. Constraints Due to the diverse member population, it will be important to provide a training tool that provides education for differing levels of need, from novice to expert etools users, as well as the various member learning styles. In addition, a time limitation of 30 to 45 minutes per training meeting must be factored in to each module in order to provide the information desired by the members. Finally, consideration must be made for the delivery tools available at various meeting locations. Some locations will have access to televisions and PowerPoint slides, other locations will require preprinted flip charts in order to provide the required training. Available Resources There are a variety of resources available in order to design, develop and implement the group training program. The base of the training program will rely on access and use of the online program, etools, by the ID. In addition, the ID will be utilizing a variety of Subject Matter Experts that have been delivering a modified version of the etools training to a small group of members. Also, the initial launch of this training program will be to a small group of members in a single Weight Watchers center in Monterey, CA. The feedback and data collection from these existing members, as they participate in the group training program, will provide the necessary formative evaluation to adjust the instructional product to best suit the member s requirements. Finally, the company will be providing support and information, including feedback on changes to member s usage of etools, as well as members signing up for the Monthly Pass option, through their conduit, the Territory Manager for the Monterey area. 3

4 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 4 Proposed Timeline and Cost The company would like to launch this program in January, which is Weight Watchers peak enrollment and member month. Therefore, a full launch of the program is forecasted for January In order to reach a full launch stage by January 2013, the trial launch should be started no later than summer of Once the initial formative evaluation is completed during the summer, a second influx of membership, which occurs in September, would provide an optimum opportunity to beta test the training program. The initial cost of producing the training program is limited to time spent by the ID for the initial stages of production (analysis, design and development) as well as that of any SMEs questioned by the ID. Final launch costs of the program would be determined based on the level of launch forecasted by the company, whether a nationwide launch, or a more focused launch on a limited number of Weight Watchers Territories. 4

5 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 5 Needs Analysis Analysis Identified Problem Members express: Lack of understanding about how to access etools (initial account creation) Difficulty finding online tools needed (such as Restaurant locator or Recipe Builder) to support their weight loss goals Unaware of the full capabilities of etools using the program simply as a tool to support online tracking of food choices Confusion over use of mobile devices and syncing capabilities with online etools account Current Performance Levels Company data indicates only about 30% of Monthly Pass members use free etools feature and report numerous calls to Customer Service requesting initial account creation support. Members inability to use etools creates a gap in brand perception and loyalty, creating frustration and negative perception with regards to the company. Identified Causes of Problem Members are provided only a written guide for accessing etools with little information regarding account creation. In addition, online tutorials for use of various support tools are difficult to find and offer only abbreviated initial support without focusing on advanced usage of tools. Finally, members don t have time to search for solutions within the online FAQs. Identified Desired Performance Outcomes Weight Watchers members should be able to easily access and create their etools account. After initial account creation, members should be able to utilize tools not just for tracking foods, but use additional tools including mobile apps, to help with weight loss success. Increased member usage of etools will increase brand perception of Weight Watchers and provide a connection to 5

6 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 6 the company that will further member success, retention and positive word of mouth. This will result in a cost benefit for the company. Proposed Appropriate Interventions Group training program consisting of once/twice a month modules that include: etools Basics program with focus on initial account creation Focused learning module on one online tool (e.g. Recipe Builder usage) Group opportunity for sharing feedback and best etools tips Methods of Data Collection Initial feedback from small group of existing Weight Watchers members Company data from previous training meeting Feedback from existing SMEs that are providing etools workshops Learner Analysis All data from 2010 research study conducted by Weight Watchers. Information obtained from a nationwide survey of existing and former Weight Watchers members. (Proprietary company data has been omitted from IDD but can be used by ID during design of training program.) Men: 17% of membership (not identified in the below company sponsored survey) Women: 82% of membership Breakdown of Women Membership: 23% Methodical Manager (Planning and tracking are what put me on the straight and narrow to long-term weight success.) 23% High-Touch Hopeful (The worst part of losing weight is when my motivation lags. I still struggle with my emotions, but talking with others gets me through the rough parts.) 16% Trendy Shortcutter (Every now and then, I need to drop a few But I m not interested in lifelong changes. A quick fix is all I need!) 13% Control Seeking Struggler (I hate being like this I don t look good and I certainly don t feel good. I really wish someone would take control of this for me.) 7% Empowered Lifestyler (It isn t so much about the scale, it s about having a healthy body and a healthy lifestyle, today and into the future.) 6

7 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 7 Each of these types of Weight Watchers members use online support tools. Highest usage by High-Touch Hopefuls at 13% and lowest usage by Control-Seeking Strugglers at 8% of usage of etools or mobile apps. Workplace/Environmental/Setting Analysis Available Resources for Development and Delivery Existing members ID does not need to create a brand new test group Existing Service Providers Leaders/Receptionists/ Expert Members ID does not need to hire and train new staff Existing meeting room environment already set up for group discussion Constraints to Development and Delivery Preconceived views of etools by existing members and staff challenge to develop training program without potential negative views Distractions in meeting room environment members coming and going during training program discussion Task/Work Analysis Content and Procedures Much of the content of the training is still to be determined however, these are a few modules that have been requested by either Weight Watchers members or staff: Creating a recipe with Recipe Builder and then altering ingredients to create a lower PointsPlus value recipe Searching for Restaurant foods (either for specific restaurants or by general categories) Searching for various recipe types (either Weight Watchers sponsored or via the Community boards) Creating Favorite recipes, meals, foods, activities, etc. and then how to include them in the daily tracking component Using the Community functions to join groups, participate in Challenges and blog with other Weight Watchers members 7

8 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 8 Using the weight and tracking graphs to determine patterns and create opportunities for increased weight loss Using Weight Watchers mobile apps especially on iphone, ipad and Droid In addition, each training workshop will begin with an etools Essentials discussion which highlights the basics of etools creation (e.g. signing on, changing user name and passwords, confirming privacy options, tracking food and activity, etc.) In the interest of making sure each workshop is relevant to both new members and current members, each workshop should include novice and advance skill training with etools. Maintaining a consistent basic skills introduction will support all novice users by educating them on how to gain access to the program. Then, the various modules will be designed with PowerPoint slides that outline the basic how-to s of the particular tool and a discussion component to encourage existing members to share how they use the online tool to support their weight loss efforts. Modules will be designed with open-ended questions that facilitate discussion and cues for the etools Leader to use to further the discussion and provide support for novice and more experienced members alike. Goals and Instructional objectives Objectives to be determined based on the final needs analysis provided by the members in January Once the needs analysis has been completed, modules will be created based on the needs identified. Each module will have various objectives with targeted domains of learning, and will be outlined, grouped and prioritized in further iterations of this IDD. 8

9 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 9 Test Instruments Design Type of Testing Identified This is a voluntary and free workshop for each Weight Watchers member. There will be no formal test of skill level at the end of each module. However, it s important to evaluate the effectiveness of the workshop with regards to transferrable skills that are being used by the Weight Watchers members. As the ID can t follow the members home and observe their etools use, an indirect checklist would be used. The ID would request that participants complete a survey with information that assesses their usage of various tools using a rating scale. Also, the survey would include an affective-domain assessment with regards to their emotions about the effectiveness of the workshops and the skills of the etools Leader. Feedback/Assessment Examples Provided Feedback might consist of the following survey questions: Rate the below statements with the following levels of frequency always, most of the time, sometimes, never, does not apply: I can easily access etools and create my account. I am able to create Favorite meals and then add them to my daily food tracker. I am able to easily find Restaurant PointsPlus values using my mobile device. Provide a brief answer to the below questions: Was this workshop helpful for you? Did this workshop introduce you to an etools program that you were not familiar with? Was the etools Leader knowledgeable about the online program? Did your etools Leader provide opportunities for sharing in the workshop? Organizational, Delivery, and Management strategies Delivery Method: Group training once/twice a month 9

10 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 10 PowerPoint Slides (either via television or projector or printed on to flip charts) Justification for Delivery Method: Group dynamic familiar format for Weight Watchers members Group training allows for facilitation among members and sharing of tips and ideas PowerPoint Slides provide examples of screen shots so members know where to find tools Instruction The etools Workshops will be heavily focused on Cognitive Theory. And, as Weight Watchers focuses on social interaction as a tool for learning, these Workshops will include that component as well. Also, the use of Constructivism during the Workshops will be used by having the etools Leader be the guide on the side rather than the sage on the stage. Members will work together to find solutions and offer each other tips and suggestions for maximum use of the online program tools and the etools Leader will facilitate that discussion. PowerPoint will be the major media of choice and will be used to show screen shots of the etools program highlighted during the module. There is a potential that members would want a hands on experience with etools and they will not be able to get that from this Workshop. Without that interaction with the online program, they may not remember what is discussed or how to apply their learning. The ID could create simple handouts for each Workshop with screen shots of the basic steps as well as the various screen shots of the program tools being discussed in the Workshop module. By providing this take-away, members will be able to jot down notes, tips and ideas from other members and will have something they can look at when they get home to jog their memory and quickly access the tools thereby transferring knowledge gained during the Workshop. 10

11 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 11 Materials Development etools website PowerPoint software program Initial surveys from members and SMEs Research statistics from Weight Watchers corporate office Current membership and etools usage statistics from Weight Watchers Time Task Responsible Designer/Participants Tentative Due Dates Initial questionnaire submitted by WW members Proposal and acceptance by WW corporate Advanced questionnaire submitted by WW members Interviews and task analysis with SMEs Final Analysis/Learning Outcomes Michelle/WW Members October 2011 Michelle December 2011 Michelle/WW Members January 2012 Michelle/SMEs February 2012 Michelle March 2012 Write objectives Michelle April 2012 Determine formative evaluation techniques Michelle April 2012 Create modules Michelle May/June 2012 Create assessment Michelle June 2012 Initial launch Michelle/eTools Leaders July 2012 Second launch/formative evaluation surveys Michelle/WW Members/eTools Leaders September 2012 Redesign based on evaluation Michelle October/November 2012 Second (Final?) Launch Michelle/eTools Leaders December

12 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 12 Cost (chart is good) Developmental Costs Item Planning/ID Time. Supplies and Materials. Testing, redesign, and final reproduction. Orientation and training of personnel. Miscellaneous. Operational Cost WW Service Provider Salaries. Facilities rent. Evaluation and update of materials. Cost 12

13 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 13 Delivery Implementation Who: etools Facilitator (could be existing Weight Watchers Leader or could be expert member) What: etools Workshop ( Basic etools Essentials component during each module and then rotating Advanced etools component) When: Once/Twice a Month Where: Weight Watchers locations (initial launch at WW Center in Monterey, CA) Why: Provide Weight Watchers members with the skills to create etools account and use available online support systems to further weight-loss goals How: Modules would contain information provided by etools facilitator and then group discussion among all members through the use of PowerPoint screen shots of various etools programs Formative Evaluation In order to ensure that the etools Workshop is solving the issues addressed by members and providing an environment for the members to freely discuss their concerns and problem-solve as a group, a post workshop survey will be provided to all members. The survey will be provided at the end of the Workshop with a request to turn the surveys in to the member s meeting Leaders within the month. Once the surveys have been received from the members, their feedback will be used to ascertain the effectiveness of the etools Workshop. Changes will be made to the modules to provide the appropriate level of learning requested by members, as well as to update any discussion questions to provide effective questioning choices for the etools Leaders. A sample of the survey questions is provided in the Design component of this IDD. 13

14 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 14 Summative Evaluation Evaluation There will be two parts to the Summative Evaluation a survey response component from the members that participate in the etools Workshop, as well as statistical data provided by Weight Watchers corporate headquarters regarding the member s current use of etools, sales of Monthly Passes, and current customer care concerns expressed by members. The survey will mirror many of the questions from the Formative Evaluation component during the Initial Launch phase, with updated questions that more closely match the needs expressed by the members. In addition, a Pre-Assessment survey will be provided to members prior to attending the etools Workshop. These Pre-Assessment surveys will then be used to gauge the effectiveness of the Workshop. Finally, the survey questions will request additional module suggestions from members to continue to provide the most current training support for the members. 14

15 WEIGHT WATCHERS ETOOLS WORKSHOP ~ Michelle Drolet 15 Appendices To be provided as ID progresses 15