This first came to my attention through Donald Clark’s blog post last week . I hadn’t heard or seen anything else about it, so the notion of a serious eLearning manifesto came and went, and then Clive Shepherd blogged about it on Thursday. Then my twitter time line exploded with the launch of “The serious elearning manifesto”.
Strip away the word serious and the word manifesto and I agree with the underpinning principles of good design, but I won’t be adding my name to the list of pledges. The more I read, the more I saw, the more something niggled at the back of my mind.
Why? Because I don’t like the hoopla around it. I don’t like the word serious, or the word manifesto – needlessly politicising something which shouldn’t be politicised. I didn’t much care for some of the slightly aggressive tweets in the surrounding twitter time line about people being unprofessional if they didn’t follow the manifesto.
Why else? Because despite the fact I’ve been pushing for any content I’ve been involved in designing over the last 5 years to be designed well, to be engaging (for years my internal work mantra has been “scrap the crap”), I think it’s not looking at the root cause.
Let’s take a step back. Are we focusing on the right issues and audiences?
1) the need to stop looking at the components and think generally about learning differently – there may be no need for (e) learning at all (may have just done myself out of a job. Again.). As Lesley Price said on twitter – it isn’t just about eLearning, or learning technologies, the core principles – cover all learning. Let’s stop focusing on one particular medium and view it as a whole.
2) Who really is creating eLearning these days? The initial supporters of the principles are well known industry names, but sadly as I find on a daily basis those names are pretty much unknown outside of our circle. The bulk of the population creating the “not so good basic information” content won’t ever hear about it. Most people creating content for their organisations don’t have an eLearning background. Some of them don’t even have a learning background. They have been tasked with turning out something online in a couple of weeks. Some of it’s rubbish, some of it is okay. And you know what? Many of their audiences who’ve never seen any eLearning still think the not so good stuff is great. (Probably totally ineffective, but still better than what they’ve had)
3) The people we really need to target are those commissioning the learning in organisations, who ask for it to be developed in a couple of weeks, the “we need a course” brigade. They might be in the learning department (even leading it) or it might be the business itself. These are the ones who demand the “information-giving-not-performance-related” content.
I have lost track of the time that I have spent trying to get to the root cause of a perceived training need. Sometimes you win the debate, sometimes you still need to buckle down and make the best of a bad situation, as you’re being paid to design. Here you just have to make the learning as sound as possible and fit for the need, making incremental changes to our designs.
4) Andrew Jacobs raised an interesting point. Some eLearning vendors do need to step up more (not all, it’s not a moment for vendor bashing). I’ve had conversations with vendors before who themselves have admitted that as an industry they may have got complacent; just churning out the usual “click next” material. We saw last year at the eLearning age awards that the usual stuff wasn’t winning awards. I’ve seen it in the tenders I issue. Over half the returned submissions parrot back a version of my scoping document. No calls to question, dig deeper, or clarify. Literal interpretation. If that’s what happens in the tenders, what chance does the eLearning have of being any good? Maybe I’ve seen too many eLearning projects now, but half the initial scripts I get are all carbon copies of one another. Lather, rinse, repeat. Perhaps this will be the lasting legacy of the manifesto.
Although this manifesto has it’s heart in the right place, it feels as if it’s used the wrong language and targeted only a tiny part of the audience. That feels like a design fail to me.
Ultimately, I don’t need to sign my name to something; I am and always have been committed to sharing my knowledge and the best practice I’ve learnt to the people I engage with in both my business and my network.





Yoyo is the only app combining payment and loyalty to make mobile relevant for in-store retail.
















