In my earlier blog, I introduced readers to the concept of Legal Design and arguing that there is no one-size-fits-all definition. We also talked about three potential applications of the Design Thinking methodology in the approach to Legal Design (1. Document and Policy Design – the layout, the plain language; 2. Service Design – re-designing something for efficiency; 3. Business Design – unlocking Client value, which can be done in multiple ways: through organization, structure, or benefit to the Client). Today, I am going to show you how our Firm used Learning Experience Design, derived from Design Thinking methodology to influence the design of compliance training about the CSA Client Focused Reforms – this too, is Legal Design.
Our training uses plain language to explain (sometimes) complicated concepts like Know Your Client (KYC), Know Your Product (KYP), and Suitability changes introduced in the Client Focused Reforms. While this 30-minute training is geared towards Portfolio Managers and Associate Portfolio Managers (registered as Advising Representatives (AR) and Associate Advising Representatives (AAR) in NRD), it can be adapted for MFDA and IIROC registrants as well and we designed it that way – an off-the-shelf training solution for firms seeking to train their registrants and staff about the regulatory changes.
We started with a Problem Statement:
\”Our Client takes an innovative approach to their Compliance program and they are seeking to train their employees and registrants about the CSA’s Client Focused Reforms. Our solution should focus on delivering training that meets the regulator’s expectations and keeps the learner’s attention while explaining potentially complicated concepts. The training should emphasize the importance of putting the client’s interests first.\”
Our Problem Statement
We did our homework:
We reviewed the existing Client Focused Reforms and the CSAs FAQs, industry training provided by organizations like PMAC/IIAC, attended Regulator seminars about the changes. We organized the materials into the relevant rubrics. We also wanted to be sure our Client’s Policy and the Training would be consistent in its messaging.
We created a theme:
Since the concepts of suitability, KYC and KYP are conceptually distinct, but closely connected and interwoven in practice, we decided that our theme would be a puzzle. As the learner is introduced to concepts like suitability, KYC and KYP, the important elements of each concept is introduced by adding onto our puzzle. The main, central piece to this puzzle is the Client.
We started with the design:
Our Client piece is the most important and central aspect of the learning design. It was important that the design reflect the diversity of our Client’s customers and the value that our Client places on diversity. We wanted the design to be as inclusive as possible and to reflect a family that can come in any shape or size. This is what we came up with –
We also wanted to add a little humour. When a learner is watching a 30-minute video, keeping and maintaining their attention is key. Humour helps to draw them in and maintain their attention, but also leads to better retention of information. Here’s how we introduced Suitability (adorable, right? And, it is hard to forget a puzzle piece wearing a tie) –
We created a storyboard (and then refined it, and refined it, and refined it again):
The Storyboard started as a simple Word document and this is what it turned into –
We made conscious decisions about the design:
The colours align with our Client’s, the music choice and narrator choice is all designed to be approachable but ensure that professionalism is not compromised.
We developed a script (and then refined it, and refined it, and refined it again):
An important part of Design Thinking is prototyping the idea and then iterating on it. With more and varied feedback, we were able to better refine the project so it met the Client’s needs. We kept a track sheet of narration and animation changes required. It looked like this –
This is what we ended up with (well, 1-minute of it):
An interesting, innovative approach to compliance training that explains the Client Focused Reforms on KYC, KYP and Suitability.
Let’s go back to our Problem Statement – We did this!:
\”…Our solution should focus on delivering training that meets the regulator’s expectations and keeps the learner’s attention while explaining potentially complicated concepts. The training should emphasize the importance of putting the client’s interests first.\”
We did this!
Thanks to our Creative Team, we developed Compliance Training that a Chief Compliance Officers (CCO) can deliver to employees and registrants about the Client Focused Reforms – Designer @amylloyd; Videographer/Audio/Animation/Music @douglenz; Narration @jordanschwartz; Regulatory Review/Director/Writer @kerrisalata
