The best eLearning is produced by involving the target audience in the entire eLearning production, from the initial stages of collating source material to the design, implementation and even the promotion of the eLearning resource.

Here, we explain how to create eLearning with the help of your target audience and how it results in more learner uptake and retention.

In this blog, we’ll use a case study of an eLearning resource we completed for Queen’s University Belfast (QUB) on Equality and Diversity for students, with students.

Step 1: Identify your target audience and invite a representative cross section of them to all of your meetings

Make sure you invite a diverse group of people. This helps you get a range of views and opinions from your target audience, which you can apply to the various stages of the eLearning production.

For example, for the QUB Equality and Diversity eLearning resource for students, our Subject Matter Experts invited people from different demographics, sexual orientations, age groups and religious backgrounds. They ensured that this same group of students were invited to all of the meetings for continuity.

Step 2: Identify what your target audience wants from the eLearning

At the initial meetings, identify the key things your target audience wants from the eLearning resource. Their opinion will help you create an eLearning resource that resonates with your target audience, and which they will actually want to complete.

Here are some things QUB students told us they wanted:

  • To access learning on their mobile phones and on the go.
  • For learning to be ‘chunked’ so they could dip in and out.
  • Short eLearning resources.
  • Plenty of multimedia and interactivity.
  • To be challenged, not just told what to do.
  • A friendly and informal ‘voice’.


Step 3: Design the eLearning with your target audience

Once you’ve listened to what your target audience wants, include them in the design of the learning, including the educational approach, structure and scripting of content.

Having listened to the QUB students, we proposed a 30 minute eLearning course, chunked into bite-sized nuggets, accessed from the main menu. Each nugget comprised of a challenging scenario on Equality and Diversity, which the learner had to progress through and solve.

To write these scenarios, the students (along with the Subject Matter Experts) identified the key challenges that students face in regard to Equality and Diversity. We then chose 3 key scenarios to focus on and collaborated with the students to develop these further.

These scripted scenarios formed the basis of the learning, which our eLearning team transformed and adapted into a highly interactive and engaging eLearning course.


Step 4: Build the eLearning with your target audience

Get your target audience involved in the production of the multimedia elements of your eLearning (such as video, photos, audio and animations). This results in a highly visual eLearning resource that your target audience can relate to.

Here are some ways we got QUB students involved in the production of the eLearning build:

  • We took photos of students enacting the scenarios.
  • We recorded students’ role-playing one of the scenarios.
  • We recorded a student narrate the audio for the eLearning.
  • We interviewed students on the street and captured their opinion of topical issues within Equality and Diversity.

Step 5: Promote eLearning with your target audience

<Ciara’s piece>



Creating eLearning with your target audience results in a more relevant and engaging eLearning resource. Personalising the content with their imagery and input, and setting the learning within the real-life environment adds context which your target audience can relate to. This not only increases the chance they’ll complete the eLearning but also that they’ll learn the knowledge, skills and behaviours you want them to change.

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