Dina Guseynova:
Instructional Designer
Introduction
Every day, nearly 16 million people across Russia visit the company's stores. Store employees reported occasional challenges when interacting with customers with disabilities, primarily due to a lack of the necessary knowledge and skills for confident communication. To promote more comfortable interactions and create a safe environment for both customers and staff, the company decided to collaborate with the "Inclusive City" project and TSQ Consulting to develop a specialized training video course for its retail employees.
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I served as the lead Instructional Designer, working closely with subject matter experts ( the "Inclusive City" project) and video professionals.
Project tasks
Conducting interviews with Subject Matter Experts
Designing the course program and creating a script for the video*
Developing test assignments for the course
Identifying individuals with disabilities and preparing them for participation in filming
Organizing and conducting the video shoots
Editing the video course, promotional clips* for internal communications, and advertisements for the project
*Video filming and editing were carried out by a professional cameraman.
How can we train employees to interact appropriately with individuals with disabilities?
This case study details approach to engaging hundreds of thousands of employees in voluntary training, fostering a friendly and inclusive environment in the retail sector, implementing sustainable development goals, and achieving recognition as one of the best social practices in Russia.
Analysis
Identifying Issues
At the beginning of the course creation, I conducted a series of interviews with experts in interaction with individuals with disabilities and representatives from disability organizations. This was done to gather relevant information and practical recommendations tailored to the specifics of retail employees’ work. The main issues faced by individuals with disabilities when visiting stores were identified.
Design
Optimal Course Format
To train employees on a large scale, I developed a video course consisting of nine lessons, each combining both theoretical content and practical demonstrations of communication techniques for interacting with individuals with disabilities.
The online format of the course made it accessible to a wide range of employees, regardless of their location. The inclusion of assessment tasks ensured the quality of training and mastery of the course materials.
Project Concept
The lessons covered a range of topics, including the concept of "disabilities," the legal framework governing the rights of people with disabilities in Russia, creating an inclusive environment, and specific guidelines for interacting with individuals who are hard of hearing or deaf, those with vision impairments, people with speech or mobility impairments, individuals with mental conditions, and how to respond in emergency situations. The course also addressed how employees can manage burnout and prioritize their own well-being.
The project’s motto, "Every Moment Counts," highlights the significance of each action, or inaction, in fostering an inclusive environment.
Project by the Numbers
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Over 200,000 employees from 21,700 client's stores across Russia have successfully completed the training.
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The project extends to approximately 4,000 localities across 67 regions in Russia.
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High Relevance: 94% of the trained employees confirmed the novelty and relevance of the knowledge acquired.
Evaluation
Development
Methodological Content
I augmented the participants' stories with theory and structured all the material into the logic of the training course. This made the course practical and based on real-life cases, thereby maximizing its applicability. Additionally, it provided participants with a comprehensive theoretical foundation on communication and interaction with individuals with disabilities.
Implementation
Promotional Materials
In addition to the course itself, promotional videos was prepared to raise awareness of the course both inside and outside the company, because good deeds should not go unnoticed. The more people know about the project, the more individuals it can help, increasing the likelihood that everyone can experience equal opportunities, because "Every Moment Counts."
Distribution of the course materials
The internal LMS was used to provide access to the course, ensuring that employees from any region could easily access the materials.
Preparing Participants for Filming
For the training videos, participants with disabilities who shared their stories from a first-person perspective were selected. Along with SME I prepared them for filming and helped them feel comfortable on camera and unafraid to discuss issues important to them. This approach not only made the course useful but also emotionally engaging.
Recording and editing the Video Lessons
The video lessons were filmed in an operational store. Employees of the client's network, individuals with disabilities, members of the "Inclusive City" project, and TSQ Consulting staff participated in the recordings. The entire course was successfully filmed over three night shifts.
All materials were edited in an engaging manner according to my original scenario.
Results
Training Outcomes for Employees
Empathy and Confidence
Employees remain calm, confident, and kind towards store visitors, including those with disabilities. They recognize the importance of creating an inclusive environment and are aware of the company's efforts towards this goal.
Emergency Protocols
They are trained in actions to take in emergency situations. Daily life can present unforeseen challenges, and individuals with disabilities are often at greater risk. Store employees are prepared to assist in any incidents that threaten life or health.
Stress Management Fundamentals
Employees possess basic stress management skills, know how to rejuvenate their energy, and can manage their emotional state when interacting with customers.
Communication Skills
Employees are knowledgeable and utilize specific communication strategies with people who have various disabilities, such as those who are hard of hearing, visually impaired, have speech disabilities, mobility impairments, developmental delays, and other special needs.