About Birla Sun Life Insurance
Birla Sun Life Insurance (BSLI) is a joint venture of the Aditya Birla Group, India's first multinational corporation and Sun Life Financial Inc., a worldwide leader in financial services. BSLI pioneered Unit Linked Life Insurance and was the first to issue Insurance policies online in India.
The Challenge
The Human Resources department of BSLI had an induction manual on the intranet to initiate new employees into the organization. The manual had reams and reams of text running into hundreds of pages. The volume of information made it difficult for the user to assimilate company policies and operating procedures.
BSLI partnered with Indigo Consulting to transform a standard induction manual into a fun and lively user experience. The Indigo Consulting team developed a strategy and outlined the contours of a solution:
i) Reader-friendly - The solution required to be innovative in presenting text, text and more text.
ii) Holds the user's attention till the end - The proposed solution had to ensure that HR could track usage and the user completed reading the entire manual.
iii) Maintenance-friendly - The new induction manual required updating from time to time. The solution had to account for a content management system.
The Solution
To overcome the challenge of presenting lots of textual information in an interesting and user-friendly fashion, the idiom of motorcar rally was used. This creative concept was finalised over many others keeping in mind the young target audience, and their interests. Each department was presented as a metophor for a racing situation. For instance, the Finance department was a 'petrol pump' in the course of the Rally - where the driver (employee going through the module) stops to refuel. The importance of the function, along with its structure, was presented at the stop. For the legal department, the car drove towards a check post.
The solution offered the user the option to determine the type and order of sections to be accessed, while quizzes along the way ensured attention & assimilation. On completion of the quiz, the score was mailed to the department head. When the user completed the manual, a registration form with details of the user was submitted to generate an employee ID. This ensured that the entire course was completed. An elementary content management system was provided that enabled the client to update the manual.
The module was developed in Flash and XML. Flash Scripting made it possible to track user movement, his score and time spent in the various sections. XML was consciously chosen to overcome the 'complex future maintenance' trap that most Flash projects fall in to after initial development. 3-D graphics were used to set the context and recreate a specific environment.
To view screenshots of the Induction manual click here.
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