INTE 6710 ~ Creative Designs for Instructional Materials Project 3: Stand-Alone Presentation Design Document

Aimee C. Willis
October 27, 2011

Significant Purpose
We are living in frightening economic times. In this economy, workers are losing jobs en masse, gas, health care and food costs are rising exponentially, and there does not seem to be an end in sight to the madness. As a result of my husbands employment lay off last year, my family was faced with financial hardship that I just could not fathom resulting in lack of food and essential household items for our home. I decided to research effective couponing strategies to see if I could save money on our grocery bills. Because the unemployment took place well before the current coupon craze, due mostly to the popularity of the TLC show Extreme Couponing, I did not have the show as a resource upon which to draw. Ultimately, the show has actually led to a negative backlash of couponing due to the extremes to which the shows participants go to save money to the detriment of the retailers they patronize. The show profiles people that focus on stockpiling mass amounts of goods, such as health and beauty products, for cents on the dollar, or in some cases free of charge. Also, the program tends to document couponers from areas of the country that have very liberal couponing policies that allow for a much greater savings, such as doubling and tripling coupons at any savings amount, that most states and regions do not honor or offer. The backlash mentioned as a result of extreme couponing has resulted in stricter store policies and reduction of coupons and savings amounts by manufacturers. Another negative aspect of the show is that the focus tends to be how much the participants can stockpile and how little they pay versus informative and instructive on how to legitimately educate shoppers to save money on their groceries. Lets face it, not everyone is interested in turning their garage into a minimart with 1000 tubes of toothpaste and 500 cans of deodorant! For these reasons, I want to develop a presentation on Credible Couponing. The purpose of this stand alone presentation will be to inform and instruct a targeted audience, people interested in saving money on their grocery bill, on how to organize themselves and implement attainable money saving coupon strategies. This presentation will 1- Instruct the learner on how to put together and organize a coupon binder using inexpensive, readily available materials.
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2- Inform and instruct the learner on how to implement the money savings benefits of matching in-store sales, store coupons and/or manufacturer coupons to realize the greatest savings.

The idea of saving money is sticky in and of itself. Unfortunately, though, most people have a negative impression about using coupons to realize a money saving goal. Thoughts of I dont have time for that! to That crazy coupon lady is holding up the line! resonate with most everyone. The design and delivery of this presentation will work to change how most people think about couponing and move the learner to act on the instruction and realize a savings that will inspire them to never pay $4.95 for a box of cereal again! Couponing does not have to be extreme to realize a great savings, especially when you are looking long term. Just saving $5 to $10 each shopping trip adds up to hundreds of dollars in savings each year. Therefore, not only the desire, but the need to save money in todays economic environment presents the perfect opportunity to educate learners on how to save money using coupons. As in my case, necessity was the mother of invention and my inspiration to develop a coupon method. I have been using it for over a year and have realized over $1000 dollars in savings. No, I dont bring home $500 worth of groceries for $5, but, I do average a $50 savings on $125 worth of groceries. Meaning, I pay about $75 for $125 worth of food and household products each trip. I want to transfer this knowledge to other learners interested in putting in the effort to save money they do not have to spend. Therefore, the key characteristics of the learning audience that will influence the presentation 1- Similarity in role as household grocery shopper 2- Interest in research and implementation of money saving methods 3- Proficiency in online research and implementation of instructional how to directions The conditions under which the learner would find and/or utilize the presentation would be as a result of their interest in couponing and an online search on sites such as www.instructables.com or www.howcast.com.

A Picture of the Future

An ideal picture of the future after the completion and upload of this stand alone presentation would be the real life money savings learners would benefit from after implementing the instruction. As mentioned, I understand that people are hurting financially right now. I spent a lot of time researching different sources to come up
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with how to best capitalize on coupons and how to put together an organizational binder. I made many mistakes, as well, that cost money. For example, spending money on a product I really dont use just because I could get it for half off is not really saving money! Relaying all the inside tricks and lessons learned on a free platform like instructables.com will be a wonderful way for me to share knowledge and help others. In addition to and in service of saving money, a well organized binder and the knowledge of money saving coupon methods will serve as evidence that the presentations significant purpose has been achieved. As this presentation will be viewed based on learner interest and the implementation of instruction is strictly voluntary, the evaluation to determine if learning objectives are achieved will be in the form of an optional survey.

LEARNING OBJECTIVE Learner will be able to 1- Assemble an organizational coupon binder 2- Implement coupon savings strategies (i.e. Match store sales and/or store coupons with manufacturer coupons)

MEASURABLE ASSESSMENT Optional survey Optional survey

The optional survey link will be presented on the last slide of the presentation for learners to access and complete. The link will direct the learner to Survey Monkey where he/she can answer the following questions The optional survey questions will be 1- After reviewing the presentation, Credible Couponing, did you engage in assembling the organizational binder? Yes or No 2- If you have not assembled the binder, yet, do you plan on doing so in the future? Yes or No 3- If you do not plan on assembling the binder, please select the most accurate reason below that represents why a. Too difficult b. Too time consuming c. Do not see the value 4- On a scale from 1 to 5, with 1 being the most difficult and 5 being the easiest, how would you rate the clarity of the binder assembly instructions?

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5- After reviewing the presentation, Credible Couponing, did you engage in coupon combining strategies of matching in-store sales, store coupons and/or manufacturers coupons? Yes or No 6- If you have not utilized the coupon strategies, do you plan on doing so in the future? Yes or No 7- If you do not plan on implementing the coupon combining strategies, please select the most accurate reason below that represents why d. Too difficult e. Too time consuming f. Do not see the value 8- On a scale from 1 to 5, with 1 being the most difficult and 5 being the easiest, how would you rate the clarity of the coupon combining instructions? 9- Have you realized a money savings benefit from following the presentation instructions? Yes or No 10-If you have saved money, what do you project to save over the course of a year at your current average savings rate? a. 0-$100 b. $101-$500 c. $501 or more I believe participatory feedback to this survey will provide me information to assess whether or not the presentation accomplishes its significant purpose. In addition to the survey, both instructables.com and howcast.com have an add comment feature located under the video or presentation that will be valuable in collecting feedback about the presentation, as well. Whereas the optional survey will allow me to collect direct feedback regarding the successful completion of learning objectives, the comments feature of the instructional sites will provide insight into any likes or dislikes the viewers and/or potential learning audience may like to express. I see this as ongoing formative evaluation that will provide the opportunity to continually improve the presentations content and design.

3. Clear Design Values Design Decision #1: Make it Credible This decision was my number one focus because I wanted to convey to viewers a believable way to save a good deal of money. I feel that the recent craze in extreme couponing has contributed to degrading the practice of saving money using coupons. I wanted to design a presentation that left the viewer with a positive, attainable goal. Honesty and trustworthiness are ideals I endeavored to implement within the presentation by providing seeing is believing examples (Heath, 2008, p. 109). All of the coupons and

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store sales used were from my own coupon book, and the receipt showing the savings realized came from my own wallet. The adding it up slide of each of the three savings examples delivers a concrete, credible example using the actual images of coupons and store sales and simple math to prove to the viewer that this process is possible. The images of the coupons and store savings within the equation reinforces credibility by providing easily understood, tangible illustrations (Heath, 2008, p. 80). Since the more visual [an example] becomes, the more likely it is to be recognized, then the example is automatically more credible if actual images coupons and receipts are used (Medina, 2008, p. 233). Design Decision #2: Integrate a Story about Us We are living in an era of economic uncertainty. Regardless of ones socioeconomic class, everyone has been affected in some way by the mortgage crisis, the ongoing healthcare issues and bank bailouts that will affect tax structures. For this reason, I wanted to introduce the topic of the presentation in a way that integrates a story of us in our current economic climate. Walletlight?, Economyquestionable?, Inflationrising? are all issues with which most average people are currently dealing. This story of us, I hope, helps the viewer achieve an emotional connection to the content (Reynolds, 2009, p. 79). An emotional connection with the images and text that tell a story will help viewers relate to the content. Ultimately, the story is designed to provideinspiration ([and] the motivation to act) (Heath, 2008, p. 161). Ultimately, this presentation is the story of mehow I learned to coupon and how I want to share it with others via an instructional presentation. Sharing what I know via story is putting knowledge into a framework that is more lifelike, which I hope will inspire the viewer to act (Heath, 2008, p. 167). Design Decision #3: Send a Clear Signal My presentation is about how to couponperiod. I did want to incorporate any images or text that veered from that message. Building on what Nancy Duarte discusses, I wanted to avoid distractions, or what she termed noise, by limiting the text and images to what was absolutely necessary. There are no images that are used for mere ornamentation. In order to do only what is necessary to convey what is essential, I limited the number of words and the images used to those that were relative to the message, or signal (Reynolds, 2009, p. 131). I did not want to bury the lead and leave the viewer wondering what the point of the presentation was (Heath, 2008, p.30). Therefore, I endeavored to stick with one clear message per slide, which supported the one clear message of the presentation (how to get organized and implement coupon strategies to save money), which
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translates to finding [and presenting] the core of the presentation (Heath, 2008, p. 52). Design Decision #4: Simplicity is Key From the decision to use a white backdrop, to the limited number of fonts and images, I wanted to implement and achieve a simple, yet profound, design for the instructive content in the presentation. In order to achieve simplicitythrough thoughtful reduction, I revisited the number of words per slide, the number of slides and the number and types of images used to represent text many times (Reynolds, 2009, p. 135). For example, using peer feedback to support my decision, I deleted the smiley face image to represent a feeling of accomplishment and replaced it with an image of a hand gesturing the thumbs up signal, which is simple and widely recognized. It proved challenging to weed out the superfluous[design] elements that found their way in to the first draft of the presentation (Heath, 2008, p. 27). I endeavored to use restraint, reduction and emphasis in order to present the material in a clean, simple manner (Reynolds, 2009, p. 134). Design Decision #5: Make it Fun The fonts, colors, images and soundtrack selected were intentional efforts to create a fun, enjoyable presentation. Incorporating a jazzy, upbeat soundtrack will likely make the content of the presentation more memorable by stimulating multisensory inputs in the viewers brain (Medina, 2008, p. 208). The colors and fun fonts (the blue and orange fonts) were used to create a sense of excitement, enthusiasm, [and] playfulness (Reynolds, 2009, p. 79). Also, the selection of Prezi as the presentation tool lends a fun, light-hearted appeal to the design of the content as the viewer clicks through slides that shift with a camera-like panning quality. The unexpected amusement of the design helps to provide stickiness for the instructional content (Heath, 2008, p. 23). Design Decision #6: Gender Neutrality Because couponing is often considered a female thing, I wanted to develop a presentation that was appealing to both men and women. I believe the concept of gender neutrality in design speaks to the self-interest factor that Heath discusses (2008, p. 149). Although many men would not be interested in participating in what tends to be seen as a feminine hobby or task, saving money is a concept that interests people across the board. Therefore, designing a presentation that is not considered feminine eliminates the bias and brings the core message of saving money to the forefront.
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Implementing a color palette that is neither masculine nor feminine, as well as using images that appeal to and includes both sexes, contributes to the gender neutrality of the presentation. Avoiding colors in the red and pink palette, which can imply love, romance, and femininity, was an intentional design decision to avoid offending potential male viewers (Reynolds, 2009, p. 79). Using images to equally represent both males and females is powerful and [are] used to form [the] narrative and not leave a whole gender out of the equation (Reynolds, 2009, p. 52). Design Decision #7: Use a Graphic Organizer to Keep the Audience in the Loop I developed a recurring three step process graphic organizer to inform the audience of what to expect within the presentation. The organizer appears near the beginning of the presentation and then reappears at the conclusion of each step with a check mark to indicate that the step discussed has been completed. I felt this visual was important to deliver an information experience that has greater impact than just a text based list of points to cover (Reynolds, 2009, p. 95). With a topic such as couponing, which some may find unappealing, the recurring graphic organizer keeps the audience informed about where they are and where they are headed. The viewer knows about how much time they will be investing in each step of the presentation. This single image summarize[s] everything the viewer needs to know in terms of what instructional points will be covered, which lends a pattern-like feel to the presentation (Roam, 2008, p. 19). Since humans are natural pattern seekers, I feel the graphic organizer unifies the presentation and keeps the audience in the loop (Reynolds, 2009, p. 20). Design Decision #8: Images Support/Represent the Text Dual Coding In many cases I used images in place of a word within a sentence. For example, an image of a smiling mouth to represent the word mouth, a visual of a plate of pasta to represent the word pasta, the image of a muffin to represent the word muffin. This was a purpose driven design decision since viewers/learners learn and remember best through pictures, not written or spoken words (Medina, 2008, p. 240). By communicating [the words] with pictures[learners experience] more efficient information transferbecause it takes less effort to comprehend (Medina, 2008, p. 239). Using relevant dual coding and designing messages that include images is a highly effective way to get peoples attention and help them understand and remember [the] content, as well (Reynolds, 2009, p. 97).

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4. Formative Evaluation Response The following section addresses the questions I asked of my peer reviewers, why I asked those questions and their responses. I have indicated my attention to those responses regarding my final presentation within their feedback in black text. Questions:
1-Considering the content of the presentation (couponing) and the presentation format, do you think that the addition of the chosen music enhances the presentation and should be included? Or, do you think that music is unnecessary or a different track should be chosen? I asked this question in order to gauge viewer reaction/response to the

selected soundtrack I chose for the presentation. Reviewer 1:

I turned off the music because it distracted my reading ability. I like music and something a little more grocery store like might be fun, but overall there was a lot of thinking to do so I found the music distracting. I also think you need the viewer control because it will take people different amounts of time to read or complete the math themselves. The last portion of this feedback was based on an earlier version of question #1 when I had not figured out how to add music to Prezi and was considering making a screencast and clicking through the presentation for the viewer so that music was included it would have been a youtube video. I do consider viewer control of presentation critical and continued to research how to add a soundtrack to this tool that did not support music files so that the viewer maintained control of clicking through the presentation at his/her own pace. I waited to get feedback from viewer #2 prior to addressing the soundtrack concern. Ultimately, I decided to keep the soundtrack and explain my reasoning below.

Reviewer 2:
First of all, GREAT JOB for never using Prezi before! I would have never guessed it! I truly love your choice of music for this presentation, and think it really adds something for the learner to help enjoy the presentation more. Please dont take it out! I dont know what to tell you for advice on this other than well done! I did notice that the music seemed a little loud, but that could be on my end and Im not sure youd be able to fix that anyways. Regarding the music selection, dont change a thing. I also really like the viewer control. I like the ability to go back and re-read something if I needed to remember what you said. Great job! Considering the conflicting feedback I received from the two peer reviewers (one was distracted by the soundtrack, the other really enjoyed it), I enlisted the opinion of two co-workers to help me decide. Both individuals stated that they liked the soundtrack, one even stated it had a cool, muzak-like, grocery story/elevator quality to it. Also, the fact that the viewer does have control over the music by either turning it down or muting it using their computer controls, I feel comfortable with the selection and the fact that if it does distract the viewer, he/she can adjust it to their liking.
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2-Do the images support the text? Is it clear what each image represents? If not, can you specify which one(s) could use revisiting? I asked this question in order to get feedback on how the reviewers perceived the images I chose, as to whether or not they represented the text or not, and if any were confusing or needed improvement.

Reviewer 1:
The images are great, the money and the panning in and away from them are helpful. Some images are smaller than others so it doesn't feel consistent. Perhaps make them all similar size and then zoom in on the ones you want to emphasize. It is clear what the images represent and they support the text. I made some small adjustments to image sizes based on this feedback. As suggested, not all images are the same size in order to achieve emphasis on certain images (for example, the huge $100 bill is supposed to be very large to make an impact). I am limited by the design tool in terms of how large or small some images are when they appear within a sentence in order to keep the entire sentence within the frame. Other improvements I made to images include redoing the image of the grocery list with an improved picture of grocery bag, cropping the image of the coupon binder to eliminate lines on each side, and adjusting other images to better follow CARP principles. I also discovered how to manually set the presentation back ground color to a true white using RGB numbers so that the images no longer appeared to have a white back ground against the tools slightly off-white background. Now, the images do not have a block around them that contributed to an un-unified effect with the presentation back ground. Reviewer2: I think the pictures are great! Very fun, and as you were going for, unisex. The visuals reinforce the text for each slide. I also like how you included real coupons and a real receipt. Very powerful! The only picture I might change a bit is the one where youre adding up money for a week, month, and year. The circular chart is a bit crowded and doesnt seem to fit the theme of the rest of your presentation. Maybe you can try a crisper/cleaner bar or line chart instead? Or maybe a timeline? But again, you did a great job choosing fun pictures to reinforce your concept. I also liked how you reused the same pictures several times. I revisited the referenced image and also had my two coworkers (previously mentioned) review it for visual and content clarity. Since reviewer 1 did not mention it as a confusing or unclear image, and both coworkers agreed that they liked it and it was self explanatory, I decided to keep the image. I did make some adjustments to it to ensure that the dollar bills were not cluttering the font and that the image was large enough to easily view. 3-Since couponing is considered such a "female" thing, I strived to make the presentation non-gender specific by using a simple, white backdrop, fun fonts that were not feminine and images that appealed to both sexes. Do you think the
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presentation achieves an all inclusive appeal for both men and women? If not, what images or properties could I change/update/improve to be more successful in this area? I asked this question in order to find out if the presentation seemed swayed toward one gender, particularly a female audience. I wanted to ensure that this presentation was gender friendly and neither men nor women would find it too masculine or feminine.

Reviewer 1: I thought the presentation was very gender neutral which is a plus in my book. The only thing that would change it would be to alternate products on the coupons to be gender specific and age varied. For example, you could use a deodorant that is made for men in one example and one that is made for women in another example. Using things like something for kids in one and something for elderly in another would increase the range of an audience. However, what you have is great as it is, I am just thinking of a way to expand the audience. These are great ideas which I will definitely incorporate as I can. I am limited by what coupons I have and what is on sale at the time of this presentation development, so for now the muffins, pasta and floss picks, I feel, are the best representatives for the three examples I want to incorporate. Pasta and floss picks are relatively gender neutral. Although most everyone loves muffins, I can see this being more of female purchase. I have to use the best coupons (largest, most clear when scanned and most gender neutral) that I have at the time. However, I will keep this in mind and update the presentation in the future when I come across better examples. Since the reviewer states that she already feels the presentation is gender neutral, I feel comfortable with the three examples. Reviewer 2: I thought it was very gender neutral. The font was fun and crisp, the pictures easily reinforced the text, and the backdrop was clean. I think the fact that you used actual pictures of coupons made it so there was no gender association whatsoever. If I had to change anything, the only picture I would change would be the very last smiley face to go along with the woohoo. Maybe instead of the smiley face, you can find a picture of people cheering or just hands raised in the air looking like theyre cheering. I think that would fit your overall theme better and stick to the gender neutral pictures. However, I do love the text choices you made, especially the colors and types of font. The orange and blue fonts keep the text simple, gender neutral, and easy to read. It also helped me stay interested. Good job! I revisited the referenced image and took out the smiley face and inserted a thumbs up image. I wanted to keep in the vein of a simple, single image that appears without a background and a picture of a crowd did not look unified with the other two images (wallet and cash roll). The crowd images I
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found were square with borders to the image. I like the thumbs up and chose it because it is a universal sign for way to go, good job, awesome and I like it!, and its gender neutrality.
4- Simplicity...I wanted this to be a key component of the presentation. From the layout/design to the content, does this presentation achieve a simple but impactful message? Is the instructional aspect easy to understand, but not oversimplified? If you find there are aspects of simplicity in which this presentation needs improvement, can you specify where and any suggestions? I wanted to find out if viewers felt the presentation was clean and simple, and if there was any room for improvement to simplify the design and/or instructional directions.

Reviewer 1: I liked the simplicity, but maybe you could adjust some of the letters and color to add meaning. For example, the bubble letters on a white background are more difficult to read than solid colors. Whenever you are talking about money you could put the amount in green to represent dollar bills. When you are showing the ad + coupon = $, I wonder if you could zoom in on each item one at a time to make additional emphasis on the process of how you arrive at the savings. Similarly this technique could be used with the graphic organizer where the step you are currently on could be larger or zoomed in on to make it stand out. The simplistic nature was lost for me in the beginning, getting the special organizer and all, maybe that could be after I see what I am saving so I see why the extra effort is worth it. The money saving is the big message so use that up front. Based on this reviewers feedback, I adjusted the dollar amount of each coupon saving example from orange to green so that it would indicate money and savings. I decided not to zoom in on each item one at a time because with 3 examples and 3 zooms per example, that would be additional 9 frames over my already 60 frames. I was afraid this may be too repetitive for the viewer. I also revisited the graphic organizers position in the presentation and checked with two additional reviewers to ensure that it alerts the viewer as to what steps the presentation is about to cover. Reviewer 2: I think your presentation definitely had the element of simplicity. I liked how some of the slides were just text and others were texts and pictures. I think the instruction was very clear and easy to follow, but not oversimplified where Im feeling insulted. I think you took a simple concept and made a simple presentation. Nice work! If anything, the words get a little repetitive. When you are showing us how to add things up, and you use 3 different examples, you use the same words/sentences a lot. I like the 3 different examples, but Id like to see a variety in the word choices you use in how to explain them. Others, once again you did great!
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I took into consideration the repetition in words, which was a deliberate design choice. I wanted the text to unify the three examples and act as a type of foreshadowing so that the viewer knows where they are in the presentation within the examples, with the graphic organizer bookending the examples. Reviewer 1 did not mention the repetition as a negative and the other two people I enlisted to review did not think the text was off putting. Therefore, I decided to leave the example text as it. 5- Graphic organizer - I used a repeating graphic organizer to try and keep the viewer/learner informed of where they are at, what has been covered and what is left. It is the arrow that has the steps: Get Organized, Research and Match, Save Money. Do you think this organizer is helpful, or do you find it repetitive? Is there anything about the organizer that could be improved? I asked this question in order to find out what viewers thought of the recurring graphic organizer was it helpful, was it repetitive, does it need improvement?

Reviewer 1: I liked the organizer, it creates a sense of accomplishment! I know three steps is the cool way to do it, but you really have four steps so you could break out the research and match into two steps. Visually, you could make the three steps have a visual in addition to the words, for example, the first step of get organized could be a notebook with the words get organized on the notebook, the second could have a screenshot of a search engine with coupon in the search bar, etc. This would make the images dual coding versus just adding color and shape to the words. Taking into consideration this feedback, I decided to leave the graphic organizer as is. Technically the second step (research and match) is one in the same because you have to research to match the savings. Also, I wanted to keep intact the simplicity of the 1,2,3 steps. Adding a fourth and including images would possibly clutter or detract from the organizer. Reviewer 2s feedback was especially helpful in aiding me in making this decision. Reviewer 2: I thought the organizer was a perfect idea. It helped the learner know where the presentation was going, and reinforced what we have already learned. It was a great way to tie together the key concepts/objectives you were trying to teach. At the end of the presentation, it was clear that I learned what you wanted me to learn via this organizer. Because of this, I dont think it was too repetitive at all. I think it made your presentation clear and helped tie each concept together. I also liked how you checked off the items after you covered them. As for the organizer itself, I think it works well. It sticks with the crisp and clear theme youre going for, and at the same time keeps my attention because of the colors. I think you could possibly add the word

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step in front of the numbers to make the text more centered, but really that is a stretch. You did a great job and I like it the way it is! This feedback helped me determine whether or not to update the graphic organizer. Ultimately, I decided not to add the word step in front of each step because I felt that it was already implied and that would be three additional words on the image that may be considered unnecessary. All in all, you did an awesome job Aimee! Im jealous of your creativity and design skills on this project. I must admit, when I heard your topic idea I assumed this would be a bit dry of a topic, but in the end you got me motivated to try to start couponing on my own! Great work! Wow! This feedback was made me feel that I achieved the learning goals of the presentation.

Bibliography
Heath, C., & Heath, D. (2008). Made to Stick: Why Some Ideas Die and Others Survive. New York: Random House. Medina, J. (2008). Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School. Seattle, WA: Pear Press. Reynolds, G. (2009). Presentation Zen Design: Simple Design Principles and Techniques to Enhance Your Presentations. Berkeley, CA: New Riders. Roam, D. (2008). The Back of the Napkin: Solving Problems and Selling Ideas with Pictures. New York: Portfolio/Penguin Group.

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