Challenge: Improve new professors’ teaching practices for reflective thinking



Aha! Moments Campaign


Performance Improvement
Digital content design

Research & Inspiration

Gilbert & Chevalier’s Behaviour Engineering Model
Newsletter subscriptions
Email marketing campaigns


LaFortune University’s “Aha! Moments” campaign is a performance improvement project that I created for my Fundamentals of Human Performance Technology course at Concordia. This project also supplements the faculty training course that I previously designed.

Through a series of interventions, the purpose of this campaign is to improve how new professors produce learning experiences that develop students’ reflective thinking skills. The initial intervention that I chose to design focuses on providing more explicit information about reflective thinking practices within their work environment—the school. The intervention is a news series called “Aha! Moments News” that features articles about various reflective thinking initiatives and stories happening around the university. It will be distributed through LaFortune’s NOW newsletter, the school’s official source of news and events.

Supporting Documents

Performance Needs Assessment

The overall project background, objectives, requirements, evaluation plans, and the research findings regarding performance gaps, cause analyses, and persona profiles.

Detailed Design: Aha! Moments News

A detailed project plan for the initial intervention, including scope, key roles, user experience, and formative evaluation.

High-Level Design: Aha! Moments Campaign

The roadmap of the overall Aha! Moments campaign and details about each intervention’s objectives, user experience, and design considerations.

Pitch: Aha! Moments News

A transcript of the pitch presentation that introduced the Aha! Moments News intervention to the project sponsors.


My experience of going through the research and design process of this performance improvement project was both enlightening and challenging. The rigorous process of compiling the needs assessment pushed me to practice being resourceful and think systematically. The most challenging aspect was finding relevant research while having limited access to key performers or school resources. But the framework we worked with to structure the assessment is a useful guide for producing comprehensive analyses of complex and messy problems.

As a creative, I found the high-level and detailed designs to be the most enjoyable part of the project. My design background played to my advantage for brainstorming intervention ideas and applying user experience principles. For the high-level design, I struggled with how to display the different campaign interventions, how they relate to one another and to the intended performance. But this led me through an iterative process to experiment with different formats and refine the overall inner-workings of the campaign. The detailed design plans helped me to practice justification and project planning. I found the formative evaluations to be the most challenging part due to the fast-paced nature of news not being able to accommodate several rounds of review or pilot tests. However, this in itself made me consider the feasibility and practicability of my intervention which are two factors that are important for any design.

Lastly, the pitch presentation was a useful exercise in brevity. My marketing experience helped me apply the modes of persuasion—ethos, logos, and pathos. The main challenge I experienced was keeping the pitch concise while maintaining clarity. Overall, learning about and applying the Gilbert-Chevalier model has broadened my perspective about how our environments, processes, networks, objectives, and tasks are designed in ways that can either promote or hinder success. Human performance technology has extensive applicability and I am confident I will continue to put into use throughout my career.

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