A clip from one of the videos we created
Why it worked
We process and remember information better when it’s broken down into smaller parts. It’s why you say your phone number in 3-to-4 digit sections rather than making people try to remember all 11 numbers in one go.
Here, rather than relying on a single, giant policy document, we broke up and slimmed-down policy docs into smaller, bite-size chunks. In fact in the end, we cut the original document’s word count by 75%, allowing people to understand and remember the information they needed far more easily.
Information that’s easy to understand is more believable. And, as an added bonus, the simpler you’re able to explain complicated information, the smarter you look as the writer.
Here, we were painstaking in keeping our copy short and to the point to make sure the most important info came across loud and clear for time-pressured sales staff to read who’re out there on the US’ open roads.
We’re more likely to remember information if we’re exposed to it repeatedly at different times and across different environments.
The module-by-module division of content helped users access policies in stages, coming back to the material when they were ready, while the most important messages were repeated in a variety of formats including animations, graphics, guides and checklists.
Spacing out learning in this way – with lots of overlap – is a powerful way to make sure people remember the key points you need them to internalise.