DISTRACTED DRIVING
e-Learning for Commercial Motor Vehicle (CMV) Drivers
Schneider National, United Rentals, National Freight Industries
Program Brief
Purpose & Impact
Showcasing the Distracted Driving Course ultimately led to multiple contract awards, totaling $5 million.
Background Context
With the goal of branching out to the commercial sector, L-3 Communications/D.P. Associates was determined to demonstrate its capabilities as a potential training provider for the transportation industry. Initially zeroing in on a specific commercial motor carrier, Schneider National, L-3/DPA set out to win them over by presenting the Distracted Driving Course, aimed at increasing safety on our roadways and cutting carrier costs. Shortly after becoming Schneider National's sole provider of e-learning, DPA featured the Distracted Driving Course in a promotional DVD, and additional contract awards followed.
This early success played an instrumental role in the launch of L-3's Driver Training Program in that DPA reached a major milestone - entering the commercial market as a viable contender. Subsequently, sales teams went on the road, promoting the training program and its suite of products, which included mobile learning, performance support, and simulator-based training scenarios and assessments for an adaptive learning platform.
Role
Senior Instructional Designer
Team: 5 members including graphic artists, a videographer, and a programmer
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Key Contributions - Crafted a course that:
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Led to a 5-year contract award, designating DPA as sole provider of Schneider National e-learning courses
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Led to additional contract awards for new customers
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Was instrumental in launching L-3's driver training program
Tools
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Proprietary e-learning authoring software
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Adobe Photoshop
Clients
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Schneider National
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United Rentals
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National Freight Industries
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Baker-Hughes
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Alabama DOT Accessibility Transit Services
Audience
Commercial motor vehicle drivers.
This includes drivers of vehicles used to transport goods or passengers for profit. Common vehicle types include tractor-trailer trucks and other types of delivery trucks as well as vans, buses, and trailers.
Storyboard and Approach
I designed the course from scratch, as no resources nor subject matter experts were available. Scouring the Internet for credible sources to conduct my research, I began to acquire a broad understanding of the issue and its effects on the general population in the U.S. Then I zeroed in on the implications specific to tractor trailer drivers, who made up our initial target audience.
During my research, I set out to find answers to questions such as:
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Just how prevalent is distracted driving for individuals in this occupation?
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How costly is it for the drivers themselves and for the carriers who employ them?
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What will persuade them to take this issue seriously and motivate them to change their behavior?
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Realistically, what can we do about the problem beyond advising them to "Just say no!"?
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What solutions are most likely to gain traction and then remain sustainable for the long term?
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With childlike curiosity unleashed and my detective hat firmly in place, I went about unearthing facts, unraveling patterns, and contemplating options for a viable solution. In my quest for answers, I curated a wealth of information and became well versed in the subject matter.
Eager to share highlights from my research, I fervently crafted a narrative that would be thought-provoking, persuasive, and highly relevant to the audience.
With video prevalent throughout the course, the storyboard became an audio script. I also created a video shot list of desired footage for my team's videographer to capture. He took this shot list on his one-day ride-along with a willing truck driver employed by the customer.
Cellphone Use while Driving
Easily the most recognizable form of distracted driving, cellphone use poses the greatest risk. In light of several prevalent myths about cellphones behind the wheel, I was determined to set the record straight by presenting the facts, supported by data from well respected sources.
Debunking the Myths
Cellphone Use while Driving
I created the interactivity above to influence attitudes about using a cellphone while driving, dissuade others from such risky behavior, and encourage them to commit to distraction-free driving.
Texting while Driving
Of all cellphone-related activities, texting is the most alarming distraction and poses the greatest risk of death, injury, and destruction.
Drivers who send or receive a text message,
take their eyes off the road
an average of 4.6 out of every 6 seconds.
Driving at a speed of 55 mile per hour
means they will
travel the length of a football field
without looking at the road
for every 6 seconds they’re texting.
The quote above and its corresponding graphic come from the most important part of the video below, starting at time code 00:33.
Given the serious nature of the content, how it is delivered is crucial. To breathe life into a message containing dry, colorless statistics, I leveraged a blend of strategies - from storytelling to vocal delivery and from media choice to visual treatment. Working with the narrator during audio recording sessions ensured the message was articulated in a way that kept the audience engaged and helped them accurately interpret its meaning. By employing video and animation, I was able to capture and present a story that unfolds in a dynamic and compelling way. In addition, I chose to make use of vivid colors in presenting the football field analogy. This served to signal its importance, increase the speed with which the audience registered the message, and create a lasting impression - one that can easily be recalled when applicable.
Screen Print of Texting Interactivity
Micro-Sleep
Eyes Open, But Not Awake
Lesser known forms of distracted driving, such as micro-sleep, are also quite hazardous. Commonly referred to as highway hypnosis and zoning out, micro-sleep is an episode of actual sleep that can last from one to 30 seconds. Including micro-sleep in the course was a must for me, because it's rarely thought of as a driving distraction and its consequences can be devastating.
Since monotony precedes the onset of a micro-sleep episode, I used a vignette to portray the repetitive nature of a long road trip and the factors contributing to boredom. An integral part of my strategy was leveraging visual and auditory effects to immerse the audience in the storyline. Setting the stage required footage of recurrent sights and sounds to create an atmosphere conducive to lulling drivers into a trance-like state and fooling them into believing they could let their guard down in such a predictable and perpetual environment. During the voice-over recording, I requested the narrator use a monotone voice and draw out specific phrases for added effect.