Following on from the successful deployment of the Vodafone – ‘Working at Height’ VR application, we ran a discovery session with the key Health, Safety & Wellbeing (HS&W) team leaders to determine other specific needs and learning objectives within the driver safety and awareness aspects of operations.
The initial challenges raised by the discovery session outlined that the application would need to accommodate three fundamental structure requirements:
In order to accommodate these three competing requirements, we would have to build much of the gamification mechanics at a level that is abstracted from any individual content module.
There are three types of drivers: bad drivers, those who will improve with training and those that are already good. During the discovery workshop, the following core learning objectives were identified to help improve those that need it:
The target audience for this application is anyone who works directly or indirectly for Vodafone and drives a vehicle in that capacity. Only 10 to 30% of driving roles are fulfilled by direct Vodafone employees, the largest proportion are therefore employed by third parties acting on behalf of Vodafone.
Broadly, there are 3 driver ‘profiles’ which are:
The highest risk drivers are those in the professional and trade roles, so these are the primary roles to target located primarily in the AMAP region (80% of users), with ROW (20%) considered secondary.
During the first half of 2018, Vodafone partnered with Make Real to deliver a range of immersive learning products for Working at Height and Driving Safety. The Driving Safety applications were created for the HS&W department to coincide with their ‘Work Safe – Home Safe’ campaign.
These initial interactive applications were intended to be a starting point for an expanding series of potential modules/interactives/games that could be created to tackle the widely known risks that surround driving, especially in developing nations and working cultures.
Upon delivery of the first batch of modules a new requirement became clear; to tie the content together into a single gamified experience. It was felt by the HS&W team that this is essential to reaching the large and disparate target audience and promoting continued engagement with this life saving content.
The target markets for the end users determined that the Android and iOS devices supported, and therefore the design of the application experience for performance, were within the mid-tier level of devices to ensure that minimum audience exclusion occurred by requiring high-end, latest mobile devices.
Beyond the expected unit, integration, functionality and cross-compatibility testing required for any application development, user testing was carried out with a small internal group of 100 Vodafone employees mostly in UK, Turkey and Portugal, before the soft-launch (within specific key territories) as well as rigorous security, penetration and data protection testing by ISO-9001 compliant external providers.
The mobile serious game is built with Unity Technologies 3D engine for ease of cross-platform build and deploy across Android and iOS devices and app stores. We integrated Microsoft Azure Playfab BaaS to ensure scale and stability of the no-SQL database of users, their learner profiles and global leaderboard system. Playfab also provides LiveOps and all the data and analytics necessary to measure the user behaviour, success and GDPR compliance of the serious game app during soft-launch and beyond.
The initial design incorporated 6 driving-safety themed mini-games, combined with a comprehensive set of multiple choice questions, which the learner has to complete each gamified day, driving around 9 city map levels within the safe working time limits.
Response from the trial was very positive and Vodafone commissioned further content and updates to the experience, including:
The full launch in Summer 2021 saw regional Vodafone territories launch the updated version. So far there have been 3,000+ learners actively engaged with the mobile learning experience and over 10,000+ hours of activity tracked. Over 50% of the engaged learners have reached Level 5 in the serious game and undertaken and achieved their virtual driver’s license assessment.
The mobile application was shortlisted as finalist in the following awards categories:
We’re always happy to talk to you about how immersive technologies can engage your employees and customers. If you have a learning objective in mind, or simply want to know more about emerging technologies like VR, AR, or AI, send us a message and we’ll get back to you as soon as we can.