Training design can be seen as the dowdy, boring sister to exciting, sexy training delivery, says Sheridan Webb. Yet it's a vital part of ensuring consistency, return on investment and value for money. So, she asks, isn't it time that the Plain Jane of training took centre stage?

Training design is often overlooked as the dowdy, boring sister of the exciting, sexy training delivery. Trainers are often judged on their 'performance' more than their ability to transfer learning to the workplace. A great trainer (of course) gives a quality performance that results in changes in the workplace. This can only be achieved if thought, time and effort have been put into the design of the training. Yet I remain amazed at how many training and HR managers do not take into account the investment required to design a quality learning event that meets their specific needs in their budgets, opting instead for an off-the-shelf solution. In my experience, a 'one-size-fits-all' programme rarely fits anyone properly, so is it really worth buying?

Quality design goes beyond producing a few slides, half a dozen handouts and a few scribbled trainer notes. Quality design results in a well-structured programme, utilising a wide range of learning methods. It results in robust delegate materials, detailed trainer notes and bespoke activities, as well as appropriate pre- and post-course work to aid the transfer of learning.

"I am constantly astounded at the number of companies that use different trainers to run courses of the same topic, but let them use their own material. Different delegates will learn different things, and as a consequence, the company is likely to be no better off, even if the individual sessions were excellent."

But why should companies invest in this? If you have a trainer that you trust, why not just let them get on with it? Well, you can... but there are a number of factors that should be considered before deciding to take this approach:

1. Confidence in outcomes

If very little is written down, how can you be sure the right things are being covered? I once worked with a very skilled trainer. Unfortunately, every course they ran was a version of 'assertiveness'. They ran it well, so feedback was always good, even if the course should have been about supervisory skills! Detailed training design allows the end user to be fully involved in the development of the programme, check that their objectives will be met, and approve the content before it runs.

2. Consistency of message and approach

I am constantly astounded at the number of companies that use different trainers to run courses of the same topic, but let them use their own material. Different delegates will learn different things, and as a consequence, the company is likely to be no better off, even if the individual sessions were excellent. Investing in training design ensures that all trainers cover the same things in a similar way. This makes long-term programmes, or training at multiple venues with multiple trainers, a less risky option. It allows trainers to be easily substituted, reduces the risk of 'content creep' over time, and ensures that all delegates have the same experience, regardless of the event they attend.

3. Reflection of learning styles

Every trainer has a preferred method of delivering, (even though any credible trainer will endeavour to use a range of techniques) which may or may not be appropriate for the audience. Making the decision to invest in design means that appealing to different learning styles is deliberately considered, and (hopefully) the principles of accelerated learning are applied to produce a well-rounded event that is accessible to all.

4. Integrated solutions

Ensuring that learning solutions are properly researched and designed provides a perfect opportunity to link the content to other initiatives or processes within the business. This, in turn, helps delegates to transfer the learning, resulting in a better return on investment. It may also become apparent that a traditional workshop is not the best approach – training designers can usually offer blended solutions, that may result in a better solution.

5. Value for money

Having quality, take-away materials that can be referred to after the event will aid retention for the delegates and increase the chance of them applying what they have learned on the programme. A friend of mine attended a course a few months ago, which they said was very useful. They learned something very good on handling conflict. When I asked what it was, they couldn't remember the details, and had no materials to refer back to. Needless to say, that advice won't be getting applied in their workplace!

Another aspect of value for money is linked to consistency and longevity of a programme. Trainers can just be passed the materials in advance of a training session, and shouldn't need detailed briefing sessions.

Finally, it is easier to evaluate a programme (at all four levels) if it is properly researched and designed. You know exactly what has been covered, and how (if it has been agreed as apart of the design process) measures will have been built in throughout the programme to ensure it is achieving the agreed objectives.

You couldn't see an award-winning play without someone producing a great script, ensuring the set was right, and the costumes perfect for the story. The cost of your ticket doesn't just pay the actors and the director. It pays for the lighting, the catering, the cleaning, the casting, the script, the make-up and so on. Why should you expect to have great training without investing in everything that goes on 'behind the scenes'? Let's get the 'Plain Jane' of training a little more centre stage, and give her the credit she deserves. After all, without her, the performance would be all show and no substance.

This feature was written by Sheridan Webb, a training design consultant at Keystone Development, with contributions from Steve Rouse, learning and development consultant at Learning in Practice