The Role of Instructional
Design at Tellabs
An interview with
Dr. Veronica Bruhl
Staff Instructional Designer
Tellabs Product Training Services -NA
Product Training Services – North America
Overview of Presentation
 Background on Dr. Bruhl
 The role of ID and Training at Tellabs
 Review PPT
 Interview Highlights
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Product Training Services – North America
Track Record of Success
 Most telephone calls and Internet
sessions in the United States and
other countries flow through
Tellabs equipment.
 Strong financial position
and solid balance sheet.
 Market share leader in U.S.
bandwidth management.
 Number one digital cross-
connect provider in the U.S.
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Track Record of Success
 World’s leading provider of voice-
quality enhancement solutions.
 Leading provider of cable
telephony solutions.
 Industry’s first scalable Ethernet-
over-SONET and -SDH virtual
concatenation solutions.
 Consistently recognized for
business ethics and leadership.
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Who Are Our Customers?
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Technology Development Efforts
Are Focused on Three Key Areas
Metro/Regional
Optical Networking
SONET
SDH
North America
International
Business
Services Delivery
Wireless/Mobile
Services
Solutions that generate
new revenue
Solutions that increase
profitability
Solutions that increase
revenue and reduce churn
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How Are We Organized?
 Product Training Services is combined with TAC and
Technical Publications
 Typical jobs in Product Training Service
 Manager of Delivery, Development, Knowledge Management
 Instructional Designer (Staff, Lead, Sr, Associate)
 Trainer (Staff, Lead, Sr, Associate)
 Media or Web Designer (Staff, Lead, Sr, Associate)
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Value Proposition—Why Buy
Training from Tellabs?
 Excellence in Design
 Compliance to GR-839 “Vendor-Supplied Training”
 Master-degreed instructional design staff
 Excellence in Delivery
 Consistently high evaluations (Kirkpatrick’s Level One)
 Certified trainers: Platform skills & Product knowledge
 Efficient
 Task-based: Focus on need-to-know, not nice-to-know
 Different courses based on customer job groups
 Media-based training whenever appropriate
 Effective
 Hands-on testing (Kirkpatrick’s Level Two Evaluation)
 Verified improvement—Results available to managers
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Tellabs Customer
Training
Delivery
Product Training Services – North America
Who are the trainers?
 Different levels of trainers, from
Associate to Staff
Variety of backgrounds, from new
college graduate to 30+ years in the
telecom industry
 Teachers
 Software developers
 Variety of experience, from non-
technical training experience to
heavy industry training experience
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Sample Qualifications
 B.S. in Telecommunication Management
 Master in Project Management
 Certified Technical Trainer (CTT)
 Member of IEEE society
 PMI Organization
 Certified Cisco Network Associate
(CCNA)
 Telecommunication Engineer for United
State Army (8 long yrs)
 Backbone Engineer IBM
 Tier III Support Engineer at AT&T
 Tech Support at Tellabs
 Technical Trainer at Tellabs
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What does Training Delivery do?
 Provide training on process, product, and
technology for external and internal
customers
 External - AT&T, Sprint, Verizon, SBC etc.
 Internal - Engineering, Sales, Tech Support,
Marketing, Management etc.
 Training is performed when & where the
customer prefers
 Onsite-at the customer premise (global)
 Citrix/WebEx/Dial-up
 Local-conducted at one of the Tellabs facilities
(Naperville, Bolingbrook, Lisle)
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When & Where
 Onsite Training
 Weekend/Weekday/Weeknight Travel
 8-14 hour days is typical for onsite training
 Local Training
 8-12 hours per day in the office/classroom
 Early morning/late evenings
 classroom/equipment preparation
 Dual role as Trainer and SME
 Work closely with Training Development
to develop courseware
 Simultaneously, Cross-training to learn
new products, new delivery methods,
technologies, technologies, and more
technologies
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Flexible Training
Portfolio
Learning Connections
Product Training Services – North America
Flexible Training Portfolio
Tellabs Learning Connections
Each TLC service can be combined with
others for versatile, cost-effective solutions.
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Classroom-Connect
Traditional classroom training:
 Instructor-led training (ILT) at Tellabs training center or
on-site at the customer’s location providing hands-on
activities and physical interaction with a system.
 For on-sites, if your system is unavailable for training, use
Lab-Connect!
One Location
Trainer
Students
Equipment
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U-Connect
 Web-based training (WBT): A student or group of students
individually taking self-paced instruction over a web connection via
Tellabs Portal or on customer’s network.
 U-Connect provides either a complete WBT training class or pre-
requisite knowledge for instructor-led training (ILT).
 Saves student travel costs, increases learning productivity and
minimizes time away from the job.
 Pricing options include pay-per-use tuition or U-Connect licensing
fees for group of students (on Portal or on customer’s network)
Students
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Portal
Web-based
Training
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Lab-Connect
 A group of students and an instructor at a customer location
completing hands-on training lab activities via a web connection to
a training system at the Tellabs training center. Uses Citrix
technology.
 Lab-Connect can be combined with Remote-Connect for additional
versatility and a complete Distance Learning solution.
 Enables on-site training if customer’s system is not available or
traffic-bearing. Only need internet-capable PCs, and the customer’s
systems continue to generate revenue in parallel with training.
 Setup fee charged per location for establishing/testing web
connection and use of Tellabs lab system during training.
Equipment
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Web
Students
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Remote-Connect
 Remote Live Classroom over the Web (using WebEx or other web-
conferencing tools): A group of students at one or more customer
locations receiving Powerpoint presentation materials, whiteboard
interaction and live system demonstrations by an instructor located at
the Tellabs training center.
 Remote-Connect can be combined with Lab-Connect for additional
versatility and a complete Distance Learning solution.
 Saves travel expenses for customer and Tellabs. Enables Just-In-Time
training to multiple locations simultaneously.
 Setup fee charged per location if Tellabs lab system used for demos or
if combined with Lab-Connect. WebEx and audio bridge usage fees
also charged.
Students
(Location 1)
Trainer
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Web
Students
(Location 2)
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Tellabs Learning Connections
Example #1 On-Site with Lab-Connect
On-Site course
Instructor at
Customer
Site
Students at
Customer
Site
Lab Connec
t
(Citrix)
Problem
No system
available at
Customer site
for training.
Solution
Lab-Connect
for Hands-on
Activities over
the Web!
Lab System
at Tellabs
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Tellabs Learning Connections
Example #2 Remote-Connect Options
Problems
1-day (8 hour) course delivered to 4 customer locations
Location
1
Audio
Bridge
A. RemoteConnect
lecture only
Location
2
Location
3
Lab Connec
t
(Citrix)
WebEx
Connections
Instructor at
Tellabs
B. RemoteConnect with
system demo
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Location
4
Lab System
at Tellabs
- No system available at
Customer site for
training.
- No travel budget.
- Multi-site training
needed Just-In-Time.
Solution
Versatile
Remote-Connect
Distance Learning
Options!
C. Remote-Connect
with Lab-Connect for
hands-on
(10 students max)
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Tellabs Customer
Training
Development
Product Training Services – North America
What is a Development Team?
Subject Matter
Experts (SME)
Gurus on the topics
covered in a course.
They work with the ID to
review content, identify
activities, and ensure
lab systems are
working properly.
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Instructional
Designers (ID)
Project managers who
are responsible for
gathering & analyzing
data, designing,
developing & evaluating
a course.
Media Designers
These staff members
add graphics, sound,
& video. They also
perform system
testing on wbt
courses & provide
support for our LMS.
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The Development Process
Level 1 and L2 evals are
reviewed to determine if
improvements can be made.
Post-pilot summary reports
are created to document the
recommendations.
ID completes post-pilot
edits & other
administrative tasks to
ensure the course is
available for internal &
external classes.
ID works with the SME to
gather data, interview people
and perform a job task
analysis.
Evaluation
Course
Release
Analysis
ID structures the course based
on the results of the analysis &
takes into account various
multi-media solutions.
Design
Pilot
The course is tested with an
employee or customer audience
to determine if the content and
flow work well together.
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Development
ID writes the course with the
assistance of a SME(s) and a
Media Designer.
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What deliverables are produced
during the development process?
 Needs analysis
 Content Design Docs
 Program Plan
 Content outline
 Project plan
 Instructional slides
 Learning hierarchy
 Instructor Guides
 Task analysis
 Student Guides
 Evaluation
(levels 1 and 2)
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What tools do we use?
 Microsoft® Word
 Microsoft® Project
 Macromedia®
Dreamweaver
 Microsoft® Excel
 Macromedia® Flash
 Microsoft®
 Adobe® Photoshop
PowerPoint®
 Docent LMS
 Microsoft® Producer
 Microsoft® Outlook
 Visio® Professional
 Adobe® FrameMaker®
 Adobe® Acrobat®
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 Netscape® Calendar
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e-Learning
at Tellabs
Product Training Services – North America
Typical Tasks – Sr. ID on LSS
 Consult, Consult, Consult…
 Code: HTML, dHTML (Java Script/CSS)
 Conduct usability and system tests
 Deploy WBT courses into production
environment
 Troubleshoot WBT course technical issues
 Manage distributed learning processes and
guidelines
 Research training trends and WBT
directions (e.g. SCORM, visual literacy,
usabilty, etc.)
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Tellabs e-Learning Vision
Statement
Deploy a global e-learning system to optimize individual
and organizational performance through instant access to
learning opportunities and knowledge.
 e-Learning is a component of an integrated
learning approach that uses Web-enabled
technologies
 e-Learning removes the barriers of time and
distance between knowledge and learners
 e-Learning leverages Knowledge Management
to build expert communities, capitalize on
experiential learning, and to manage
document storage and creation
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Our Direction: The Road to
Success
Direction
 Research
 Emerging technologies
 Standards and guidelines
 Modified design

Usability tests

System tests
 Tellabs infrastructure
 Customer’s infrastructure
 Continuous improvement
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How Do We Get There?
 Skills
 Instructional strategies
 Interface design/usability
 Managing the learner’s experience
/ tracking
 Course development for distance learning (WBT, CBT,
WebEx, video conferencing, audio conferencing, remote
dial-up, streaming presentations, etc.)
 Tools
 Development (e.g., Dreamweaver MX, Fireworks MX, Flash
MX, Illustrator, Producer, Premiere, etc.)
 Design (e.g., usability testing)
 Learning Content Management System (e.g., Docent)
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Background on Veronica Bruhl
 Tellabs for 3+ years
 Staff Instructional Designer
 Commonwealth Edison for 6 years
 Leadership Training
 Technical Training
 Ph.D. in Instructional Design from NIU
 Worked at NIU for several years
 Taught at a local Community College as well
 Past President of Chicago - ASTD
 Enjoys working in the corporate area
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I.D. and the Bottom Line
 Role at Tell labs
 Product training for customers and employees
 Important to Tellabs
 Generate revenue to fulfill client request; clients demand it!
 Must train employees to support products
 HR has its on training program or outsource (non-product)
 Business case was presented regarding value of associate costs of
training

Buddle in with the cost
 Train the trainer
 Project plan for instructional development
 They do make money
 They are not a profit center yet; they do not do internal billing
 Competitors include
 Motorola, Lucent, Arias
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The Development Process
Wheel of ‘ID”
 The same as most I.D. theory
 Steps vary from 5 – 20
 The ‘release’ process is the
Evaluation
different
 ADDIE – Pilot process
 In Telecom industry
Course
Release
Analysis
 Vary regulated, hence we have
to follow many guidelines (GRs)
Design
 Older companies follow GR
process more
Pilot
 New (wireless) companies do
not follow as many guidelines;
hence there’s not a lot of
mandated training
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Development
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The Development Process
 Compared to other ‘companies’
 Many companies have an I.D. Process vs. others just ‘get training
done’
 May not do All of the steps in the process
 Theoretical – Allstate, Walgreens, Tellabs, …
 Practice – Rapid Development
 Rapid Development advantages & disadvantages
 Meeting the needs vs. not a solid ‘front end’ development process
 Lots of hours put in due to a short time frame for end product
 The more front end/I.D. process a better course
 You’ll see the impact on the course implementation side

You’ll spend additional/on-going time making changes to the course

You’ll never be done with the course because you’re always making
changes
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What role does your client play in
the design of your product?
 Employee of Tellabs
 (Employee Training Department & SME)
 Competencies, job roles, what employees need to know about
products,
 Employee reps and Trainers in the department (SME)
 Customers of Tellabs
 Marketing representative per project (current knowledge)
 knowledgeable of external client wants and needs
 Customer history information (legacy information)
 The I.D. Specialist generally ‘proposes’ the development of a
course or training need
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…notable differences between I.D.
for internal versus external clients?
 Analysis generally suggested where I.D. professionals
should spend most time
 Comments on ILT timing (we discussed this last week)
 80:1 ILT
 200:1 video/web/CBT
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How important is evaluation?
 Most companies (est. 90%) do Level 1 or ‘Smiley Sheets’
or general evaluation forms
 Approx. 50% do level 2 performance or knowledge tests
 Approx. 4%do level 3 or ROI where they go back and
asses the actual on-the-job performance
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Practicality & Practice
 Design Docs are used
 Tellabs use storyboards
 Laying out slides in advance
 Develop cycle is fairly small due to this process
 Purposely spends more time in analysis and design versus
development
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Pilot versus Course Release
 Pilot Phase
 Try the course out; make changes and final
recommendations
 Release Phase
 It’s the final; some times changes are made in this phase
 lot’s of paperwork involved to place it out on the SAT system
so that clients can order it
 Other companies do not do much piloting
 This is the area that is flexible when
 Other copies do not have an official SAT system
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Delivery Methods
 Learning ‘Connections’ (Different Methodologies)
 Instructor Led Training
 Instructor, Equipment, Audience at same location
 Limited due to budget constraints and ‘911’
 Web Based Training
 On-Line courses Clients are asking for more
 Blended
 Generally web-based with ILT
 WBT has modified ILT via ‘face-time’
 WBT is at your own pace (clients like this element)
 WBT is encouraged to help get all clients on ‘same page’ prior to coming to class
 WBT will also allow clients to ‘test out’ with 80% pass rate
 Remote Connect
 ‘delta’ course - changes in the teaching packages
 More and more requests for this from clients
 Generally a short course – limited interaction with instructor
 Tool where Instructor is one location; learners are in separate location
 Shared control between instructor and student
 Need a training system
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Summary Notes
 Changes in the company regard Training
 There’s a career path in Tellabs for I.D. staff
 Reorganization with 1 Director with 5 groups including
 Technical Publications/Communications group
 TAC – Technical Assistants C… - Help/Desk – Tech Support
 Training
 Media Designers
 Instructional Designers and SME on basic products
 If we work together, then there’s …
 Less training
 Less help desk phone calls
 Interviewed E-Learning Designer
 Great tips on designing on-line equipment
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