Camp, camp, baby
I’ve been associated with TheDyrt for a few years now as a very active user of their website. They are the self proclaimed “Yelp of camping”, providing campsite and outdoor gear reviews to a community of campers to help them plan their next outdoor getaway. I have loved this company for a lot of reasons. They have an incentive-based point system that rewards campers who camp a lot with free merchandise in exchange for leaving camp reviews. There is a lot of gamification going on. They also ask high traffic users if they are interested in reviewing gear for them and being affiliated with their Dyrt Ranger program.
What is a Dyrt Ranger you ask? Check out this promotional video I made to get a quick idea
For a class in the UC Denver program we were asked to act as both the instructional designer and subject matter expert and create a completely custom eLearning solution. I have been really proud of the growth of this company over time and we have established a great working relationship. I am known as “Ranger Dan” now. I was their guest at the largest outdoor retailer expo, Outdoor Retailer. I really like this company.
If there was a problem, yo i’ll solve it
The Dyrt’s website traffic has grown exponentially. In the first few years, there would be 60,000 new users signing up annually. Now, there is a new user every 60 seconds! The website was built to scale for the user base, but not for the Ranger Program specifically. Rather than becoming a victim of their own success, The Dyrt wants to continue to grow the Ranger Program because it holds tremendous value to them as business potential.
Once a camper is identified as a potential Ranger, The Dyrt sends that camper information on the ambassador program asking if they would like to join. While there are campers who are very keen to because they like the exposure The Dyrt’s blog will give them as writers, the clear majority of campers want to because they want access to free outdoor camping gear. The problem isn’t that The Dyrt has low response rates from campers after reaching out, it’s that there is no good way of knowing if the camper truly understands the program, the responsibilities of being a member, and the gear review process.
A lot of Rangers, from rookies to veterans, ask the same questions to the staff on the private Facebook group and from the website’s online chat feature about the materials they were sent, most specifically about the instructions they were given on how to leave a gear review on the site. This leads to staff continually needing to take time to give the same answers to common questions, which delays their progress on more important tasks. Aside from the customer support, the consistent flow of questions from members shows the review instructions Rangers are given need improving. There is no area on the website dedicated to curating frequently asked questions, so this is a continuous problem as new members are added.
The Dyrt has business partnerships with outdoor brands which rely on the The Dyrt Ranger Program’s members producing valuable content (media). The downside of a blog article written below standards has different consequences than a gear review. In the latter, physical gear has already been allocated to someone who produced poor results, and that gear cannot be retrieved. It is a lost opportunity.
Check out the hook while this ID revolves it
The Dyrt was looking to better educate prospective Rangers to produce better media results and lower error rates. An eLearning solution developed for members of The Dyrt Ranger ambassador program would serve as a reference point of information on the program and instruct Rangers on how to conduct a proper Ranger gear review. This would allow The Dyrt to have one consistent place to communicate their messaging about the program to its members and return time back to the staff to focus on other business priorities. It will also yield higher quality content, which will help continue growth for the business through their brand partnerships and blog readers. This module serves as a certification program for incoming and existing Dyrt Rangers, ensuring both The Dyrt and Rangers are aware of the roles and responsibilities of the ambassador program.
Full Design Document download here