eLearning Solution

The potential client is a national movie theater chain that is reevaluating revenue streams in the devastation COVID has taken on the industry as a whole. Recognizing that concessions sales continue to be their main source of revenue, the client is looking for a solution to lackluster concession transaction averages.

The client already has a dictated sales protocol: greet, upsell, combo, add-on. When used consistently, the protocol is effective in bringing up transaction averages. However, it is not regularly used by all employees for a variety of reasons.

I would recommend several solutions, including monthly sales incentives, such as offering gift cards to employees with high sales numbers, creating a simple job aid to provide regular reminders of the protocol, and an eLearning experience.

The scenario-based eLearning experience can be administered during initial employee on-boarding and also to seasoned employees at paced intervals throughout the year. The experience offers simulated yet realistic customer interactions to model the protocol and its effectiveness. The simulation allows employees to practice the protocol in a low-stakes environment, receive help from a log aide and friendly mentor, and learn and progress after mistakes.

Process Overview

I began this project by working through an action mapping process to lay out the project’s goal, main and supporting actions, and to focus the solution around straightforward, realistic customer interactions.

Next, I created and received feedback on a storyboard of common customer interactions and employee responses within and in conflict with the protocol. I used Adobe XD to create sample visuals, including graphics customized with Adobe Illustrator, modeling the potential visual layout of the experience.

Once deciding on color palette and layouts, I created revised the script to more directly focus on the protocol itself. I moved to Articulate Storyline 360 to develop a working prototype.

Action Map

The action map outlines the key components of the protocol, including potential pitfalls and model responses. Input from the SME helped identify where employees may feel uncomfortable with the protocol or what might be preventing them from consistent implementation.

 Storyboard

The initial scenario presents the story of a typical Saturday night working the concession stand. It presents a set of customer interactions, requiring the learner to choose between three options, one which follows the protocol and two others which are within reason but may not benefit transaction averages. As the learners make choices, they are presented with customer and manager reactions and an opportunity to try again if needed. A manager character or job aide can be accessed at decision-making points and in correcting errors.

 Visuals & Layout

I collected graphics of customers, employees, managers, scenery, etc. in similar styles to create a visually light-hearted and pleasant environment. I selected a monochromatic background while choosing brighter and more varied colors in the characters. I used Adobe Illustrator to make modifications and customizations.

I created a range of layouts using Adobe XD, including different options for buttons, proximity, alignment, etc. As I narrowed the design aesthetic, I created a final mock-up to sample the main slide types, including title, interaction prompts, response options, consequences, and mentor aid.

 Development

After receiving feedback and input on the mock-ups and a prototype, I made key adjustments to simplify the design and script, landing on a concise and learner-friendly experience. I developed the project using Articulate Storyline 360.

Features

Visuals: Each slide features visual assets that have been customized using Adobe Illustrator. Starting with vector files, I edited the original images to match the color palette and then combined individual images to create and populate the setting.

Title Slide Animation: On top of customized visuals, I added triggers, animations, and variables available in Storyline to give the title slide the effect of a movie projector starting and running. I also included a sound effect .mp3 to enhance the experience.

Help Button: The help button is available on slides where the learner is either making a choice or being given the option to try again. During the decision-making process, the manager character gives advice on how to proceed. When an incorrect choice has already been made, the help button offers the initial 4-point sales protocol slide to remind learners of the standard steps.

Transaction Counter: As the learner works through the customer interaction, the transaction counter or success meter reflects their current transaction average based on choices they have made. When a correct choice has been selected, the total updates and a money sound effect plays. When a wrong choice has been made, the total turns red, and the learner is given the prompt to try again.

Testing: In order to ensure a clean and functional learning experience, I tested the final product on multiple devices and browsers, soliciting a final round of feedback. Errors were addressed as needed, and I uploaded the product to AWS as a host.

Takeaways

This concept project allowed me to practice identifying and solving a measurable business problem using scenario-based eLearning. I was able to implement adult learning principles like ADDIE and SAM as well as Action Mapping and visual design theory to complete the full instructional design process.

New Software: While I have many years of experience with other programs in the Adobe Creative Suite, this project allowed me to explore the uses of Adobe Illustrator in editing vector images and Adobe XD in creating layout and design mock-ups.

From the beginning of my instructional career, I have used technology to enhance learning, and with this project, I explored the robust offerings of Articulate Storyline 360. I manipulated states, triggers, variables, the timeline, animations, and more to create an interactive learning experience.

ID Process: I took a considered approach to completing this project, first conceptualizing the business problem and then working my way through ADDIE, seeking feedback and input throughout. If this were a project for an actual client, I would look forward to analyzing its effectiveness in increasing transaction averages.

Visual Design: I have taught visual design for nearly a decade, and in this project, I was able to return to it as a creator. I used principles of color, repetition, alignment, and proximity to produce an aesthetically-pleasing and lively design.

Overall, this eLearning experience was a joy to develop, both as I honed my technical skills and as I imagined how the complete eLearning plan would impact sales and help concessions employees earn rewards. It was also nostalgic returning to the concession stand—one of my first jobs in high school!