Project Details
The Toothpaste Customer Journey
Client
A local oral care brand
Service
Branding Identity
Role
Instructional Designer, eLearning Developer, Visual Designer, Project Manager
Date
14 June 2024
Tools Used
Articulate Storyline, Canva, Adobe Illustrator, Google Suite, ClickUp
Overview
This self-paced eLearning module was designed to help sales associates master the customer journey, improving their ability to guide customers and increase toothpaste sales. Through an interactive roadmap, realistic scenarios, and actionable strategies, learners practice addressing common customer concerns, overcoming objections, and driving purchase decisions.
By leveraging Cathy Moore’s Action Mapping strategy, the training focuses on real-world actions that directly impact sales performance.
The Challenge
A local oral care brand faced a major challenge:
- Customers were overwhelmed by product choices, leading to hesitation and lost sales.
- Sales associates lacked structured guidance on how to support customers effectively.
The Solution
To solve this, I created “Master the Toothpaste Customer Journey”, a scenario-based eLearning module that empowers sales teams to understand customer behavior and apply targeted sales techniques. This module takes a customer-first approach, guiding learners through the key decision-making stages:
- Interactive Customer Journey Map – A visually engaging roadmap walks learners through the Awareness, Consideration, and Decision phases, highlighting customer pain points and actions.
- Realistic Sales Scenarios – Branched interactions simulate conversations with customers, allowing learners to practice responses and see the impact of their choices.
- Actionable Sales Strategies – Clear, practical tips on building rapport, handling objections, and presenting product benefits effectively.
- Gamified Learning Elements – Quizzes and challenges reinforce learning and encourage engagement.
Development Process
The development of “Master the Toothpaste Customer Journey” was more than just designing an eLearning module – it was about solving a real business problem in a competitive retail environment.
Identifying the Core Problem
During the initial consultation, it became clear that sales associates weren’t struggling with product knowledge – they knew the features of different toothpaste options. The real challenge was guiding overwhelmed customers through the decision-making process. Customers would browse, hesitate, and either leave without purchasing or default to whatever was most familiar.
To address this, I needed to shift the focus from product details to the customer journey itself, ensuring sales associates could recognize buying signals, respond to objections, and confidently lead customers to a purchase.
Designing for Real-World Application
I adopted Cathy Moore’s Action Mapping approach to keep the learning experience practical and results-driven. Instead of bombarding learners with theory, I asked:
- What actions do sales associates need to take to influence customer decisions?
- What mistakes are they making that cost sales?
- How can we create a learning experience that helps them practice these skills in a risk-free way?
From these questions, the Interactive Customer Journey Map was born – a structured, visual representation of customer behaviors and challenges at each stage of the decision-making process.
But another challenge emerged: How do we make this more than just an infographic?
Bringing the Learning to Life
To ensure meaningful engagement, I designed realistic, interactive sales scenarios that put learners in the role of a sales associate, guiding customers from Awareness to Consideration to Decision.
Here’s where I ran into my next obstacle: striking the right balance between complexity and usability.
- Obstacle: Too much branching in scenarios made the module overwhelming for learners.
- Solution: I refined the decision paths, keeping them focused and actionable, while still allowing learners to experience the impact of their choices.
To reinforce learning, I incorporated gamification elements—quizzes, challenges, and immediate feedback—to turn mistakes into learning opportunities. This way, learners weren’t just memorizing strategies; they were experimenting, failing safely, and improving through practice.
Testing, Feedback & Iteration
After the initial prototype, user testing revealed another issue: Some learners hesitated to engage with scenarios, preferring a passive learning experience. I realized I needed to increase buy-in and motivation.
Solution: I adjusted the introduction to emphasize why these skills matter in real sales conversations. I also added a progress tracker, giving learners a sense of accomplishment as they moved through the module.
The Results
- +10% Sales Increase – Sales associates applied learned strategies, leading to a measurable boost in toothpaste sales.
- 15% Reduction in Customer Churn – Improved interactions enhanced customer satisfaction and brand loyalty.
- Stronger Sales Confidence – Employees felt more equipped to guide customers through the buying process.
Key Takeaways
This project showcased my ability to:
- Develop scenario-based eLearning that transforms abstract sales strategies into practical, real-world applications.
- Use interactive storytelling and gamification to enhance learner engagement and retention.
- Align learning with business goals, ensuring measurable improvements in performance and sales.