Immersive Learning Theatre (pt2)
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Project Overview
At the start of the learning experience, trainees entered a virtual lobby where they could choose from five distinct 3D VR environments, each dedicated to a core aspect of the “Why Samsung” initiative:
AI Upscaling – Advanced picture enhancement technology.
Endless Content – Samsung TV Plus and Gaming Hub.
Connectivity Solutions – SmartThings integration.
Knox-Powered Security – Industry-leading device protection.
Planet & People Initiatives – Samsung’s sustainability and accessibility efforts.
The goal was to provide RSAs with a first-person, customer-centric learning experience that deepened their understanding of Samsung’s differentiators while building empathy for customer pain points. The VR component was paired with traditional interactive eLearning exercises (created in Articulate), knowledge checks, and assessments, reinforcing key takeaways from the immersive training.
Process
This was one of the most ambitious VR projects created for the Samsung Immersive Learning Theatre, requiring the development of five unique 3D environments tailored to each of the pillars. Collaborating with RobotProof (our marketing agency) and VR developers, I led the project management, instructional design, experience mapping, and content development for the project.
Key steps in the process included:
Designing the Non-Linear VR Structure
- Created a virtual lobby where RSAs could self-direct their learning by selecting a pillar that they want to learn about.
- Ensured each VR environment was visually distinct, using color-coded themes to match the branding of each pillar.
- Gaze selection enabled the trainee to interact with and open hot spots to reveal more in-depth product info or consumer insights factoids. These interactions further reinforced product feature knowledge.
Developing First-Person Perspective Simulations
- Designed customer scenarios within each module where the RSA “became” the customer, experiencing their pain points firsthand. For example, one module simulated a blurry environment to help RSA’s understand how Samsung TV’s Relumino Together feature (green image below) can improve the viewing experience for someone with low vision and enable them to watch TV with others.
- Implemented inner monologue voiceovers to reinforce the customer’s perspective and help RSAs understand their needs.
Integrating eLearning
- Developed a component of the learning and a follow-up assessment in Articulate to reinforce learning and assess knowledge retention.
- Ensured training content aligned with Samsung’s broader L&D strategy for RSAs.
Integrating Gamified Assessment
- The Sales Hero game was a Beat Saber-style gamified knowledge check assessment module that challenged the RSA to have a fun time detonating moving avatars and answering timed, knowledge check questions. The highest RSA scores were added to the national leaderboard, where they could win prizes! This provided powerful extrinsic motivation to take the assessment.
By leveraging VR’s immersive capabilities, this training transformed traditional sales education, moving beyond passive learning in retail store break rooms or at training events to create a fund and engaging, experiential training program that built product knowledge and customer empathy.
Project Outcome
The “Why Samsung” VR Training was highly successful, achieving strong engagement and knowledge retention among RSAs. The assessment results showed higher effectiveness compared to standard linear eLearning or PowerPoint-based training. Feedback from trainees highlighted that the experience was more engaging, fun, and effective than traditional learning methods.
This project demonstrated the power of VR in corporate training, setting a new standard for how Samsung educates its retail teams. By allowing RSAs to step into the customer’s shoes, the training not only improved their ability to communicate Samsung’s value but also fostered a deeper emotional connection to the brand’s mission while reinforcing its brand perception as a high-tech innovator.