Immersive Learning Theater (pt1)

Categories:

Project Overview

As Project Lead for the Samsung Immersive Learning Theater our goal was to enhance retail sales associates’ (RSAs) understanding of a variety of Samsung TV and Audios systems.
The initiative aimed to improve sales conversions in stores by providing an engaging, interactive learning experience.

As the Project Lead and Instructional Designer, I oversaw content development, visual and graphic design, storyboarding, and VR production of animation & VFX in collaboration with our creative agency.

Project Details

Problem

Develop a groundbreaking, one-of-a-kind training program for Best Buy store staff to enhance the perceptions of Samsung home entertainment products and give staff memorable, immersive learning experiences to drive increased recommendation rates and conversion at retail.

Samsung aimed to enhance RSAs’ understanding of its TV display technology and audio systems by showcasing their key differentiators in an engaging and memorable way. Traditional training methods lacked interactivity and did not provide an immersive experience that effectively demonstrated the real-world benefits of Samsung’s advanced innovations. To reinforce its position as a leader in cutting-edge technology, Samsung sought a training solution that not only educated RSAs effectively but also created a compelling experience that would increase customer confidence and drive sales.

Solution

The Samsung Immersive Learning Theater was launched on the Borderless VR platform, featuring a module that transported RSAs into a simulated consumer living room. This VR experience demonstrated the real-world benefits of Samsung display technology and audio systems, showcasing unique selling points such as enhanced brightness, contrast, upscaling capabilities and seamless integration of audio systems. By immersing RSAs in a realistic environment, the training helped them better understand and communicate the product’s advantages to customers.

My Process

I worked closely with Samsung National Trainers, Product Managers, and a creative marketing agency to define business objectives for each learning module. First, we developed scripts for voice-over narration and interactive storytelling to align with product messaging and training goals. Next, we created storyboards to visually map out content flow, interactions, and design elements. Once the content was approved by stakeholders, the creative agency began VR production. Throughout the development process, we conducted multiple in-headset reviews to test and refine the experience, ensuring an engaging and effective learning tool.

Project Outcomes

The VR training program received overwhelmingly positive feedback from both RSAs and Samsung stakeholders. We developed and launched 12 VR learning modules, updating content yearly to reflect new product information. Gamified assessments were introduced through the Sales Hero game, which combined Beat Saber-style game mechanics with knowledge-check questions, allowing RSAs to compete on national leaderboards and earn rewards. This initiative increased engagement and knowledge retention while reinforcing key sales messaging. This program grew from a successful 3-retailer and 6-trainer pilot, to a nationwide program covering hundreds of store locations across Best Buy and other channel retail partners via 50+ Samsung Market Sales Managers.

Beyond training RSAs, we expanded the program to include consumer-facing VR experiences, enabling shoppers to explore Samsung TV and audio product features in an interactive virtual environment. This project demonstrated the impact of immersive learning on sales effectiveness, setting a new standard for VR-based retail education.

Login