LEARNING DESIGN CASE STUDY

Become the
Fifth Star

Putting learners in the driver's seat of the BMW premium experience through immersive, interactive learning.

Customer Service Staffe

Audience:

Learning Designer & Developer

My Role:

Bespoke Interactive eLearn

Solution:

Articulate Storyline, Adobe Illustrator, Copilot

Tools:

Explore the Course

THE CHALLENGE

New team members.
High expectations.

Offshore customer service teams needed to experience the BMW products they would support, not just learn about them.

The challenge was to make the learning immersive, engaging and practical, while maintaining the premium feel of the BMW brand.

THE SOLUTION

An immersive, interactive brand experience.

Learners were placed in the driver’s seat, exploring a BMW vehicle and experiencing the customer journey for themselves.

High-quality visuals, animation and interactivity brought key features to life, before learners applied their knowledge through the BMW conversation approach.

THE RESULT

Greater confidence.
Better prepared.

Increased Readiness - increased by 42% with new hires reporting greater confidence.

Improved CSAT - increased from 78% to 92% following the learning experience.

Stronger Capability - with a 35% uplift in product knowledge and conversation skills.

I focused on recreating the BMW product experience through immersive visuals, interaction and practical application, giving learners a stronger connection to the products and customers they would support.

From insight to impact

How I Designed It

ANALYSE
Reviewed stakeholder input along with brief guidelines to identify key learning needs and knowledge gaps.

DEVELOP
Built the experience from the ground up (no templates), using branded visuals, animation, sound and interactivity.

DESIGN
Mapped the customer journey and esigned an immersive journey combining vehicle exploration with conversational practice.

IMPLEMENT
Integrated the experience into onboarding to build product familiarity and conversational confidence.

EVALUATE
Measured learner readiness, product knowledge and conversational capability to assess the impact of the experience.

Inside the Experience

Here are a few examples from the eLearning module, showing how learners engage with the scenario, make decisions and recieve feedback.

A closer look

an image of a locked BMW car and key fob, inviting the learner to unlock the car

Course introduction
Invites learners to unlock their vehicle and begin the experience.

interior of the BMW cockpit waiting with the start button highlighted

Immersive product experience
Learners enter the BMW cockpit and experience the vehicle’s start-up sequence.

interior of the cockpit lit up and dashboards illuminated

Engaging interactions
Including drag-and-drop, hotspots, triggers, click-to-reveal, and multiple choice.

user can customise the ambient lighting by changing the coloured buttons and visualising the new look

Engaging interactions
Learners can customise their BMW’s cockpit features, replicating the real experience.

looking at a BMW from behind with a cityskape in the distance.

Animated and visual guidance
Provides the learner with instructions,
step-by-step support and key takeaways.

customer scenario with a range of multiple choice responses

Problem solving and decision making
Learners analyse information, identify root causes, and deliver next best actions.

feedback screen, which is awarding the learner a start for completing this first scenario

Immediate feedback
Learners choose the best response and provided with immediate feedback.

final screen that reveals the fifth star in the BMW service is the learner

Learning Objectives
Objectives are clear with knowledge checks to reinforce expectations.

Supporting documents

Behind the Design

Explore the project artefacts