Client Retention Strategies

Overview

This animated branching scenario eLearning experience helps personal trainers maintain excellent service and positive relationships with clients in order to increase client retention rates.

Audience: Personal Trainers

Responsibilities: Instructional design, eLearning development, visual design, action mapping, mockups, storyboarding

Tools Used: Mindmeister, Vyond, Adobe XD, Articulate Storyline 360, Canva, Google docs, Visual Studio Code

  • This concept project is inspired by my work as a personal trainer years ago. This eLearning would be part of the onboarding process for personal trainers at a gym. Gym member retention statistics show it's cheaper and easier to focus on maintaining clients rather than selling to new ones, yet training for personal trainers often focuses more on sales than on client retention.

  • This scenario-based, story-driven eLearning experience trains personal trainers in soft skills to help them increase client retention rates. The eLearning experience takes the learner through four scenarios based on real situations personal trainers may encounter.

  • Client retention rate will increase by 25% by the end of the year, as coaches assist clients in strategic goal setting.

Process

I took several steps to plan and iterate on this project in order to bring it to fruition, as I followed the ADDIE model: analysis, design, development, implementation, and evaluation. This allowed me to collect feedback at various stages, as well as ensure the overall look and feel of the project was cohesive. I began with an action map, then wrote a storyboard before designing visual mockups and later building an interactive prototype.

Action Map

Drawing from previous experience working as a personal trainer, I acted as the SME (subject matter expert) and created an action map with Mindmeister. I identified a business goal that was realistic and measurable, then identified four high priority actions for which to create scenario-based questions. Inspired by "Map It" by Cathy Moore, I made sure to focus on actionable items exhibiting behavior change.

Text-Based Storyboard

After creating the action map, I created a text-based storyboard as a blueprint for my project. I thought through each high-priority action and wrote an immersive story with scenarios and consequences for each choice. I featured a mentor character to guide the learner as needed. I then collected feedback and made a few edits based on suggestions. Having the text, dialogue, visual design and programming notes completed, I was able to move forward with a clear vision for my project and shift my focus to the design.

Visual Mockups

In order to plan out the look and feel of my project, I created visual mockups in Adobe XD. I began brainstorming ideas with a mood board. I collected photos, fonts and color palettes for inspiration. I created a style guide and tested my colors for contrast and readability to ensure accessibility. I began creating my characters and scenes in Vyond, as well as a logo in Canva.

My mockups evolved from basic wire frames to high fidelity mockups for each type of slide I planned to include (scenario prompt, mentor, question, etc.). I tested out different colors, buttons, text boxes, spacing, etc. and updated my style guide as I collected feedback and iterated on the mockups until I was happy with the design.

Interactive Prototype

With my text-based storyboard and visual mockups complete, I was ready to start creating my project in Articulate Storyline 360. This was the exciting part, as I began to see my project come to life. I created an interactive prototype which included the introduction, the first scenario-based question, and the consequences for each answer. I tested out my triggers, animations, and sound effects, and collected feedback.

Full Development

After making a few changes to my prototype based on feedback from instructional designers, fitness professionals, and other users, I developed my final product. I added even more sound effects and animations in order to immerse the learner into the story. I included a scene where text messages pop up successively. I also included scenes where the background noise of the gym, as well as the video, loop until the user continues. At the end of the experience, the learner is awarded a certificate, which I created on Canva and then used javascript to produce a PDF which features the date and the learner's name.

Results and Takeaways

My project was well received. Those who tested it out said they enjoyed it and felt satisfied upon completing the eLearning experience. I also enjoyed the process of creating it and overcoming challenges. The feedback I received from my instructional design community at various stages throughout the project was extremely helpful in shaping my final product. I also found a number of tutorials on the web, which helped me bring my vision to life using Articulate Storyline 360. Most of the challenges I faced turned out to have simple solutions, which I found with a quick Google search.