DTLR

Responsibilities:

Tools Used:

Overview

DTLR (Downtown Locker Room), a leading urban retailer, required a dynamic and engaging e-learning course to onboard new employees. The course needed to educate incoming staff on store operations, customer analysis, and the broad range of products sold while capturing DTLR's distinctive, edgy brand style. It was crucial that the training reflected the vibrant atmosphere of the stores and resonated with the target audience—both the employees and the customers.

Learning Objectives

• Equip employees with a thorough understanding of DTLR store operations and policies.
• Train staff on how to assess and analyze customer needs effectively.
• Familiarize employees with the diverse product range available in DTLR stores.
• Engage employees in an immersive learning experience that aligns with the brand's distinctive urban style.

To ensure the training matched DTLR's aesthetic and operational goals, we employed a user-centered design approach that emphasized both the store's environment and its customer base.

Our first step was to immerse ourselves in the DTLR experience. We visited stores, examined the signage, and analyzed displays to understand how products were presented. The client also provided reference images and videos, which were pivotal in helping us synthesize the look and feel of the course.

The research extended to understanding DTLR's customer demographic—urban, fashion-forward individuals with a keen sense of style. This informed both the visual design and the tone of the interactions, ensuring the course would resonate with the target audience.

We crafted several visual prototypes that reflected the bold, edgy, and high-energy environment of DTLR stores. These included layouts inspired by store displays, product signage, and the style of the clothing and footwear sold. The designs underwent iterative reviews with the client, resulting in a final style that was energetic, visually rich, and aligned with DTLR's brand identity.

Once the design was approved, we developed a comprehensive style guide to ensure consistency across all course modules. This document became a living resource throughout the project, enabling multiple designers to collaborate effectively and maintain a cohesive visual identity while speeding up the development process.

The instructional design process was centered around creating engaging, meaningful interactions that maximized learning while staying true to DTLR's brand. The scripts, developed by writers and instructional designers, served as the foundation for interaction design.

• Engaging Interactions: Each module featured a variety of interactive elements, from click-to-reveal information to scenario-based decision-making. Staging and movement were key components in keeping learners engaged, simulating the fast-paced and dynamic environment of the retail store.
• Collaborative Development: Close collaboration with developers ensured that the interactions were not only visually appealing but also functionally smooth. The iterative development cycles allowed us to refine interactions, ensuring the course provided both instructional value and an enjoyable user experience.

The client provided extensive media resources, which accelerated production and contributed to the authenticity of the course's visual style. The feedback from both the client and employees was overwhelmingly positive:

• Employees reported that the course aligned with the "vibe" of the stores and customer base, making the training experience both relevant and engaging.
• Completion rates were high, further confirming the course's effectiveness in engaging the learners.
• The course successfully captured the unique energy of the DTLR brand while delivering on its instructional objectives, making it a valuable tool for onboarding new employees.