Gamifying education

Redefining education for the Life Fitness sales teams through an award winning gamification product strategy and design direction

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Life Fitness wanted to increase their global sales of fitness equipment and realised that educating their 600-strong salesforce was a key component to reaching their targets.

Previous attempts to engage teams with educational content had been unsuccessful, with commission based sales visits always taking priority.

They knew they needed a disruptive approach if they were going to shift priorities across the organisation and embed education into their processes.

Empathising with the salesforce

In order to design something that would engage the sales teams, we first needed to understand them. We interviewed sales reps and held workshops that mapped their daily workflow, tasks and attitudes.

We soon discovered that for an education programme to work for them, it needed to be flexible around their days spent on the road. It had to be accessible from any device and easy to interact with in bite size chunks between their meetings.

 

Gamification

Another insight from our research was the competitive nature of the sales force. Banter about best monthly seller, or first seller to reach the annual target got us thinking about how we could leverage this competition to increase engagement in education.

Together with the Life Fitness Academy team, we co-designed a portal with gamification built into the experience. Education modules were made up of short video tutorials with timed tests that could be done at the convenience of the employee. While points, badges and global leaderboards gamififed their participation.

Award-winning results

Life Fitness’s 6 month participation target’s were exceeded with 3 weeks of launch. From day 1 the chat function was flooded with competitive banter between teams and regions, proof that the strategy has resonated with them.

Our agile agency and client team also earned a BIMA award for ‘Best in education’.