Grove Tea Lounge Upselling & Cross-Selling
This eLearning experience highlights the work I complete as a freelance learning experience designer for Grove Tea Lounge which addressed an issue regarding employees' abilities to cross-sell cookie dough bites which are a newer pastry item, enabling employees to utilize psychology supported actions and behaviors to create mutual value and loyalty through the cross-selling of cookie dough bites.
Audience: Employees of Grove Tea Lounge.
Tools: Articulate Rise 360, Articulate Storyline 360, Adobe Express, Canva, Coolors, Sublime Text.
Responsibilities: Instructional Design, eLearning Development, Visual Design, Storyboarding, and Mockups
KPI: Sales of cookie dough bites.
Audience: Employees of Grove Tea Lounge.
Tools: Articulate Rise 360, Articulate Storyline 360, Adobe Express, Canva, Coolors, Sublime Text.
Responsibilities: Instructional Design, eLearning Development, Visual Design, Storyboarding, and Mockups
KPI: Sales of cookie dough bites.
The Problem
Grove Tea Lounge is a tea house that also serves coffee, breakfast, lunch, and pastries. One of the newer pastry items, cookie dough cake bites, are a smaller two dollar item that can compliment many drink orders. Despite being the lowest priced pastry item and having a wide range of rotating flavors, they are not frequently being purchased. This is an issue since cookie dough bites are an ideal upselling and cross-selling opportunity increase both average sale values and customer lifetime values.
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The Solution
After discussion of with the Co-Owner of Grove Tea Lounge and careful analysis of the Grove Tea Lounge menu and social media advertising content, I determined that the problem was performance-related and caused by Grove Tea Lounge employees lacking the knowledge and experience for upselling and cross-selling. To solve this problem, I created an immersive scenario-based eLearning experience to equip Grove Tea Lounge employees with the knowledge and skills to effectively and appropriately present upselling and cross-selling recommendations to customers regarding cookie dough bites.
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My Process
Using my background as a mixed-methods PhD researcher, I first had a discussion with the Co-Owner of Grove Tea Lounge. During this initial phone call, I relied on my knowledge of semi-structured interviews to identify important themes and variables relating to the issue of cookie dough cake bite sales. I then conducted further qualitative document analysis of the Grove Tea Lounge online menu as well as social media content to triangulate data points. I then reached out to the Co-Owner with follow up questions as well as a draft outline off the eLearning course for context.
After reciving feedback from the Co-Owner, I used Cathy Moore’s strategic action mapping process to identify the best solutions to produce measurable improvements which can be supported thought training and learning experiences. After creating an action map, I then put learning theories into action when developing the various eLearning experiences through Articulate Rise and Storyline 360.
After reciving feedback from the Co-Owner, I used Cathy Moore’s strategic action mapping process to identify the best solutions to produce measurable improvements which can be supported thought training and learning experiences. After creating an action map, I then put learning theories into action when developing the various eLearning experiences through Articulate Rise and Storyline 360.
Action Mapping
Cathy Moore’s strategic action mapping process combines performance consulting with backwards design to ensure that learning experiences have a direct purpose and connection to improving measurable outcomes towards a specific business issue. I started with the measurable performance goal then identified observable tasks that can help achieve the goal. Next, I identified the hurdles to completing the observable tasks and developed eLearning solutions that resolve this issues, allowing for the successful completion of tasks through eLearning. See my Cathy Moore’s inspired strategic action mapping below.
Application of Learning Theories
ADDIE Model
This is a five-phase model for designing and developing instructional materials and courses. The phases are: Analysis, Design, Development, Implementation, and Evaluation.
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Blooms Taxonomy
This is a hierarchical model for classifying and organizing learning objectives and outcomes into six levels of cognitive complexity: Remember, Understand, Apply, Analyze, Evaluate, and Create. My learning experience progressed through these steps as follows:
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ARCS Model
This learning experience design framework to help create engaging and motivating lessons for learners through four components: Attention: Relevance, Confidence, and Satisfaction.
Cognitive Load Model
This theory explains how to design learning experiences that optimize learning outcomes by addressing how the human brain processes and stores information through working memory and long-term memory.
Constructionist Learning Theory
This theory states the learners construct their own knowledge based on their prior experiences rather than passively receiving information. This means that learners need to be actively engaged in meaning-making and problem-solving activities. As a result of constructionist learning theory, I designed the eLearning experience to include multiple real world example of upselling and cross-selling with Grove Tea Lounge menu items, including cookie dough bites. |
Gagne’s 9 Events
This is a nine-step model for designing and delivering effective instruction. The steps are: Gain attention, Inform learners of objectives, Stimulate recall of prior learning, Present the content, Provide learning guidance, Elicit performance, Provide feedback, Assess performance, and Enhance retention and transfer.
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Mayer’s Principles of Multimedia Learning
This is a six-principle model for understanding and facilitating adult learning. The principles are: Need to Know, Experience, Self-concept, Readiness, Problem Orientation, and Motivation.
SAMR Model
This is a framework for integrating technology into teaching and learning, with four levels: substitution, augmentation, modification, and redefinition. By brainstorming the ways technology could support learning, a plan of action was made for what resources should be developed with certain technologies. By reflecting on the way technology can influence learning, the decision to Redefine this learning experience was selected to allow for a low risk environment to practice upselling and cross-selling at the learners own pace.
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Interactive Articulate 360 Prototype
Guided by the learning activities identified through action mapping as well as the multiple learning theories that help provide data supported structure to a learning experience, I developed 10 lessons for the Articulate 360 course with a range of interactive features. This eLearning experiences was then provided to to Grove Tea Lounge Co-Owner via Articulate Review 360 for feedback regarding ease of navigation, content pacing and content, and overall satisfaction. This user feedback was taken into account for developing the final eLearning experience.
Full Development
The final development used both Articulate Storyline 360 and Rise 360 to develop a variety of engaging content. The final product was then published online through Articulate Review 360 with feedback turned off to allow anyone with the link to access the full course online. The course version presented on my portfolio website is the preview version which allows for a free form viewing of lessons, rather than restricting lesson access through linear progression which was provided to Grove Tea Lounge employees.
At the end of the course a Articulate Storyline 360 block allows for a custom certificate of completion (picture below). This was a custom certificate that I made using the company logo and color hex code matching background. Furthermore, This certificate used HTML and JavaScript coding to personalize the name and date on the certificate.
At the end of the course a Articulate Storyline 360 block allows for a custom certificate of completion (picture below). This was a custom certificate that I made using the company logo and color hex code matching background. Furthermore, This certificate used HTML and JavaScript coding to personalize the name and date on the certificate.
Custom Certificate
It was important to have a customized certificate of completion with a user submitted name and auto generated date to help ensure that learners are completing the required training as well as encouraging the learner with personalized celebratory content.
I used HTML and JavaScript coding in Articulate Storyline 360 to allow the user to submit their name and auto generate the date. The Storyline 360 content was then exported locally where I was able to add my HTML file and custom certificate background made using both Adobe Express and Canva.
The final .zip file was then uploaded onto Articulate's Review 360, making this content available in Rise 360 as a Storyline Block.
I used HTML and JavaScript coding in Articulate Storyline 360 to allow the user to submit their name and auto generate the date. The Storyline 360 content was then exported locally where I was able to add my HTML file and custom certificate background made using both Adobe Express and Canva.
The final .zip file was then uploaded onto Articulate's Review 360, making this content available in Rise 360 as a Storyline Block.
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