INSTRUCTIONAL DESIGN TOOL
AUGMENTED
REALITY
CHALLENGE
Product sales, by nature, present a learning opportunity. However, a common pitfall when selling products to customers or dealers is offering learning opportunities that are passive rather than active and engaging. Whether it's a static image and product description on a website or a sales team member reciting features & benefits, these approaches to learning overlook one key objective: engagement.
BFGoodrich was looking for a better way to engage their dealers. They wanted to effectively communicate key points about a select range of truck tires and enhance the buying experience by presenting the tires in a more engaging format.
While some would have seen this as purely a creative opportunity, JACKSON saw it as more than that—it was a learning opportunity.
IDENTIFYING THE LEARNING TOOL
"Engagement" was the keyword in BFGoodrich's ask. With this learning objective before us, it was clear our learning tool needed to be interactive. So, we asked ourselves a few questions to develop the interactive experience:
- How can we give potential customers something they can relate to?
- What visuals can we use that are directly relevant to the topic?
- How can we motivate the user to engage with that story?
- How do we give the learner control?
- How do we make it fun and creative as well as easily digestible and effective?
From here, the BFGoodrich augmented reality app was born.
SOLUTION
LESS INFORMATION. MORE EXPLORATION.
The key differentiator between the app and BFGoodrich's current sales approach was that the app created an active learning experience. Instead of reading product specs on a website or listening to a sales spiel, dealers could interact with tires up close and at their own pace. Information became an exploration and an experience.
The app gave dealers three ways to engage:
-
Augmented Reality
Tires are heavy and therefore difficult for sales reps to transport and show dealers in person. With AR, they didn't have to. The app gave dealers the opportunity to interact with a tire as if it was right in front of them. They could point their phone in the direction they wanted the tire to appear, a red box would pop up, and when they tapped it, the tire would appear. From there, they could explore and learn by getting closer, stepping back, walking around it—seeing it from any angle. -
Image Tracking
The app also offered image-tracking capabilities, so when users held their device above a printed image of the tire, it would appear in AR. As long as the printed image remained in view, the tire would stay on screen. -
Standard
Of course, there are those who prefer learning without AR (although, we're not entirely sure why). For these traditional learners, the app offered a variety of educational content, including tire specifications, features & benefits, reference materials and videos.
The app is still compatible with most newer iOS devices.
RESULTS
Augmented reality is just one of many instructional design tools. In this case, it was the one that accomplished the learning objective and achieved the client's goal of engaging dealers and enhancing their experience.
OFFICES
