Retail Training Experience
Role: UX Researcher & Strategist
Client: LG Electronics
Location: United Kingdom
Duration: May 2015 – July 2015
Overview
LG Electronics relies heavily on retail partners to promote and sell its wide range of products. However, the challenge was that LG doesn’t sell directly to consumers, meaning in-store staff from third-party retailers needed to be both educated and motivated to prioritise LG over competitors.
I was tasked with overhauling LG’s outdated internal training platform and turning it into an engaging, mobile-first hub that would incentivise, educate, and empower retail staff to confidently sell LG products.
My Role & Responsibilities
- Discovery & Research
- Conducted in-store visits to observe staff behaviour, access limitations, and training habits.
- Created research-based personas to guide content design, prioritisation, and engagement strategy.
- UX Design & Strategy
- Designed the site’s information architecture, navigation, and content hierarchy for both mobile and desktop.
- Produced hand-drawn sketches, annotated wireframes, and functional specs to support development.
- Defined user journeys tailored to distinct persona types across mobile and web contexts.
- Gamification & Incentivisation
- Integrated a points-based reward system tied to content completion and learning milestones.
- Designed UX elements for regular prize draws to drive continued engagement.
- Cross-Team Collaboration
- Worked closely with internal teams, content producers, and developers to manage design handoff and ensure responsiveness and scalability.
Outcomes
- 98,300+ increase in page views year-over-year within six months of launch.
- 24,000+ new users signed up within days of launching the incentive and prize system.
- Mobile-first access made it easier for staff to complete training during downtime on shop floors.
- LG Lounge became the central hub for training across retail partners in the UK and beyond.
Key Learnings
- Designing for retail staff requires understanding not only user goals but physical constraints and downtime moments.
- Gamification, when tied to real-world incentives, can dramatically boost engagement and retention.
- Persona-driven UX helps align business and user goals in platform redesigns.