Samsung Backstage is an online training portal for retailers and operators in the UK, focused on enhancing product knowledge and engagement with Samsung products. The platform was redesigned to provide a fully responsive experience, better tracking, and robust user engagement through gamification and digital badges. The collaborative effort between CG Kineo and Iris Worldwide aims to create a seamless, visually appealing user experience while integrating with social media and email campaigns.

1. Samsung Backstage: Achieving
trade engagement through an
extended enterprise LMS
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Working with:

2. AGENDA
• Introduction
• Project background
• A collaborative approach
• Tour of Samsung Backstage
• Built by CG Kineo with Totara
• Summary
• Questions
Talk to us: @kineo

3. 3
Project
background

4. Project background: RfP
Samsung Backstage is Samsung UK’s online training portal, providing product
knowledge for retailers and operators (O2, Carphone Warehouse, etc.) selling
Samsung Smartphones, Tablets, Laptops, Smartwatches and Digital Cameras.
It is also a key platform for building ongoing relationships/engagement with
retail and operator staff and rewarding them for supporting Samsung products.
Audience
• Retail/Operator store staff based in the UK (up to 70k users)
• Call centre staff based globally (e.g. India, South Africa)
• Primarily 20-34 year old, tech savvy sales staff
• Driven by competitions, money and the thrill of a sale!
This audience live and breathe phones, they love to know their specs and really
want to understand what makes new handsets different and exciting
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5. Project background…
Previous iteration of Samsung Backstage was underperforming:
• Initially well received but ultimately poorly rated by users
• Based on a bespoke CMS with little or no tracking of learning
• Lots of games that had little relevance to Samsung products
• Very hard to maintain/update and client was heavily reliant on agency, for
making even the smallest of changes
• Different and inconsistent versions of site for smartphone and desktop
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6. Project background…
New site had to provide:
• Unified site across desktop, tablet and smartphone (fully responsive); over
50% of users access the site on mobile devices!
• Much better tracking & reporting of learning and user engagement
• Increased and meaningful engagement with users
• A great brand experience: The UX was paramount!
Talk to us: @kineo

7. 7
Collaborative
approach

8. iris worldwide leading trade engagement for
Samsung
• CGK were commissioned by iris
worldwide, Samsung’s lead creative ad
agency, who provided the project
vision
• iris were responsible for all creative
aspects: UX, Art Direction and the
content / engagement strategy
• CG Kineo provided the LMS expertise
and the site was built with Totara
• The site focusses on:
• Product knowledge
• Trade engagement
• Uses an integrated approach across
Facebook, Twitter and Samsung
Backstage (the learning platform)
Talk to us: @kineo

9. 9
Tour of
Samsung
Backstage

11. • Nb screencap loses background image
• Promo carousel
• Recent learning as well as
suggested learning
• My latest badge (more
later)
• Promotions, competitions
and social links

12. • This is the learners personalised learning
space (quite simple at the moment eg no
learning plans)
• Similar to homepage; promoting learning,
competitions & social feeds
• Access to all my Open Badges…

13. • Learners are rewarded with badges for
completing product knowledge learning and
passing the quiz / assessment
• Badges are also awarded for eg completing
your profile; often the best source of
information about your user base!
• Initially an ‘Enlisted’ badge was awarded on
sign-up, both to provide instant reward and to
introduce the concept of Badges…

14. More information about Open Badges:
• Free and open: For organisations to
create, issue and verify digital badges
• Recognition: Of skills and knowledge via
verifiable digital rewards
• Transferable: Collect badges from multiple
sources, online and off, into a single
backpack… to display skills &
achievements on social networking sites,
job sites, websites etc.
• Stackable: Whether they’re issued by one
organization or many, badges can build
upon each other and be stacked to tell the
full story of your skills and achievements.
• Evidence-based: Open Badges are
information-rich. Each badge has important
metadata which is hard-coded into the
badge image file itself that links back to the
issuer, criteria and verifying evidence.
Talk to us: @kineo

15. Download the TLS Open Badges Guide for
more information:
http://www.totaralms.com/resources
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16. • Course categories, in this case by product family
• Graphical representation of categories,
continuing the visually-rich UX
• Uses ‘hero’ category – smartphones in this case,
which is the top selling category…
Talk to us: @kineo

17. • Here we see the individual products/courses
within the Smartphones category
• Visually-rich UX carries right through
• Uses ‘hero’ products layout – Galaxy S6 here,
the flagship product…
Talk to us: @kineo

18. Lush course layout that
feels very ‘webby’

19. Adaptive layout
responsive design…

20. Super powerful Totara/Moodle quiz engine:
• Question banks
• Control over attempts eg 2 failed attempts
then quiz locked for 24 hours
• Lots of control over grading eg average
score, highest score, last score
• Forms part of the course completion criteria
(along with completing the SCORM elearning
module)… to enter the Galaxy Cup
Talk to us: @kineo

21. • CG Kineo also developed the
elearning content for iris & Samsung
using Adapt, for fully responsive,
multi-device elearning
• 28 courses delivered in under 10
weeks!
• UX flows through to the learning…
Talk to us: @kineo

23. Talk to us: @kineo

24. • Competitions and promotions further
supported through an ongoing email
campaign
• Backstage course completions linked
to Facebook competitions, which in
turn promotes Backstage on FB

25. • The Backstage Battles are a great
example of a really fun competition
leveraging social media and with fab
prizes (as per the video we saw)!
• Samsung Backstage is much more
than an LMS!

26. Everyone can see the competition
pages but only those that have
completed the product knowledge
and passed the quiz can enter the
competition

27. • Celebrates winners
• Promotes the Backstage concept
via other social channels: Twitter,
Facebook and Instagram
• The Galaxy Cup is the current
community-based promotion…
Talk to us: @kineo

28. Talk to us: @kineo

29. Built by CG
Kineo with
Totara

30. Over 200 staff
8 countries
150 blue chip
clients
Ranked # 1
Part of a global business
Talk to us: @kineo

31. Award winning
• UK elearning company of the year (2008 & 2013)
• Elearning Age Awards 2014: Best Learning Game
• Top Totara Partner 2014’ Award
• Brandon Hall (Best Blended Programme)
• LearnX platinum (Best Learning Design Technology)
Talk to us: @kineo

32. Delivering …
Elearning &
online learning
Blended
Programmes
Mobile and
Multi-device
learning
LMS and
Learning Portals
Apprenticeships Consultancy and
Training
Qualifications and
Accreditations
Marketing and
Awareness
Talk to us: @kineo

33. Totara: Enterprise LMS for business
− Open Source: Multi-instance hence highly customisable & configurable
− Commercial / Corporate distribution of the world leading Moodle LMS
− Scalable for large enterprises
− A high quality branded experience
− Extensive and rich functionality set
− Cost effective, open-source solution
− No vendor lock in
− Large & active community of users and developers
Samsung Backstage is mainly standard functionality but with a highly tailored
Front End Design/Development (via CSS)
Talk to us: @kineo

34. Totara LMS key features summary:
All the benefits of Moodle, plus:
• Integration with HR and other business systems
• Map organisation hierarchies, job families and roles
• Set and manage individual development plans
• Classroom management and online booking
• Audience and programme management
• Manage team development
• Deliver and support informal and social learning
• Performance management and 360 reviews
• Rich reporting features including automated reports
Talk to us: @kineo

35. Summary

36. Achieving trade engagement
Joined up across channels:
• Social Media: Facebook, Twitter & Instagram
• Supported by an ongoing Email campaign
…all linking back to the Learning Platform (and vice versa)
Gamification not games:
• Leader boards (coming soon)
• Competitions & rewards
• Achievement of badges – the open digital standard for recognising (and verifying)
skills and knowledge
• “Levelling up” via recognition of learning (coming soon)
A great UX:
• Stunning visual design
• Looks and feels like a quality website, not a dull & dusty LMS!
• Fully responsive and optimised design across desktop, tablet and smartphone
Talk to us: @kineo

37. Learn about the real potential of Totara
Want to learn how Totara LMS could transform the delivery
of your learning, like it did for Samsung?
Great news – we’ve got our annual Totara User Group
event coming up, taking place on July 15th, in London.
Why not join us, our Totara clients and experts, for an
afternoon of sharing and drinks?
Talk to us: @kineo

38. www.kineo.com info@kineo.com