Turning NYC Into an Immersive Onboarding Experience

Coach Journey

The best onboarding focuses on creating “successful moments” rather than just completing steps. Inspired by NYC’s iconic boroughs, I designed an onboarding journey where each borough represents a key theme:

• Manhattan: Introduction to the brand’s heritage and mission.
• Brooklyn: Focus on fundamentals, showcasing craftsmanship and creativity.
• Queens: Exploration of materials like leather and sustainable innovations.
• Bronx: Hands-on training modules for hosting and in-store experiences.
• Staten Island: Advanced brand storytelling and customer engagement.

Accompanied by illustrated City Guide booklets for note-taking and training, this approach combines cultural identity with essential content, enriching employees’ understanding of the city while enhancing their onboarding experience.

Design Elements

Borough-Themed UI

• Each step featured visuals inspired by the borough’s landmarks and vibe, reinforcing the connection to NYC.

• The transition between boroughs mirrored subway navigation, enhancing the urban storytelling experience.

Gamified Progression

• Users unlocked boroughs by completing tasks tied to learning objectives.

• Successful completion highlighted “moment of success” milestones, such as mastering leather care or hosting strategies.

Interactive Modules

• Interactive touchpoints like quizzes, video demonstrations, and role-play scenarios made the process engaging and dynamic.

Seamless Alignment

• The onboarding content and branding were tightly integrated, ensuring consistency with the overall digital ecosystem.

Impact

This approach not only educated users but also made the process memorable, aligning their journey with the energy and diversity of NYC. By focusing on “successful moments,” the onboarding process fostered emotional connections, boosting engagement and retention.

Coach Journey Launch Video

Highline: The Coach Brand

Understand the concept of Modern Luxury and identify the unique attributes of Coach. Familiarize yourself with Coach’s rich history and key milestones. Learn to recognize the Coach Codes and other signature design elements. Gain confidence in discussing Stuart Vevers, his design inspirations, and his vision for Coach Girl and Coach Guy. Acquire knowledge about the origins and significance of Coach 1941 and its implications for the brand’s future.

Understand the concept of Modern Luxury and identify the unique attributes of Coach. Familiarize yourself with the rich history of Coach, including the key milestones that have defined the brand. Learn to recognize the Coach Codes and other signature design elements. Gain confidence in discussing Stuart Vevers, his design inspirations, and his visions for Coach Girl and Coach Guy. Acquire knowledge about the origins and significance of Coach 1941 and its implications for the brand's future.

Each borough represents a unique destination in an employee’s Coach Journey, seamlessly integrating with the digital experience. This structure ensures that every aspect of the training is cohesive and immersive, guiding employees through different phases of their development. By aligning physical and digital elements, Coach Journey becomes a comprehensive learning environment that makes the onboarding process both effective and enjoyable.

Downtown: Inspiring on the Brand

Understand the importance of inspiring customers about the brand and its products.

Identify and master the three distinct methods to generate enthusiasm for the brand.

Learn to effectively showcase how and when to inspire customers about the brand during the Hosting Ceremony.

Grasp the significance of inspiring your customers about the brand and its products.

Identify and understand the three distinct methods you can use to inspire enthusiasm for the brand.

Learn to effectively demonstrate how and when to inspire customers about the brand during the Hosting Ceremony.