Molson Coors Customer Segmentation Training
Type: Sales Enablement / UX Learning Experience
Company: Molson Coors
Tools: Articulate Storyline, Adobe Illustrator, Adobe After Effects
Molson Coors needed to educate sales teams on their updated customer segmentation framework, but wanted the training to go beyond a traditional presentation. The material had to feel relevant, be visually branded, and reflect real-world challenges sellers faced when choosing products for different accounts. The goal was to create an engaging training experience that helped sales reps understand and retain customer segment types—and apply that knowledge in daily decision-making.
Discovery & Research
Collaborated with Molson Coors stakeholders to identify knowledge gaps around customer segmentation and product mix strategy
Reviewed the brand’s global study, which surveyed tens of thousands of consumers on questions like: “Where were you?” “What was the vibe?” “Who were you with?”
Prioritized brevity, visual engagement, and direct relevance to real accounts
Design Strategy
Decided to reverse-engineer the study experience for sales reps—having them answer similar questions to build empathy and insight from the inside out
Built a personalized learning flow that tied each learner’s reflections to segment types they’d explore later
Developed a short animated intro video to grab attention and explain the “why” up front
Optimized tone and structure for how reps actually prefer to learn: fast, visual, and self-guided
Solution
Reversing the Research
Instead of simply presenting segmentation findings, we flipped the experience. Sales reps were asked the same questions posed in the original global study (e.g., where were you the last time you had a drink? what were you wearing? who were you with?) — helping them connect personally with the patterns behind the segments.
Animated Intro Video
Developed a short, upbeat animated video to open the experience
Explained the importance of segmentation and what learners would gain
Helped build trust, context, and attention before showing product info