Innovative learning solution for sales trainees

Success through playful e-learning

Challenge: Effective training of sales trainees

In recent years, the company has had the opportunity to work with Centigrade to develop innovative solutions to meet specific challenges, such as the complex regulatory requirements of §34d training. The training process needed an innovative, digital solution to deepen the learning experience and deliver the subject matter in a sustainable way.

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Client:

Swiss Life Deutschland Vertriebsservice GmbH

Versicherungen, Asset Management

Services:

UX Research

Prototyping

Frontend Engineering

The Solution

An innovative serious game based on Angular that prepares trainees for real-life situations through simulation-based learning.

Through user research, conception and development to the award-winning game

Since the launch of 34d City, trainees have been actively using the game to prepare for their exams. Players expand their customer base in the game, collect trust points and gain access to important specialist information. The project received the eLearning Award 2025 for its innovative approach.

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Through user research, conception and development to the award-winning game

Since the launch of 34d City, trainees have been actively using the game to prepare for their exams. Players expand their customer base in the game, collect trust points and gain access to important specialist information. The project received the eLearning Award 2025 for its innovative approach.

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User Research

Centigrade focused on user research, conception and software development, with the visual design provided directly by SwissLife.‍

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In the course of the user research, we recorded the needs and expectations of the sales trainees. The interviews revealed that most sales trainees are philanthropists, and many also fit the profile of the Achiever player type. For Philanthropists, the deeper meaning of the job is very important. They want to be mentors and help others without expecting a reward. Players of the Achiever type thrive when they achieve goals, make tangible progress and receive recognition for their successes.

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Concept & Testing

In the conception phase, we designed the Core Game Loop and integrated philanthropic and Achiever elements to motivate the trainees. The Core Game Loop is based on trust: With every correct answer, the customer's trust increases. Once enough trust has been built up, the customer recommends others and new questions are unlocked.

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A prototype was then created and extensively tested in order to gather feedback and adapt the game to user requirements and learning objectives.

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Development

The game was developed entirely with Angular and not realized in a game engine. This decision enabled seamless integration into Swiss Life's existing web applications and high performance on various end devices. By using Angular, both complex interactions and dynamic user interfaces could be implemented efficiently.

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Interactive customer acquisition

The game represents specialist areas as neighborhoods. Each potential customer has to be convinced by giving the right answers to gain trust, which then leads to new customers. Needs-based case files and defined sources help trainees to play through realistic scenarios and consolidate their knowledge.

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FiberQ Performance Dashboard

FiberQ Performance Dashboard

FiberQ Performance Dashboard

FiberQ Performance Dashboard

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Playful learning, realistic experience: Users give positive feedback

User feedback shows how well the game is received: many find it “closer to everyday consulting than traditional IHK preparations”, praise the “pleasant music” and the lack of the feeling of “having to learn”. The combination of “modernity, fun and learning material”, which also appeals to beginners, is particularly appreciated. The content is conveyed in a “playful and understandable” way, and learning is “realistic” and motivating. One user sums it up: “I just wanted to have a look at it - but then I got stuck straight away.”

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Award-winning serious game: 34d City wins eLearning Award 2025

The serious game 34d City was awarded the eLearning Award 2025 in the category Virtual Learning Worlds - Focus on Serious Game. The successful combination of learning content and gamification, which enables trainees to deepen their knowledge in a playful and practical way, was recognized.

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The realistic simulation of consulting situations, in which players build trust with virtual customers and expand their customer base, was particularly convincing - a concept that promotes both motivation and learning success.

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Technologien

Swiss Life Deutschland Vertriebsservice GmbH

The close collaboration with Centigrade and our internal project group was crucial to the successful development and release of our educational game (34d City), which is specifically designed to help new sales partners prepare for the §34d exam. Thanks to the team's expertise, we were able to realise a serious game that not only conveys the content in an understandable and playful way, but also inspires lasting enthusiasm. We are particularly proud that this commitment and the quality of our project has been recognised with the eLearning Award 2025 in the Virtual Learning Worlds category. Together, we have not only developed a learning game, but also created a tool that increases the satisfaction and success of our sales partners.

Jan Gehrke
Abteilungsleiter Basis-, Fach- und Spezialistenausbildung & eLearning

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Senior UX Manager · Team Lead UX Research