Apolline Training: Building an LMS

Lee Firman

16 May 2025 — 3 min read

Apolline Training was a CPD-accredited Learning Management System (LMS) designed for dental professionals, delivering compliance-focused, blended learning experiences. Built on WordPress using the Academy of Mine LMS framework, the platform supported over 30,000 users and issued more than 100,000 course certificates before its acquisition by FMC (Dentistry.co.uk).

I built and customised the original site to suit Apolline’s specific needs, including course upload workflows, LMS configuration, and visual structure. I also designed the initial logo and brand identity (later replaced by Apolline’s primary brand after acquisition). The final platform included over 60 courses, all rated 98% or higher in learner satisfaction.

My Role

Course development & instructional design: Proofed and edited all course content developed by subject matter experts. Created supporting graphics, explainer videos, and post-course assessments. Structured lessons to support a blended learning model combining digital and print resources.
Brand & UX design: Designed the platform layout and course library. Established a consistent brand identity and user experience across all learning materials and interface elements.
Marketing: Led full-cycle marketing efforts, including:Email campaigns (MailChimp)Social media strategy and executionPress and PR coordinationPaid ads via Google Ads and retargetingSEO using Yoast, and creation of marketing assets (brochures, flyers, downloadable guides)
Product design: Created and launched the DSP Toolkit, a downloadable compliance guide that became the platform’s highest-grossing product.
Customer experience & support: Managed all learner support and onboarding. Produced support documentation, video walkthroughs, and help articles.
Data migration & acquisition support: Following acquisition by FMC, led the migration of courses and user data to Dentistry CPD, ensuring service continuity and user retention.

I supported course delivery by proofreading content developed by subject matter experts, ensuring clarity, consistency, and flow. I created supporting graphics, selected visual imagery, designed certificates and digital badges, and produced short videos to break up dense content and maintain learner engagement. Courses included structured lessons, varied assessments, and reflective learning activities designed to reinforce key concepts and encourage real-world application.

Gallery showcasing example lessons featuring instructional videos, imagery, assessments, user interface design, and course feedback elements.

98% Course Satisfaction

From launch, the platform scaled to 30,000 users and over 100,000 course completions, with every course in the 60+ catalogue rated 98% or higher by learners.

A selection of feedback from different Apolline Training courses

Video

I wrote scripts and produced videos for Apolline Training using tools like iMovie, Vimeo, Adobe Premiere Pro, and Adobe Express (now replaced by Adobe Express). The videos were used within course lessons to enrich the learning experience, as well as for promotional content across marketing channels.