Learning Experience Design
Learning That Changes Behavior
Designing for judgment during organizational change.
Highlights
As part of a broader learning initiative, trained sellers saw a 24% higher average deal size, 23% more expansion opportunities, and a 15% higher retention win rate.
The Challenge
As a global SaaS organization expanded its service offerings, sellers were expected to diagnose customer needs and recommend increasingly complex solutions while the products, processes, and organizational structure around them continued to evolve.
The challenge wasn't simply helping people understand the offerings. It was helping them make sound decisions under changing conditions.
The Design Decision
Working alongside enablement, sales, services, and product marketing teams, we made a deliberate decision not to teach every product and pricing detail.
Instead, the course was structured around the sequence of decisions sellers make during a customer conversation: from diagnosis through recommendation to quote construction.
Bringing It to Life
The experience moved intentionally from demonstration to guided practice to independent application. Learners first watched the Configure Price Quote (CPQ) workflow in action, then practiced navigating it in a guided simulation before applying what they learned in scenario-based assessments.
I built those assessments around realistic customer situations informed by call recordings and SME interviews. Learners had to identify customer needs, justify their service recommendation, and connect that decision to quote construction.
Each step built on the one before it, reinforcing the connection between customer context, business judgment, and operational execution.
- Customer Scenario
- Diagnostic Questions
- Needs Identified
- Service Recommendation
- Quote Construction
Why It Worked
The breakthrough was deciding what learners didn't need and giving them repeated opportunities to practice what they needed to do. Pricing charts, feature-heavy explanations, and policy details took a back seat to demonstration, guided practice, and realistic decision-making.
By building confidence with the workflow before asking sellers to exercise judgment independently, the experience prepared them to reason through the problem rather than memorize every possible answer. That made the learning more useful even as the business continued to evolve.
Sometimes the most important design decision is deciding what not to teach.
