Expert Response to the Design Challenge
A model response to the RetailCorp training challenge, demonstrating expert application of Gagné's Nine Events.
How This Chapter Works
This chapter provides a model response to the RetailCorp customer return training challenge from the previous chapter. Compare your design to this approach—not to judge your work as right or wrong, but to identify principles you may have missed or alternative approaches you hadn't considered.
Good instructional design has multiple valid solutions. The key question isn't "Did I match the expert?" but "Did I address all the cognitive processes learners need?"
Model Response
Event 1: Gain Attention
Design: The module opens with a high-quality audio clip of a genuinely frustrated customer's voice: "I just want to return this. Why is this so difficult?"
Screen fades to black, then presents two large buttons:
- "Make it right"
- "Follow the book"
Learner must choose. Either choice leads to the same next screen, but the choice creates immediate engagement and a moment of reflection.
Next screen: "In the next 20 minutes, you'll learn how to do both—make it right AND follow the book. Let's turn frustrated customers into loyal ones."
Why this works:
- Emotional, relatable stimulus (the customer's voice)
- Interactive choice that provokes reflection
- Immediate connection to the problem training will solve
- Promise of value rather than just compliance
Event 2: Inform Learners of the Objective
Design: "Your mission is to become a returns expert.
After this 20-minute module, you will be able to:
- Execute the 3-step return process flawlessly
- Confidently resolve a return without a receipt
- Turn a damaged-item return into a positive customer experience
You'll practice each skill and prove your mastery before completing the module."
A progress tracker appears at the top of the screen showing three skill badges to earn.
Why this works:
- Framed as a "mission," not a compliance requirement
- Action verbs (execute, resolve, turn into)
- Clear connection to job tasks
- Gamification element (badges to earn)
- Signaled that assessment is coming
Event 3: Stimulate Recall of Prior Learning
Design: A reflection prompt appears:
"Think about the best customer service experience you've ever had—as a customer yourself.
What one word describes how you felt?"
Learner types their word into a text box.
Next screen displays a word cloud of common responses (pre-loaded, not actually generated from input): "Valued," "Heard," "Respected," "Satisfied," "Surprised"
"These are the feelings we want to create. Everything in our return process is designed to make customers feel this way."
Why this works:
- Activates personal experience (every employee has been a customer)
- Creates emotional connection to the goal
- Builds from learner's own schema for "good service"
- Validates their input while directing toward training purpose
Event 4: Present the Content
Design: Content is presented through interactive branching scenarios, not slides or video lectures.
Structure:
-
Scenario 1: The Standard Return (5 min)
- Learner is the employee
- Customer approaches with a return
- Guided walkthrough of the 3-step process
- Each step is labeled and explained as it happens
- Learner clicks to confirm each step
-
Scenario 2: Return Without Receipt (5 min)
- Different customer, same position
- Branching choices appear
- Learner sees immediate consequences of their choices
- Correct path demonstrates policy AND empathy
-
Scenario 3: Damaged Item Return (5 min)
- Third customer with a damaged item
- More challenging decision points
- Model demonstrates de-escalation AND policy compliance
After each scenario, a brief summary screen reinforces key points.
Why this works:
- Active, not passive
- Content is chunked into three scenarios
- Learning happens through doing, not watching
- Real-world context throughout
- Consequences make decisions meaningful
Event 5: Provide Learning Guidance
Design: Throughout the scenarios, guidance is layered:
The Coach: A friendly character icon appears in the corner of the screen. Learner can click for hints at any time. The Coach provides context-specific guidance:
- "Remember, start with empathy before policy."
- "This is a good time to use the verification process."
Policy Quick View: A persistent button opens a pop-up with the 3-step process summary. Always available for reference.
At scenario end: Each scenario concludes with a downloadable "Quick Reference Card" summarizing that type of return. These are designed as actual job aids employees can reference at work.
Why this works:
- Just-in-time support (Coach)
- Persistent reference (Quick View)
- Tools designed for transfer (Quick Reference Cards)
- Multiple levels of support for different needs
Event 6: Elicit Performance
Design: The branching scenarios themselves are the practice. But beyond the guided scenarios, a "Practice Mode" offers:
Practice Scenario A: A new customer with a standard return. No Coach hints. Learner must complete the 3-step process correctly.
Practice Scenario B: A customer wanting to return without receipt. Learner must make correct choices without guidance.
Practice Scenario C: A frustrated customer with a damaged item. Learner must de-escalate AND process correctly.
Each practice scenario provides immediate feedback but is not scored.
Why this works:
- Practice matches real job tasks
- Progressive removal of scaffolds
- Multiple attempts allowed
- Safe failure environment
- Builds confidence before assessment
Event 7: Provide Feedback
Design: Feedback is immediate and contextual throughout all scenarios.
For correct choices: Customer responds positively (video or text). Coach appears: "Great choice! By acknowledging their frustration first, you calmed them down. Now they're ready to hear the policy."
For incorrect choices: Customer responds negatively. Coach appears: "That response was a bit too direct—the customer felt dismissed. Let's try a different approach. Remember: empathy before policy."
Learner gets another attempt.
At the end of practice scenarios: Summary screen shows: "You got 4 out of 5 decision points correct. Here's what to focus on:" followed by specific guidance.
Why this works:
- Immediate (no delay)
- Specific (not just "correct" or "incorrect")
- Shows consequences (customer reactions)
- Explains why (connects to principles)
- Remedial (guides toward correct approach)
- Allows retry
Event 8: Assess Performance
Design: Final assessment is a single, new, challenging scenario combining all elements:
The Assessment Scenario: A customer wants to return a damaged item that was purchased as a gift (no receipt). They're visibly frustrated. The customer situation combines both difficult scenarios.
Learner must:
- De-escalate the frustration
- Apply correct policy for damaged items
- Handle the no-receipt situation appropriately
- Complete the 3-step process correctly
No Coach hints available. No Policy Quick View. This is independent performance.
Scoring:
- 5 critical decision points
- 4 out of 5 correct = pass (80%)
- Immediate results with feedback on any missed points
- Retake available after reviewing feedback
Why this works:
- Authentic scenario (realistic combination of challenges)
- No supports (tests true competence)
- Performance-based (not multiple choice recall)
- Clear pass/fail threshold
- Feedback on failures enables improvement
Event 9: Enhance Retention and Transfer
Design: Upon successful completion:
Downloadable Resources:
- One-page "Returns Cheat Sheet" PDF with the 3-step process, key phrases for difficult situations, and policy quick-reference
- "Empathy Phrases" card with sentence starters for de-escalation
Application Commitment: Final screen prompts: "Think about your next shift. Write down one specific situation where you'll use what you learned today."
Text box for learner to type their commitment.
Follow-up:
- Automated email sent 7 days later: "How's it going with returns? Reply with one success story or one challenge you're facing."
- Optional: link to manager discussion guide for coaching conversations
Why this works:
- Job aids for on-the-job reference
- Implementation intention (commitment prompt)
- Spaced contact (7-day follow-up)
- Bridges to real performance environment
Key Design Principles Illustrated
Alignment: Objectives → Practice → Assessment all involve handling return scenarios. Never a mismatch between what's taught and what's tested.
Active Learning: Learners are doing throughout—making decisions, seeing consequences—not passively watching.
Realistic Context: Every activity involves a customer interaction, not abstract policy recitation.
Progressive Scaffolding: Full support → reduced support → no support (assessment)
Motivation: Framed as mastery ("become a returns expert") not compliance ("complete this requirement")
Transfer Focus: Job aids designed for actual use; commitment prompt creates implementation intention
Comparing Your Design
Review your design from the previous chapter against this model:
What elements did you include that the model also has? These represent solid instructional design instincts.
What did the model include that you didn't? Consider whether these additions would strengthen your design.
What did you include that the model doesn't? You may have had good ideas not represented here. Evaluate whether they serve learning or are unnecessary additions.
Where did your designs differ most? Different approaches can both be valid. Ask: Does my approach support the relevant cognitive process?
Final Reflection
The model response isn't the "right answer"—it's one well-designed solution.
The framework matters more than any single implementation. If you:
- Captured attention with something relevant
- Stated clear, measurable objectives
- Activated prior knowledge
- Presented content in chunks with processing activities
- Provided scaffolds for understanding
- Created opportunities for realistic practice
- Built in immediate, specific feedback
- Assessed what you said you'd teach
- Supported transfer to real performance
...then you've applied Gagné's Nine Events effectively, regardless of whether your specific activities matched this model.