Most folks think instructional design is about making courses. And sure, sometimes it is. But the real magic? It’s not in the slide decks or quiz questions; it’s in solving actual business problems. That’s where Action Mapping comes in and yes, it’s as purposeful as it sounds.
So let me introduce you to my not-so-secret weapon in the design world: Action Mapping, created by the brilliant Cathy Moore. If you’ve ever sat through a soul-crushing compliance training and thought, “There has to be a better way,” well this is it.
Illustration of an office glass wall covered in colorful notes and documents (Midjourney, 2025).
What Is Action Mapping?
At its core, Action Mapping flips the script. Instead of asking “What do people need to know?” it asks the much bolder question: “What do people need to do?” And that little shift? Game-changer.
You see, Cathy Moore didn’t just write a book (go snag Map It if you’re curious), she sparked a movement. One where instructional designers stop building glorified PowerPoints and start designing solutions that move the needle.
Rule #1: Don’t Say “Course” (Yet)
When a stakeholder comes to you begging for a training, “We need a course on customer service,” take a breath. Smile, and don’t say yes.
Instead, say something like, “Happy to help! But first, can we chat about the actual issue you’re seeing?” Because here’s the truth: most of the time, a 30-minute course isn’t going to change behavior. It’s just going to check a box.
The real win? Getting everyone to the table for a kickoff meeting and digging into what’s actually going on.
Let’s Talk Kickoff
This isn’t just any meeting. It’s your chance to gather the people who know the problem best: the stakeholder who’s losing sleep over it and the SMEs (subject matter experts) who live it every day.
Together, you’ll do three things:
- Define the business goal.
- List what people need to do to reach that goal.
- Ask the hard question, “Why aren’t they already doing it?”
The Business Goal, But Make It Snappy
Cathy gives us a formula, and I have to say it slaps:
“A measure we already use will improve by X% by 2025, as [group] does [specific action].”
Example:
“Customer satisfaction will increase by 20% by June 1 as reps use the empathy framework.”
Simple, right? Measurable, actionable, and sharp enough to stick on a whiteboard.
Build the Map
Now comes the fun part: mapping. Picture a visual spiderweb. In the center? That business goal. Branching out? All the behaviors people need to perform to hit that goal.
No fluff. No “understand the importance of empathy.” We want verbs, baby. “Use the customer’s name.” “Document the issue in bullet points.” “Acknowledge frustration, without guessing the emotion.”
Tools like MindMeister, Miro, and LucidSpark help, but paper napkins work in a pinch. The point is visibility. Everyone sees it. Everyone contributes. Everyone buys in.
Prioritize Like a Pro
Not every action matters equally. Ask:
- Which behaviors directly affect the goal?
- Which are done wrong most often?
- Which have catastrophic consequences if skipped?
Boom…your top priorities just revealed themselves.
Dig Into the Why
If someone’s not doing the thing, don’t assume they’re lazy. Ask why. Then ask again. (And again.)
You’ll usually find the root cause fits one of these:
- Environment: The tools or culture are working against them.
- Knowledge: They don’t know what to do.
- Skill: They haven’t had practice doing it right.
- Motivation: They know it, but they’re not feeling it (usually because of the first three).
Pro tip: Don’t jump straight to training if the issue is a broken system or a clunky interface.
Now We Build
Once you’ve pinpointed the root causes, you’re ready to prototype. This is where the rubber meets the road: interactive practice activities, realistic scenarios, and decision-making challenges that mirror the real world.
And please, no “That’s incorrect, try again.” If a learner messes up, let them feel the sting in a risk-free way:
“Learner chooses the wrong response.
Customer hangs up. Opportunity lost. Cue the lesson.”
That kind of feedback? Unforgettable.
Test, Iterate, Win
You don’t need a fully polished course to test your ideas. Build a scrappy prototype. Share it with your SMEs, your client, and most importantly your learners. Ask:
- Is it realistic?
- Is it useful?
- Would you actually remember this?
From there, gather feedback, adjust, and build out the rest.
Seal the Deal
Once the client is happy and your prototype is hitting the mark, map out your project plan. Think of it like a travel itinerary for your learning experience: clear destinations (deliverables), travel dates (deadlines), and must-see stops (milestones).
Rinse, repeat, refine.
Illustration of a person holding a phone while looking at a glowing digital screen (Midjourney, 2025).
Final Thought
Action Mapping isn’t just another ID model, it’s a mindset. One that puts real people, real behavior, and real impact at the center of your work. It’s how I keep my creative compass aligned when projects start to drift.
So, if you’re ready to ditch the info dumps and design learning that actually makes a difference, give Action Mapping a try.
And hey, if you ever need a buddy on the journey? You know where to find me.