The AT&T case study clearly demonstrates the power of instructional design in improving training effectiveness and efficiency. Originally, AT&T had a 45-day course for Long Lines craftsmen, which took workers away from their jobs for over two months. Through instructional design methods such as task analysis, it was discovered that 25 days of the course included irrelevant content. By focusing only on what learners needed to know to perform the job, the course was reduced from 45 days to just 9 days. Although the redesign cost $350,000, it saved AT&T $37 million over five years. This example shows how proper instructional design can lead to major time and cost savings, as well as improved learning outcomes.
This case highlights the key difference between a subject-matter expert’s approach and that of an instructional designer. While subject-matter experts tend to focus on what content to include, instructional designers focus on identifying the real instructional problem and determining what learners truly need to know and do. This shift in focus helps eliminate unnecessary content and ensures that training is aligned with performance goals. The AT&T example proves that when instructional design is applied effectively, it not only saves resources but also enhances the quality and relevance of a course.