When designing learning experiences for adult learners, one question shows up quickly:
WIIFM — “What’s in it for me?”
Adult learners are goal-oriented. They are balancing work, responsibilities, deadlines, and competing priorities. If the content does not feel relevant early on, attention drops — and the outcomes we’re aiming for (behavior change, improved performance, real-world application) become harder to achieve.
Why Relevance Drives Engagement
Adults don’t engage with learning simply because it’s assigned.
They engage when they understand:
- How this will help them perform better
- How it connects to real decisions they face
- How it solves a current challenge
- How it saves time, reduces risk, or increases confidence
If learners cannot quickly see the practical value, motivation declines — even if the content itself is strong.
How I Build Relevance Into Learning Experiences
When designing for adult audiences, I try to surface the “why” early and clearly.
A few strategies I prioritize:
1. Connect Content to Real Tasks
Instead of abstract explanations, I anchor concepts in situations learners actually encounter — conversations, decisions, systems, or processes they use daily.
When learners recognize their own reality in the content, engagement increases.
2. Make the “Why” Explicit
Early in the experience, I clarify how that training will improve performance, save time by helping the learner do something quicker and better and/or how to avoid potential problems.
3. Focus on Application, Not Just Information
Adults value learning they can apply immediately. Designing opportunities for reflection, scenario-based decisions, or practical examples helps bridge the gap between theory and action.
Relevance Is a Design Decision
If learners disengage, it’s not always a motivation problem. Sometimes it’s a relevance problem.
When we intentionally design with WIIFM in mind, we create learning experiences that respect learners’ time, acknowledge their responsibilities, and support real performance outcomes. Because for adult learners, the question isn’t just “What do I need to know?” but mostly ‘Why should this matter to me?’
