Instructional Design Approach

1 

The Challenge

“How can we turn a car launch into an emotional learning journey?”

Luxury automotive brands rely on emotion as much as information.

The challenge was to transform a static digital brochure for the Lamborghini Urus Performante into a high-impact learning experience that helps dealership teams:

​

• Understand the product deeply

• Communicate performance with confidence

• Sell the emotion, not just the specifications

Traditional slide-based training was not enough for a brand built on performance and passion.

2

The Goal

Design a single, immersive learning journey that:

​

• Introduces the Urus Performante’s design, performance, and innovation

• Reflects Lamborghini’s premium brand identity

• Encourages exploration instead of passive consumption

• Feels more like a drive than a course

3

The Solution

I designed a cinematic, experience-based eLearning module framed as a journey — from ignition to mastery.

Instead of presenting information in isolated sections, the course guides learners through:

• Design philosophy

• Engineering excellence

• Driving experience

• Emotional selling moments

Each interaction mirrors how a customer would experience the car in real life.

4

Interaction Highlights

Multiple Choice Questions
Assess understanding of design philosophy, performance, and brand positioning.

Drag-and-Drop Activity
Learners match Urus Performante features to their purpose, reinforcing applied knowledge.

Scenario-Based Decisions
Learners choose the correct driving mode or customer response based on real-world situations.

Each interaction focuses on clarity, intent, and brand alignment.

5

Final Takeaway

Good training informs.
Great training transforms.

The Lamborghini Academy concept demonstrates how instructional design can move beyond content delivery to create meaningful, memorable learning experiences.