Behind the Curtain: Real Stories from LxDs Using xAPI in the Wild

What happens when you stop guessing and start designing with data

Originally posted on Substack

Any LxD professional is going to say the same thing: “We want to know what’s working”. But if we talk about how we know what’s working, the answers are less than clear. This is where xAPI shines, not as a theoretical future, but as a present tool reshaping how we do our work.

Today, I’m looking at four real stories from the field where xAPI helped learning teams move on from guesswork to grounded design.

1. Behr Paint Company: Elevating Sales Conversations with Real-Time Learning Data

Behr Paint Company wanted a way to ensure their sales reps weren’t only completing training, but also applying it. Their LxD professionals layered xAPI across training apps and performance support tools. Touchpoints from product demos to sales playbook check-ins were tracked in a centralized LRS.

Through this, they were able to see a real-time picture of how reps prepared for customer interactions. High-performing reps consistently revisited specific job aids before key pitches. Due to this, Behr was able to redesign their onboarding flow to emphasize those touchpoints early and link LMS content directly to in-field tools.

As a result, the reps were better prepared, faster at sales conversations, and the LxD team could finally show its strategic impact on pipeline velocity.

2. Visa University: Architecting an Agile Learning Ecosystem

When Visa launched its global Digital Campus, the goal wasn’t just to deliver learning, but to make it adaptable. They built an xAPI-enabled ecosystem and could test tools, iterate experiences, and track learning behaviors beyond the LMS.

The LxD team was able to use xAPI data to spot usage patterns and engagement gaps. One key insight? Learners were skipping the formal assessments and spending more time in peer forums and curated playlists. Instead of focusing their efforts on completions, Visa shifted their approach to promote peer curation and collaborative learning. They started to measure impact through performance dashboards.

Engagement spiked and feedback improved. But most importantly, learning became visible across the enterprise, and not just inside the courses.

3. Caterpillar: Personalizing Dealer Training at Scale

Traditional training wasn’t cutting it for Caterpillar’s global dealer network. Across time zones, thousands of learners were accessing materials across formats, and they needed to know, “What’s actually working”?

So, they started to embed xAPI into both self-paced learning and instructor-led training. The LxD team could now map exactly how and when dealers engaged. What they found was that video modules were heavily accessed after an in-person session, and certain troubleshooting guides were being referenced more than the official curriculum.

Caterpillar was able to restructure their blended learning experience to include bite-sized digital content as pre-work, while live sessions emphasized discussion and hands-on application. The xAPI-powered feedback loop allowed for rapid iteration and personalization.

4. Quicken Loans (Now Rocket Mortgage): Reinventing Compliance Training with Behavioral Insights

Compliance training isn’t exciting, but it should be effective. Quicken Loans realized that their existing modules weren’t telling them much beyond who clicked what. Once they started using xAPI, they were able to see how employees engaged. How long they spend on each section, or when learners pause or replay content.

Through this, the LxD team was able to spot a trend. Teams that spent more time on real-world case studies performed better in post-training assessments and compliance scenarios. So, they redesigned the content. Branching narratives, scenario simulations, and just-in-time coaching overlays were a few of the features.

This improved voluntary engagement and feedback. The LxD team could finally correlate learning behavior with regulatory readiness. Something SCORM alone never made possible.

Lessons from the Wild

All of these stories share a common theme. xAPI revealed what traditional tracking hid. But more importantly, it empowered LxD professionals to respond, not with hunches, but with insight.

Because when data speaks, design listens.

Next in the series: Getting Started with xAPI: Tools, Tips, and Tempting Mistakes to Avoid