Definition · Training and development
SAM Model
Definition
The SAM model, or Successive Approximation Model, is an iterative instructional design process developed by Michael Allen. Instead of finishing analysis and design before building anything, teams build rough prototypes early, review them with stakeholders and learners, and improve them in short cycles until the course is ready. It is often described as an agile alternative to ADDIE.
Also called: Successive Approximation Model, SAM instructional design, Agile instructional design
The phases of SAM
Allen describes two versions. SAM1 is a simple loop of evaluate, design and develop, repeated, for small projects. SAM2, used for larger ones, has three phases:
- Preparation. Quick background gathering, followed by a Savvy Start: a short workshop where designers, subject matter experts, a decision-maker and ideally some learners brainstorm, sketch and reject ideas together.
- Iterative design. The team designs, prototypes and reviews in small cycles, usually three, settling on the content approach, interactions and look before full production.
- Iterative development. Development, implementation and evaluation run in cycles, producing an alpha (complete draft for review), a beta (corrected version for a pilot) and a gold release.
The principle running through all of it is that a rough working version shown early beats a perfect document reviewed late.
SAM versus ADDIE
ADDIE (analysis, design, development, implementation, evaluation) moves through each stage in turn, with sign-off documents between them. It is predictable and well suited to regulated content, large programs and teams that must document every decision. Its weakness is that stakeholders often see a working course only near the end, when changes are expensive.
SAM brings the review forward. Stakeholders react to prototypes in week two, not storyboards in month three, so misunderstandings surface early. The trade-off is that SAM needs engaged reviewers who turn feedback around quickly and a sponsor willing to accept that the design will change as the team learns. Many L&D teams blend the two: ADDIE's analysis discipline with SAM's prototyping cycles.
When SAM fits
- New courses where the best approach is not obvious, such as a simulation for contact center de-escalation.
- Projects with tight timelines and stakeholders who can review quickly.
- E-learning and interactive content, where prototypes are cheap to build.
- Teams practiced in instructional design who can work from rough requirements.
It fits less well for straightforward compliance updates where the content is fixed, or where reviewers are available only once a month.
Common mistakes
- Skipping the Savvy Start and prototyping without the right people involved.
- Endless iteration with no agreed stopping point. Set the number of cycles and the criteria for each release up front.
- Treating prototypes as finished work, which makes reviewers comment on fonts instead of whether the learning approach works.
- Losing sight of learning objectives as the design evolves.
Frequently asked questions
What is the SAM model in instructional design?
An iterative process created by Michael Allen in which teams prototype learning early and refine it in short design and development cycles, instead of completing each stage in sequence.
What does SAM stand for?
Successive Approximation Model: each version is a closer approximation of the final course.
What is the difference between SAM and ADDIE?
ADDIE moves through analysis, design, development, implementation and evaluation in order. SAM uses repeated short cycles of design, prototype and review, so stakeholders see working versions early.
What is a Savvy Start?
The kickoff workshop in SAM's preparation phase where designers, experts, decision-makers and learners brainstorm and sketch quick prototypes together.