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4621 N Ravenswood Ave.
Chicago, IL 60640
United States



NogginLabs was founded on the notion that custom e-learning design and development is the ultimate horizontal industry. Time and again, each new project, client, and industry proves it. The biggest advantage of the e-learning horizontal is cross-pollinating ideas from two wildly different domains. A restaurant service simulation for iPad may influence a high-fashion online retail challenge. E-learning for financial advisors in a bank could inspire a mobile outreach program for cancer survivors. This variety also keeps the creative folks at NogginLabs fresh. Fresh learning ideas and designs come from a set of constantly changing constraints.

But you don't know anything about my content!


But you don't know anything about my content!

Sara Jensen

There's a belief in the training world that you have to be an expert in a content domain in order to build effective online learning. It makes sense--if you know stuff about stuff, you're the best person to teach that stuff. Right? 

When it comes to engaging e-learning, that's not really true. We've built our business on not knowing anything about our clients' content. NogginLabs' Founder Brian Knudson talks about why our lack of expertise gives us an edge.

Clients that are concerned that we haven't worked in their content domain or we're not an expert in their content are some of our favorite clients. Maybe not so when we first meet, because everybody seems to think that their content is more difficult than the next person's content. The reality is, we're experts in researching content.


By being naïve about your content, we're better developers. We're better thinkers about how to solve this problem because we're going to ask the questions that nobody would think to ask. Say it's a very technical course in a pharmaceutical space. We're going to ask, "Why does the heart work this way? What's going on with this disease stage?" These are questions that other folks haven't asked.

We've heard it from every industry--from pharmaceutical and technical/scientific to psychiatrists, and even airlines when we're talking about how to use airplanes. All content is easy and difficult at the same time. It's easy to get into content. It's easy to dive into content and look to experts to try to gain the information you need to build a course. What's difficult is to build something online that is unique, that will drive people's learning and behaviors. We love those clients. They're a little rough in the beginning because we have to get through the convincing stage, but there's no content that's too difficult to put online.