the zip file does not contain an installer - it contains the actual executable, which you need to run from the command line.
so what you need to do is unzip it to some folder, then copy the firmware file to that folder. then if you have windows 7/8 go to Start (or whatever it’s called now), and start typing cmd and it should come up with Command Prompt or Command Line - right click on it and choose Run As Administrator.
it will open a new window where you have to type in the following:
c: [or whatever drive you unzipped dfu programmer to]
cd [folder where you unzipped dfu programmer]
dfu-programmer at32uc3b0256 erase
dfu-programmer at32uc3b0256 flash whitewhale.hex --suppress-bootloader-mem
dfu-programmer at32uc3b0256 start
so if you have dfu programmer unzipped to d:\dfu then you will need to execute the following:
d:
cd d:\dfu
dfu-programmer at32uc3b0256 erase
dfu-programmer at32uc3b0256 flash whitewhale.hex --suppress-bootloader-mem
dfu-programmer at32uc3b0256 start
that’s it. make sure you power up the module with the front panel button pressed first.