You've Analyzed. Now What? Welcome to the Design Phase of ADDIE

You’ve asked the right questions. You’ve discovered what learners really need. You’ve identified subject matter experts, interviewed stakeholders, reviewed performance gaps, and sifted through mountains of data.

The Analysis Phase of ADDIE gave you the “why” and the “what.” Now it’s time for the “how.”

In the Design Phase, your ideas become a practical plan of action.

What Exactly Is the Design Phase?

If Analysis is about detective work, Design is about architecture. It’s the blueprint stage where you carefully craft the structure, sequence, and strategy for your learning solution.

In this phase, you: Translate learning needs into measurable objectives.Decide what content stays in and what stays out.Determine the flow of information.Design activities that engage and challenge learners.Outline how you’ll assess whether learners “got it.” Choose the best instructional strategies and media.

You create a roadmap that guides you through Development, keeps everyone aligned, and makes sure you don’t go off course.

Turning Data into Decisions

One mistake new instructional designers make is jumping straight from Analysis into building slides.

Good design starts with critical thinking. Take the insights from the analysis and make intentional decisions:

• What’s the best instructional method? (eLearning, instructor-led, blended?)

• What’s the most logical order for content?

• Where will you use visuals, audio, or interactivity?

• How will you create opportunities for practice and feedback?

For example, if your analysis found that employees keep making the same safety error because they can’t recognize hazards in real life, then your design might include scenario-based learning and branching simulations, not just bullet points on a slide.

Identify the Objectives:

Clear, well-written learning objectives are the backbone of good design. They answer:

• What will learners be able to do after training?

• Under what conditions?

• To what level of performance?

Make it focused. A vague objective like “Understand the company policy” is open to numerous interpretations. “Demonstrate the ability to apply the company’s three-step escalation policy to real-world scenarios with 100% accuracy” is specific, observable, and measurable.

Good objectives keep your project narrow and focused. When a stakeholder suggests, “Let’s add a 20-minute video about our company’s history!” you may want to steer the conversation to ensure the content aligns with the objectives.

Mapping the Learning Experience

Once you have solid objectives, you can design the learning journey:

• How will you grab attention and motivate learners?

• How will you present information in a clear, digestible way?

• When and how will learners apply what they’re learning?

• What formative assessments or quizzes will check understanding along the way?

• How will you provide feedback?

A typical deliverable at this stage might be a storyboard or script for eLearning, a facilitator guide for instructor-led training, or a curriculum map for a blended solution.

This is your sandbox for testing ideas, trying different flows, and making adjustments before you commit resources to building assets.

Keep It Engaging — And Realistic

Decide what’s realistic for your learners. Are they busy frontline employees with 10 minutes to spare? Or are they managers who can handle a half-day workshop?

Think about your audience:

• Do they have access to technology?

• Are they remote or in-office?

• Will they learn best by reading, watching, doing, or all three?

• Do they prefer short microlearning or in-depth sessions?

Choose learning strategies that fit. Role plays, simulations, podcasts, job aids, and infographics are some suggestions.

Collaborate Like Your Project Depends on It

During Design, feedback is essential. Share your ideas early and often with subject matter experts, stakeholders, and sample learners.

This helps you:

• Validate your content and sequencing

• Make sure your activities are realistic

• Catch potential problems before you invest in development

Initial prototypes will probably be low-fidelity or rough storyboards. People are more comfortable giving honest feedback on a sketch than on a polished product.

Don’t Skip the Design Document

A well-crafted design document keeps everyone on the same page. It usually includes:

Project goals and scope Learning objectives Audience profile Instructional strategy Content outlines Media and technology requirements Assessment plan Implementation timeline

It’s your reference point if questions come up later, and your insurance policy when stakeholders change or memories get fuzzy.

Common Pitfalls

 Too much content: Just because you can include it doesn’t mean you should. Stay laser-focused on what learners need to do their jobs better.

Overcomplicating activities: Keep it practical. Will your audience benefit from an elaborate game show quiz, or would a realistic scenario work better?

Skipping practice and feedback: Learning is an active process. Without opportunities to apply knowledge and get feedback, retention drops fast.

Great Design Saves Time, Money, and Frustration

It’s tempting to rush through the Design Phase, but a solid design is the difference between a course that’s just a set of pretty slides and one that truly drives behavior change. Keep these ideas in mind as you progress through the Design Phase and move toward development.