1. Ed Tech Productions
Project Development Considerations
When starting a project, Ed Tech Productions’ instructional designers conduct client
consultations that guide clients through a series of decisions that will determine the solutions
for their project needs.
Areas of consideration include:
Big Ideas
• What is the goal of this project?
• What are the ideal topics and content I want to cover if budget and timeline are not an
issue? What are the essential topics and content I must cover within my budget and
timeline?
• What other requirements might shape my project? Are there user needs, grant
requirements, or content guidelines that might affect the project?
• Who will be the project point person? Who has the time and “big picture” understanding
to review content and provide sign offs in a timely fashion?
Details:
• What will the content be? What is already written and/or available for adaptation?
What still needs to be created? Who will write the first drafts of content, scripts, etc.?
• What kind of online resources or connections will the project require? Lesson plans,
Web links, standards connections, etc – who will find or create these?
Learning Management System (a framework for delivering, authoring, and/or tracking
users of online courses and training):
• What needs to be tracked? What kind of user information do I need?
• What kind of community functions do we want to include? Who will be responsible for
maintaining and monitoring those functions?
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2. Web/Graphics:
• What logos do we have to include in the project?
• What kind of look and feel do I want the project to have?
• What level of technical sophistication do my users have?
Video:
• What are the goals for video? What MUST be depicted in video?
• Who will be cast in the video?
Legal:
• Do I have copyright permission to include the content I want to use? If not, how can
copyright permission be obtained?
• Who will own the project after it is completed?
Delivery and Implementation:
• How will users best access the information – online or via DVD/CD?
• Will the program be password protected? If so, who will handle the administration of
user accounts?
• If I am selling the program, have I considered a price? Marketing strategy?
• Do I need a “demo” of the product to assist with sales? Do I need any other marketing
materials?
Support and Maintenance:
• Will I provide ongoing customer and technical support for my users?
• Have I budgeted for maintenance of the program (update of Web links, hosting,
purchase of domain name)?
Community (please see “Community Considerations” section for more information)
• Is there current content that will need to be uploaded?
• Will content remain on site indefinitely?
• Who will moderate submitted content?
• Will users be emailed when new content is posted? Automatic/optional?
• What kind of user information will be collected?
• Will the users register themselves, or does a moderator have to appoint them access?
• Will the visits be tracked?
• What kind of administrative features do you expect the moderators to have? (edit
content, create users, delete)
• How often will the content be updated?
• How many people will be updating the content?
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3. Community Considerations
Online communities and other communication tools facilitate collaboration and virtual
meetings. These tools can bring large groups of people together, in real time or
asynchronously. More important that the technology used, the success of these tools is
dependent on the people using the community, so it is important to keep users in mind when
designing or selecting virtual communication and networking tools.
Areas of consideration include:
Threaded Discussion (An online conversation where one user begins a discussion by
posting to a discussion board. Responses to the discussion are displayed below the original
posting in the order they are received.)
• What is the size of the community who will use the discussion? Is it large enough to
provide users with the feedback needed?
• Will the community be monitored? If so, by whom?
• Why will people contribute? How will users learn about the community?
• Will all discussions be public?
Chat (a text-based online conversation open to multiple participants that happens in real
time)
• Who will conduct the chat?
• How will users know about the chat?
• What will motivate users to participate in the chat?
• How many users are anticipated?
• Will there be a moderator?
Video Conference (Similar to a telephone conference call with incorporated video.)
• How many users will participate in the conference?
• How will users gain access to the technology for the conference?
• What needs to be visible via video? Faces? Materials?
• Who will provide technical support at each site?
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4. Webcast (Short for web broadcast. Webcasts are like an internet radio/TV show where
users can go to a specific web address to view a pre-recorder or live event. Newer webcasts
incorporate a “back channel” text based chat so that online viewers can interact with each
other and with the presenters.)
• What content and materials need to be available for the Webcast?
• Will users interact with presenters via chat or Q and A?
• Will the Webcast be archived for asynchronous viewing?
• How will the users know about the Webcast?
File and Document Sharing (File sharing – File sharing is a means to distribute files to specific
people or groups. A file is stored on a server or personal computer and can be accessed by multiple
people. A benefit to file sharing is that read and write permissions can selectively be applied to
users. Document sharing is similar to file sharing but with the additional functionality of allowing
multiple authors to edit a document without creating a new version.)
• Why and how will people contribute?
• How will versions be monitored and controlled?
Wiki (Internet based document that can be edited using a web browser. Some are password
protected, others are not. Depending on the type of wiki, some knowledge of html or other
markup language may be necessary.)
• Who will collaborate?
• Who will monitor or facilitate the collaboration?
Blog (Short for Web Log. Originally intended to serve as an online journal, blogs have been
used to serve multiple purposes. Blogs display information chronologically and have an
associated RSS feed.)
• Who will author the blog?
• How often will there be postings?
• What kind of things will be posted? Photos? Videos?
• How will users navigate site?
• Why will users want to read the blog?
• How will users learn about the blog?
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5. e-Newsletters (Electronic version of a paper based newsletter. Usually distributed via email.)
• Who will author the newsletter?
• How often will the newsletter be published?
• Will the newsletter be archived anywhere for users?
• How will users subscribe to the newsletter?
Podcasts (A set of syndicated (multiple episodes) downloadable media files with an associated
RSS feed. Podcasts are often just audio, but occasionally use video or still images. Some consider
podcasting to be a new type of radio show.)
• Why does the content need to be presented via audio?
• Who will provide content for the podcasts?
• How often will new “episodes” be released?
• What will motivate users to subscribe?
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6. Production Process
All Ed Tech Productions projects move through a similar process of production. Upon
beginning the project, you will be assigned a project manager, who will assist you
with compilation and organization of content and serve as a liaison for the entire
project. Ed Tech Productions project managers are also credentialed teachers and
experienced instructional designers who work to learn your content and internalize it
so that we can provide the best instructional design, customized to the needs of your
project. Upon acceptance of this proposal, we will conduct in-depth client
consultations during which your project manager and other instructional designers
will work with you to understand and define the goals of the project. During these
consultations, we will work together to:
• Discuss the possibilities for the project, including design,
content, processes, options, audience, costs, and feasibility
• Begin analysis regarding the technical needs and
specifications of the project
If necessary, the consultation is followed by a feasibility study in order to explore
best functionalities and technologies for the project.
Drafting: Next, the project components undergo a drafting process. Drafting involves
creation of a blueprint, which details all of the components and how they interact
with each other. Blueprints might include layout of format (video, Web pages,
resources, interactivities), possible Web page content, Web and video interaction,
and other overviews. The completed, approved blueprint marks the beginning of the
pre-production phase of the project.
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7. Pre-production
Video
During this phase, the team works with clients to focus content more specifically for
the project’s modules. This phase includes the following:
• Pre-interviews with cast
• Location scouting
• Concept development
Although the ideal situation is to determine the cast, content, and locations early in
the life of the project, often projects require overlapping cycles of pre-production,
production, and post-production of video in order to accommodate cast schedules
and content development.
In planning video, instructional designers work with you, our video team, and any
content experts or cast members to create working scripts for the program. These
scripts include narration, audio direction, and visuals for the video. Creation of the
scripts often include a pre-shoot visit to classrooms, trainings, or other venues as
appropriate, so that we can be sure that we understand the content and can
determine the best way to utilize a full video crew in the most time and budget
efficient manner possible. Shooting video for online delivery is somewhat different
from shooting video for videotape or television delivery; our instructional designers
and video teams will guide you to the best uses of video for your project.
Additional tasks handled during pre-production include facility planning (camera
placement, lighting, reorganizing furniture, etc.), student release forms, and
administrative permissions. Our team handles all these details for conducting video
shoots smoothly in classrooms, training locations, and other educational settings.
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8. Web Preparation and Content Development
During pre-production, we will also conceptualize the graphical user interface
(GUI), or basic template, for the project. You’ll be asked for feedback on look and
feel, navigation, and other general design items at this point of production.
Your project manager will further determine content development needs for the
project, using the project blueprint as a guide. Materials often need to be rewritten or
recreated to be more Web-friendly or appropriate for dissemination via an online
product. You may be asked to provide content for specific Web pages or resources.
Our designers frequently assist clients by creating first drafts of items that clients
then change or approve. As early as possible, we also begin the process of obtaining
copyright clearances for any materials that require permissions for use within the
project.
Production
Video
During this stage, location and studio shooting are completed, audio, narration, and
voiceover tracks are recorded and laid down, and final interviews are conducted. In
order to present high-quality video online, whenever possible, we prefer to set aside
time specifically for a shoot. This allows us to use multiple takes to get reaction shots
and to shoot for the final project out of sequence if necessary, in order to conserve
time and cover more material. However, if necessary, we can shoot raw footage of
events as they happen; please be aware that this approach can add time to a project
because the client will need to go through all the footage, from all cameras, in order
to select footage to be used.
Web
The production stage for Web content can be quite lengthy. Production includes
further drafting and revision of Web page content, creation of interactive features, art
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9. design, linking to research and resources, Web design, and connections to video.
During video production, initial art and Web design processes begin. Web content
design continues throughout and beyond the production and post-production stages
for video.
Post-production
Video
During post-production, editors, directors, and producers select video and audio from
what was shot during the production process. Video post-production includes the
following:
• Logging of video tapes
• Digitizing video (converting video to digital format for editing purposes)
• Video compression (a time-consuming process) – Video is prepared for CD-
ROM, DVD, or streaming
• Editing of audio and video pieces
• Audio post-production
• Music direction
Web
During the post-production process, the project is moved to the server and
management issues are resolved. Web content also goes through Quality Assurance
(QA), which includes final copyediting and proofing of all text, checking links, timing,
and functioning of all components.
It is our standard practice to identify SDCOE and Ed Tech Productions on all pages
of the site as publisher of the site.
QA for the entire project is conducted before publishing.
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10. Publishing
The project is put online for the client’s audience. If necessary, CD-ROMs are distributed
and user passwords are created. The team also works with clients to determine next
steps for product delivery, hosting, training, online community, and follow-up. Once the
project is online, Ed Tech Productions will assist you as necessary with administration
and technical issues. There may be additional fees for ongoing support.
Throughout the development process, your Ed Tech Productions project manager is
available to address questions and needs that arise. The project manager will also
communicate with the client point person to keep the project moving, to ensure
deadlines are met, and to provide updates on progress throughout the life of the project.
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11. Ed Tech Productions Team
The Ed Tech Productions Team, part of the Learning Resources and Educational
Technology division of the San Diego County Office of Education (SDCOE), is composed of
experienced educators who design, produce, and deliver outstanding e-learning solutions
that reflect a thorough understanding of curriculum and instruction.
The production team offers a unique combination of advantages because it is part of a
larger team of experts at SDCOE:
• Experience in instructional design, teaching K-university, curriculum development, Web
research and design, administrative support, training, and product delivery
• Expertise in professional development and training
• Veteran network and video production staff
• State-of-the-art technology center and television production and broadcasting studios
• K-12 curriculum experts in all subject areas
• Knowledge about effective e-learning models and multimedia delivery
• A significant record of successful collaboration with businesses, federal education
agencies, CDE, universities, county offices, districts, and schools
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12. The ADDIE Model
There are more than 100 different ISD models, but almost all are based on the generic "ADDIE" model, which
stands for Analysis, Design, Development, Implementation, and Evaluation, as illustrated in the figure below.
Each step has an outcome that feeds the subsequent step.
Analysis --> Design --> Development --> Implementation --> Evaluation
During analysis, the designer develops a clear understanding of the "gaps" between the desired outcomes or
behaviors, and the audience's existing knowledge and skills. The design phase documents specific learning
objectives, assessment instruments, exercises, and content. The actual creation of learning materials is
completed in the development phase. During implementation, these materials are delivered or distributed to the
student group. After delivery, the effectiveness of the training materials is evaluated.
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