The Future of Instructional Design: 2024 Survey Insights

The Survey

In September 2024, we surveyed over 400 instructional design professionals to gain deeper insights into the trends shaping the field. This effort was conducted in collaboration with Dr. Philippa Hardman, a leading learning scientist and creator of the DOMS™ framework, who played a pivotal role in designing the survey and analyzing the results to uncover key trends and actionable insights. Check out her substack.

Respondents came from a wide range of roles, with the majority being full-time instructional designers (33%), followed closely by subject matter experts (SMEs) who also design courses as part of their jobs (26%). Directors, Freelancers, Founders, and professionals in other roles, such as Learning & Development Managers, Learning Experience Designers (LXDs), and eLearning Developers, also contributed their perspectives.

These participants represent a mix of dedicated instructional design professionals and subject matter experts who incorporate instructional design into their roles.

Key Trends Shaping the Future of Instructional Design

The survey uncovered key trends around how instructional designers use AI tools, manage their projects, and create content.

We saw a significant rise in the use of AI to improve efficiency and creativity, as well as insights into the types of content authoring tools instructional designers rely on most.

From project management to the adoption of new technologies, this data highlights how the field is evolving to meet the demands of modern learning and development environments. Here's what we found...

1.Greater Role Diversification in Instructional Design

The Evolution of Roles in Instructional Design

The instructional design field has evolved significantly over the years.

• In 2016, a report by the eLearning Guild revealed that the most common job titles were:
  • Instructional Designer: 30%
  • eLearning Developer: 12%
  • Training Manager/Director: 9%

These roles reflected a workforce primarily composed of specialized instructional designers, with less role diversity.

Current Trends in Role Diversity

Our recent survey highlights a shift toward a broader range of roles:

• Full-time staff instructional designers: 33%
• SMEs who design courses: 26%
• Freelancers: 10%

Diverse "Other" Roles

The "Other" category includes a mix of specialized positions:

• Directors: 13.08%
• Founders: 7.48%
• Leaders: 11.21%

This increasing diversity reflects the growing complexity of learning environments and the demand for specialized expertise. It also underscores a trend toward more collaborative and multidisciplinary approaches within the instructional design landscape.

2. Articulate Dominates: Rise, Storyline, and the 360 Suite Lead Content Authoring Tools

Rise is the Top Choice in the Articulate Suite

Our survey results show that the Articulate suite remains a dominant force in the content authoring space.

• Articulate Rise: The top choice for 43% of respondents, favored for its responsive, web-based course design capabilities. It is ideal for quick-turnaround projects with minimal development time.
• Articulate 360: Used by 38%, offering a comprehensive toolkit that includes Rise and Storyline. It streamlines the course development process with access to templates, assets, and collaboration features.
• Storyline: Preferred by 37% of designers who need custom interactivity. Its advanced triggers and variables enable highly engaging, scenario-based learning experiences.

Other Tools Gaining Ground

Synthesia

Used by 5% of respondents, Synthesia’s AI-powered video creation tools enable the rapid production of high-quality instructional videos with virtual presenters, significantly reducing traditional video production time.

Canva and PowerPoint

Each used by 4-5% of respondents, these tools remain popular for creating versatile visual assets and presentations, reflecting the need for simple yet effective design platforms.

3. ChatGPT Dominates AI Use in Instructional Design, with Synthesia in Second Place

ChatGPT's Impact on Instructional Design

‎Our survey reveals that ChatGPT dominates as the go-to AI tool in instructional design, with 84% of respondents having tried it and 57% identifying it as their most-used AI tool.

Designers frequently use ChatGPT to accelerate tasks such as idea generation, content drafting, and refining instructional materials. It is particularly valuable for overcoming creative blocks and streamlining scriptwriting, enabling faster and more innovative content development.

Synthesia

Following ChatGPT, Synthesia is also widely adopted, with 59% of respondents having used it and 29% naming it as their favorite AI tool. Synthesia’s ability to quickly produce high-quality AI-generated videos and voiceovers has significantly reduced production times, with many designers reporting a 50-60% reduction in task completion time. This is especially impactful for video production and scriptwriting, traditionally time-intensive areas.

Other AI Tools

Beyond these popular tools, MS Copilot (41%) and Claude (26%) are also gaining traction. AI is increasingly being used to enhance course structures, automate repetitive tasks, and improve the quality and consistency of instructional materials. Notably, AI is helping designers reduce reliance on subject matter experts (SMEs) by filling knowledge gaps and supporting course content creation when SMEs are unavailable.

Daily AI Use is the Norm

AI is becoming an integral part of instructional design workflows, with nearly half of the respondents using AI daily and 30% using it weekly. Respondents highlighted that AI increases efficiency, speeds up video production, generates creative ideas, and personalizes learning experiences for diverse audiences. By automating administrative tasks, simplifying text editing, and enhancing content personalization, AI tools are not only expediting content creation but also elevating the overall quality of instructional design.

Emerging Trends and Considerations

While the survey doesn't provide extensive data on AI usage, there are clear signs of growing interest and engagement. Respondents emphasized the need for AI tools, particularly in the analysis phase of instructional design.

This emerging interest mirrors broader AI trends across industries and highlights its potential to address persistent challenges in instructional design, such as time constraints and the need for personalized learning experiences.

4. Learner Performance Remains the Gold Standard for Evaluating Instructional Design Success

‎The survey highlights the most common metrics for measuring the success of instructional design work:

1. Learner Performance (e.g., changes in on-the-job performance or student grades): 165 respondents.
2. Time to Delivery of Project: 101 respondents.
3. Other Metrics (75 respondents):
   • Learner Feedback (20.83%): Direct input from learners about their experiences and perceived value of the instructional content.
   • Engagement (8.33%): Level of learner engagement during training or coursework.
   • SME/Stakeholder Satisfaction (5.56%): Satisfaction levels of subject matter experts and stakeholders regarding the instructional design work.
   • Business Impact (4.17%): Effect on business outcomes, such as ROI or organizational goals.
   • Course Completion Rates (2.78%): Completion of courses or projects as a success metric.
   • Behavior Change (1.39%): Observable changes in learner behavior post-training.

Notably, the "Other" category is dominated by learner feedback, followed by engagement and SME/stakeholder satisfaction, suggesting that qualitative insights and stakeholder input are becoming increasingly important in evaluating success beyond traditional metrics like completion rates and test scores.

Shift Towards Performance-Based Success Metrics

Historically, instructional design success was often measured using course completion rates and test scores. For instance, a 2018 study by Bates found that organizations heavily relied on learner satisfaction surveys and completion rates as primary metrics.

However, the current survey indicates a clear shift towards outcome-based metrics, emphasizing practical impacts:

• Learner Performance: 165 respondents cited improvements in job performance or academic outcomes as a primary success measure.
• Time to Delivery: 101 respondents highlighted project efficiency as a key metric.
• Other Subjective Measures: 75 respondents focused on qualitative factors such as learner feedback and stakeholder satisfaction.
• Course Completion and Scores: Less commonly used, with 53 respondents citing completion rates and 20 mentioning test scores as metrics.

This shift reflects a broader trend in learning and development, where success is increasingly measured by business impact, performance improvement, and ROI, rather than traditional metrics like knowledge retention or completion rates. It underscores the growing focus on the practical application and measurable outcomes of learning interventions, aligning with the evolving priorities of organizations in education and training.

5. Most Instructional Designers Manage 3 Projects Simultaneously and Complete 16 Annually

Project Load and Multitasking

Instructional designers often juggle multiple projects, with the median being three simultaneous projects. While most manage a manageable workload, about 15% handle more than six projects at once, indicating significant variation in demands across roles.

Typical Project Loads

The data highlights that multitasking is a common aspect of instructional design:

• The majority manage 2-4 projects at the same time (most common).
• Others handle 1-2 projects, while a smaller group manages over 6 projects.
• Managing 4-6 projects is less common, and working on a single project at a time is the least frequent scenario.

Variations by Role

The average number of simultaneous projects varies depending on the role:

• Freelancers: Manage slightly fewer projects on average (2.79) compared to full-time staff instructional designers (3.30).
• Subject Matter Experts: Handle an average of 3.19 projects, similar to full-time instructional designers.
• Part-time instructional designers: Manage fewer projects (2.12 on average).
• Directors, Leaders, and Founders ("Other" roles): Tend to manage the most projects (3.85 on average), likely due to broader responsibilities and strategic involvement.

Annual Project Completion

• Most instructional designers complete 15-16 projects annually, reflecting a substantial but achievable workload.
• A smaller group works in high-volume environments, completing 21-50 projects or even over 50 projects per year.
• Based on common project timelines and workload data, an average full-time instructional designer likely completes around 12 instructional design projects annually.

Historical and Current Trends

• In 2016, an eLearning Guild report found that 60% of instructional designers managed 2-5 projects simultaneously. Similarly, a 2019 ATD survey reported that 57% of instructional designers worked in teams of five or fewer.
• Today, the trend remains consistent:
  • Most respondents (159) manage 2-4 projects simultaneously.
  • Some handle 1-2 projects (106 respondents) or over 6 projects (56 respondents).

These findings indicate that while the core workload has remained consistent, there is greater variation now. The field has evolved toward more flexible, outcome-focused practices, with a broader range of professionals contributing to instructional design.

Challenges in Project Management

Balancing workloads remains a key challenge for instructional designers:

• The varying project loads across roles highlight the industry's ongoing effort to optimize resource allocation.
• While most professionals manage a moderate number of projects, those with heavier workloads may struggle with maintaining efficiency and quality across multiple deliverables.

These findings underscore the importance of developing strategies to manage workloads effectively, enabling instructional designers to balance project demands and achieve successful outcomes.

Correlations Between Design Volume and Workload

As anticipated, there is a clear correlation between the number of designs produced annually and the number of projects worked on simultaneously:

• 73% of individuals who focus on one design at a time produce 1-5 designs per year.
  • 44% of those handling 1-2 designs at a time also produce 1-5 designs per year.
• At the opposite end of the spectrum, 50% of individuals managing over six projects simultaneously deliver 21-50 projects per year.

6. Most Instructional Design Projects Take Over 20 Days, with the Majority of Time Spent on Development and New Course Creation

Time Allocation and Project Timelines in Instructional Design

Time Spent by Task Type

Instructional designers dedicate the largest portion of their time to development and implementation tasks, such as scriptwriting and video production, which account for 37-39% of their work. This is followed by:

• Design activities: Around 22-23% of their time.
• Analysis: Approximately 17-18%.
• Evaluation: Takes up about 10%, indicating that it is a smaller focus compared to other stages.
• Administrative tasks: Occupy the remaining 12%, reflecting the hands-on, production-heavy nature of instructional design.

These findings highlight that most of the workload revolves around creating and delivering content, while analysis and evaluation play supporting roles.

Project Timelines and Completion Rates

The survey reveals that instructional design projects require substantial time investment:

• 29% of projects are completed in 21-50 days.
• 23% extend beyond 50 days, suggesting that many projects are complex and time-intensive.
• Only 14% of projects are completed in under 10 days, indicating that short turnaround times are less common.

These timelines underline the methodical nature of instructional design work, where thorough development and design processes are prioritized.

Focus on New Course Creation

Instructional designers spend the majority of their time on creating new courses from scratch (66%), compared to 34% spent on updating existing courses. This trend reflects a focus on producing fresh content, likely driven by the need to address evolving learning demands, integrate new technologies, and develop training that aligns with modern workplace needs.

Summary

The data provides a clear picture of how instructional designers allocate their time:

• A strong focus on development, implementation, and design tasks.
• Substantial time investments in individual projects, with most requiring 21-50 days or more to complete.
• A clear emphasis on new course creation, which highlights the dynamic and forward-looking nature of instructional design.

7. Most Instructional Designers Collaborate with Experts Less Than 50% of the Time

Collaboration with Subject Matter Experts (SMEs)

Collaboration between instructional designers and SMEs varies widely, with significant implications for project outcomes:

• 32% of respondents reported collaborating with SMEs 76-100% of the time, indicating a close working relationship in these cases.
• However, the median response suggests that most instructional designers collaborate with SMEs only 38% of the time.
• Nearly half of the respondents (46%) collaborate with SMEs less than 50% of the time, and 23% work with SMEs as little as 1-25% of the time.

Challenges in SME Collaboration

The findings reveal that while some instructional designers engage closely with SMEs, many have limited collaboration, likely influenced by factors such as:

• Organizational structure: In some setups, SMEs may not be readily available or actively involved in the design process.
• SME availability: A lack of access to SMEs can hinder effective collaboration and impact design quality.

One respondent highlighted the consequences of limited SME collaboration, noting that poor needs analysis—often stemming from insufficient SME involvement—can compromise the design phase. This underscores the critical role of SMEs in ensuring successful instructional design outcomes.

Insights on Collaboration Frequency

The data emphasizes that a lack of SME collaboration poses a significant challenge for many instructional designers, potentially acting as a barrier to achieving high-quality results. While collaboration frequency varies, those with limited access to SMEs may struggle with accurate needs analysis, resulting in less effective instructional materials.

Key Takeaway

While some instructional designers benefit from close collaboration with SMEs, the overall variability in engagement points to a need for improved access and more structured collaboration processes to ensure higher-quality instructional design outcomes.

8. Key Barriers to Speed and Quality in Instructional Design: Time, Clarity, and Budget Constraints

‎Barriers to Speed and Quality in Instructional Design

Barriers to Speed

The survey identifies several key factors that slow down instructional design processes:

• Content creation (e.g., video production) is the biggest barrier, cited by 31% of respondents.
• Delays in SME input: 30% of respondents attribute delays to a lack of timely feedback or collaboration with subject matter experts.
• Unclear stakeholder requirements: 27% of respondents point to this issue as a major contributor to project delays.

These findings highlight how both production complexities and communication challenges can significantly impact project timelines.

Barriers to Quality

Achieving high-quality instructional design is often hindered by:

• Limited budgets: Identified as the top challenge by 18% of respondents.
• Insufficient time for development: Cited by 17%, suggesting that tight schedules negatively affect quality outcomes.
• Lack of access to SMEs: A challenge for 13%, impacting the depth and relevance of content.
• Insufficient professional development opportunities: Highlighted by 10%, indicating that skill gaps may limit the ability to meet evolving design demands.

Persistent Time and Resource Constraints

The survey also reveals broader, ongoing challenges in balancing time, quality, and resources:

• High project loads and limited time for design and development work are frequently cited as barriers to delivering high-quality outcomes.
• Even with technological advancements, these constraints persist, likely due to:
  • Increasing demands for rapid course development.
  • The need to adapt to constantly evolving learning environments.

Key Takeaways

Time and resource constraints remain central challenges for instructional designers. The interplay between limited budgets, high workloads, and SME availability highlights the importance of streamlining processes, improving collaboration, and advocating for sufficient resources to balance speed and quality effectively.

9. Why Instructional Designers Turn Down Projects: Time and Deadlines Lead the List

Turning Down Projects

Project Rejections

• 38% of instructional designers turn down 1-6 projects per year due to a lack of resources.
• 35% manage to take on every request.
• A smaller percentage report turning down more than 10 projects annually.

Reasons for Rejections

• Lack of time: The most common reason, cited by 33% of respondents.
• Unrealistic deadlines: Cited by 18%.
• Budget constraints: Mentioned by 14%.
• Interestingly, 19% of respondents indicated they never turn down projects.

Synthesia Helps Streamline eLearning Content Creation

Accelerating Video Creation in Development Stages

Synthesia addresses one of the biggest challenges instructional designers face during the development and implementation phases—creating high-quality eLearning videos efficiently. By automating the video creation process with AI, Synthesia significantly reduces the time and resources required to produce professional and engaging content. Key features include:

• Customizable avatars and voices, eliminating the need for extensive video shoots or complex editing software.
• Streamlined video production that enables designers to focus on creativity without technical delays.

Efficient Project Management and Collaboration

Synthesia’s platform includes features that enhance project management and collaboration, helping instructional designers stay organized and meet deadlines:

• Workspaces: Designers can manage multiple eLearning course videos simultaneously and easily switch between projects.
• Collaboration tools: Clients can review and comment in real-time, minimizing feedback delays.

By combining fast video production, intuitive editing, and streamlined collaboration, Synthesia empowers instructional designers to meet project deadlines more effectively while maintaining high-quality standards.

10. Summary

Observations and Industry Comparison

Diversification of Roles

• The instructional design field has seen a shift toward greater role diversity, with more SMEs, freelancers, and leadership positions emerging. This reflects broader industry trends towards more collaborative approaches, as highlighted in recent reports.

Shift Toward Performance-Based Success Metrics

• Metrics like learner performance (165 respondents) and time to delivery (101 respondents) have become dominant, signaling a move towards outcome-based success measures. This aligns with industry trends emphasizing ROI and business impact.

Ongoing Project Management Challenges

• Managing multiple projects remains a challenge. Most instructional designers manage 2-4 projects at a time, mirroring broader workload distribution trends across the learning design industry.

New and Surprising Trends

• Emergence of SMEs as Course Designers: SMEs are playing a growing role in course design, signaling a notable shift.
• Interest in AI Tools: Increasing interest in AI, particularly for needs analysis, reflects advancements in technology within the industry.

Key Takeaways

Freelance Instructional Designers

• Project Load: Freelancers handle fewer projects on average (2.79) compared to full-time staff, indicating a potentially more flexible schedule but possibly less consistent workflow.
• Success Metrics: Freelancers rely heavily on learner feedback and stakeholder satisfaction, as they often manage multiple client relationships. Meeting qualitative feedback expectations is crucial.
• Opportunities for Specialization: Specializing in areas like AI integration and needs analysis tools can provide unique value to clients and create a competitive edge in the market.

Staff Instructional Designers

• Multiple Project Management: Staff designers juggle 3.30 projects on average, making time management skills essential for maintaining quality and meeting deadlines.
• Performance-Based Metrics: There's a growing emphasis on learner performance as a success metric. Courses must align with measurable business outcomes and practical applications.
• Collaboration with SMEs: Effective collaboration with SMEs is critical for producing high-quality content. Streamlining this process and using AI tools during the analysis phase can improve efficiency.

Subject Matter Experts (SMEs)

• Dual Role in Design: SMEs are increasingly active in instructional design, with 108 respondents identifying as SMEs who design courses. This highlights the need for cross-functional expertise in content and design.
• Project Load: SMEs manage 3.19 projects on average, showing significant involvement. Using design templates and AI tools can help reduce time spent on repetitive tasks.
• Qualitative Success Measures: Success for SMEs often depends on learner feedback and engagement, emphasizing the importance of creating practical, job-relevant content.

Team and Company Leads

• Leadership and Role Diversity: Directors, Founders, and Team Leads manage 3.85 projects on average, balancing strategic oversight and project execution.
• Efficiency and Time Management: Time constraints remain a significant barrier. Leaders should prioritize time to delivery while ensuring quality, leveraging AI tools to streamline workflows.
• Performance-Based Outcomes: Aligning learning outcomes with organizational goals and focusing on performance-based metrics (e.g., job performance improvements) can demonstrate the value of L&D programs. Leaders should foster a culture of measurable and impactful learning interventions.

Conclusion

These insights highlight the distinct needs and opportunities across the instructional design ecosystem. Success hinges on time management, technology integration, and a focus on performance-based outcomes, ensuring instructional design continues to evolve and deliver meaningful results.

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