Design
The design phase deals with learning objectives, assessment instruments, exercises, content, subject matter analysis, lesson planning, and media selection. The design phase is systematic and specific. Systematic means a logical, orderly method of identifying, developing and evaluating a set of planned strategies targeted for attaining the project's goals, Specific means each element of the instructional design plan must be executed with attention to details.
Also the design phase is tailored for every client in order to meet the specific needs and the culture.