Kemp Design Model

Introduction

The Kemp Design Model—also known as the Morrison, Ross, and Kemp Model—is a flexible, systems-oriented approach to instructional design. Unlike prescriptive models that follow a linear sequence, Kemp treats instructional design as a circular, dynamic process where planning, development, and evaluation occur in parallel and influence one another. First introduced by Jerrold Kemp and later expanded by Morrison and Ross, the model emphasizes practicality, continuous alignment, and responsiveness to real-world design constraints.

What Is the Kemp Design Model?

The Kemp Model offers a structured but non-sequential framework for instructional design. It identifies nine interdependent elements that must be considered in any instructional project. These elements are not steps in a process, but design dimensions that interact and inform one another.

The Nine Core Elements

1. Identify instructional problems and specify goals – Clarify the need for instruction and define broad goals.
2. Examine learner characteristics – Analyze the learners’ prior knowledge, experience, learning styles, motivation, and other relevant traits.
3. Identify subject content – Define the content or tasks the instruction must address.
4. Specify instructional objectives – Translate content into measurable, observable objectives.
5. Sequence content – Organize content logically, taking into account prerequisite relationships.
6. Design instructional strategies – Select methods, activities, and media to support learning.
7. Plan instructional delivery – Determine formats, environments, and delivery logistics.
8. Develop evaluation instruments – Design assessments to measure learner progress and instructional effectiveness.
9. Select resources and support services – Identify the materials, infrastructure, personnel, and services needed.

How Does the Kemp Model Work in Practice?

The Kemp Model works by allowing designers to adapt their approach based on project realities. It provides a structure for instructional thinking without imposing a rigid workflow.

Example Application

A learning team creating a leadership program might:

1. Conduct focus groups to identify learning needs
2. Draft instructional objectives and content based on organizational priorities
3. Prototype delivery in a virtual classroom format
4. Test the experience with pilot participants and refine based on feedback
5. Adjust assessment methods to better align with observed learner performance

When Is It Most Useful?

The Kemp Model is especially valuable when:

• Project constraints or goals are in flux
• Multiple stakeholders contribute evolving input
• Instruction must be customized across formats or audiences
• Iterative development or rapid prototyping is required

It is also well-suited for L&D teams working in agile or sprint-based development cycles.

When Is It Not Useful?

The Kemp Model is less suitable when:

• Designers lack the experience or maturity to manage open-ended processes
• The project requires strict sequencing, compliance documentation, or audit trails
• Stakeholders expect detailed project plans tied to predefined milestones

Theoretical Foundations

The Kemp Model is not grounded in a specific learning theory but draws from:

• Systems thinking – Emphasis on interdependence among components
• Cognitive psychology – Importance of learner characteristics and content sequencing
• Instructional planning theory – Alignment between objectives, content, methods, and evaluation

Design Considerations

• Anchor your design in purpose – Begin with a strong sense of the instructional problem
• Revisit alignment regularly – As elements evolve, ensure they still support one another
• Use rapid cycles for feedback – Incorporate frequent learner or stakeholder input
• Balance flexibility with rigor – Decisions still need to be documented, tested, and justified

Cautions and Limitations

The most common critique is that its flexibility can be overwhelming for less experienced designers. Without a predefined entry point or sequence, it can be difficult to know how to begin.

In high-stakes settings—such as compliance training or certification programs—the lack of formal sequencing may be seen as a risk.

Conclusion

The Kemp Design Model offers a flexible, systems-oriented framework for instructional design that values responsiveness, iteration, and holistic thinking. For experienced designers who can manage complexity and think systemically, it provides the freedom to design for reality, not just theory.