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In this presentation I will share a web-based instructional design theory based on the results of a study that identified procedural and heuristic knowledge used by experts when creating web-based instruction. Procedural steps identified include topic definition, task and content analysis, establishment of web-based instruction objectives, development of the instruction, and elicitation of feedback. Heuristic knowledge identified includes instructional design guidelines, content capturing guidelines, interpersonal guidelines, and high-profile project guidelines.