ISD usually begins with a purpose, and the purpose is usually directed toward bringing about change- a change in attitude, skill, or knowledge. For example, a student may need knowledge in a certain area to pursue a career or a teacher may need to learn technology skills to increase technological usage in his or her classroom.

The instructional designer (or educator) needs to determine exactly what type of change needs to occur. According to Morrison, Ross, and Kemp (2004), "The instructional design process begins with the identification of a problem or need" (p.31) via a needs analysis. A needs analysis consists of gathering information via interviews, observations, and document review to determine the core problem or need, and, ultimately to identify the goals for an instructional project. The analysis may be formal or informal based upon the information that they designer has about the problem.