Production takes all of those tediously designed details from the storyboard and turns them into static or database-driven dynamic Web pages or application screens. This is where things really start to move. Production refers to media production, layout, and programming, which spiral around each other throughout this phase, so as to reduce the overall timeline. Media production involves creating the graphics, animation, text, audio, and video as they were specified in the storyboard. All media must be edited, refined, and optimized for minimal bandwidth through their own unique processes before they are fit to be placed. Finally, they are ready to be pushed through templates to create final pages.

Programming involves using client and server-side languages to create interactivity and sequenced events amongst all of the elements laid out on the page. Programming always involves real-time testing, but formal testing and quality assurance are reserved for the next phase.