My own materials production is guided by learner needs and learning outcomes as laid out in the syllabus. I start constructing the material by having the learning outcome (e.g. expressing and justifying opinions on the topic of genetically modified food) as the focal point and build up all the other sections of the material depending on this material. The lead-in, the content, comprehension questions regarding the content are all determined by the outcome and an integrated part of this production process. All the sections of the material serve to achieve the desired outcomes and objectives of the lesson (from activating schemata to vocabulary).
In addition, most materials have a choice component integrated: learners may be asked to choose between creating a written product, a discussion, a visual or audio product to achieve the desired outcome in the lesson. Furthermore, learners needs, interests and levels also allow me to adjust the material(s) accordingly. Considering the mixed level nature of classes, the material design tries to incorporate interactive elements that require learners to interact with the content and other learners (as the materials require groupwork which helps mixed level classes to learn from and teach each other). For more info on previous self-created materials and learner products, please see previous materials + learner products.