The extensive experience of the in designing and delivering online education has consistently been underpinned by the Online Learning Experience (OLE) as our pedagogical model. Invariably, the constant evolution of the educational landscape prompted a fresh look at the principles that support this model, and a re-assessment of the way we collaborate with different actors at the early stages of course design. As a result, this experience paper puts forward a revised conceptual framework, where the OLE principles are formally embedded within quality assurance standards. We also introduce a tool that both works to visually represent the OLE principles, and as a reflection instrument to help human creativity and originality in course design flourish.