Purpose: The purpose of this paper is to propose a process-oriented lifecycle model for ensuring quality in e-learning development and delivery. As a dynamic and iterative process, quality assurance (QA) is intertwined with the e-learning development process. Design/methodology/approach: After reviewing the existing literature, particularly focusing on QA frameworks, procedures, and methodology, a process-oriented model structured around three sequential non-linear phases is presented: before: planning and analysis; during: design, prototype and production; and after: post-production and delivery. This model is supported by an advanced information system used to organize, track, collect, and generate reports regarding QA changes and needed updates. Findings: Following a process-oriented lifecycle approach, the paper emphasises that QA requires a supportive environment that explicitly recognizes quality as a work value and as an enabler for reaching organizational goals. Practical implications: The paper proposes a practical QA model which follows e-learning development phases. For each development phase, practical steps, including sample checklists, are recommended. Originality/value: The proposed model has the potential to transform QA from a static, after-the-fact state to a more iterative and dynamic state, thus promoting a culture of ongoing self-improvement, rather than of circumstantial compliance, within the e-learning community. (Contains 4 figures and 2 notes.)