We maintain that an understanding of the working contexts of staff is a critical consideration when designing for effective professional development. The process of embedding theory into good practice does not simply depend on the design of a good seminar, because it may also be affected by who else attends, or perhaps by who the participants talk to subsequently. This article presents a case study of the development of an online module at the Open University in the UK that was designed to help staff in understanding how to use online tools for supporting students. The article describes the institutional context in order to demonstrate how we have brought innovations in learning and teaching practice to the attention of our practitioners, using social learning techniques, within their normal working environment. We go on to describe module design and participant perceptions of its effectiveness. (Contains 4 figures and 1 table.)