Designing experiential learning activities requires an instructor to think about learning outcomes. Using importance-performance analysis (IPA) can assist with the instructional design of the activities for implementing service-learning in distance education courses. This study used IPA in a fully online asynchronous graduate class to gauge students' engagement and learning outcomes after working with a local nonprofit organization. The primary goal of this article is to demonstrate the use of IPA to guide the instructional design process of e-service learning activities.