The article considers the role of pedagogical design in designing the educational trajectory of students. The necessity of using this technology in organizing career guidance work in a general educational institution in order to build a conscious individual educational trajectory for students is substantiated. The conditions influencing the choice of a further trajectory by students of general educational institutions are identified. The concept of «pedagogical design» is considered from the point of view of different scientific approaches, the differences in the application of this technology in the domestic and foreign education systems are determined. Based on the analysis, the trajectory of obtaining education by students in the domestic education system is visualized. The need for effective support of independent learning activities of students by teachers as one of the key factors in increasing the effectiveness of the educational process is determined. As a result of the theoretical study, a mechanism for career guidance work in a general educational institution using a specific model of pedagogical design ADDIE is proposed. The features of work at each of the five stages of applying this model are described: the stage of analysis, design, development, implementation, evaluation. The model has a cyclical nature, which allows it to be used in the course of pedagogical activity an unlimited number of times, taking into account the modifications of the «weak» elements of the constructed model or system. The practice-oriented result of the work was the visualization of an individual educational trajectory, which will help teaching staff in organizing work in the career guidance area of activity