Web applications production presents problems like: low quality; non-compliance with deadline and budget, ad-hoc, chaotic and unstructured process. Moreover, different disciplines and knowledge areas, with particular approaches and methodologies, contribute with this type of production. A particular knowledge area named Web Engineering was developed to focus on these questions; however, it is not consolidated yet. This work aims to present guidelines to the definition of the Web applications production process, from a systemic approach, where the different disciplines, roles and activities are correlated, in the conception phase. The research method utilizes tree cases studies and two action-researches to create a theoretical model through analysis of particular situations. The work identifies a design space formed by the dimensions Form, Function, Information and Technology, related to the main disciplines involved in Web applications production: Design, Software Engineering and Communication & Media. According to the design standard used, it is concluded that there is a best fit for the production process, oriented by one or more dimensions of the design space, allowing a quick evolution of the project to the expected quality level.