Purpose: This study aims to explore ways of developing, implementing and validating a new framework and criteria for self-evaluation of programme curricula, with specific reference to the quality assurance certification process in a particular case. Design/methodology/approach: The framework is developed using a case study research methodology and implemented based on criteria extraction through the triangulation of indicators achieved from internal goals and external directives. Findings: The findings reveal that this is an improvement-led framework that can be adapted to other contexts during the quality assurance processes to facilitate periodical programme evaluations with a focus on the curriculum. Research limitations/implications: The proposed practical tool is developed for the programme evaluation process with a curricular focus during the quality assurance certification process of an interior architectural programme while enlightening the processes for the periodical self-evaluations of other institutions. The framework depends on both institution-specific internal and external directives and fulfilling curriculum-related criteria of the European Standards and Guidelines for Quality Assurance. Originality/value: Within quality assurance processes, despite external quality assurance mechanisms, there is a shortage of self-evaluation tools for internal quality assurance procedures, which allow the dissociation of programme-specific qualities. The proposed framework is developed as an example of a self-tailored internal quality assurance tool and process for educational institutions to reveal their unique qualities.