Product Psychology Course – Growth.Design

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Product Psychology Course – Growth.Design

COURSE CURRICULUM

The step-by-step system to apply product psychology.

In 5 weeks, you’ll apply the right psychological principle to improve any product experience.

MODULE 1 · Week 1

Understand User Behaviors

With 3 proven mental models

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LESSON TOPICS

• Storytelling: How to use the psychology behind stories to build user empathy and find gaps.
• Behavioral Map: How to motivate people to act (while being ethical) & what impacts people’s ability (5 elements that can reduce psych).
• Psych Framework: Advanced applications of motivations and abilities to represent user behaviors.

EXERCISES & TEMPLATES

• 6P Story: The best way to frame the story of a customer is to find new gaps in your experience.
• GEQs: The 3 exact questions we use to uncover deep customer needs.
• Behavior Map: How to find if any experience is above the activation threshold (are users taking action or dropping?)
• Practice the Psych Framework on a real screen and compare your exercise with our proposed solution.

MODULE 2 · Week 2-3

Find The Gaps & Improve Any Experience

Know which psychology principle to use and when.

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LESSON TOPICS

• B.I.A.S. Framework: Learn the 4 mental steps people go through when interacting with any product and how they think. (fast processes vs. logical)
• Understand how cognitive biases affect how people use your product. Find what doesn’t work and why.
• Know exactly how to use the most impactful psychology principles to improve your product.
• Help people understand, take action and store positive memories whenever they interact with your product.

EXERCISES & TEMPLATES

• The Product Assessment Checklist: Grade any experience with this step-by-step list.
• Case Study Assets: Build your own product case study using our proprietary story format.
• Exclusive B.I.A.S. Framework Case Study: Sharpen your skills with an example and compare your work with our redesigns.

MODULE 3 · Week 4

Create Delightful Journeys

Aligned with your business goals

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LESSON TOPICS

• How to find your customer’s most important moments in your experience (that will generate your biggest ROI).
• Proven techniques to turn an average experience into a delightful one that people love.
• How to re-order the customer journey to maximize overall psych.

EXERCISES & TEMPLATES

• Journey Mapping Cheatsheet: Identify the 4 types of moments to focus on.
• Journey Improvement Checklist: Spark ideas on how to improve a particular part of your customer’s journey.
• The pitfalls of journey mappings and how to avoid them.

MODULE 4 · Week 5

Communicate Product Decisions

To better rally your team & stakeholders

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LESSON TOPICS

• The best way to understand what’s important to stakeholders and how to positively influence decisions.
• How to explain your product decisions and get the support you need.
• 5 practical tactics you can apply in your next meeting to help you communicate your product decisions.

EXERCISES & TEMPLATES

• The 3-Step Framework to answer any feedback.
• Exercise: How would you react? Practice yourself with some well-known everyday work use cases.
• Meeting Preparation Template: Prepare your next meeting to rally your team behind important decisions by answering these quick questions.

MODULE 5 · Week 5

Create Ethical & Humane Products

To earn loyal fans & succeed long-term

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LESSON TOPICS

• Ethical test: Evaluate your product using the manipulation matrix.
• Black mirror test: The one exercise you can do to ensure your product won’t trigger behavioral problems for your users.
• Humane design principles: The 3 fundamental principles to follow when redesigning for a more humane experience.

EXERCISES & TEMPLATES

• Ethical Checklist: Make sure your product is on the right side of ethics.
• Exercise: Redesign Clubhouse’s notification system based on humane values.

LEARNING FRAMEWORK

Learn. Practice. Apply.

Each lesson follows a proven learning methodology that focuses on getting you to take action.

Every
Lesson

1. Learn

Learn

Learn in the same format we use for our case studies but more in-depth and with a structured approach.

Story-Based Lessons

Research has shown that stories help you remember information better. That’s why our lessons use a slide format similar to our case studies but with a more organized and educational approach.

Psychology Principles

You’ll learn and remember the most important psychological principles, so you know how to apply them to your work—whether that’s to find product solutions or to convince stakeholders.

Lessons Summaries

We’ve already distilled the main points of each lesson to help you learn without having to stress about note-taking. You’ll be able to quickly revisit key concepts from any lesson at any time.

Additional Resources

Go further and deep-dive into specific lesson topics. We curated a list of our favorite psychology books, links, research papers, and videos for each lesson so you can explore and dig deeper.

2. Practice

Practice what you learn immediately with hands-on exercises. Learn quicker and apply that knowledge better.

Exercises

Be better prepared and familiar with how to tackle real problems by practicing after each lesson.

Examples

Tons of vivid product examples to help you remember new concepts and tactics to implement.

Redesigns

Discover practical applications of psychological concepts with our “Before vs. After” redesigns.

Student Community

See real examples from other students and share your exercises (if you want) to hone your skills.

3. Apply

Improve your product as you progress through the course by applying the theory after each lesson.

Product Challenges

We give you concrete product challenges to apply directly to your product. These include tactical tips to maximize business impact and build better products.

Figma Assets

To help you apply some concepts, we made simple-to-use Figma templates. No need to be a designer, just follow the step-by-step instructions.

Checklists & Templates

Everything you need to make it as easy a possible to apply your learnings: checklists to execute ideas, templates, scripts to rally stakeholders, etc.

Questions & Answers

Gain confidence in your practice with our curated answers to the most common questions from hundreds of previous students.

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