Online course "User Research and feature validation for Product managers"

Get recognized by your stakeholder by handpicking the best feature ideas and validating them on users before building. Become a hypotheses validation monster by conducting
18 interviews of your own users during a course.
NEXT COURSE DATES: MARCH, 30TH — MAY, 31TH
2
months is the duration of the course
8.7/10
average course score
2000+
product managers and entrepreneurs have taken the course
NEXT COURSE DATES:
MARCH, 30TH — MAY, 31TH

Online course "User Research and feature validation for Product managers"

Get recognized by your stakeholder by handpicking the best feature ideas and validating them on users before building. Become a hypotheses validation monster by conducting 18 interviews of your own users during a course.
NEXT COURSE DATES: MARCH, 30TH — MAY, 31TH
2
months is the duration of the course
8.7/10
average course score
2000+
product managers and entrepreneurs have taken the course

Who is this course for

For Product-Managers and entrepreneurs that face these problems
Lack of engaged mentor: you don't have anyone committed to your professional development and growth
Not knowing what to do: you struggle with figuring out how to structure your activity or what to work on
Not knowing how to prioritise: you have difficulties with deciding what is the most important thing to work on
Understanding what users want: you feel disconnected with your users, like you don't really understand them
Saving money on development: you spend large budgets on building features that are rarely or never used
Driving metrics: you struggle with improving growth metrics, it feels like you are stuck

Why User Research

User research is the best instrument for validating feature ideas before building them and reducing the failure risk.
8 out of 10 feature features fail — they never get anticipated engagement rate or Return On Investment.
You spend at least $10k+ on building a feature and since 8/10 features fail it takes at least $100K to build a successful one.
You have to support features that no one uses, which drains your time and resources.
42% of failed startups were unsuccessful because their product or service didn't address a real market need”
CB Insights, 2017

What will you learn

Validating a feature on your users
Why User Research is the core instrument for validating hypothesis
How to use interviews to drive specific metrics
How to analyse insights from user interviews and make product decisions, based on them
How to segment your target audience
How to find feature hypotheses that have a higher chance of working
How to segment your customer base and find the users to focus on
How to conduct user interviews
How to draw insights from conducting problem interviews
How to understand user motivation via Jobs-to-be-Done interviews
How to conduct usability testings and fix UX mistakes on a weekly basis
How to validate feature ideas via solution interviews
How to incorporate user research process in your work flow
What are the areas of applicability of qualitative and quantitative user research
How to quickly find right respondents for user interviews with minimal resources
How to sell User Research process to stakeholder to get resources and approval
Setting up feedback loop
How to find the right respondents and schedule interviews
How to bypass external obstacles for communicating with users

How will it work

Learning will take place on the learning platform and in Slack.
Get in chunks over 15 hours of text, video and visual materials.
Complete 21 group and individual practical tasks.
Conduct 18 user interviews.
Validate a feature or a customer segment for your product.
Get 8 hours worth of feedback from your peers and instructors.

Curriculum

Structure of the course "User Research for product managers"
Part 1. Why you should do User Research
What will I learn?
  • Introduction to user research, course mechanics, your peers and instructors
  • Q&A session

How will user research help my career?
  • Why user research is an key instrument for a product manager
  • The connection between user research and PM's efficiency
  • Validating feature ideas with user interviews

Most startups die & most features fail
  • Why do startups die and features fail
  • Estimating feature cost

Selling User Research process to stakeholder
  • How to do User Research in the culture that is not data-driven
  • How to get resources, needed for User Research
  • Guerilla User Reseach

Obstacles for doing User Research
  • Different obstacles for talking to your users and how to bypass them
Part 2. User Interview 101
The Story of Meta
  • A case of launching a startup with methodical User Research process

PM's job is to validate hypotheses
  • Why do you need to validate hypotheses
  • How our brains learn on failures

Problem Interview
  • Applicability of Problem Interviews
  • Simple script for a problem interview
  • Conducting a mock problem interview

How to conduct a successful interview
  • Asking the right questions
  • Understanding users internal motivations and patterns of thinking

Establishing emotional connection with your user
  • Why is it important to relate to your users
  • The importance of non-verbal communication
  • Why you should ask your users to tell you stories

Avoiding traps and cognitive biases during interviews
  • Different types of traps on the user interviews

AMA
  • AMA session with a Senior Product Manager

Intro to the course goal
  • The goal of the course is to complete 18 user interviews
  • Tips and hacks for completing the goal
Part 3. Segmentation & Jobs-to-be-Done framework
Formulating segment hypothesis
  • How and why to make audience segment hypotheses

Qualification questions
  • Why do you need to qualify your users?
  • Setting up qualification questions for your research

Riskiest Assumption Test
  • Identifying RATs for your product
  • RAT vs MVP

Analysing interview insights
  • Setting up a board of insights
  • Extrapolating quality data on the whole segment

Solution interviews
  • Script of a solution interview
  • Validation = ready to pay

Expert and competitors interviews
  • Why should you talk to your competitors?
  • Identifying market experts for your project

How to find respondents for user interviews
  • Understanding segment's habits and environment
  • How to deliver value to the user with an interview

User research in different types of companies
  • Corporates vs startups

JTBD Interview
  • What is a Jobs-to-be-Done framework: big jobs, small jobs, micro jobs
  • JTBD interview vs Problem Interview
  • Giving your user a kick out of your product
  • Conducting a mock JTBD interview

Using interviews to drive specific metrics
  • Which metrics you can improve with user interviews
  • User Research and experiments

Usability testings
  • Science behind UX research
  • Moderating usability testings
  • Thinking out loud protocol
    Part 4. Building relevant features
    Why you should build a product at least 10x better than the status quo
    • Gravitational pull of a habit
    • Focus on a segment with the strongest pain

    ABCDX segmentation
    • Don't listen to feature requests
    • Build the product for those, who already pays for fixing the problem

    Principles for picking the product

    • Status
    • The feeling of belonging

    Forces that influence users behaviour


    User Research in B2B
    • Difference between products for B2B & B2C
    • Decision taking process in B2B
    • How to communicate with B2B users
    • User Research for products with complex sales & logistics structure

    Painkillers vs. delighters vs. dopamine cycle product

    • Different types of products
    • User research for different types of products

    AMA
    • AMA session with a Senior Product Manager
    Part 5. Setting up User Research processes
    Qualitative vs Quantitative research methods
    • Domain of applicability of different types of research methods

    Setting up a feedback loop
    • Typical interview cycle
    • Setting up the right processes
    • The process of feature validation with User Research

    Course recap
    • Bonus templates and tips
    • Group discussion on user interviews
    • Certification

      Comparison with other product courses

      Next course dates: March, 2nd — May, 4th
      $20+
      $799
      $3000+
      Coursera, Udemy, Udacity, etc.
      • Full self-service
      • No instructor's involvement
      • No incentives to complete the course
      • No group activities or networking
      The Product Gene
      • Cost-efficient, tailored for online experience
      • Emphasis on incorporating user research processes into day-to-day activities
      • Complex mechanics for networking and practical group tasks
      • Customised certificate with student's performance stats
      Product School, General Assembly, bootcamps, etc.
      • Tailored for offline experience, overpriced online options
      • Core value comes from workshops/webinars with industry professionals
      • Recognisable certificate of completion
      • No emphasis on incorporating learned materials into work processes

      Student Reviews

      82% of students report that one year after completion, they actively use techniques from the course.
      “You will conduct many interviews starting from the first day”
      This was an eye-opening experience — I got tons of useful insights at once. The course offers a lot of practice, and I like it. You will conduct many interviews starting from the first day.
      I can definitely recommend this course to everyone who is somehow related to product management and market research.
      Anton Solovey
      Product Manager
      “You'll get a fresh look at familiar things and lots of new insights”
      The main advantage of the course is the amount of practice. You can theorize but you can get down to real work. Doing this under the supervision of a great mentor is more effective than banging on the wall all by yourself and making the same mistakes over and over.
      I recommend taking the course if you create digital products as a product manager, designer, analyst or startup founder. You'll get a fresh look at familiar things and lots of new insights.
      Kirill Gurbanov
      Product Owner at MTS-Bank
      “A course changes your perspective and adds of new tools to your product job”
      A rare case when a course not only gives you a new skill but also changes your perspective and adds a bunch of new tools to your product job.
      Anton Booth
      Product Owner at Sberbank of Russia
      You have to take a course if you:
      consider launching a new product -> you will understand whether your idea solves someone's pain (need validation)
      work on the first version of the product -> you will figure out what to focus on (validation of value proposition)
      implement monetization -> you'll speed up the process and maximize ARPU
      iteratively improve the product -> you'll discard unnecessary features, and work on those 20% that give 80% of the result, saving millions of dollars
      “User interviews have become an important part of the decision making process”
      The course explains how in-depth interviews help quickly test hypotheses, create right products, and not spend money on unnecessary features. A bunch of real cases and failure stories, scripts for problematic, decision and JTBD interviews, a lots of real practice.
      Shashkova Natalya
      Head of Marketing at Dbrain
      The course will be useful to all founders, product managers, marketers, project managers, developers. And it doesn't matter if you run a B2B business or a small flower shop.
      The most important thing is that after the course you no longer perceive an interview as a boring obligation, it becomes an important part of your decision-making process. I recommend the course to everyone!
      “I asked wrong questions and lost time because of this”
      I had my doubts before I took a course. I already knew that it was necessary to talk to clients, I knew that it was easy for me to approach people in the street and I had done this several times. But I was wrong:
      Sergey Mikheev
      ex-Product Manager at Qlean
      I did not do user research systematically
      I asked wrong questions and lost time because of this
      I underestimated the importance of emotional contact
      I saw my mistakes - I tried the new approach and got better results
      I highly recommend the course to anyone who is already running a business or only plans to start a company. I recommend it to my consultant friends because you will reach a different level of work with the client.
      This was an eye-opening experience — I got tons of useful insights at once. The course offers a lot of practice... Read full review
      The main advantage of the course is the amount of practice. You can theorize but you can get down to real work... Read full review
      The course explains how in-depth interviews help quickly test hypotheses, create right products, and not spend... Read full review
      I had my doubts before I took a course. I already knew that it was necessary to talk to clients, I knew that it was easy... Read full review
      A rare case when a course not only gives you a new skill but also changes your perspective and adds a bunch of new... Read full review

      Not just yet another online course

      Networking for life
      You will have contacts of everyone, who has ever completed this course.
      The heaviest practice ever
      The main course goal is to conduct 18 user interviews with your clients and validate a feature/product before building it.
      Set up a learning process
      By the end of this course you will incorporate a feedback loop process in your work.
      Peer reviews
      Collaborate with your peers and get a feedback from them on your performance.
      Become a feature validating monster
      By the end of the course user research will become one of your core instruments for validating features.
      92% of startups fail within 3 years”
      CB Insights, 2017
      2 AMA sessions
      Ask your questions to Senior PMs with significant experience in User Research.

      Enroll now and make a payment to book your place

      Next course dates: March, 30th — May, 31th
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      $799
      Total price for two months.
      Pay now
      $399 per month
      Pay in two installments. The second installment is due by the end of first half of the course.
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      Fill in the company details and we will send an invoice to your email within 24 hours.
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      FAQ

      I've started the course, but I can't find time for it, may I complete it later with another group?
      Yes, but just once (or as much times as you want, but with an extra payment).
      I've started the course, but I don't want to complete it. Can I get a refund?
      We are ready to offer a no questions asked full refund at any moment till the end of the course. (You will lose your access to course materials)
      I've started the course, but I can't find time for it, is it okay if my colleague completes it instead?
      Yes, but no later than the end of second week.
      Can I take this course if I don't have a job at the moment?
      Yes, you can do user research for your pet project or for PMs or entrepreneurs you know (not for money though).
      What if I have a thing planned in the middle of the course and I won't be able to learn for a week or so?
      We value collaboration a lot, your peers will help you to catch up.
      I can't set up interviews with my users. What do I do?
      There will be a ton of advice and guidelines on finding respondents for the interviews. If you find it hard, ask for help from your peers and instructors.
      I want to get a completion certificate, but I don't want to do the interviews. Is it okay?
      No, the goal of the course is completing these user interviews. Certificate specifies the number of conducted interviews. You could complete the remaining interviews within 30 days after the course and it will be reflected in the certificate.
      Still have more questions?
      What are the requirements for taking this course?
      There are no formal requirements, however, preferably, you should know at least basic terms of product management.
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      DOVER, DE 19901
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      OK
      This was an eye-opening experience — I got tons of useful insights at once. The course offers a lot of practice, and I like it. You will conduct many interviews starting from the first day.

      I can definitely recommend this course to everyone who is somehow related to product management and market research.


      Anton Solovey — Product Manager

      A rare case when a course not only gives you a new skill but also changes your perspective and adds a bunch of new tools to your product job.

      You have to take a course if you:

      • consider launching a new product -> you will understand whether your idea solves someone's pain (need validation)
      • work on the first version of the product -> you will figure out what to focus on (validation of value proposition)
      • implement monetization -> you'll speed up the process and maximize ARPU
      • iteratively improve the product -> you'll discard unnecessary features, and work on those 20% that give 80% of the result, saving millions of dollars


      Anton But — Product Owner at Sberbank of Russia

      The main advantage of the course is the amount of practice. You can theorize or you can get down to real work. Doing user research under the supervision of a great mentor is more effective than banging on the wall all by yourself and making the same mistakes over and over.

      I recommend taking the course if you create digital products as a product manager, designer, analyst or startup founder. You'll get a fresh look at familiar things and lots of new insights.


      Kirill Gurbanov — Product Owner at MTS-Bank

      The course explains how user interviews help quickly test hypotheses, create right products, and not spend money on unnecessary features. A bunch of real cases and failure stories, scripts for problem, decision and JTBD interviews, lots of real practice.

      The course will be useful to all founders, product managers, marketers, project managers, developers. And it doesn't matter if you run a B2B business or a small flower shop.

      The most important thing is that after the course you no longer perceive an interview as a boring obligation, it becomes an important part of your decision-making process. I recommend the course to everyone!


      Natalia Shashkova — Head of Marketing at Dbrain

      I had my doubts before I took a course. I already knew that it was necessary to talk to clients, I knew that it was easy for me to approach people in the street and I had done this several times. But I was wrong:

      • I did not do user research systematically; I asked wrong questions and lost time because of this; I underestimated the importance of emotional contact;
      • I see my mistakes now — I tried the new approach and got better results.
      • I highly recommend the course to anyone who is already running a business or only plans to start a company. I recommend it to my consultant friends because you will reach a different level of work with the client.


      Sergey Miheev — ex-Product Manager at Qlean

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