Human-Focused Design

Leverage customer insights and user experience design

to improve products, productivity, and the bottom line.
 Table of Contents
Introduction 03
An Overview of the UX Design Process 03

User Interviews
Problem-Solving Through Empathy 05

How to Find Users to Interview 06

How to Ensure a Successful User Interview 06

Affinity Mapping
Visualize Your Research 07

How to Create an Affinity Map 07

Customer Journey Mapping

Documenting Users’ Interactions 09

How to Develop a Customer Journey Map 09

Usability
Creating for Users’ Needs and Requirements 10

Usability vs. Functionality 10

How to Determine Whether Something Is Usable 10

Usability Is Not Only a Digital Concern 11

Usability Testing
Learn What’s Working — and What’s Not 12

How to Conduct a Usability Test 12

Where Do We Go From Here? 15

About General Assembly 16

Human-Focused Design: Table of Contents

02
 Introduction
The field of user experience (UX) design is revolutionizing how
people interact with the world around them. UX design is why
Google is so simple to use and how Amazon knows what product
to recommend next. It’s also why the best websites make it
seemingly effortless to find what you’re looking for, and why some
products are so intuitive that they don’t require an instruction
manual. UX even comes into play in everyday experiences — think
about the check-in process at a doctor’s office or the way you
choose to organize your kitchen wares. UX design is everywhere.

A smart UX strategy has the power to make or break a business, and that’s
why demand for UX talent is on the rise. All too often, business leaders focus
on their own point of view and miss the mark on what their customers actually
want and how to best deliver it. As a result, companies roll out ineffective
products and/or processes that audiences don’t enjoy or can’t use, losing
market share to competitors.

Increasingly, companies big and small turn to UX designers to create and

improve digital experiences, which in turn fosters consumer loyalty and retention.
The secret to their success? Empathy. UX designers put users at the center of the
design process and prioritize customers’ needs over all else.

An Overview of the UX Design Process

A “good” experience hinges on whether it successfully solves a real problem
or provides users with actual value in a straightforward way. This is the core
distinction between art and design. Whereas art can simply be aesthetically
pleasing, good design must also have utility — looks alone aren’t enough.
User experience methods provide the human insights and hard data to support
and validate design decisions.

Comprising many tools and systems, UX is largely driven by intuition, decision-

making, human variables, and problem-solving. UX designers approach
their work by writing an initial problem statement derived from a hypothesis
and assumptions, performing research to validate (or refute) their concept,
synthesizing what they’ve learned, and iterating until they land on a design that
successfully achieves their goal.
Human-Focused Design: Introduction

03
 The heart of this process lies in engaging with, and developing empathy for,
the people who ultimately will use the product or service. Rather than making
decisions in a vacuum, UX designers deploy several strategies — often repeating
them as they refine and optimize — to tailor their product to actual user behavior
and needs.

Developing a UX design mindset helps individuals and teams more easily and
efficiently achieve their goals — and it’s important to note that these approaches
aren’t exclusive to the field. Business leaders, product teams, creatives, and more
can get see great impact by incorporating them strategically, too.

In this paper, you’ll learn how to leverage UX design to gain crucial insights into
customers and create products they’ll love through these powerful approaches:
• User interviews: Gain valuable insights into your target audience’s
motivations, behaviors, and emotions.
• Affinity mapping: Discover trends, themes, and areas of opportunity in
your research through strategic organization.
• Customer journey mapping: Form a deeper understanding of customers’
processes, needs, and perceptions by utilizing this tool.
• Usability and usability testing: Ensure your product is not only functional
and user-friendly, but also provides value.

Ready to discover how to connect with, and solve for, users and their needs?
Let’s get started.
Human-Focused Design: Introduction

04
 Problem-Solving Through Empathy

User Interviews
We all know about widely successful products. They’re the ones that
seemingly come out of nowhere and change the way we live, like the
smartphone, ridesharing, or turn-by-turn navigation. But, there are a
lot of products that don’t make it because consumers don’t see their
value — or enough value to pay for them.

Avoid this all-too-common pitfall by conducting user interviews, a process that

allows UX designers to gain an early perspective into the motivations, behaviors,
and emotions of the target audience for which they are designing. It is here where
we seek to empathize with our users and validate our assumptions, leading us to
key insights that will fuel the design process.

During user interviews, design teams go out into the world, find people who fit
their target personas, observe their behavior, and ask them questions. A persona
is a representation of users who have the same problem or goal. And, although
personas are not real people, they are created based on real user data, often
generated or validated by user interviews.

User interviews were introduced in 1990 when a report called Contextual Design:
An Emergent View of System Design included “contextual inquiry” as part of the
product development process.

The contextual inquiry process looks something like this:

1. Teams visit users in the environment in which they use either
their product or a competitor’s, or where a problem is occurring.
2. They watch user behavior, asking questions about what they
observe along the way.
3. Armed with these observations, teams draw conclusions about
user behavior that they then apply to better their offerings.

The goal of a user interview is to discover problems that product and design
teams could potentially solve. Anyone on a product development team —
including product managers and user experience designers — can benefit from
taking part in user interviews. By observing real people in context while they are
experiencing a problem, you can build empathy, avoid making assumptions about
user wants and needs, and strengthen your desire to personally offer a solution.
Interviewing can result in not only more successful products, but also more
inspired teams that find greater meaning in their work.

Oftentimes, user interviews are misunderstood as “just asking users what they
want.” However, this fails to represent their true objective. As researchers, our goal
is always to observe current behavior to prove that a problem is real, identify the
Human-Focused Design: User Interviews

context in and frequency with which it occurs, understand how a user currently
solves the problem, and gauge their level of frustration when it’s occurring.

Critics will often add that they understand problems sufficiently by looking at
analytics, or quantitative data. Unfortunately, quantitative data can only tell you
that there is a problem — it’s qualitative data that tells you what that problem is
and why it exists. By interviewing users and truly understanding and empathizing
with a problem, you can learn about their behaviors and motivations and the
scenarios in which they’d use your product. This information, which can’t be
distilled from quantitative data — allows you to think more broadly about
solutions and build the next set of truly innovative and successful products.
05
 How to Find Users to Interview
Sometimes, this may be as simple as doing intercept interviews, in which you
approach people on the street, in a place of business, or digitally while they are
using your product, and ask them for a few moments of their time. (It’s OK if they
say no! Move on to the next person — someone will say yes soon.) You can also
tap into your current user base via an email blast or by connecting with those
who have submitted a support issue.

It’s common practice for researchers to compensate interviewees, although

ideally with as little money spent as possible. The idea is to provide just enough
compensation to entice people to participate, but not too much to introduce
“As researchers, our goal additional bias into the data. That’s why you’ll often see companies saying
is always to observe something like, “Talk to us for 30 minutes and enter to win a $25 gift card.”

current behavior to If you have a large budget and are looking to speak with highly targeted users, you
prove that a problem can also hire a company to recruit participants for your test. This can get expensive
and also inject a bit of bias because these users tend to be compensated at a
is real, identify the higher rate than willing participants from other methods. However, in some cases,
context in and frequency this is the only efficient way to access a specific group of people.

with which it occurs, Depending on where your users are located, you might conduct an interview
understand how a user in person, on the phone, or via video conference. It’s best to have two people
from your team present so that one person can ask the questions, converse, and
currently solves the practice active listening while the other takes notes. If you record the interview,
problem, and gauge make sure to ask the user for permission beforehand.

how frustrated they are How to Ensure a Successful User Interview

when it’s occurring.” The goal of a user interview is to get at why users behave the way they do and how
they feel about their experiences. Here are some best practices to keep in mind:

• Ask open-ended questions that focus on the person’s past or current

behavior. Interview prompts can even be phrased so that they aren’t
questions, such as, “Tell me about a time that you [used a self-checkout/
searched for clothes online/scheduled an appointment with a doctor].”
• Follow up with questions that get at why the person behaved or reacted
the way they did. Inquire about how they felt.
• Watch the person’s body language as they respond. Sometimes, the
most important information about how to proceed can come from what
people don’t say.
• Above all, do not ask users to predict what they will do in the future.
Rephrase questions like “Would you pay for this service?” or “What would
you like to see in future updates?” so that it targets past behavior: “Have
Human-Focused Design: User Interviews

you ever paid for a service like this?” or “Why have you stopped using this
product or similar products?” Focusing on past behavior targets actual
problems, rather than those that are projected or theoretical.

Conducting user interviews will leave you with a whole lot of material to sort
through. In the next section, we’ll dive into an essential research-organization
tool that uncovers key insights and drives the design process.

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 Affinity Mapping
Visualize Your Research
Every great design begins with thorough research. By leveraging
techniques like user interviews, usability testing, contextual inquiry,
and competitive analysis, UX designers have the opportunity to learn
about user pain points, motivations, and preferences in a personal
way. But, tracking all of that data and finding patterns can be difficult,
especially in a long text document or pages of handwritten notes.
That’s why UX designers practice affinity mapping.

An affinity map, also known as an affinity diagram, gives designers a complete

picture of their early research process. It is a physical, tactile, and editable design
artifact that’s invaluable for showcasing trends, themes, and areas of opportunity
for discovery and improvement. With just a few tools, you can create a visual
representation of large amounts of data that will help inform your future strategy.

How to Create an Affinity Map

Creating an affinity map is easy. All you’ll need is:
• Sticky notes. These are the crux of your affinity map. They’re the right
size for writing down tiny pieces of research, and they’re easy to move
around and group together to highlight themes and related findings.
You’ll go through more of these than you think, so stock up! Minis will
be too compact to write on, so go for the standard size or slightly larger.
• Markers. Pen and pencil can be too light to read, especially if you’re building
a map with a team. Markers help make sure everyone can read all of the
ideas presented, whether they’re right next to the map or a few feet away.
• A large, flat writing surface. You’ll need a large enough area to not
only post a bunch of different sticky notes, but also include additional
observations that provide context to your research. These could be themes
you see emerging, questions you want to follow up on, or brainstorming
ideas. Large dry-erase boards can work, but most designers prefer to hang
large-scale sticky notes.

Step 01 Map ideas on your sticky notes.

Your initial research can come from a lot of places: in-person interviews,
observations of users interacting with a current product or service, internet
searches, and surveys, to name a few. All of this user data now needs a place to go.

The first step is to write out all your research findings on your trusty sticky notes.
Being able to separate data out into moveable blocks will allow you to get a better
scope of the qualitative and quantitative information you’ve collected. You can
group together like information later, but for now, you just need to get it out of
Human-Focused Design: Affinity Mapping

your head (or your notebook) and into this new working space.

Items to jot down may include:

• Statistics and other key facts. These could be from your own data
collection, surveys, or secondary research. Chances are, these numbers and
research-backed facts will help to reinforce some of the more subjective
observations you’ve collected from in-person interviews.
• Personal observations or insights. What has jumped out at you as you’ve
navigated your research? These “aha” moments could be the beginning of
deeper insights and point the way to future exploration. Add them in now
and thank yourself later.
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 • User quotes. User interviews provide tons of information, but the
pieces that can actually be used to inform your future design are buried
in small talk, tangential stories, and relevant — but not crucial — facts
or observations. Don’t give up! Read through your notes as though you’re
reading an essay or novel. If a sentence jumps out at you, that’s a green
light to jot it down.

Step 02 Organize and group your research.

Now that you have a small mountain of sticky notes, get to grouping! Group
together user quotes that highlight similar issues or opportunities. Statistics that
“An affinity map is a all fall within the same area of research should go together, too. As your groups
start to solidify, annotate with a marker on your paper or whiteboard to begin
physical, tactile, and putting notes in broader categories.
editable design artifact
A few tips for organizing your groups and categories:
that’s invaluable for • Your first categories are probably not going to be your final categories.
showcasing trends, Don’t be afraid to move sticky notes around to areas where they don’t look
like they belong; you may find a relationship between two disparate user
themes, and areas of issues that you wouldn’t have seen otherwise.
opportunity for discovery • Take photos. Paper gets crumpled, and sometimes sticky notes flutter to
and improvement.” the floor and are stepped on by an unsuspecting coworker. Document your
process so that, if you do have to put your map back together at some
point, you won’t be starting from square one.
• Ask for input. Once you feel good about your map’s organization, have
another person (either a team member or someone else) take a look.
Are they finding the same patterns? If not, it might be an indicator that
you’ve narrowed your research down too much. Always start broad
before you focus too intently on one area. The design process is iterative,
and your affinity map may be, as well.

Affinity maps are essential for synthesizing research from your interviews, and
designers conduct multiple rounds of mapping sessions throughout the course
of a project. The insights you uncover in creating your affinity map will help you
better understand your users, which is key in creating effective personas and
making decisions about new product features.

Now that you’ve explored and organized your users’ needs, habits, and behaviors,
it’s time to map out how people will actually use your product. In the next section,
we’ll explore a technique called customer journey mapping, which is used to
illustrate this process.
Human-Focused Design: Affinity Mapping

08
 Customer Journey Mapping
Documenting Users’ Interactions
The Ralph Waldo Emerson quote, “Life’s a journey, not a destination,”
may be a cliché, but it perfectly reflects customer journey mapping,
a valuable tool for determining how a customer may use a product
or service.

Customer journey mapping, also known as customer experience mapping, is the

strategic process of capturing and communicating complex customer interactions.
UX designers use it to illustrate the customers’ processes, needs, and perceptions
across their interactions with services, products, and organizations.

For example, when designing for Starbucks’ mobile ordering app, a journey
mapping exercise would likely include a customer’s actions:
• Before they use the app.
• During their ordering experience.
• After they’ve picked up their order.

By focusing on a customer’s experiences throughout their journey with a product

or service rather than jumping ahead to the end goal, designers can form a
deeper understanding of their audiences and tailor their work accordingly.

Customer journey mapping is an ongoing, collaborative process that’s used to

understand the full life cycle of a customer or potential audience. Cross-functional
teams that use it can include marketers, executives, engineers, customer support
professionals, product owners, and more. By working together, these players
can gain a shared understanding of how customers think and feel, as well as their
relationship to the product. Engaging in a customer journey mapping session
builds knowledge and consensus across the organization, and ultimately solidifies
the shared reality of customers’ experiences.

How to Develop a Customer Journey Map

Journey maps are visual timelines of the user journey. They show each touchpoint
a user has with a digital or physical product, and the emotional high and low points
that happen as the user progresses through their journey. They are usually created
digitally, often with software like Sketch, and saved as a PDF that the designer
refers to and updates throughout the product design process.
Human-Focused Design: Customer Journey Mapping

09
“By understanding the Let’s pretend you own a hotel in Las Vegas and want to market your business as
a honeymoon destination. Your customer journey map might start out looking
nuances of the consumer something like this:
journey, a brand can
01 Customer searches for “Honeymoon in Las Vegas” on Google.
identify moments to
surprise and delight 02 C
 ustomer sees a Google ad that says, “Romantic Honeymoon Packages,
Las Vegas.”
their customers on- and
03 C
 ustomer clicks the ad and lands on your website’s “The Honeymoon
offline, as well as forge Package” product page.
a more meaningful and
04 Honeymoon Package details are listed clearly: a romantic gondola ride,
memorable connection.” champagne, a dozen roses upon arrival, and fine chocolates delivered nightly.

05 C
 ustomer puts the Honeymoon Package in their cart but does not check out;
they are prompted to enter their email address before leaving the website
and they do so.

06 O
 ne hour later, customer receives an email about the Honeymoon Package in
their cart and is offered a free upgrade if they book within the next two days.

07 E
 xcited about this personalized offer, customer shares the details in the email
with their fiancé.

08 Two days later, after considering other options, the couple logs onto your
website to complete the purchase.

09 Months later, the couple arrives at your hotel, where they are escorted to
their luxury suite to begin their “Honeymoon in Las Vegas.”

This customer journey involves many steps and many decision-making factors
on the part of the customer. By understanding its nuances, a brand can identify
moments to surprise and delight their customers on- and offline, as well as forge
a more meaningful and memorable connection.

Customer journey mapping is just one way to get to know the people using
your product. Coming up, you’ll discover how to get feedback from current
and potential users.
Human-Focused Design: Customer Journey Mapping

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 Creating for Users’ Needs and Requirements

Usability
User experience design isn’t only about creating new products, but
also improving ones that already exist. Before making any changes,
though, it’s essential to consider usability. What exactly do we mean
when we talk about a product’s “usability”?

At the highest level, UX professionals determine usability based on three factors:

• Effectiveness: Can people do what they set out to do?
• Efficiency: Can people do what they need to do within a reasonable
amount of time and with a reasonable amount of effort?
• Satisfaction: Do people feel OK about the steps they had to take in order
to properly use the product or service?

Fundamentally, usability is about matching products, systems, and services to

users’ needs and requirements.

Usability vs. Functionality

Usability shouldn’t be confused with “functionality,” as the mere presence of
good features and functions has little bearing on whether or not people are able
to use them. When products or services are overloaded with too many features,
or when features are provided in ways that don’t match expectations or needs,
it’s difficult for customers to find and use what they’re looking for. When that
happens, they fumble with the product or service and are likely to abandon what
they’re doing to find another way to achieve their goal.

How to Determine Whether Something Is Usable

According to Jakob Nielsen, a thought leader known as one of usability’s founding
fathers, usable systems have five high-level qualities. These should guide your
thinking as you design and become your frame of reference as you evaluate.
Answer the following questions to evaluate whether a project is on the right track
toward usability.

01 Learnability
Make sure people can begin to perform basic tasks with minimal effort during
the time they initially use a product or service.
• What a user’s required knowledge level coming into the site, app, product,
or service?
• With what information have they been primed?
• Are there too many features?
• Have conventions been used from other sites, apps, or systems with which
your audience is familiar?
• Did you provide a way to learn about the less obvious, secondary features?
Human-Focused Design: Usability

02 Efficiency
Ensure people can achieve their goals quickly with the system after they learn
how to use it.
• Does the system reduce hesitation with clear language and feedback?
• Are there special shortcuts for power users?
• Is technology leveraged to reduce user effort?
• Lastly, in the case of digital interfaces, how many clicks does it take to use,
and are there opportunities to reduce steps to the end goal?
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 03 Memorability
Strive to design systems that people can not only learn to use initially, but don’t
have to relearn with every use.
• Does the system call out changes since the user’s last interaction?
• Are the interface elements placed in conventional positions?
• Would customers be able to re-establish proficiency after a lapse in use?

04 Error Management
Reduce the number, magnitude, and impact of any user errors.
• Have the designers anticipated errors that users may make and tried to
prevent them?
“When products or • Have designers considered preemptive error management?
services are overloaded • Is the system forgiving of user mistakes?
• Are error messages clear?
with too many features,
or when features are 05 Satisfaction
provided in ways Determine whether people continue using the product/service.
• Does the product/service do what it says it will?
that don’t match • Is it different from others in its category?
• Is it visually appealing?
expectations or needs, • Is it well executed from a technical perspective?
it’s difficult for customers • Are there pleasant surprises? Does it delight?
to find and use what
Usability Is Not Only a Digital Concern
they’re looking for.” Usability depends just as much on hardware design as it does software
design. Usability is also critical to products with no digital interface, such as
the houseware company OXO’s kitchen utensils. The company prides itself
on giving people easy, ergonomically sound ways to open jars, peel fruit and
veggies, and perform other cooking and food-preparation tasks. Finally, consider
services in addition to physical and digital products. For instance, is the process
for renewing your driver’s license a usable one? Think about opportunities for
improvement there.

Now that we’ve established what usability is, how do we test for it? In the next
section, dive into how to determine what’s working and what’s not throughout
your design process.
Human-Focused Design: Usability

12
 Usability Testing
Learn What’s Working — and What’s Not
Usability testing is an integral part of UX design that allows us to
get feedback directly from users, thereby creating a product that’s
not only functional and user-friendly, but also provides value.

Usability testing is often conducted later in the design process when working on a
new feature or product, or at the beginning of a redesign project. The exercise is
intended to check:
• The design structure’s efficiency.
• The organization of content.
• Whether the design direction is in line with the users’ “mental model,”
motivations, and satisfaction.

When incorporated toward the end of the design process, usability testing helps
validate and evaluate whether the product’s design goals have been met.

How to Conduct a Usability Test

Usability testing provides us with an opportunity to observe users while they
interact with a design, and hence learn about and understand not only the
problems that occur but, more importantly, why they’re occurring. For example,
if a user is unable to complete a task in a mobile app, is it because some link
labels don’t make sense? Perhaps the content itself is confusing, or the whole
task flow doesn’t meet their expectations. Testing also allows us to empathize
with users by learning how they think. This provides valuable insights that
translate into effective and efficient design decisions.

One of usability testing’s most obvious benefits is its impact on user friendly
design, but there are additional reasons to implement the practice. Usability
testing can lead to great results when it comes to comparing design alternatives,
checking to see whether design goals have been met, getting stakeholder buy-in,
and more. It can also help align team members and stakeholders. When everyone
can see how a product is actually performing, it’s easier to get on the same page
about the next steps in developing and improving that product.

Two of the key challenges when conducting a successful usability test are
recruiting the right participants and having a skilled moderator. A good moderator
must be empathetic, open-minded, a good listener, and able to multitask!
Human-Focused Design: Usability Testing

13
“Usability testing allows us
The typical steps involved in conducting a usability test are:
to empathize with users  lan.
01 P
by learning how they think. a. Decide what you’re going to test, e.g., a specific area of your site or app.
b. Write scenarios and tasks for the users you’re going to test.
This provides valuable c. Prepare a script to introduce the test to the participant.
insights that translate d. Make sure your prototype is working as expected before testing.

into effective and efficient

02 Define what you’re going to test.
design decisions.” a. What are you trying to test?
b. How can this feature can be validated?
c. What will a “successful” test look like? What about a “failure”?
d. What is a realistic use case for this app or feature?

03 Recruit your users.

a. Define your target audience.
b. Recruit representative test participants.
c. Compensate participants (optional, but recommended).

04 Conduct the test in one of these formats:

a. In-person moderated.
b. Remote moderated.
c. Remote unmoderated.
d. Guerilla testing (feedback gathered quickly by approaching
people in public spaces).

05 Analyze the results.

a. Capture detailed documentation of test findings.
b. Share results with the design team.

06 Debrief and report.

a. Take time between tests to document the top three most memorable points.
b. Summarize your findings.
c. Determine your task success rates by detailing the information collected,
noting data points such as:
i. Number/percent of participants who completed each scenario,
and all scenarios. (A bar chart often works well for this.)
ii. Task time. How long did it take to complete task?
iii. Error rates, e.g., accidentally clicking the wrong link.
iv. The severity of the usability problem.
d. End with a conclusion: What does it all mean? What still needs to be done?
Human-Focused Design: Usability Testing

As you begin to make discoveries through customer journey mapping, user

interviews, and usability testing, you’ll collect a broad range of data points that
traverses many key insights. These insights lie at the heart of good design and
comprise some of the most valuable tools a UX pro needs to build impactful,
delightful experiences.

14
 Where Do We Go From Here?
As we mentioned at the start of this paper, the strategies above aren’t
just for UX designers. They can enhance and improve workflows
across a broad range of functions, and boost collaboration and
communication across individuals and teams. People who excel in
user experience design tend to be curious, empathetic, and unafraid
of a good challenge — and these qualities help elicit better insights
and push innovation in any role.

Get yourself and your team on the road to impactful inquiry, research, and
iteration. The following tips will help you cultivate a culture of human-focused
strategy and exploration.

01 Push for new perspectives. Narrow mindsets result in narrow opportunities;

it’s hard to innovate and grow when you are stuck in a single point of view.
Foster an environment that pushes for new perspectives; insights are the fuel
that ignites the design process. Introducing new perspectives early and often
results in a more nuanced and informed product offering.

02 Leverage a systems-thinking perspective. Mindfully practice taking a

holistic view of your product by not only focusing on the details of your design
but also the broad, platform-level implications. The designs you create don’t
live in an idyllic vacuum. They must fit within technical, budgetary, and other
constraints that comprise your business ecosystem.

03 Stay informed and always experiment. Design, by its very nature,

is evolution. To stay fresh, one must constantly discover new information and
draw inspiration from growth in the field. Keep a sharp edge by exploring new
tools and approaches, and encourage your team to allow time for exploration.

04 Build empathy with your user. Engaging products begin and end with
strong emotional connections. Always consider the touchpoints your product has
with your user, and focus on where you can draw this out in your product to bring
both utility and delight.

UX designers and their teams are constantly in problem-solving mode, seeking

more usable, memorable, and delightful experiences for their users.
Human-Focused Design: Where Do We Go From Here?

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 General Assembly

About
Since 2011, General Assembly has transformed careers and teams
— including more than one-third of the Fortune 100 — through
pioneering, experiential education in today’s most in-demand
tech skills. The leading source for training, staffing, and career
transitions, GA fosters a flourishing community of professionals
pursuing careers they love.

Learn how to build seamless, user-friendly products in our full-time User

Experience Design Immersive or part-time User Experience Design course,
or dive into the product life cycle in our part-time Product Management course.
Get started for free with an Intro to UX livestream, or cover the basics in our
expert-led workshops and events.

Teams and individuals can become more efficient and cross-functional through
our leading-edge training in design, product management, web development,
digital marketing, and data science. Learn at our global campuses, online, or on
site at your company.

To learn more, visit ga.co.

Contributors
Tricia Cervenan
Katharine Hargreaves
Tyler Hartrich
Jared Rogers
Shebani Saxena
Sharon Lee Thony
Rachel Wendte
Susan Wolfe

Presented in Partnership With

Human-Focused Design: About

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