Users Know

Save time and money by avoiding common research mistakes

Laura Klein

Author of Build Better Products and UX for Lean Startups, and Principal at Users Know, a UX design consultancy.

Research includes a whole collection of methods. Learn the difference between qual & quant and when to use them.

Learn about the different types of research

People who are new to research tend to run into a lot of the same traps. This talk will show you how to avoid them.

Learn from the mistakes others have made before you! Make new and more interesting mistakes!

Hear horror stories about what can go wrong

Turn your research into measurable business impact. 

Founder. ex-BCG, ex-Grab.

Boston Consulting Group (BCG)

Grab

Nous Group

Ruby Pryor

Founder of Rex. Previously at BCG, Grab, Nous. 

Staging 9

Masterclass 7

This masterclass will show you how to connect your UX research to dollars, cents, and decisions that matter. You’ll learn practical methods to quantify impact, not just describe it. We’ll move from talking about “insights” to proving how your work redirects priorities and creates measurable value. You’ll leave knowing how to identify and communicate metrics that demonstrate the real impact of UX research - even when you don’t have product data. You’ll understand the four levels of impact that UX research creates inside organisations and how to frame your contribution at each one. And you’ll write your own impact statement, ready to use in a performance review, portfolio, or CV. If you want to grow your influence, build credibility with business stakeholders, and prove the impact of UX research, this action packed 2-hour session will give you the tools and language to do it. This is not a session about doing research. This is a masterclass about how to communicate the impact your research made.

This workshop will transform the way you describe your UX research impact.

Learn how to get from insights and interfaces to dollars and cents.

Learn 5 categories of metrics that show the impact of UX research

Unpack the four levels of UX research impact insight organisations

Write your own impact statement for use in performance reviews or in your CV

UX researchers who need new ways to show their impact to stakeholders in their organisations

UX researchers looking to improve the way they share their impact on their CV

Anyone who wants to think differently about the organisation impact of insights

Go from a designer who presents work to a strategic partner who influences what gets built.

Medium's Top Design Writer. Educator.

Medium

Designlab Learning

ADPList

Substack

National Cancer Institute

Kai Wong

Medium's Top Design Writer. 13 Years Defending Design Where UX Wasn't Valued.

May Cohort

June cohort

Most designers do great work. But when they present it, they say "reduced cognitive load" and executives hear "nice to have." They say "user friction" and leadership hears "fix it later."They leave the room. Nothing changes.This isn't a design problem. It's a translation problem. It's why strong designers get ignored, passed over for promotion, and waiting for buy-in. Or stuck in a job search where the portfolio doesn't land."Selling and advocating for design is 50 to 60% of a designer's job." — Director of UX, Ford"You have to translate usability findings into how it's driving your business KPIs." — Design Leader, MastercardMake the Case gives you the frameworks to translate design decisions into the business outcomes leadership needs. It also comes with AI workflows to help apply them without your evenings disappearing.Built from 13 years presenting design in low-UX-maturity environments, pressure-tested with 30 leaders at Target, Ford, Mastercard, Meta, and Amazon.8 sessions over 4 weeks. 60 minutes each, Mondays and Wednesdays. You'll learn pressure-tested frameworks and how to implement them in the same week.By the end, you'll make the case. And it will land.

Great design Doesn't Speak for Itself. Learn to Speak for It.

Connect your design work to business outcomes

Build the business case for your design work, even without perfect data

Turn research findings into decisions, not just data

Make recommendations leadership can't ignore

Structure arguments that hold up under scrutiny

 Adapt your argument for the room you're actually in

Designers who want to use data to bypass office politics to start having a bigger impact

Designers ready to operate at the strategic level, using evidence to shape what gets built, not just how it looks

Designers in low-UX maturity environments who've outgrown relationship-building as their only tool

Learn Advanced JTBD quantitative methods that prioritize opportunity, guide product roadmaps, and shape exceptional customer experiences.

Managing Partner - Customer Centric LLC

Ecobee

lululemon athletica

G Adventures

Citi

Humana

JOHN GUSIFF

Insights Architect, Consultant CX/UX/MR

Intuit

Microsoft

ServiceNow

YouTube

DOMINIC RICCHETTI

Insights Architect, Consultant CX/UX/MR Strategy and Methods

Cohort 1

Cohort 2

🔍 Uncover. 📊 Quantify. 🚀 Innovate.Transform Your Product Experience and Strategy with Jobs-to-Be-Done ResearchMost teams stop at the customer interview. But understanding customer progress isn’t just about rich stories — it’s about translating that insight into an actionable, quantified strategy. Gain the tools, methods, and confidence to drive smarter product decisions leveraging proven jobs-to-be-done quantitative research methods.It will be case study-based course you'll get hands-on experience in the following:🎯 Define your market (job performer + job=to-be-done) using the Market Definition Canvas🔍 Identify the core job, related jobs, and emotional context🛠️ Create a robust process map to reveal friction and opportunity across the customer journey🎯 Pinpoint and validate the right target audience📋 Design outcome-based surveys that quantify product and CX opportunities📈 Run opportunity scoring to prioritize what matters most🧠 Make strategic decisions based on actual customer progress — not opinionsWe’ll leverage powerful frameworks and methods from Tony Ulwick and Jim Kalbach.

Uncover. Quantify. Innovate.
Transform Your Product and CX Strategy 

Frame Your JTBD Research with Precision

Build a Robust Job Map for Quantitative Analysis

Design an Outcome-Based JTBD Survey (Quantitative)

Analyze and Visualize JTBD Survey Data

Create a JTBD-Validated Product & Experience Strategy

Apply PCA + JTBD to Advanced Business Decisions

Innovation Leaders seeking to identify underserved markets and high-impact opportunities that shape product and experience strategy.

Product managers looking to prioritize jobs/outcomes using quantitative customer needs data, not just gut instinct.

User and UX Researchers ready to move beyond interviews and turn JTBD insights into statistically valid, data-backed findings.

Make high-stakes product calls with clarity to earn a bigger scope and influence

Product & Design Leader at Owtcome

Owtcome

Krasi Bozhinkova

Product & Design Leader, turning product success into repeatable growth

July 2026

The gap between mid-level and senior is not knowledge. It is judgment. The ability to make the call earlier, with less certainty, and explain why it matters in terms the business cares about.You may already have strong instincts, but instincts alone don’t earn trust. What gets your work second-guessed is not always that someone else is right. It is that they can connect the decision to adoption, retention, revenue, or strategic advantage more clearly than you can.This course is about closing that judgment gap. You will learn how to identify the real decision inside a messy debate, name the trade-off others avoid, and defend your logic before perfect data arrives. It blends product, design, and business thinking because role boundaries are disappearing and the expectation to make an impact has never been higher.The goal is to become the person leadership brings in earlier, trusts with harder problems, and gives a bigger scope.

Make high-stakes product decisions with clearer logic, stronger conviction, and language that leadership can trust.

Frame the real decision behind a messy debate

Build for critical user needs without waiting for perfect data

Know when to improve, pivot, or rethink your roadmap

Connect every product and design decision to a growth loop

PMs, designers, and cross-functional leaders with 3-5 years of experience, working through ambiguity, trade-offs, and business outcomes.

Level of experience

Bring one live product, feature, or strategic decision to apply the course directly to your own context.

What to prepare

This course is designed for practitioners who want to make better product decisions in AI-shaped markets, not to teach a specific AI tool.

No technical AI background required

Mid to Senior level PMs stuck in execution mode who want to become the senior person leadership trusts to make the harder decisions

Designers who are strategic but can't articulate it and lose the argument when they don’t connect the decision to business impact.

Developers stepping up to own a product area, who need a repeatable way to make hard decisions with incomplete information.

Agentic AI

Coding with AI

AI Workflows

Claude Code

OpenClaw

Vibe Coding

AI Evals

AI Transformation

RAG & Search

AI for PMs

AI for Engineers

AI for Designers

AI for Marketers

AI for Founders

Product Sense

Product Discovery

User Research

Prototyping

Growth

Analytics

Tech Foundations

Strategy

Influence

Leadership

Career Growth

Machine Learning

LLM Ops

Context Eng

Security

System Design

Figma

Design Systems

Visual Design

Design Strategy

Automation

Content Marketing

Demand Gen

Go-to-Market

Product Marketing

Positioning

Social Media

Brand

B2B Marketing

SEO & AEO

AI for Leaders

AI Governance

Communication

Management

People Operations

Exec Presence

Storytelling

Goal-setting

Personal Brand

Fundraising

Everyone

Operators

Data Scientists

Business Analysts

User Researchers

Customer Success

Project Managers

HR Professionals

Sales People

Lawyers

Finance

Investors

Real Estate

Educators

Creators

Product managers who drive strategy, development, and launch of products.

Designers who craft user experiences, interfaces, and visual design.

User researchers conducting interviews, usability studies, and customer research to inform product decisions.

Conducting user interviews, surveys, and usability studies to understand customer needs and validate decisions.

Save time and money by avoiding common research mistakes

What you'll learn

Why this topic matters

You'll learn from

Laura Klein