Master product psychology with Growth.Design. Use behavioral science, the B.I.A.S. Framework, journey mapping, and ethical UX to improve digital products.

Design Better Products by Understanding User Psychology

Are you a product designer, UX professional, or product manager who can create polished interfaces but struggles to explain why users behave the way they do?

Visual improvements alone rarely solve deeper product problems. To create experiences that increase adoption, engagement, and retention, you must understand how users process information, make decisions, and move through a customer journey.

The Growth.Design Product Masterclass by Connor Houston is a self-paced product psychology course that transforms behavioral science into practical UX and product-design methods.

Through five structured modules, you’ll learn how to analyze user behavior, audit product screens with the proprietary B.I.A.S. Framework, identify high-impact journey improvements, communicate design decisions to stakeholders, and create products that influence users ethically.

Benefits & Outcomes

✅ Understand the psychology behind user decisions

✅ Apply behavioral science directly to digital products

✅ Audit product screens with the B.I.A.S. Framework

✅ Identify cognitive biases affecting the user experience

✅ Map customer journeys and uncover high-ROI moments

✅ Prioritize product improvements instead of relying on visual opinions

✅ Predict user behavior with practical mental models

✅ Connect UX recommendations to product and business objectives

✅ Present design decisions more persuasively to stakeholders

✅ Use the 3-Step Feedback Framework to gain buy-in

✅ Evaluate products with the Manipulation Matrix

✅ Apply the Black Mirror Test before shipping questionable features

✅ Build humane products without sacrificing business performance

✅ Practise the methods through exercises and Figma case-study assets

✅ Develop stronger reasoning behind every product decision

Full Course Outline

Module 1: Understand User Behaviors

Build the psychological foundation needed to understand how users think, decide, and interact with products.

• Use storytelling to explain product behavior
• Create a structured behavioral map
• Apply psychological frameworks to product problems
• Complete the 6P Story exercise
• Use the three Golden Empathy Questions
• Move beyond assumptions to understand user motivations

Module 2: Find the Gaps and Improve Any Experience

Learn how to evaluate product screens systematically using Growth.Design’s proprietary framework.

• Master the B.I.A.S. Framework
• Understand the four mental steps users experience with a product
• Map cognitive biases across the interface
• Identify friction, confusion, and missed opportunities
• Apply the Product Assessment Checklist
• Study the exclusive B.I.A.S. Framework case study

Module 3: Create Delightful Customer Journeys

Analyze the complete user journey and prioritize moments that can create the greatest impact.

• Build customer journey maps
• Identify high-ROI moments worth improving
• Reorder experiences using behavioral psychology
• Reduce friction across important product flows
• Use the Journey Mapping Cheatsheet
• Apply the Journey Improvement Checklist

Module 4: Communicate Product Decisions

Turn strong design reasoning into recommendations that stakeholders can understand and support.

• Present product decisions with clarity
• Connect user needs to business priorities
• Influence skeptical stakeholders
• Use the 3-Step Feedback Framework
• Prepare for difficult questions and objections
• Structure meetings with the Meeting Preparation Template

Module 5: Create Ethical and Humane Products

Learn how to influence behavior while protecting users from manipulative product practices.

• Understand the difference between influence and manipulation
• Evaluate decisions with the Manipulation Matrix
• Apply the Black Mirror ethics test
• Use humane design principles
• Identify potentially harmful product patterns
• Complete a notification redesign exercise based on Clubhouse

Included Resources

Product Assessment Checklist

Audit product screens systematically and identify psychological friction, missed opportunities, and areas for improvement.

Figma Case-Study Assets

Apply the frameworks through practical product-design exercises and study the Growth.Design storytelling format.

B.I.A.S. Framework Case Study

See how the framework can be used to examine a product experience from the user’s psychological perspective.

Journey Mapping Resources

Use the Journey Mapping Cheatsheet and Journey Improvement Checklist to find and prioritize valuable product moments.

Ethical Design Checklist

Evaluate whether a feature supports users or crosses into manipulative design.

Meeting Preparation Template

Organize your product argument before presenting recommendations to stakeholders.

Course Cheat Sheets and Exercises

Reinforce each concept through structured exercises following the Learn, Practice, and Apply format.

Who Is the Product Masterclass For?

• Product designers seeking psychology-backed UX methods
• UX designers moving into product or growth roles
• Product managers connecting user needs with business goals
• Growth teams looking for a shared product-analysis framework
• Senior designers who need to justify decisions to stakeholders
• Researchers translating behavioral insights into product improvements
• Teams that want to create more ethical digital experiences

This masterclass is designed for professionals who already understand basic product or UX work. It focuses on behavioral reasoning and product strategy rather than beginner-level Figma instruction or visual-design trends.

Replace Design Guesswork With Behavioral Insight

Successful products are not built through visual polish alone. They are shaped by a deep understanding of how users think, what prevents them from acting, and which moments influence their decisions.

The Growth.Design Product Masterclass gives you a practical system for turning psychology into stronger product experiences, persuasive stakeholder presentations, and more ethical design decisions.