Design for Impact: A Guide to Product Experimentation
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Design for Impact: A Guide to Product Experimentation
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What you'll learn
Apply research to generate testable, insight-driven hypotheses
Prioritize ideas and workflows based on value and feasibility
Test solutions using data-centered validation techniques
Skills you'll gain
- Business Priorities
- Prioritization
- Statistical Hypothesis Testing
- Design Research
- UI/UX Research
- UI/UX Strategy
- A/B Testing
- Process Design
- Product Testing
- User Experience Design
- Resource Allocation
- User Experience
- User Research
- Creative Design
- Strategic Prioritization
- Business Strategy
- Usability Testing
- Usability
- Product Improvement
- Conversion Funnel Analysis
Details to know
See how employees at top companies are mastering in-demand skills
There are 9 modules in this course
This course offers a structured approach to conversion design, blending user experience principles with business objectives. You'll explore how to align design efforts with measurable outcomes and enhance business performance.
Throughout the course, you'll learn how to build scalable strategies that incorporate data-driven decision-making, from insight gathering to testing and optimization. By the end, you'll be able to design experiments that deliver results and improve product impact. What sets this course apart is its blend of theory and real-world application. You’ll apply research techniques to generate testable hypotheses, prioritize design ideas based on feasibility, and validate solutions using data-centered methods. This course is ideal for UX professionals, product designers, and strategists eager to advance their design skills through a data-driven approach. Familiarity with research or testing methods will be beneficial but is not required. Copyright @ 2024 Erin Weigel. All rights reserved. Originally published by Rosenfeld Media, LLC. This course edition is published by Packt Publishing under license from Rosenfeld Media LLC. No part of this material may be reproduced, distributed, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without prior written permission from the author or the publisher.
In this section, we replace opinion-driven decisions with a seven-step Conversion Design workflow, using A/B tests and isolated metrics to compound user value and business impact.
What's included
2 videos4 readings1 assignment
2 videos•Total 3 minutes
- Course Overview•1 minute
- Conversion Design Drives Impact - Overview Video•1 minute
4 readings•Total 40 minutes
- Introduction•10 minutes
- A/B Testing Your Way to Reliable Data•10 minutes
- Conversion Design Creates Value•10 minutes
- Good Process Is Important•10 minutes
1 assignment•Total 10 minutes
- Conversion Design and Evidence-Based Decision Making•10 minutes
In this section, we blend qualitative observation with quantitative analytics to craft mixed-method UX research, prioritize high-value customer problems, and translate evidence-based insights into measurable product and business gains.
What's included
1 video2 readings1 assignment
1 video•Total 1 minute
- The Understand Phase: Uncovering Impactful Insights - Overview Video•1 minute
2 readings•Total 20 minutes
- Introduction•10 minutes
- Usability Tests and Shadowing•10 minutes
1 assignment•Total 10 minutes
- Uncovering Impactful Insights•10 minutes
In this section, we apply the scientific method to business experimentation, formulating null and alternate hypotheses, implementing randomized sampling, detecting sample ratio mismatches, and interpreting results for data-driven decisions.
What's included
1 video5 readings1 assignment
1 video•Total 1 minute
- The Hypothesize Phase: Think Clear Logical Thoughts - Overview Video•1 minute
5 readings•Total 50 minutes
- Introduction•10 minutes
- The Birth of a Randomized Controlled Experiment•10 minutes
- How to Spot an SRM•10 minutes
- Measuring Success•10 minutes
- The Important Bits•10 minutes
1 assignment•Total 10 minutes
- The Hypothesize Phase: Structuring Thought and Experimentation•10 minutes
In this section, we learn to prioritize high-impact experiments, allocate effort with a 60/40 foundational-innovation split, and deploy Kanban to surface bottlenecks, blockers, and bloat, accelerating validated learning.
What's included
1 video6 readings1 assignment
1 video•Total 1 minute
- The Prioritize Phase: The Work and the Workflow - Overview Video•1 minute
6 readings•Total 60 minutes
- Introduction•10 minutes
- Experiment Buckets, Buckets of Fun•10 minutes
- Local And Global Maximum•10 minutes
- Find Your (Work)Flow•10 minutes
- The Unbeaten Path•10 minutes
- Can You Even Kanban?•10 minutes
1 assignment•Total 10 minutes
- Navigating the Prioritize Phase•10 minutes
In this section, we design conversion experiments by prioritizing accessibility, usability, and culturally aware localization, then leverage aesthetic cues and feedback loops to motivate engagement and collect reliable test insights.
What's included
1 video7 readings1 assignment
1 video•Total 1 minute
- The Create Phase: Set Your Idea Up For Success - Overview Video•1 minute
7 readings•Total 70 minutes
- Introduction•10 minutes
- Write Descriptive Links and Buttons•10 minutes
- Do the Thinking for People•10 minutes
- Use Redundancy to Aid Understanding•10 minutes
- Aesthetics Are Information•10 minutes
- Give People a Nudge to Get Started•10 minutes
- Breathe Life Into Dead Ends•10 minutes
1 assignment•Total 10 minutes
- Designing for User Success•10 minutes
In this section, you will learn to craft hypothesis-driven variant-A-versus-B tests, compute minimum detectable effect and sample size, and interpret confusion matrices to support confident, evidence-based product choices.
What's included
1 video7 readings1 assignment
1 video•Total 1 minute
- The Test Phase: Test Like You're Wrong - Overview Video•1 minute
7 readings•Total 70 minutes
- Introduction•10 minutes
- Choosing Your Goaaaaal!•10 minutes
- Jump Up, Jump Up, And Increase Your Sample Size•10 minutes
- Numbers Are Absolutely Relative•10 minutes
- The Confusion Matrix•10 minutes
- Positives and Negatives That Can Be Positive or Negative•10 minutes
- Don't Make Things Worse•10 minutes
1 assignment•Total 10 minutes
- Testing and Evaluation Fundamentals•10 minutes
In this section, you will interpret experiment data with p-values, confidence intervals and conversion math while avoiding peeking bias and volatility, enabling sound, evidence-based design decisions.
What's included
1 video7 readings1 assignment
1 video•Total 1 minute
- The Analyze Phase: Learn From The Data - Overview Video•1 minute
7 readings•Total 70 minutes
- Introduction•10 minutes
- Experiment Analysis 101•10 minutes
- Ringing In The Bell Curves•10 minutes
- Guess Confidently The Number Of Candies In The Jar•10 minutes
- Probably the Most Confusing Part of the Book P-Values•10 minutes
- Checking the Result•10 minutes
- The Important Bits•10 minutes
1 assignment•Total 10 minutes
- Analyzing Data Through Statistical Concepts•10 minutes
In this section, we expose cognitive biases that distort experiment analysis and apply guardrail metrics and peer review boards to drive balanced, evidence-based product decisions.
What's included
1 video8 readings1 assignment
1 video•Total 1 minute
- The Decide Phase: Make An Optimal Choice - Overview Video•1 minute
8 readings•Total 80 minutes
- Introduction•10 minutes
- Hindsight Bias and Overconfidence•10 minutes
- The Novelty Effect and the Change Curve•10 minutes
- Twyman's Law•10 minutes
- When Good Data Leads to Bad Design•10 minutes
- Doom Loops•10 minutes
- Positively Negative Results•10 minutes
- Keep an Eye on the Impact•10 minutes
1 assignment•Total 10 minutes
- Navigating the Decide Phase•10 minutes
In this section, we analyze cultural levers, build reinforcement systems, and embed norms, traditions, and artifacts that reward rigorous A/B experimentation, scaling Conversion Design's data-driven impact across the organization.
What's included
1 video7 readings1 assignment
1 video•Total 1 minute
- Scale It: Drive Impact Across Your Organization - Overview Video•1 minute
7 readings•Total 70 minutes
- Introduction•10 minutes
- Avoid "Game of Thrones"•10 minutes
- Trust The Trustworthy•10 minutes
- Adopt New Traditions•10 minutes
- Milestone One: Outsourced Execution•10 minutes
- Expert Advice from the Field: Connecting Customer Behavior to Business Goals with Dave Martin•10 minutes
- Address Complaints with Counter-Objections•10 minutes
1 assignment•Total 10 minutes
- Building a Culture of Innovation and Impact•10 minutes
Instructor
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University of California San Diego
Course
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