Product Psychology MasterclassUse Psychology tobuild better products.
Because "user experience" doesn’t happen on a screen… it happens in the mind.
Course curriculum
The step-by-step system to apply product psychology.
Module 1 · Week 1
Understand User Behaviors
With 3 proven mental models
Module 2 · Week 2-3
Find The Gaps & Improve Any Experience
Know which psychology principle to use and when.
Module 3 · Week 4
Create Delightful Journeys
Aligned with your business goals
Module 4 · Week 5
Communicate Product Decisions
To better rally your team & stakeholders
Module 5 · Week 5
Create Ethical & Humane Products
To earn loyal fans & succeed long-term
“ Applying this course to my onboarding resulted in 2.25X more conversions.”
One of the best decisions I made last year was to spend my learning budget on this course.
In short, this course is simply amazing (just like all the case studies they made). And I believe that in today’s world, where AI is advancing rapidly, understanding human psychology and how people use products has become even more critical.
What I loved most about the course was how it took complicated psychological patterns and broke them down into real-life scenarios with easy-to-understand language. The course also provided lots of practical exercises and homework where you can practice those psychological patterns in your own design/product.
Thanks to the course, I was able to apply one of the theories to the onboarding process of an app I created, resulting in an increase in the conversion rate from 11% to 24.7%.
If you’re looking to deepen your understanding of human psychology and product design, I highly recommend this course.
Ben Shih
Senior Product Designer
Learning Framework
Learn. Practice. Apply.
Every
Lesson
1. Learn
2. Practice
3. Apply
Learn
Learn in the same format we use for our case studies but more in-depth and with a structured approach.
Story-Based Lessons
Research has shown that stories help you remember information better. That’s why our lessons use a slide format similar to our case studies but with a more organized and educational approach.
Psychology Principles
You’ll learn and remember the most important psychological principles, so you know how to apply them to your work—whether that’s to find product solutions or to convince stakeholders.
Lessons Summaries
We’ve already distilled the main points of each lesson to help you learn without having to stress about note-taking. You’ll be able to quickly revisit key concepts from any lesson at any time.
Additional Resources
Go further and deep-dive into specific lesson topics. We curated a list of our favorite psychology books, links, research papers, and videos for each lesson so you can explore and dig deeper.
Bonus Tools
…plus some nifty tools to make your daily work easier.
Product Checklist
Apply what you learned directly to your work without missing anything—no need to memorize every lesson.
One-Pager Cheat Sheet
We fitted the whole course in just one sheet of paper so you can quickly review the most important concepts at a single glance.
D.I.Y. Case Study Assets
Steal our case study template (Figma) to quickly create customer stories and highlight frictions in your product.
Certification
An industry-leading certificate worth sharing.
How it works
Learn anytime, anywhere, at your own pace.
1. Start today (or when you can)
As soon as you join, you can start learning and applying new strategies to improve your product. Busy now? No stress, you can start the course whenever you have more time.
2. Unlock 1 module per week
Complete the course in 5 weeks at your own pace without feeling overwhelmed. Once done, take the final exam to earn your certificate. Don’t worry. We’ll nudge you if you fall behind.
3. Get lifetime access
Since human psychology won’t change soon, what you’ll learn will always be relevant. You can come back whenever you need and review the course.
“ …I have ADHD so remote learning is a real nightmare for me but somehow this course was different…”
I just wanted to let you know that I really enjoyed the course.
I have ADHD so remote learning is a real nightmare for me but somehow this course was different. This is the first course I’ve finished since COVID started and you have no idea how much that means to me. And I think that happened because the course was really fun, practical and real.
So, from the bottom of my heart, thank you. Please keep making more amazing courses.
Maya Carrion
UX Designer
Instructors
We show you our best product psychology frameworks.
👋 Hey. Dan and Louis-Xavier here. In short, we:
- 👥 spent 12 years each at the intersection of tech & psychology
- 📈 cofounded and scaled startups from 0 to 10M$+/year
- 🌎 created a movement that helps 3,000+ companies in 147 countries create meaningful (and ethical) experiences
We created this course to help people like you use psychology (ethically!) to build better products, sharpen your skills, delight your customers and help companies scale faster.
You’ve seen what we do in our case studies. Now it’s time for you to have the exact knowledge to do the same for your product.
Testimonials
What experts say about us.
Nir Eyal
Bestselling author of Hooked and Indistractable
Darius Contractor
Head of Growth at Dropbox, Facebook, Airtable. Coined the term Psych Framework.
Rand Fishkin
Founder/CEO of Sparktoro and MOZ. Author of the book Lost and Founder
Q: “Is this course for me?”
This program is NOT for you if…
You want to use psychology to create dark patterns & unethical products. If that’s your case, you can close this tab and unsubscribe from our list right now. We have no interest in helping that kind of product reach more people.
You want to rely on your gut feeling & opinion more than actual scientific principles. We focus on the human brain, not our ego.
You care more about ‘hitting your KPIs’ than about understanding your customers. This framework focuses on genuinely helping your users to become successful. That’s the only sustainable way to improve your metrics.
You care more about the latest design trends than you care about solving the right problems for your users. We focus on user empathy, not just shiny pixels.
You’re looking for “overnight” success. This course will definitely help you build products people love only if you put in the work.
This program is FOR YOU if…
You’re a designer, product manager, marketer, growth practitioner, user researcher or consultant who cares about providing value to your users, or you’re a team manager who wants to level up their team.
You create digital experiences. While this program could help any company, our lessons are designed for digital products and online experiences: SaaS, mobile, B2B, B2C, Gaming, e‑commerce, banking, insurance, etc.
You have a strong bias toward action and want real results. You like to implement what you learn instead of just reading theory. With practice, you’ll become faster at finding gaps and more confident in the solutions you create.
You’re looking for a practical & applicable system to create better experiences using the same psychological frameworks we use in our case studies.
You want timeless learnings & assets that’ll help you solve complex problems in your daily work long after you finish the course.
You want to add “psychology” to your toolbox, to become the go-to “psychology person” in your company, or just stand out as a potential candidate for your next job.
You like our case studies. You want to learn in the same engaging format we use but more in-depth and with a structured approach.
“Your course is visually much more engaging. I wish I’d known about you guys earlier before paying $9,000 for a UI bootcamp.”
Product Psychology Masterclass
Join the waiting list
Course registrations are currently closed.
We’ll notify you when they re-open on Aug 25, 2025.
Until then, you can join the waiting list.
Here's what you'll get:
Self-paced course
Lessons (Learn, Practice, Apply)
Exercise templates
Certification
Product assessment checklist
Course cheat sheets
Case study assets (Figma)
Additional psychology resources
Price ~1500 USD (to be confirmed)
Team discount 25%-40%
30-Day Money-Back Guarantee
If you’re not happy with the program after giving it an honest try, just email support@growth.design before:
- the 30th day following your purchase, and...
- before you (or someone on your team) start Module 2.
We’ll quickly and promptly refund your entire payment.
We want to make this a no-brainer decision for you.
(PS: there’s a 99.2% chance you’ll be satisfied based on previous participants.)
#PRO TIP
Ask your company to pay for this course.
Most students had their company pay for this program even if they didn’t have a formal training budget.
Course Reviews
Here's what people think of the program.
“ …one of the most worthy investments in my whole design career…”
I just finished the Product Psychology Masterclass — it was one of the most worthy investments in my whole design career. Your course helped to systemize the knowledge and inform the design work of my team with the best practices, and I’m very very grateful for that!
The time I spend on your course evolved a habit for me that I don’t want to lose. And as a Product Design Manager for Growth at Miro, I find it crucial to invest in analyzing experience in other products and find areas of improvement. I was thinking of my career in the long run, and you really inspired me with your example of product consulting & knowledge sharing that look extremely meaningful for me.
Kate Syuma
Head of Product Design (Growth)
“ …it was unlike any online self paced course I have completed so far…”
Came across Growth.Design’s case studies.
It was such a novel way of expressing what most product marketeers miss out on very often - Empathy towards your customer.
I ended up taking up their course and I can easily say it is quite unlike any online self paced course I have completed so far. Will strongly recommend to anybody who is interested in User Psychology!
Gourab Ghose
Growth Manager
Holla! The Product Psychology masterclass was hella fun :) I’m a big fan of what Dan and Louis are doing at Growth.Design. After following their case studies for quite some time, I was excited to hear they offered a course that pulls together various psychology insights and design thinking methods into a single actionable framework. I highly recommend designers (and product folks) to take advantage of this gold!
It feels good to get better, and I got better.
Product Psychology Master in the flesh! Well.. Im still working daily to put this into practice and truly master this but, coming from academia and being a PhD, there was a big gap in how I could apply psychological principles in building great products. I knew there was a way to do it, but the Product Psychology Masterclass with Dan Benoni and Louis-Xavier Lavallée at Growth.Design is exactly what I needed!
One of my favorite lessons was exploring how to create great, meaningful customer journeys and exploring the things that get in their way by highlighting psychological principles as the foundations for improvements. This wasn’t your standard online course. It’s rooted in psychology, it was action oriented and I was never out of touch with Dan and Louis at any point. I highly recommend it.
🚀 Excited to share that I’ve just completed my exam for the Growth.Design Masterclass in Product Psychology! This course has enhanced my skills as a Growth PM, with a deep focus on growth design strategies to increase conversion and customer empathy.
I’ve already been applying the insights and strategies I’ve gained to ideate improvements to our current and future billing and growth experiences.
I highly recommend this course to all PMs and UX designers who are passionate about driving growth and delivering exceptional user experiences. Here’s to continuous learning and growth! 🌱✨
Working in Product Management requires one to develop a bit of a superpower: mind reading. Knowing what users think and feel while using a product would enable us to better identify the pits in the experience and help us turn them into delightful moments.
Too bad that superpowers are not real; but there are tools that are close enough: psychology and empathy.Growth.Design’s case studies are great examples of how to use them, and I really wanted to be able to use those tools as well. That’s why I took their Product Psychology course and just earned my certification! 🥳
I learned so much through this course that I want to immediately start putting into practice to improve the lives of our users. And I will keep going back to all the cheat sheets, the additional resources, the exercises and the tips.
Thanks Dan Benoni and Louis-Xavier Lavallée for putting this together and sharing your knowledge with the rest of us!
This week, I finally obtained my Product Psychology Masterclass certification from Growth.Design 🤗 Thank you Dan Benoni and Louis-Xavier Lavallée for creating this awesome resource! I loved the content and especially the delivery of this course, and you can clearly tell that Dan and Louis are practicing what they preach in their design.
I’m happy to say that I’m coming out of this course having improved my ability to design better products and better user experiences 😊 I’m grateful to MTL NewTech for helping me access this course!
I highly recommend this for anyone in UX, product, or design interested in learning how to better put the needs of users first 🌈
I finished Growth.Design’s product psychology course a few weeks ago and have been experimenting with taking my learnings and applying them to my work flows.
My top learnings:
- Understanding user motivation and ability gives you an axis for determining whether your product is above the threshold needed to encourage the desired behavior.
- We have to design for fast processes. Using digital products is very low risk and low consequence, which results in behavior that is instinctive rather than logical (I’d love to relate this to rock climbing, which is medium risk and high consequence, and still our human brains will easily slip into fast processes).
- Technology should be at our service—it shouldn’t keep us busy or waste our time. It should serve us and enable us to be more human, not less.
Thank you Dan Benoni and Louis-Xavier Lavallée!
What a fantastic ride! Dan Benoni and Louis-Xavier Lavallée built a tremendous course around product building mindset and how we can help people’s lives by creating products that truly matter.
If you’re building a product, digital or not, invest some time in the Product Psychology Masterclass. It’s totally worth it!
Shout out to Dan Benoni and Louis-Xavier Lavallée of Growth.Design for putting such an interesting course together in such a fun format. (like their case studies in comic format). Learned a lot → On to practice!
P.s. I really recommend this study to anyone in the product design field - not only designers. New courses start January 22, 2024.
P.p.s. I have no shares in this, I just really enjoyed it. Thanks for making this possible Triple | Full-service Digital Agency!
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Alternatives
Your other options.
Psychology Books
We encourage you to read. But there are so many psychology books to read that it can take years to cover the basics. And unfortunately, few psychology books are focused on digital products. So you might still struggle to apply the theory to your work.
Psychology Degree
Education is great but expensive. Plus, most degrees are 2+ years long and aren’t designed for practical, real-world applications. That’s why many students look for alternatives even after they graduate.
Product Bootcamps
Bootcamps have been popular in the past decade. Short in nature, they simply can’t go in much depth and have little focus on psychology. You get a nice certificate, but you’re stuck with general tactics.
Consultant / Agency
Some consultants are good for giving your business a small push. But that’s still a short-term solution. Educating your team on product psychology will have a better long-term impact for a fraction of the price.
Shyvee Shi
Product Manager, Learner Experience @ LinkedIn
Ali Abouelatta
Master Students, Cornell University
I learned more from you than I did from my $350,000 undergrad + grad degrees.
Way more, actually. I don’t know why any sane person would choose not to check you out!
Monica Lindin
Senior Content Officer
Your course is visually much more engaging, and seeing the before and after screenshot suggestions crystalized the information for me.
I wish I’d known about you guys earlier before paying $9,000 for a UI bootcamp which has drained my budget.
FAQ
Frequently asked questions.
⏰ Logistics & Timing
💳 Pricing & Payment
🧠 Learning & Value
Enquiries
Any other questions?
We’re here to help.
We’re confident you’ll love the program (hence our no-brainer guarantee). But if you’re still on the fence, we’ll be happy to answer your questions.