Product Psychology MasterclassUse Psychology tobuild better products.

Because "user experience" doesn’t happen on a screen… it happens in the mind.

Intro comic

Course curriculum

The step-by-step system to apply product psychology.

In 5 weeks, you’ll apply the right psychological principle to improve any product experience.

Applying this course to my onboarding resulted in a 225% lift in conversion.

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.

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Ben Shih's picture

Ben Shih

Senior Product Designer

Learning Framework

Learn. Practice. Apply.

Each lesson follows a proven learning methodology that focuses on getting you to take action.


1. Learn

2. Practice

3. Apply


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.

We give you practical tools to help you apply what you learn even after you graduate.

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.


This isn’t about showing off. It’s about signaling that you care about your customers and that you’re a life-long learner.

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's picture

Maya Carrion

UX Designer


We show you our best product psychology frameworks.

Dan Benoni
Louis-Xavier Lavallée

👋 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.


What experts say about us.

Nir Eyal's picture

Nir Eyal

Bestselling author of Hooked and Indistractable

Growth.Design is a great reference for any team committed to improving its customers’ user experience. We all have a responsibility to build ethically-designed products and services to improve people’s lives, Dan and Louis-Xavier show you how.
Darius Contractor's picture

Darius Contractor

Head of Growth at Dropbox, Facebook, Airtable. Coined the term Psych Framework.

A huge THANK YOU for creating the most compelling use of the Psych Framework I’ve seen in public. I send this to my Reforge class when they want examples of it in action.
Rand Fishkin's picture

Rand Fishkin

Founder/CEO of Sparktoro and MOZ. Author of the book Lost and Founder

I love how it challenges and teaches. I want all online courses to work like this! (tweet)
Peep Laja's picture

Peep Laja

CEO at, Founder of and conversion optimization expert

Many sites are in a sea of sameness. But Growth.Design’s content is just so different. Serious effort goes in there. It’s clearly hard to produce. Most people aren’t ready to put in that kind of work and resources.

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.

— Monica Lindin, Alumna

Product Psychology Masterclass

Start the course now.

Course registrations end on March 1, 2024.


  • 4-month access

  • Self-paced course

  • Lessons (Learn, Practice, Apply)

  • Exercise templates

  • Certification

  • Additional psychology resources

  • Product assessment checklist

  • Course cheat sheets

  • Case study assets (Figma)

Solo Lifetime

  • Save $500 with one-time payment

  • Lifetime access & course updates

  • Self-paced course

  • Lessons (Learn, Practice, Apply)

  • Exercise templates

  • Certification

  • Additional psychology resources

  • Product assessment checklist

  • Course cheat sheets

  • Case study assets (Figma)


  • Pick from 2 to 25 people

  • Everything in Solo Lifetime

  • Team progress tracking

  • Improve your product as a team

  • Team discount (20-45% off)

Money back guarantee

30-Day Money-Back Guarantee

If you’re not happy with the program after giving it an honest try, just email 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.)


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.

Just use this expense template.

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's picture

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!

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Gourab Ghose's picture

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.

Alexia Polis and her Product Psychology certificate

Just got certified in Product Psychology!

5 modules, 5 weeks and a final exam! 🤓 I highly recommended Growth.Design’s Product Psychology Masterclass to anyone working in product… not only designers!

This course is so good because it simplifies frameworks, tools, models and methods, making them easy to understand and 100% actionable.

Thank you Dan Benoni and Louis-Xavier Lavallée for putting this course together... it’s the most unique and engaging self-paced learning experience I’ve ever gone through.

Just got certified in Product Psychology! 🎉

Alissar Makhlouf and her Product Psychology certificate

Over the past year, one of my main goals was to boost my grasp of human behavior, and to deep dive into cognitive psychology so I have a better understanding of who I am designing for.

The Product Psychology Masterclass by Growth.Design has been a game-changer for me. The use of comics to display lessons was brilliant and made learning so much fun. The practice and apply sections were super helpful, allowing me to apply my learnings and strengthen my new knowledge. I’ve also enjoyed all the additional resources provided throughout the course.

I want to give a big shoutout to Dan Benoni and Louis-Xavier Lavallée for creating this amazing learning experience, and helping me and many other graduates gain invaluable skills in visual storytelling, behavior mapping, improving journeys, ethical design, and many more. And most importantly providing multiple amazing frameworks and mental models that are extremely helpful in my day-to-day tasks. 🚀

Finally, I’m super grateful for Malwarebytes for always investing in my development and growth.

I’ve always been passionate about UX design and psychological principles that hides behind the digital products that we all use everyday 🧠

Thanks to this passion, last year I started following the Growth.Design project and after literally devouring each of their case studies, at the beginning of this year I decided to opt-in into their Product Psychology Masterclass 🔥

Well, I couldn’t have made a better choice: the Masterclass has been an incredible journey during which I’ve learned a huge amount of things around products psychology and today, after months of study, I’m really happy to share that I’ve passed the final certification exam 🥳

Louis-Xavier Lavallée Dan Benoni thank you guys for what you have built, your Masterclass has been by far the highest value course I have ever taken 💯

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!

Seasy Huang and her Product Psychology certificate

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 🌈

Kicking off 2022 with one of the best learning experience I’ve been through in a while! Dan Benoni and Louis-Xavier Lavallée take their own advice when it comes to designing human centered experiences.

I stumbled upon their case studies on Growth.Design first through a mention on Learning Experience Design Conference and got intrigued from a learning perspective. Where does the design of great products intersect with the design of memorable learning experiences?

By participating in this course I’ve not only learned essential psychology principles, the B.I.A.S framework and how to visualize design decisions. It’s also connected me with a community of people who care about ethical and humane experiences.

PS: Even their follow-up is a very human approach.

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