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.

…I feel like a much more accomplished practitioner of product after your course…

Incredibly practical, actionable insights, frameworks and exercises you can start applying to your work immediately. I feel like a much more accomplished practitioner of product after your course.

The practical, research-based insights and frameworks you learn through this course are so illuminating. They have given me a structured approach to design product challenges that I feel I’ll be calling back to with every problem I tackle in the future. If you haven’t checked out yet - do so, for a taste of this wizardry.

Thank you so much - worth every penny (even as someone who self-funded).

Matthew McCrae Johnson's picture

Matthew McCrae Johnson

Senior Product Manager

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 31, 2023.


  • 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)

or 4 monthly payments of $500


For 5 people
  • 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) complete the 4th lesson.

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!

View original post on Linkedin ↗

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.

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.

Happy Friday, People! 🚀

As a young entrepreneur and always-willing-to-learn person, it’s important to stay on top of your game and keep learning.

If there is one thing I have learned so far, I am never done learning, and the learning process is the actual goal because there is no end in that sense that I can reach.

For this reason, I listen to T.E.D. Talks or audio books in the gym, read a book first thing in the morning, listen to podcasts while running, and work my way through various courses on different platforms that help me improve my skills and knowledge.

For several years now, I have been following the work of Growth.Design and their humorous and valuable case studies. When I discovered the Masterclass of them, I didn’t have to think twice and joined the course. 🎉

The Masterclass was structured differently than any course I’ve taken before. It was fun, actionable, and I really learned something from my daily work. Something that will help me to create our product @Fastic even more focused on our customers.

I was even happier when I opened the next case study one evening, and suddenly the picture of Fastic appeared! I was pleased to see that Fastic even made it all the way to Canada, into the Growth.Design office, where we were included as an example for the B.I.A.S. framework.

My Summary:
If you want to create a product experience that works for the customer, you should check out this course. Even after six years in product management, the course gave me new perspectives that will surely influence my daily work in the long run.

Greetings go out to Louis-Xavier Lavallée and Dan Benoni ✌️I hope you still enjoy the benefits of fasting 😛.

I have been following Growth.Design since quite the beginning. Finally, someone who provides Product Design content that’s both engaging and knowledgeable.

When I saw that they had created a product psychology masterclass, I knew I had to join. Personally, I don’t come from a psychology background. However, that’s why it was a great opportunity to learn. Understanding people’s behaviors is essential to building great products! ❤️ 🎉

I just completed the course. Does it mean I have all the answers now? No, I still have to do the work, talk to the users, understand their motivations. However, it allows me to see things differently and understand where to start.

Thank you, Dan & Louis-Xavier for making this learning fun and practical experience. 🙌

So you like to start the new year 🥳 🚀 – full, relaxed and with a whole suitcase full of new insights about helpful UX frameworks and psychological insights to improve and create success-oriented and customer-centric user experiences.

I am already looking forward to applying the new knowledge and would like to thank Dan Benoni and Louis-Xavier Lavallée of Growth.Design for this exciting, instructive and highly recommended course.

If you build products, I highly recommend the Product Psychology Masterclass by Growth.Design ⭐⭐⭐⭐⭐. Here’s why:

Other product courses are fairly high level. They delve into topics like
- product strategy
- research
- problem-oriented solutions
- agile frameworks
- launch
- etc.

While these are important, I find myself taking away only a few actionable bullet points. Even then, influencing change is difficult.

This class is for the modern day Product Leader, especially for B2C or SMB digital products, and is unlike any other I have seen.

- - - - - - - - - -

Early on in the course there was immediate impact.

❌ We were wrong about our users
🔮 We uncovered the truth through surveys
👂 We listened to their hopes 🌈, pains 💀, barriers 🚧
🏆 This was game changing

Our previous assumptions were reframed. Strategy adjusted throughout the business.

- - - - - - - - - -

Dan Benoni and Louis-Xavier Lavallée shed light into the mind 🧠 of users through uniquely effective comic-book style of storytelling. Bitmoji never looked so good. 😎

At the intersection of Psychology, Design, and Ethics, I discovered how to take a product and move it from satisfactory 😊 to delightful 😍

Figma files of real product examples offered a modern and fresh exercise for design analysis from a human perspective. I progressively iterated on a user experience on the product throughout the course. Now I have interesting outputs to show to the team and a realistic framework to apply. Delightful 🎉

If you have planted your flag as “customer-centric”, I suggest checking out their case studies. You’ll probably get hooked 🎣 by the insight and eventually take the class. By shedding light on both conscious and subconscious decision making, it is a reminder that KPIs are just one piece of the puzzle 🧩

- - - - - - - - - -

🙏 Thanks to
- Roger Neal for introducing me to their resources.
- Doug Ellin and Neil Gardiner at GoHenry for approving of the initiative.
- Jen Ringel and John Montgomery at ZipRecruiter for allowing me to restart and complete the course.
- Dan and Louis-Xavier for inspiration.

It has been months I’ve been religiously following the Growth.Design case studies. Their marriage of UI, psychology, UX, and story-telling is something I’ve never experienced elsewhere.

So today I signed up to their masterclass in product psychology and I think it’s one of the best investments I made in myself in a while. There’s something here that I had begun to learn from an old colleague, Chris Olimpo: storytelling is the key to getting people to empathize with your users, your stakeholders, or even yourself.

The way they bring science and UX together and teach you to build narrative around it that involves emotion is an asset that I think any product person that wants to build products that truly delight can benefit from.

I’m not being paid to advertise this, but it would suck to see this well thought-out, meticulously put-together course fall under the radar.

Keep it up Louis-Xavier Lavallée! I’m enjoying the course alot so far.

Thousands of people from these organizations already graduated


Your other options.

If you’re thinking of joining but still evaluating other options, here are some of the closest alternatives:

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

Shyvee Shi

Product Manager, Learner Experience @ LinkedIn

Over the years, I’ve always been very interested and passionate about behavior design and user psychology, but I was never able to really apply what I read in psychology books to product design.”
Ali Abouelatta

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

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.


Frequently asked questions.

⏰ Logistics & Timing

💳 Pricing & Payment

🧠 Learning & Value


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.

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