May 2025

Learn business school tactics to build credibility, gain influence & drive impactful design work at any organization

Fmr Airbnb Design Lead + UC Berkeley MBA

Ryan Scott

Design & Product Leader • Airbnb, DoorDash, Salesforce • UC Berkeley MBA

Describing the ROI of Design

Articulate & demonstrate the value of your Design work in a way that business stakeholders understand, appreciate, and reward.

Airbnb

DoorDash

Salesforce

Palantir

Haas School of Bus.

At Airbnb, I experienced the magic that happens when business leaders truly understand Design. What if your stakeholders understood the value of design and empowered you to do the best work of your career? Describing the ROI of Design gives you tools to break through to business leaders. Through frameworks, lessons, and tactics taught in top business schools, you will develop the skills to articulate and demonstrate the value of your work in a way that resonates with non-designers across all levels of your organization. As one design leader put it: "The way I talk since your course has completely changed and I’m being heard by everyone! I’m a little bit pleased about winning arguments and creating visibility and understanding of all the awesome work my team and I are doing." If you want more room to do great work, want leaders to listen to your design rationale, want to be more involved in the product development process, or want to drive more impact as a designer in your organization, this course is for you.

Learn business school tactics to gain influence & drive impactful design work

Experienced UX designers who want to unlock more strategic and impactful product design work for themselves and others

Design leaders &amp; managers who must collaborate with and persuade founders, executives, and other cross-functional leaders

Designers who work in Product or Eng-led environments where good Design must be strongly (and carefully) advocated for

Designers interested in business, but don't want to take on the huge cost of business school to learn key skills

Who this course is for

What you will get out of this course

Through five proprietary frameworks developed by Ryan from his experience getting C-suite execs bought into major initiatives, expand how you think about the business value of your work so you can effectively communicate it to others

A new business perspective on your design work’s value

Lectures pull the most valuable lessons from 11 MBA courses—including Entrepreneurship, Statistics, Finance, Negotiation, Marketing, Economics &amp; more—to help you speak the same language as business stakeholders.

A communication style that resonates with business leaders

Through exercises and Q&amp;A, get feedback, advice, and tactics from Ryan to ensure course content is immediately applicable to your specific situation

Personalized 1:1 guidance

The course attracts Senior Product Designers to VPs of Design. Through small, live cohorts, get feedback and advice from fellow designers from around the world

Access to an engaged group of international expert designers

Can't make every live session? Never miss a beat with recordings sent immediately after each lesson. With lifetime access, refer back to every framework, tactic, and "ah-ha" moment for the rest of your career.

Lifetime access to recordings from every session

To influence stakeholders, Designers must connect our work back to business impact. 🔨 Proprietary framework: Outcome Flow Chart 🎙️ Case studies: DoorDash founding story + early company values 📚 MBA lessons: Validation types by company life stage (Entrepreneurship), Systems maps (Systems Thinking), Positions vs Interests (Negotiation) + more!

Gain credibility by connecting Design value to business metrics and financial outcomes

Design creates more value than just what’s measured in Product metrics. 🔨 Proprietary framework: Design’s total business value framework 🎙️ Case studies: Airbnb booking flow redesign, Launching DoorDash’s photography program 📚 MBA lessons: Fundamentals of Profit + ROI (Finance), STAR framework (Management) + more!

Develop company-wide influence by demonstrating Design's holistic business value

Successfully demonstrating design’s value depends on your company's stage, structure, and culture. 🔨 Proprietary frameworks: Company Environment + Approach variables frameworks 🎙️ Case study: Blockbuster vs Apple 📚 MBA lessons: Company life stage fundamentals and Founder profile (Entrepreneurship), Company culture (Management) + more!

Tailor tactics to be successful within your specific environment

Apply tactics from go-to-market strategy to successfully drive change in your organization. 🔨 Proprietary framework: Mainstream adoption framework 🎙️ Case study: Airbnb booking flow redesign 📚 MBA lessons: Diffusion of Innovation, Crossing the Chasm, and Beachhead strategy (Marketing), Identifying allies (Power &amp; Politics) + more!

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