Designing Generative AI for conversations and content

Cohort-based Course

Leverage your content and conversational UX expertise to design user-centered GenAI applications

Companies I've worked with | Antwerp
Generative Ai Strategy

This course is popular

3 people enrolled last week.

Course overview

Move beyond prompting in ChatGPT, start designing user-centered AI-applications

So you've played around with ChatGPT, Bing, Claude and Gemini, wrote some prompts and you're wondering what's next? What's the hype all about? Then this course is for you.

Structured design

For me, Generative AI starts to sing once we move beyond basic, one-off prompting for ourselves, and start desiging GenAI workflows and apps that really help users reaching their goals. And for that, we need a structured design approach.

3 core components of a GenAI-application

This course will give you an introduction into the three core components of a well-designed GenAI application: prompts, workflows and retrieval augmented generation. You'll learn theory, build small prototypes and explore GenAI tooling. And possibly one of the biggest perks: you'll connect with others in this space, and learn together!

Are you a content professional? You're on your way to succes already!

Understanding user needs on a task-based level and knowing how to write proper instructions are two core skills for any GenAI designer. And as a content professional, chances are that might already know how to do this! And if not, you'll probably find it quite easy and fun to learn.

Small groups

Human connection is one of my own core professional values. That's why I keep my courses extremely small: just 12 participants. This way, we'll have enough time for real interaction, experimentation and learning together.

Future cohorts for different time zones!

For my Australian fellow content folks: I've heard you loud and clear. There will be a cohort for your timezone right after my summer break, starting July 31st. I'll be opening enrollment very soon - join the waitlist to be the first to enroll!

Who is this course for


Conversation designers who want to expand their current skillset so that they can design LLM-based and hybrid conversational interfaces.


Technical writers and knowledge base managers who are curious how GenAI can turn your static knowledge into interactive user support.


Content professionals who want to optimise their content workflows with Generative AI or want to move into a broader GenAI design role.

What you’ll get out of this course

A solid understanding of the GenAI design process

You'll learn how to use user-task analysis and the task-flow mapping canvas to sketch the broad design of your GenAI app.

Learn to design with system prompts

The system prompt is the beating heart of a GenAI app. We'll start system prompt design from scratch, and design our way up to prompts that are robust and useful.

Learn to design AI-workflows

Contrary to conversational flows, AI-workflows are all about getting things done. You'll learn how to break down a user task into its individual components and where to apply GenAI (and where to keep the human in the loop :-) )

Learn to design interactive RAG

RAG, or talk-to-your-document, is one of the most popular use cases for GenAI. But uploading your 200-page document and then being able to ask it a user-centered is that? I'll teach you some design techniques for making your RAG way more interactive.

Hands-on cobuild sessions for small and manageable projects. With examples that you can try rebuilding yourself!

I'll upload most of the theory of this course upfront in bite-sized videos. This leaves plenty of time for co-building sessions and demos.

Learn new GenAI tools

There is so much more out there than just ChatGPT! I'll use different tools in each session, so you get an idea of GenAI tooling and support.

This course includes

4 interactive live sessions

Lifetime access to course materials

26 in-depth lessons

Direct access to instructor

10 projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Expand all modules
  • Week 1

    Jun 25—Jun 30

    Week dates are set to instructor's time zone


    • Jun


      Session 1 - Designing GenAI for conversations and content

      Tue, Jun 25, 4:00 PM - 6:00 PM UTC

    • Jun


      Session 2- Designing GenAI for conversations and content

      Thu, Jun 27, 4:00 PM - 6:00 PM UTC


    • Day 1: prompting vs. prompt design and working with the playground

    • Day 2 - Prompt techniques and strategies

  • Week 2

    Jul 1—Jul 6

    Week dates are set to instructor's time zone


    • Jul


      Session 3- Designing GenAI for conversations and content

      Tue, Jul 2, 4:00 PM - 6:00 PM UTC

    • Jul


      Session 4- Designing GenAI for conversations and content

      Thu, Jul 4, 4:00 PM - 6:00 PM UTC


    • Day 3: Designing with Retrieval Augmented Generation

    • Day 4: Beyond prompting - designing workflows

  • Bonus


    • My favorite tools

    • Generative AI: new roles, skills & tools for content professionals

What people are saying

        Maaike delivered an incredible talk at Unparsed 2023 that was filled with fascinating insights, great enthusiasm and passion, and real expertise - it was a highlight of the conference. Hers is a voice I trust within the conversational AI industry to be knowledgeable, accurate, and at the forefront of any new advancements.
Tim Willers

Tim Willers

Head of Conversation Design @Nibble AI Negotiation Tech
        Entertaining and brilliant :) Everything in my daily work is already faster and better with the tips and tools you provided. Thank you, Maaik; you made far-off AI practical and ... human.
Sara Pothast

Sara Pothast

Copywriter, Independer

Meet your instructor

Maaike Groenewege

Maaike Groenewege

Maaike Groenewege combines 25 years of linguistics and content design with a solid foundation in user-centered research and business analysis. She works as an independent conversational AI consultant with her own boutique agency Convocat.

Maaike has coached conversation design teams with ABN AMRO, Kamer van Koophandel and Independer. Since november 2022, she focuses on working with generative AI, coaching teams at, and designing effective prompts for Generative AI strategy and

Next to her design and consultancy work, Maaike is a much-loved keynote speaker who always brings a spark of joy and inspiration to her audiences.

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Learning is better with cohorts

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Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

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Be the first to know about upcoming cohorts

Designing Generative AI for conversations and content


Bulk purchases