Driving measurable business impact with accessibility

EyeEm

Project A

Techstars

Cat Noone

CEO and Founder at Stark

Accessibility is a proxy for UX. Implement proactive and continuous monitoring to remediate — enhancing customer love.

Increase product quality via design and engineering

Use data and analytics to track revenue impact, sales trends, and user satisfaction due to accessibility quality.

Leverage existing data points to accelerate outcomes

Go beyond a checkbox with product and processes to drive innovation, inclusivity, and expanded market opportunities.

Connect accessibility compliance to business impact

JTBD + BeSci is a powerful combination! They work together like Peanut Butter &amp; Jelly, Mac &amp; Cheese, Hot Cocoa &amp; Marshmallows. I've been teaching my clients how to leverage customer jobs-to-be-done based insights research for over a decade. It's a powerful approach to leverage when focused on customer development or product discovery. Just recently I discovered the power of integrating applied behavioral science leveraging the makeit toolkit into this approach and want to share what I've learned with anyone who wants to create better experiences for customers. Helping them overcome barriers to progress as they accomplish their jobs-to-be-done. We'll walk through The Wheel of Progress® framework, in a presentation format, teaching you about The Cycle of Customer Progress:- First Thought- Passively Looking- 1st Triggering Event- Actively Looking- 2nd Triggering Event- Deciding- Hiring/Firing- Consuming- Continuous Use You'll also learn about identifying the twelve (12) different Elements of Progress:- Events- Forces and Desires (habits, pushes, desires, avoidances, pulls, anxieties)- Jobs, Pains and Gains- Solutions (core job, prior, in-conjunction, co-existing)- Contraints (internal, external, temporal) and the concept of Switching Behavior, where promoting forces (pushes, desires, pulls) must outweigh blocking forces (habits, avoidances, anxieties) for switching behavior to occur. You'll get an introduction to the Five Laws of Behavior: 1st Law: B=f(P*E) by Kurt Lewin; 2nd Law: B=f(S1,S2) by Daniel Kahneman; 3rd Law: A-&gt; B -&gt; C by B. F. Skinner; 4th Law: B=MAP by B. J. Fogg; and 5th Law: B=f(I,E) by Deci and Ryan. We'll be focused on applying both the 1st Law: B=f(P*E) and 4th Law: B=MAP in relationship to Barriers to Progress analysis. You'll learn how to listen for and identify 18 behavioral barriers to progress having to do with Motivation-related:- Procrastination- Fear of Failure- Personal Belief (Norms)- Personal Belief (Cost)- Action-Impact Gap- Status Quo Bias Ability-related:- Lack of Time- Lack of Skill- Lack of Tools- Hassle Factor- Lack of social Support- Choice Overload Prompt/Attention-related:- Anchor Bias- Lack of Information- Lack of Prompts (triggers)- Low Mental Bandwidth- Forgetfulness- Present Bias Each of these behavioral barriers to progress has the ability to prevent people from completing the Cycle of Progress. Some having to do with the Person and others having to do with the Environment in relation to the 1st Law of Behavior. It's a practical, hands-on class packed full of eight tailored JTBD + BeSci listening exercises: (1) Listening for Customer Jobs (B2C focused)(2) Listening for Customer Jobs (B2B focused)(3) Listening for Forces and Desires (habits, pushes, desires, avoidances, pulls, anxieties)(4) Listening for Events as part of the Cycle of Progress (first thought, 1st triggering event, 2nd triggering event, hiring/firing, continuous use)(5) Listening for Constraints (internal, external, temporal) that influence the Solution Set(6) Listening for Solutions (prior, core functional job, considered, for progress, in conjunction)(7) Listening for Jobs, Pains and Gains(8) Listening for Behavioral Barriers to Progress (person, environment, motivation, ability, prompt/attention) You'll listen to a combination of advertisements and actual JTBD interviews practicing different JTBD listening skills. My clients have included: American Honda, Canada Goose, Citibank, ecobee, G Adventures, Gympass, Humana, lululemon athletica, Modesens, Porch, Royal Ambulance, Shaklee, and TransAlta.

Customer Jobs-to-be-Done Listening Skills (JTBD + BeSci ) 

You will get a comprehensive overview of job theory, core principles, different perspectives regarding jobs-to-be-done, and its application across the enterprise.<ul><li>A Definition: Customer Job to be Done</li><li>Core Principles of Job Theory</li><li>Goal or Job Hierarchy</li><li>Different Perspectives</li><li>Types of Customer Jobs</li><li>The Customer</li><li>Application across the Enterprise</li></ul>

Job Theory and Its' Application

You will learn about the The Wheel of Progress® framework along with how it will be utilized when conducting customer jobs-to-be-done interviews:<ul><li>The Wheel of Progress® framework (awareness, expectations, trade-offs, experience)</li><li>The Cycle of Customer Progress (First Thought to Continuous Use)</li><li>Multiple Cycles of Progress with different Solutions</li></ul>

The Wheel of Progress®

You will learn about the twelve elements of customer progress, switching behavior, constraints and behavioral-based barriers to progress.<ul><li>The 12 Elements of Customer Progress</li><li>First Thought or Struggling Moment</li><li>Switching Behavior (Hiring/Firing)</li><li>Promoting and Blocking Forces to Customer Progress</li><li>Constraints and Barriers to Progress</li><li>Continuous Use</li></ul>

Customer Progress and BeSci Barriers & Constraints

You will learn how to plan out your JTBD Insights Research from start to finish as well as selecting your Case Study so that you can apply what you've learned.<ul><li>The Focus of your Research</li><li>Planning your JTBD Insights Research</li><li>Target Segments and Recruitment</li><li>The Interview Guide and Process</li><li>Selecting your Case Study</li></ul>

The End to End Process for JTBD Insights Research

You will select a Case Study as a Team to plan and execute applying what you've learned during the course.<ul><li>Planning your JTBD Insights Research</li><li>Creating the Interview Guide for your Case Study</li><li>Conducting your JTBD Interviews</li><li>Synthesizing what you Heard during Interviews</li></ul>

Applying it all around Case Study of your Choice (Teams)

You will present alongside your Team the results of your JTBD Insights Research Case Study receiving feedback from the group.<ul><li>Presenting your Case Study</li><li>Feedback from the Group</li><li>Summary recap of the Course</li><li>Staying Connected</li></ul>

Showcasing your Case Study

Customer jobs-to-be-done Insights Research + Applied Behavioral Science

We'll be meeting LIVE as a cohort walking through specific topics each session, some group discussion, and a combination of individual and group exercises.

Three LIVE Cohort Sessions + Homework Assignments

Session 1: Overview of The Wheel of Progress (Cycle of Customer Progress) Session 2: Customer Progress and BeSci Barriers &amp; Constraints Session 3: Review and feedback on Assignments plus Additional JTBD Topics

LIVE Cohort Sessions with eight different JTBD Listening Exercises

Leveraging the Maven community for posting announcements, reading materials, general discussion, and takeaways from the class

Maven Community

Three Sessions LIVE Cohort Classes

A Startup Founder who wants to shorten the path to product-market fit.

The Marketer who wants to better tailor their messaging speaking to the core job-to-be-done, motivational forces, desires and avoidances.

A Product Owner who wants to prioritize and fall in love with the problem prior to thinking about the solution.

The Designer or Researcher who wants to better understand constraints or behavioral-based barriers to customer progress.

The Product Trio (PM, UX, Tech) who want to learn how to improve the customer interview process as a team (multiple perspectives).

To go beyond simply understanding jobs-to-be-done principles to building the necessary skillsets to apply it in your organization.

What you’ll get out of this course

Learn about different perspectives related to job theory and how to best apply it given your industry, company, product or service offering, and your role or function within the organization.

An Introduction to Job Theory and Customer Progress

A deep dive into The Wheel of Progress®&nbsp;framework covering the cycle of customer progress from first thought, passively looking, actively looking, deciding, hiring/firing, consuming, and continuous use.

An in-depth review of The Wheel of Progress® Framework

Learn advanced jobs-to-be-done listening methods leveraging The Wheel of Progress® framework. How to listen for and capture the twelve (12) elements of customer progress.

Hands-on Practice developing jobs-to-be-done listening skills

Learn about the five laws of behavioral science. Get an introduction to eighteen (18) unique behavioral science informed barriers to customer progress related to motivation, ability, and prompt.

How to leverage Applied Behavioral Science alongside JTBD-based Methods

Seeing and understanding your customers through the lens of jobs-to-be-done and applied behavioral science will make you a better founder, marketer, product manager, designer, researcher, and/or customer advocate.

Become more Customer Focused in whatever Role you perform within the Organization

Leverage The Wheel of Progress® to learn advanced listening skills (JTBD + BeSci) for conducting customer JTBD research.

JOHN GUSIFF

Cohort 9

Cohort 10

Applied Accessibility for Designers is the course I wish I had when starting my accessibility journey. I've taken so many courses for developers, which vastly deepened my knowledge of accessibility, but when it comes to design and product, I've mostly learned by doing and peer-to-peer. I've created this comprehensive, cohort-based course that empowers designers and product owners with the practical skills and advocacy techniques to build inclusive and accessible digital experiences. This course delves deeper into considering accessibility at the early stages of a product and the operational level, offering hands-on projects, specialist-led lessons and discussions, and collaborative sessions to ensure you can effectively integrate knowledge and advocate for accessibility in your professional roles. As a design leader and accessibility specialist with disabilities, I'm ready to share my tested techniques, which I've developed through my personal, professional, and academic experience of design and disability. We'll also dive into the deeper end — advocating for accessibility with peers and decision-makers in organizations.By the end of this course, you will be able to:1. Understand the principles and guidelines of digital accessibility.2. Implement accessible design practices in UI design.3. Conduct accessibility audits and usability testing.4. Create accessible design systems and components.5. Advocate for accessibility within their organizations.6. Collaborate with cross-functional teams to ensure inclusive product development.7. Stay updated on emerging trends and technologies in accessibility. This class consists of lessons, 90 minute collaborative discussions, and take-home assignments.

Get comfortable with leading accessibility in design and product

Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

Course syllabus

Join us for live instruction! 3 hours of instruction a week.

Sessions: Wednesdays & Fridays

Feel free to hang out and chat with other students and your teacher, Soren! Ask questions about the lesson or application questions. Optional 1.5 hours per week.

Optional Q&A: Wednesdays & Fridays

Asynchronous projects that help you apply what you've learned and gain a deeper understanding of what you can continue to learn.

Weekly projects

Course schedule

UX Designers with an understanding of how to design for web but would like to understand accessibility best practices

Product Designers and Product Owners who want to dig into a comprehensive view of accessibility operations and daily agile team processes

Managers of designers and cross-functional product teams who want to upskill their design team in accessibility or shift into a11y ops

Who is this course for

get clear on who needs accessibility, how accessibility benefits everyone, and practice-guiding principlesExample projects:<ul><li>Conduct an accessibility audit of a popular website or app</li><li>Assistive tech practice and reflection</li></ul>

Build Accessibility Foundations for best UI practices

Sample projects:<ul><li>Design an accessible design component, ensuring each adheres to accessibility guidelines.</li><li>Write product and component requirements/acceptance criteria for better accessibility documentation at the ideation stage.</li></ul>Frameworks:<ul><li>Design systems</li><li>Agile</li><li>WCAG 2.1</li></ul>

Understand the role and limitations of documentation and design systems in accessibility

Apply design and content guidelines to your work immediately, and develop valuable soft skills for personal growth. Then, chart where you can apply these skills immediately in your organization. Sample projects:<ul><li>Roadmap accessibility in product development</li><li>Personal growth map</li></ul>

Plan your personal growth using accessibility team roles

Get practical accessibility skills to solve real-world challenges, including WCAG compliance, assistive tech, and inclusive design.

Soren Hamby

Cohort 1

Cohort 2 - Hybrid

As a product manager, your success depends highly on your quality of decision-making, strength of execution, and ability to influence your team and stakeholders at your company. Analytics is a key part of the puzzle, and the best product managers consistently&nbsp;leverage their own analytics skills&nbsp;to drive greater impact within their organizations. In this 3-week course, I will teach you the core analytics tools and skills you need to build better products, make better decisions, and communicate your ideas using data. WHAT YOU CAN EXPECT This is a tactical and applied course aimed at giving you skills you can apply immediately in your job. You will be getting your hands dirty! By the end of the course, you will have learned enough skills to be dangerous, and you'll be well on your way to being self-sufficient in driving analytics for your product. There are 3 core modules that cover different ways product managers interact with data in their day-to-day work: 1. Product metrics: defining metrics, metrics trees, and designing event schemas.2. Product data analysis: experimentation, customer segmentation, cohort analysis, funnel analysis, and other common analysis patterns.3. Influencing with data: distilling insights, building dashboards, and creating compelling presentations. Each module contains: * 30-45 minutes of recorded lecture that you can watch on your own schedule.* Pre-reading and supplemental material to help you learn and go deeper.* 3 hours of live session dedicated to covering examples and live workshops.* HW assignment that reinforces the material helps you practice the skills you learn at home.* 1 hour optional AMA / office hours each week where I answer questions and provide HW feedback. WHO WILL BENEFIT MOST FROM THIS COURSE * Product managers and engineers who want to up-level their analytics skills and become self-sufficient, especially those who don't come from a quantitative background.* Product managers and engineers who recently switched to a new role/product that is significantly more data-driven.* Product managers and engineers who don't have analytics partners and need to become more self-sufficient.* Product and business leaders who want to dive into the details and engage with their teams on analysis, metrics, and decision-making on a more tactical level. WHO THIS IS NOT FOR * This is not for you if you're not interested in doing projects. This is very much an applied course.* This is not for you if you work at a company that's pre-PMF or where data doesn't play a big part in product development (e.g. non-software). Much of what we discuss won't be applicable to you.* This is not for you if you're an experienced data scientist or analyst. Most of the material will be familiar to you.

Learn analytics skills that make you dangerous

Live course instruction over 2 weekends. Each 3 hour session corresponds to a module.

Saturdays and Sundays

We will have 4 take-home mini-projects that give you an opportunity to apply the learnings and frameworks from the modules.

Hands-on projects

Each week I will host office hours to answer questions and topics from the course.

Office hours (optional)

Product managers and engineers looking to become self-sufficient in analytics in order to make better decisions and build better products.

Non-technical founders looking to build a data-driven product culture at their companies and want to develop the skills to lead by example.

Business leaders looking to engage at a deeper level with product managers and technical teams on roadmaps, decision, metrics, and goals.

Define the core metrics for your product and which events to track. Connect metrics to business goals to measure your team's impact.

Identify the right metrics for your product

Learn and apply common product analytics patterns such as customer segmentation, analyzing A/B test results, user behavior analysis, cohort analysis, and more.

Perform common product analytics tasks

Distill insights from data and translate them into compelling business cases. Create compelling presentations and dashboards that drive action.

Influence stakeholders and execs with data

Grow your analytics skills to build better products. Define metrics, do analysis, distill insights, and make data-driven decisions.

George Xing

Product lead at Stripe. Former head of analytics at Lyft and startup founder.

Cohort 2

This course is for you struggle with 🆘 Quantifying the value of design work🆘 Proving the value of your work to stakeholders Product design is much more than just creating pixel-perfect mockups. Design is all about creating value for both users and businesses. For designers to stay relevant, we must be aware of how we impact business. As you provide more business impact, you will likely receive more opportunities for growth. But the truth is—measuring design and communicating design insights is never easy. Not only do you need to know what to measure and how to measure it, but you must also speak business language when talking to stakeholders. You likely face a lot of pushback from management if you present your insights incorrectly. I've crafted this course to guide seasoned design professionals and first-year design managers on how to measure design impact and properly frame insights to business strategic priorities. What to expect: This course is not just about learning; it's about doing. Its a highly interactive course with in-depth discussion, practical examples, and exercises based on real scenarios that you can easily apply to your daily design work. You will learn how to identify metrics that work best for your product and present your findings to people who may not have a deep understanding of design processes. At the end of the course you will be able to: ✅ Demonstrate the impact of design on business success.✅ Make informed design decisions&nbsp;that showcase your problem-solving skills.✅ Build a strong portfolio&nbsp;with data-backed case studies and measurable results.✅ Use business vocabulary when talking about design (be able to speak business language when communicating design insights)✅ Gain leadership recognition&nbsp;by proving how UX improvements drive key metrics. Key topics we will focus on: 🚀 How to make design measurable (choose right metrics for your design task at hand)🚀 How to track adequate data and then translate it into understandable and engaging stories🚀 How to make better, data-driven decisions🚀 How to speak the business language when communicating design findings🚀 How to simplify numbers to accommodate for a wide range of stakeholders The course includes: • Real-life examples• Hands-on exercises• Frameworks to help you identify right metrics and KPIs for your project• Live Zoom workshops taught by Nick

Learn to quantify and prove the value of your design work

If your events are recurring and at the same time, it might be easiest to use a single line item to communicate your course schedule to students

Tuesdays & Thursdays

Feel free to type out dates as your title as a way to communicate information about specific live sessions or other events.

May 7, 2022

Schedule items can also be used to convey commitments outside of specific time slots (like weekly projects or daily office hours).

Seasoned design professionals who want to improve their measuring design skills

Design managers who want to measure design impact &amp; link design decisions to business goals

Design professionals who want to drive more impact in their organization

Translate the impact of your design work into quantifiable metrics that resonate with product owners and stakeholders

Choose right metrics and KPIs for your project

Practical solutions to common problems that teams face when they measure UX

Overcome common challenges in measuring design

Develop strategies towards tangible outcomes. Be able to combine multiple methods to maximize research efficiency.

Conduct triangulation in UX research

Frame your ideas by giving the right amount of context and use a combination of data &amp; storytelling to get buy-in from stakeholders

Communicate design outcome to busy senior management

Get familiar with principles like reducing cognitive load and practical techniques to get people to care about what you care about

Make people care about what you care about

Become a voice of data-informed design approach

Level up design maturity in your organization

Gain the skills and knowledge to effectively measure the success of product design initiatives and receive buy-in from stakeholders

Lightning Lessons

Driving measurable business impact with accessibility