Not Boring

How to Design Software that Delights

(Not Boring) Software

WeTransfer

Nike

University of Washington

Microsoft

Prof. Andy

CEO of the Not Boring Software Ltd.

Concept of game feel

Apply game feel to software design

Techniques to add feel to software

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. -- Training your team? Email Ryan for bulk pricing and private cohorts: ryan@ryanscottconsulting.com

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

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!

"Go to market" with changes that will help Design succeed in your business

Course syllabus

2x live sessions introduce actionable tactics and frameworks.

Live sessions

Optional Q&amp;A session immediately after class while lessons are fresh

Post-session Q&A

Optional exercises, lessons, and resources to expand your learning

Self-paced exercises

Course schedule

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

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

Ryan Scott

Learn business from a designer with real-world business expertise

October 2024

November 2024

I get it. You're a talented creative professional. You've designed amazing products, crafted beautiful user experiences, and maybe even shipped a few apps to the App Store.&nbsp;But the leap to freelancing? That feels like a whole different ball of wax. Perhaps you've tried to figure it out on your own. Late nights spent scouring blogs, devouring books, and binge-watching YouTube videos. You've taken guesses on different pricing structures and paid for way too many project management tools. Yet still, things aren’t quite clicking into place. The advice is often conflicting and either too generic or so niche that it doesn't meet you where you're at.&nbsp; That’s because freelancing isn't one-size-fits-all. You need education, adaptable frameworks, and support to learn how to make freelancing work for YOU. In 2016 I quit my corporate job as a product design director and left behind what wasn’t working for me, and I’ve been creating a new way of working, for myself, ever since. And you can too. The top 3 things freelancers worry about most involve:(1) finding work to make money(2) keeping organized with operations, and(3) setting boundaries and attaining balance You no longer have to worry whether you're doing it right. After our time together, you'll not only have foundational systems to help you run your business but you will be inspired to redesign your work life by: ✦ Creating a flexible schedule that works for you ✦ Building a sustainable income on your own terms ✦ Choosing projects that ignite your passion ✦ Making a real impact with your work ✦ Going from in-house employee to successful freelancer – even if you're afraid of giving up that steady paycheck ✦ Finding fulfillment in being a business owner

Does the thought of freelancing both excite and terrify you?

<ul><li>Define your values, why freelance?</li><li>Identify your unique service offering to better connect to the right clients</li><li>Setting expectations on expected challenges of freelance and what to watch out for</li></ul>

Doing work differently

<ul><li>Get checklists on how to setup your business with necessary registration, insurance, and taxes</li><li>Differentiate between pricing models</li><li>Calculate your rate structures by outlining your ideal income and budget</li></ul>

Making it too legit to quit

<ul><li>Discover practices and recommended tools for running an organized business</li><li>Construct the client experience through all touchpoints: biz dev, to proposals, to onboarding, to handoff, to invoicing</li><li>Practice role play with a biz dev call!</li></ul>

Designing the client experience

<ul><li>Tip to manage your workload and burnout</li><li>Build practices for sustainability</li><li>Design your time and day to day practices through personal rituals</li></ul>

Prototyping balance and boundaries

Recorded lessons of lecture and demo walkthroughs that you can watch on your own time and return to at any point in the journey of launching or running your business.

Exclusive video content

Specific course assignments will help you get hands on with building your business and your operating procedures. You'll be able to leverage coaching and peer feedback from the cohort community to help you progress.

Weekly projects

Our live time together is spent on live review, interactive workshopping, and group critiques.<ul><li>Workshop 1: Weds 10/25</li><li>Workshop 2: Weds 11/1</li><li>Workshop 3: Weds 11/8</li></ul>

Live workshopping

Take a break in your day and join me in my afternoon office hours for small group coaching and additional guidance on your projects.

Additional "Tea Time" office hours

Aspiring freelancers who want the confidence to quit their 9-to-5 (or 9-to-9!) job even if they don’t have a solid game plan (yet)

Active solopreneurs struggling with inefficient systems and overwhelm who want to design more intentional processes that lead to growth

Design/Tech industry creatives who worry about finding consistent, high-quality clients and want to become magnets for dream projects

Creative business owners who are ready to attract better clients, and achieve the harmony in their work AND life they’ve been looking for

This course is designed for

In Designing Your Freelance Business you'll...

<ul><li>Define your core values to help guide your future business decisions</li><li>Identify your unique service offerings that set you apart in the market</li><li>Figure out your ideal client, setting the stage for targeted marketing</li></ul>

Transform your mindset from employee to entrepreneur. In our foundational module, you'll:

<ul><li>Set up your business logistics, from registration to insurance (we’ll face these all head on!)</li><li>Establish concrete fit-for-you financial goals that motivate and guide you</li><li>Master the art of pricing your services for profitability</li></ul>

Turn your freelance dream into a legitimate business. In week 2, we  cover how to:

<ul><li>Develop a strategy for finding and landing clients</li><li>Craft compelling proposals that close deals</li><li>Get templates for running a project from start to finish with the support of tools like Notion</li><li>Design seamless and thoughtful client onboarding and handoff experiences</li></ul>

Create systems that attract and retain dream clients. In week 3, you'll:

<ul><li>Establish daily practices and SOPs so you can spend more time on what matters&nbsp;</li><li>Create a calendar and task planning system best for your brain</li><li>Design personal rituals that fuel your creativity and well-being</li><li>Maintain healthy boundaries to manage stress and prevent burnout</li></ul>

Design a sustainable freelance lifestyle that prevents burnout. You'll learn to:

Learn how to start and sustain a successful and fulfilling freelance practice.

Cohort 6

Sarah Jutras

Solopreneur and design director

Cohort 5

Cohort 7

TL;DR: You'll learn the step-by-step process for creating behavioral journey maps to inform experience design. Based upon the behavioral analysis and opportunities identified you'll ideate leveraging the 15 core make it strategies and associated tactics. Finally, you'll construct a set of behavioral design hypotheses to inform prototyping and testing. We'll show you where these steps fall in the re-designed Design Sprint Process we refer to as the Make It Behavioral Design Sprint with a focus on these two specific stages: Map &amp; Understand:- Start at the end, map the behavior journey- Identify makeit barriers to progress- Identify and prioritize opportunity points Ideate &amp; Visualize:- Idea generation using makeit toolkit strategies and tactics- Idea refinement leveraging combo/trade-offs- Formulate behavioral design hypothesis Watch a quick 30-minute introduction to what you'll learn: https://maven.com/p/be8942/experience-design-using-behavioral-journey-mapping?utm_medium=ll_share_link&amp;utm_source=instructor The course is Case Study based and I've hand picked three specific case studies (e.g., healthcare, renewable energy, and financial services) to guide your learning journey. You'll learn about the key differences between traditional customer journey mapping and behavioral journey mapping (e.g., focus, design objectives, psychological elements, and outcome vs. process orientation). You'll get an overview of the Five Laws of Behavior: 1st Law: B=f(P*E) by Kurt Lewin; 2nd Law: B=S1+S2 by Kaniel 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. You'll learn about the Five Core Components of a Behavioral Journey Map: (1) Behaviors&nbsp;- what does the user do represented as a behavioral journey map? starting at the end and mapping out all user behaviors and associated user tasks. (2) Prompts&nbsp;- what internal or external triggers prompt the behavior? All behavior is prompted whether internally or externally. (3) Consequences&nbsp;- what are the immediate and/or delayed consequences (positive or negative) of the behavior? (4) Barriers&nbsp;- what prevents people from taking action or making progress? are there motivational, ability, or prompt/attention-related behavioral barriers to progress? (5) Opportunity Points&nbsp;- what opportunities are there to help the user make better progress and/or improve the overall experience? You'll learn about how to identify and leverage different Design Intervention Strategies: (1) Antecedent Intervention&nbsp;- involves setting up new cues or prompts to trigger the behavior and/or refining them; (2) Behavioral Intervention&nbsp;- focusing on modifying the environment and/or the process surrounding the behavior in order to make the desired behavior easier or more likely to be performed; (3) Consequential Intervention&nbsp;- ways in which to impact or modify the outcomes (positive or negative) of a behavior in order to reinforce its occurrence; and (4) Overcoming Barriers to Progress&nbsp;- identifying specific Make It Strategies and Tactics to overcome barriers to progress. You'll learn about leveraging the 15 core makeit behavioral design strategies and associated tactics for helping people make user's make progress and achieve desired outcomes. A few examples of the makeit behavioral design Strategies you'll learn to apply: -&gt; Make it Easy: Decrease the real or perceived cost and the cognitive or physical effort required to encourage a behavior. -&gt; Make it Attractive: Frame choices, goals, and experiences as familiar, relevant, and immediately beneficial, appealing to the senses or in comparison to alternatives. -&gt; Make it Tangible: Encourage and reinforce behaviors, effort, progress, and success with tangible incentives and rewards. -&gt; Make it Empowering: Increase the sense of autonomy, control and choice over people’s course of action and encourage creative, strategic, and adaptive thinking. -&gt; Make it Yours: Build commitment and leverage or increase people’s sense of ownership and attachment to outcomes, products, and experiences. -&gt; Make it Meaningful: Leverage people’s beliefs, need for order and context, and connect the desired behaviour, goal, or experience to higher values that transcend the individual. and more! How to Design with Behavior in Mind. You'll learn about the makeit toolkit's Comb/Trade-off process to present, evaluate, and improve ideas via cross-team inspection as part of the ideation process. You'll learn how to formulate Behavioral Design Hypothesis(es) to guide and inform your prototyping and testing efforts with real customers. Throughout the process, I'll teach you how to leverage Generative AI (ChatGPT) as part of the makeit Behavioral Design Sprint approach. The practical methods you learn will help you in introducing a behavioral design process to your teams. It's going to be an amazing course! I cannot wait to share with you these practical and empowering methods and tools for behavioral design efforts!

GenAI-driven case study to learn behavioral science-informed experience design

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

We'll be meeting LIVE as a cohort walking through specific topics each session, building behavioral journey maps, ideating on behavioral design strategies + tactics, defining our behavioral design hypothesis, and working together in teams.

LIVE Cohort - Three Sessions across Two Weeks

Session 1: Introduction and Course Overview: Behavioral Design Sprint, makeit toolkit, and Case Studies Session 2:Behavioral Journey Mapping (start to finish) covering all five components Session 3: RICE Prioritization, Ideation with makeit Strategies + Tactics, Group Shareouts

Three LIVE Cohort Sessions working on Group Case Study

Additional Office Hours between sessions with provide further Q &amp; A opportunities, three of them, spread out throughout the course to raise up and discuss any topic related to the course.

Office Hours - Q & A

Leveraging the student portal on the Maven platform for posting announcements, reading materials, general discussion, and takeaways from the class.

Student Portal for Cohort Discussions, Sharing of additional Resources

Behavioral scientists seeking to better integrate applied behavioral science into the design process.

Scrum masters looking to better align teams on more focused customer outcomes via a behavioral challenge statement.

Product managers wanting to make sure the products and services they design are behavioral informed and more likely to succeed.

Researchers wanting to ensure that the insights they capture help contextual inform the specific user behaviors to be influenced.

Designers wanting to have better context around the users they are designing for and the specific behaviors that need to be influenced.

Collectively, aligning a team around a set of behavioral design hypothesis to influence customer decision making &amp; progress moving forward.

Who is this course for

What you’ll get out of this course

How we made the Design Sprint process more human-centered by integrating the makeit toolkit into it. Starting with a behavioral challenge statement.

Introduction to the Make it Toolkit for Behavioral Design

The Five Laws of Behavior B=f(P,E) Kurt Lewin, B=f(S1,S2) Daniel Kahneman, (A-&gt;B-&gt;C) B.F. Skinner, (B=MAP) BJ Fogg, and B=f(I,E) Deci &amp; Ryan to inform behavioral design.

Introduction to the Five Laws of Behavioral Science

The core differences between a behavioral journey map and a traditional journey map (focus, design objective, orientation) and the five core components to a behavioral journey map (prompts, behavior, consequences, barriers, and opportunity points).

Behavioral Journey Map vs. Traditional Journey Map

An interactive, case study based exercise to create a behavioral journey map from start to finish, Covering in detail the five core components: behavior, prompts, consequences, barriers, and opportunity points.

Interactive Behavioral Journey Mapping Case Study

As part of the case study based exercise learning how to leverage the fifteen (15) makeit behavioral design strategies and associated tactics to ideate on how to better influence customer progress and design a better experience.

Ideating leveraging the 15 makeit Behavioral Design Strategies

Formulating a behavioral design hypothesis to drive prototyping and validation with consumers or customers aligned with the original behavioral challenge statement.

Formulating a Behavioral Design Hypothesis

Master GenAI powered human-centered experience design using the Makeit toolkit for effective behavioral product & service design.

JOHN GUSIFF

Cohort 1

Cohort 2

Poor digital habits are not just about doomscrolling Instagram, LinkedIn or TikTok. They commonly include Email, WhatsApp, Slack, Texting, News cycles, Binge-watching and more! For adults, the symptoms of excessive unmanaged screentime can shows up as: ❌ Lack of Focus ❌ Inability to Prioritize ❌ Blocked Creativity NEGATIVE IMPACTS TO YOUR LEADERSHIP POTENTIAL 🚩Poor Decision-Making: When you're caught in a cycle of consuming negative news or irrelevant content, the digital exhaustion makes you more prone to impulsive choices rather than thoughtful, strategic ones. 🚩Weakened Interpersonal Connections: Constant device checking signals to your team that you're disengaged or uninterested in their contributions.&nbsp; 🚩Missed Opportunities for Growth: Poor digital habits can trap you in echo chambers, preventing exposure to diverse perspectives and ideas that could enhance your leadership. 🚩Decreased Resilience and Well-Being: From poor sleep to physiological damage (e.g. tech neck), poor digital habits can spin up a cycle of stress, diminishing your ability to inspire and support your team effectively You can't effectively lead others until you can confidently lead yourself. People count on leaders to be focused, inspiring and resilient - even when surrounded by digital distractions. WHO WILL BENEFIT MOST FROM THIS COURSE?- You are introspective and open to reflect on your blind spots.- You are self-aware and carry a growth-mindset.- You believe in the leadership principle that actions speak louder than words. WHO WILL NOT BENEFIT FROM THIS COURSE?- Those looking for an app as a fix for their digital habits. This course works inside-out, not outside-in.- Those that think technology is bad thing. This course doesn't line up with that philosophy.- Those who need to work with a doctor or therapist for support. This course is focused on leadership coaching but doesn't offer medical advice. We'll leverage established behavioral science and the latest digital wellness research, including exercises to help you stay on track. You also have access for 1:1 coaching from the instructor for personalized action planning (more information will be provided to enrolled students)

Get off the hamster wheel of mindlessly checking devices. Quantifiable outcomes.

<ul><li>Discern problem vs. symptom. Reducing tech use simply masks the symptom (screen time) without addressing the root cause.</li><li>Explore AI-based tech's potential impact on collaboration, communication and decision making.</li><li>Discuss the challenge this presents to companies, schools and parents.</li></ul>

Reframing your relationship with technology.

<ul><li>Synthesize research on topics such as nostalgia, guilt, humor, and the psychology of control.</li><li>Present stumbling blocks in your relationship with tech.</li><li>Explore limitations of current strategies such as digital detox, gray scaling or device-free zones.</li></ul>

Deconstructing temptations & stumbling blocks

<ul><li>Learn the three-sided framework of Smiles, Skills, and Surprise.</li><li>Apply the principles of the framework to your work and life routines.</li><li>Reflect and recalibrate your assumptions from the beginning of the class.</li></ul>

Implementing your plan to thrive alongside tech

People Managers: If you check Email/Slack/Teams before going to bed and/or the first thing in the morning - this course is for you.

Parents: Your digital habits inform your child's relationship with devices. The framework we teach is easy for you to learn and model.

Senior Individual Contributors (ICs): Product to HR, Engineering to Sales - don't let poor digital habits derail your leadership potential!

Who should sign up

This course challenges you to introspect: Are in the driver's seat of your habits or has an algorithmic habit taken control?

Activate your Sense of Agency

There are macro digital trends that are fracturing your attention and focus. Through the lens of established research on topics such as nostalgia, psychology of control, humor etc. we will explore why people tend to lose control over their digital habits.

Identify Attention & Focus Potholes

Just counting hours in front of a screen is of limited value. As work, life and entertainment share the same screens, it's time to go beyond tracking screen time. Via <a href="https://www.sc﻿rollbychoice.com " rel="noopener noreferrer" target="_blank">Scroll By Choice</a> - you'll develop a baseline score of your relationship with technology, and track progress.

Track metrics beyond screentime

Building better digital habits isn’t just about turning off notifications or deleting apps. You'll learn how to use a human-centered Digital Wellness framework—a "trampoline"—to bounce back when distractions pull you into rabbit holes.

Reclaim Control over your digital habits

Leverage 1:1 coaching to personalize your plan - including supporting those around you (ideal for parents)

Develop an action plan that works you

Elite leaders learn to be focused, confident & intentional. Could doomscrolling & poor screentime habits be silently derailing your growth? 

Lightning Lessons

How to Design Software that Delights