Realitycraft

Realitycraft: Ethical Design Choices with XR Guild

xrguild

Virtual Worlds Museum

Metaverse Standards

Virtual World Society

Evo Heyning

VP of the Board, XR Guild, Executive Producer for Immersive, Interactive Media

Avi Bar-Zeev

Founder and President of the Board, XR Guild

Almost everyone has good intentions. 
Making great products requires making difficult choices, including ethical inquiry

What are the ethical principles at XR Guild?

Knowing how to ask the right question at the right time is both art & science. Let's engage both creative methods.

How do you know WHEN to ask and WHO to engage?

What happens if we forget to ask important questions early on in the design process? Safety, privacy & risk concerns.

What are the risks if we fail to include ethical inquiry?

Exploring how this professional spatial guild supports the inquiry and choices made by professionals working globally

How do you participate in ethical support at XR Guild?

TL;DR: You'll learn the step-by-step process for conducting a Behavioral Design Sprint leveraging the Make It Toolkit from behavioral challenge statement to prototyping and validating your behavioral design hypotheses. All GenAI-powered (human in the loop)! We took the original Design Sprint process and made it more human-centered by integrating the Make It Toolkit for behavioral design into it - we call the new and improved process The Behavioral Design Sprint: Prepare &amp; Strategize:- Choose a Product or Service- Define target behaviors to encourage or discourage- Formulate a behavioral challenge statement Map &amp; Understand:- Start at the end, map the behavior journey- Utilize the Make It Toolkit Five Laws of Behavior to analyze the customer journey- Identify Make It barriers to progress- Identify and prioritize opportunity points (design interventions)- Prioritize Opportunity (design intervention) Points using RICE Prioritization method- ChatGPT prompt empowered leveraging the Make It Toolkit Five Laws of Behavior and RICE Prioritization Method Ideate &amp; Visualize:- Idea generation using the Make It Toolkit strategies and tactics- Idea refinement leveraging combo/trade-offs to evaluate different Make It Strategy combinations- ChatGPT prompt empowered using the 15 Behavioral Design Strategies within the Make It Toolkit Prototype and Build:- Formulate a set of behavioral design hypotheses- Choose Design Method and Fidelity (storyboard, mock-up, wireframe, etc.)- Visualize and Build/Prototype Solution Concepts- Utilizing ChatGPT prompting and a GenAI powered UX/UI Toolset Test and Validate:- Prototype the chosen Solution Concept using GenAI-based tools- Recruit targeted audience for the Test- Test and Validate the Solution Concept referencing Behavioral Design Hypotheses- Utilizing ChatGPT prompt-driven test and validation criteria alongside best-of-breed tools The enter process is GenAI-powered with a human in the loop where required (you get to decide). 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 to make them more effective; (2) Behavioral Intervention&nbsp;- focusing on modifying the environment and/or the process surrounding the behavior, helping people overcome identified barriers to progress (person, environment, motivation, ability, and/or prompt/attention); and (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. 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. And finally, you'll learn how to Prototype and Test your ideas/solution concepts leveraging best-of-breed GenAI tools for UX/UI helping you plan, execute, and validate your ideas with actual customers. Throughout the process, we'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! We cannot wait to share with you these practical and empowering methods and tools for GenAI-powered behavioral design efforts!

GenAI-driven case study to run a behavioral design sprint using Make It Toolkit

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

We'll meet LIVE as a cohort walking through specific topics each session, building behavioral journey maps, ideating on behavioral design strategies + tactics, behavioral design hypothesis, prototyping and testing solution concepts. All GenAI-powered + Human in the Loop!

LIVE Cohort - Eight Sessions  across Five Weeks

Session 1: Course overview and Make It Toolkit Session 2:Behavioral Journey Mapping Session 3: Ideation and Solution Concepts Session 4: Demo Day GenAI Tools Session 5: Prototyping Session 6: Testing Session 7: Showcase (prototyping results) Session 8: Your GenAI Portfolio

The GenAI-powered Behavioral Design Sprint

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

Course schedule

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

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

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

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

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

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

The step-by-step process for conducting a Behavioral Design Sprint leveraging the Make It Toolkit from behavioral challenge statement to prototyping and validating your behavioral design hypotheses. All GenAI-powered (human in the loop)!

The GenAI-powered Behavioral Design Sprint (Human in the Loop)

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

Prototyping, testing and validating ideas/solution concepts leveraging best-of-breed GenAI powered toolsets for storyboarding, UX/UI prototyping and design, rapid usability testing and research synthesis.

Prototype, test and validates your Ideas/Solution Concepts

A GenAI behavioral design sprint case study demonstrating your knowledge of how to leverage generative AI-based methods and tools to facilitate and empower the design process with a cross-functional team.

GenAI Design and Prototyping Case Study

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

JOHN GUSIFF

Mahnaz Hajesmaeili

Cohort 2

Cohort 3

Ready to move from AI uncertainty to AI leadership? In a world where everyone's talking about AI, product &amp; design professionals need to do more than just understand it—they need to master it responsibly. This isn't another theoretical AI course. It's your practical roadmap to becoming the go-to AI product or design leader in your organisation, combining hands-on skills with ethical principles that will set you apart. Why This Course Is Different:While others teach you to use AI tools, we teach you to master AI thinking. Our human-centered learning system doesn't just dump information—it rewires how you work with AI through: - Mental models that make AI decisions intuitive- Micro-habits that make AI integration automatic- Practical workflows that make AI implementation natural- Weekly live sessions that make ethical principles actionable Instead of overwhelming you with AI theory, we build your confidence through: - Practical application in your actual work, starting day one- Real-world case studies, not theoretical scenarios- Active learning through peer discussions and feedback- A proven system for continuous adaptation as AI evolves. Your 6-Week Transformation: Week 1: Understanding the Paradigm Shift to AI-driven worldTransform from wondering about AI's potential to making strategic AI decisions. Build the foundation for responsible AI leadership in your organisation. Live Ethics Session: Intro to AI Ethics &amp; Global Ethical Frameworks Week 2: From AI-User to AI-CommunicatorMaster the art of AI interaction with large-language models while maintaining privacy and trust. Learn to get consistently high-quality outputs that align with your goals. Live Ethics Session: Human Autonomy &amp; Oversight in an AI World Week 3: From Uncertainty to Quality AssuranceStop wondering if AI outputs are reliable. Build robust validation practices that ensure trustworthy results with limited bias every time. Live Ethics Session: Fairness and AI Bias Week 4: From Tool User to Strategic IntegratorLevel up from basic AI usage to strategic implementation. Learn to leverage AI's "collective intelligence" while understanding industry-wide impacts. Live Ethics Session: Building Transparency in AI Systems Week 5: From Single Tools to AI WorkflowsAdvance from using individual AI tools to orchestrating multiple AI capabilities in sophisticated, ethical workflows. Live Ethics Session: Data Protection &amp; Privacy Week 6: From Implementer to AI LeaderEmerge as a responsible AI leader who can drive adoption while ensuring ethical implementation across your organisation. Live Ethics Session: Accountability for AI Implementers The AI landscape is moving faster than you can blink. While others are still debating whether to use AI, you'll be showing them how to use it right. Join progressive product &amp; design leaders from innovative organisations who are transforming their AI approach through this proven methodology. Your Weekly Experience Includes:﻿- Focused e-learning modules that build practical skills- Real-world exercises you can apply immediately in your everyday work- Mental models that transform how you think about AI and makes applying learnings 10x more effective- Micro-habits that make AI integration natural- Live ethical sessions with practical case studies &amp; peer discussions that expand your perspective This course has been designed to reduce the friction of learning to adapt to AI driven ways of work, as well as boosters to accelerate your learning journey. BONUS BOOSTERS- Create Your Personal AI Adoption Blueprint: Giving your a starting point for adapting your ways of working- Create Your AI Writing Partner: A CustomGPT that writes exactly like you (but faster)- Learn a Rapid AI Research &amp; Learning Workflow: Never fall behind on AI developments again- Redesign one of your workflows to be AI+Human collaboration Don't just keep up with AI—learn to lead with it. Join us and become the product or design professional who knows how to harness AI's potential while ensuring it's implemented responsibly. Let's build a future working alongside trustworthy AI we can all be proud of.

Build AI confidence: Responsible implementation for everyday work

Weekly Live Session, where we unpack 1 AI ethical principle using real world case studies and peer to peer discussions.

Wednesdays 

Learning contact time 1 hour self paced lessons + 1.5 hours weekly live session + community engagement. You'll be given practical exercises &amp; micro-habits to apply learnings directly to your AI use in your daily work.

Weekly Time Commitment

Designers, Product Managers responsible for designing and deploying AI Products. You want to scale your impact (without burning out)

Non-technical professional who want to learn AI, without being overwhelmed with technical jargon

Founders, executives &amp; managers who are responsible for AI product success and risk management

Without the right mental models, applying skills you learn is exponentially harder.

Learn new mental models essential for effective Generative AI use

Understanding AI's underlying capabilities helps you use it effectively, spot opportunities in various contexts, and solve specific problems. This knowledge empowers you to leverage AI optimally across different situations.

Learn AI capabilities without the tech jargon

Getting the best out of Large language models like ChatGPT &amp; Claude requires a clear set of instructions and all the necessary context to do a good job. Learn memorable techniques that will rapidly improve your prompting and the quality of AI outputs.

Master your communication with Generative AI system like ChatGPT

Learn practical skills in spot bias and fact-check output from large language models to reduce risk of inaccuracies or hallucinations.

Gain practical skills to critically assess AI-generated outputs, focusing on identifying inaccuracies and biases

Ethics workshops spotlight key principles through real-world case studies. Peer discussions unpack ethical dilemmas, using real world case studies of when AI goes wrong. This practical approach prepares you to apply ethics in your daily work

Learn to apply AI Ethical Principles to AI systems at work and how they could relate your personal life as well. 

Moving from experimenting adhoc with Generative AI to totally redesigning workflows to deeply integrate AI &amp; points for human oversight.

Learn methods to redesign new Human+AI ways of working

Data informed decision making will become critical in every role. Learn the basics of how to leverage AI to help me make better informed decisions.

Learn how to make better data-informed decisions

Master the skills in using Generative AI for work and implementing AI responsibly by building trustworthy AI products that drive adoption

Riley Coleman

Cohort 1 

The AI Tech Revolution is Here, But User Experience is Lagging Behind As AI rapidly transforms industries, businesses are racing to integrate it into their products. Yet, many are overlooking one critical factor: user experience. Powerful AI algorithms are only part of the equation—without thoughtful design, these technologies risk alienating users, creating frustration, and failing to deliver meaningful value. The problem? Designing for AI isn't the same as designing for traditional software products. It requires a new way of thinking, one that blends user-centered design principles with an understanding of AI’s capabilities and limitations.For designers and product leaders, the challenge lies in bridging this gap. The UX Design Gap in AIDespite the explosion of AI-powered products, many design teams struggle with:Understanding how AI changes user interactions and workflowsDesigning interfaces that are intuitive and transparent about AI functionalityBalancing user control with AI automationCreating trust through thoughtful design choicesPrototyping and testing AI interactions effectivelyBut it doesn’t have to be this way.With the right frameworks and hands-on experience, you can design AI-powered experiences that are clear, effective, and user-friendly. What You Will LearnThis course focuses on learning by doing. Over 4 weeks, you’ll work on a hands-on project, applying each week’s insights to create a portfolio-worthy AI design project.Week 1: Foundations of AI Design + Project KickoffUnderstand what makes AI design unique and the principles of user-centered AI design.Choose and scope your AI design project.Week 2: Designing AI Interactions and User FlowsExplore common AI interaction patterns (e.g., copilots, hybrid systems, conversational AI).Map out intuitive user flows for your AI-powered experience.Week 3: Prototyping and Testing AI ExperiencesBuild interactive prototypes of your AI designs.Test and refine your interactions to ensure usability and clarity.Week 4: Final Presentation + Portfolio PolishTell a compelling story about your AI design project.Create a polished case study ready for your portfolio. Build Confidence Through Hands-On PracticeThis course isn’t about theory—it’s about building, testing, and refining. Each week, you’ll work on your project with guidance, feedback, and peer collaboration. By the end, you’ll have:- A polished AI design project ready for your portfolio- Practical experience designing AI-powered interactions- The confidence to take on AI design challenges in real-world projectsWhether you’re aiming to lead AI design projects, expand your expertise, or land a role in the growing field of AI design, this course will equip you with the skills and insights to succeed.

The UX Design Challenge for AI Applications

Build foundational AI design skills with expert-led modules. Learn user-centered AI design principles, perfect for busy design leaders and professionals.

OnDemand Content

Design AI experiences and receive weekly expert feedback on your portfolio project. Build a real-world AI design solution, ready for your professional portfolio.

Capstone Project

Join live sessions with your instructor for Q&amp;A, portfolio feedback, and insights on AI design decisions. Ideal for design leaders guiding AI-focused teams.

Live Design Sessions & Portfolio Feedback

Get in-depth strategies for AI design, ideal for design leaders wanting to develop the skills to lead teams in the AI design landscape.

Access to Advanced AI Design Strategies

Receive an official certificate upon completion of the course, demonstrating your expertise in designing user-centered AI solutions.

Certificate of Completion

UX &amp; Product Designers. Ready to design impactful AI experiences? Learn to create AI-driven products and build a portfolio that stands out.

Design Leaders &amp; Researchers. Shape the future of AI. Master human-centered design principles and lead teams in creating AI interactions

Aspiring AI Professionals. Looking to enter the AI field? Develop the skills to design, prototype, and test AI solutions.

Gain a deep understanding of key AI design principles through our HCAI Design foundations Guide and lecture series

A Strong Foundation in AI Design

Learn to define northstar AI UX journeys and conversational UX flows using our AI Interaction Frameworks and Guides.

Hands-On Experience Designing AI User Flows

Build interactive prototypes with tools like Figma or VoiceFlow and refine them through structured Usability Testing Guides.

Practical Skills in Prototyping and Testing

Craft a polished AI design project, tell a compelling story using Portfolio Case Study Templates, and present your work with confidence.

A Portfolio-Worthy AI Design Project

Learn to design AI products that are intuitive and valuable. Build your AI project portfolio, get certified as an expert in UX for AI

Rupa Chaturvedi

Cohort 1

AI and other emerging technologies have the potential to offer product teams new and creative ways to improve experiences. However, teams will need to use them thoughtfully to achieve success.&nbsp;Customers aren’t asking for AI. They want products that are intuitive and solve real problems. As we move into this new era, customers are going to demand innovation. But not technology-driven innovation. They will seek experience-driven innovation that dramatically improves their lives. Your instructors, Jared M. Spool and Christine Perfetti bring decades of experience examining what techniques lead to teams delivering successful product experiences. They have researched hundreds of successful and struggling teams to identify themes and patterns in their approaches. You will learn that innovation is not a result of a single “aha” moment. It involves deliberate planning, collaboration, visioning, measurement and successive refinement. Avoiding the common trap of prioritizing shiny new features, the most successful teams will use AI and technology as a tool to deliver better products and services for their customers. This course integrates proven principles of innovation and customer-centric techniques to provide Product and UX leaders with approaches to deliver successful products and integrate technology where it makes sense. The leaders who will get ahead in this post-AI age will understand the fundamental principles that contribute to innovation. They will involve the right people, solve compelling problems, set a clear direction, and take an iterative, evidence-based approach to delivering outcomes. WHY THIS COURSE: •&nbsp;Empower your team with proven innovation principles: Learn from the practices of successful product teams, including Apple, Airbnb, Harvard Business School, GoFundMe, HubSpot, Netflix, and Zoom.•&nbsp;Create team alignment and set direction: Craft a product vision that inspires your team in a rapidly shifting market.•&nbsp;Cultivate collaboration and Iteration: Build a culture where innovation comes from collective team insight, evidence-based decisions, and continuous refinement.•&nbsp;Deliver measurable outcomes: Take an incremental approach to prioritize the right experience outcomes to ensure success.•&nbsp;Navigate the post-AI era with confidence: Balance technology and human-centered design to create products that improve lives.

Product managers and UXers can start preparing now for the post-AI shift

Session 01

Product leaders and senior product managers seeking to craft clear strategies, align their team, and lead transformative innovation

UX professionals wanting to boost their influence and drive the design and delivery of customer-focused products

Executives looking to create meaningful organizational transformation with a strong vision and strategic integration of technology

This course is for:

What you will learn from this course

While teams do not successfully innovate by using one process or methodology, they do take advantage of foundational techniques to significantly increase their odds of success. We will share what the research suggests the most successful innovators get right.

Master the innovation principles and how-to-techniques for delivering successful products

Great ideas rarely come from a lone genius, but from building on the ideas and work of others. Learn how to involve cross-functional stakeholders across the organization through a two-day Product Innovation Lab.

Cultivate innovation through team collaboration, ideation, and prioritization

Learn how to deeply understand the current experience and uncover customer needs to drive the process of ideating on solutions. You’ll avoid common pitfalls by focusing on the lives of your customers and the problems you can solve for them.

Frame the right problems to solve

Craft a compelling Experience Vision to guide your team and iterate as you collect new insights. You will learn how to deliver a compelling story of how the organization can achieve a successful transformation.

Set a vision and direction with the flexibility to measure and adapt

Your research program will build expertise across your organization, transforming everyone into the world’s foremost experts in who your users are and what they need.

Establish a continuous user and customer research capability, providing essential insights for making important product decisions

You’ll focus on measurement and learning and establishing clear Experience Outcomes as key steps to achieve progress and continuous improvement.

Adopt an incremental, outcomes-driven approach to product planning and delivery

Learn how to evaluate and prioritize product initiatives by involving your team, understanding customer needs, and focusing on ideas that align with business and user goals.

Prioritize the best ideas with collaborative, customer-centric techniques

You will see how to clearly define when each product is ‘done’ and ready to ship.

Demonstrate how every product decision in the roadmap is leading the organization closer to a successful transformation

Understand when and how to strategically use AI to improve customer experiences while keeping the focus on the customer value it will deliver.

Integrate AI and emerging technologies for the right use cases

Deliver breakthrough products and customer experiences by mastering the foundational how-to techniques and principles of innovation

Lightning Lessons

Realitycraft: Ethical Design Choices with XR Guild