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Human-Centered Engineering: Theories, Frameworks & Tools for Innovators

5 Weeks

·

Cohort-based Course

Build like an anthropologist thinks: humans have adapted tools for millennia. Learn to build tech for real-life rituals, not imaginary users

Previously at

Amazon Web Services
New Relic
Meta
Booz Allen Hamilton
Ableton

Course overview

From Building for Imaginary Users to Designing for Real Human Complexity

You're already doing behavioral science. You just call it system design, or debugging, or optimization.


Watch any good engineering team discuss edge cases, and you'll see behavioral researchers at work. They're imagining real users, predicting failure modes, designing for humans they've never met.


The problem isn't that engineers ignore users. It's that brilliant technical minds are looking for systematic ways to turn cultural insights into better code.


What eleven years partnering with engineering teams taught me

Engineers ask behavioral science questions all the time: "How does this break?" "Who maintains this?" "What happens at scale?" You're just asking them about systems instead of human behavior patterns.


At AWS, New Relic, or any of the technical teams I've partnered with (enterprise to early-stage startups), the smartest teams weren't just optimizing models: they were mapping organizational change and predicting behavioral patterns. Infrastructure engineers were already studying user behavior in logs and designing for human workflows.


You already think systemically. You already know technical decisions have social consequences.


What you'll actually learn


Design human systems like technical ones 

Apply the same systematic thinking you use for architecture to understanding human behavior. Trace execution paths through organizational dynamics.


Spot cultural patterns like code smells 

Translate insights about human complexity into architecture decisions. Document edge cases that actually matter.


Test cultural assumptions before shipping 

Develop methods for validating user needs the way you validate performance requirements.


We'll build on what you already do

You version control code—we'll apply that same rigor to tracking how human needs evolve. You know premature optimization causes problems—same with premature cultural assumptions.


The best engineers I work with understand that readable code and intuitive interfaces follow similar principles. They've noticed diverse teams ship more resilient systems.


Real examples

Database architects who design for developer mental models, not just query performance. Security engineers who prevent breaches by understanding human behavior around passwords. Front-end engineers who build interfaces that feel obvious instead of clever.


The outcome

Same smart engineer, better tools. Your code reviews will catch cultural assumptions. Your system design will account for how humans actually collaborate and adapt.


Six weeks, cohort-based. For engineers who know good technical decisions require understanding the humans who live with them.

I study how engineers navigate human complexity, then help teams systematize what they're already doing informally. The engineers I work with teach me as much as I teach them.

Who is this course for

01

The Pattern-Spotter: You've noticed thinking teams ship better code and that user requests aren't what they actually need: more insight.

02

The Engineering Manager: Get practical frameworks for embedding cultural insight into sprint planning, code reviews, and technical strategy.

03

The Systems Thinker: You already design for maintainability and team collaboration. Apply that thinking to lived user behavior & adoption.

04

The Imaginative Builder: Tired of shipping elegant code to noone? Frameworks for building tech that fits actual modes of working & doing.

What you’ll get out of this course

Understanding users in their "native habitats": you'll have a methodology for turning behavioral insights about into technical requirements.

You'll spend 90 minutes watching someone actually use your product (not in a conference room) and walk away with 3 things to build differently. I'll teach you the "Context Mapping" trick that helped AWS teams stop guessing what enterprise customers actually needed.

Map deep cultural and philosophical concepts onto organizational behavior, user adoption, and community dynamics

You'll spot at least 2 deep patterns from anthropology (think gift economies or ritual boundaries) happening right in your own company. Then figure out why Slack thrives while your internal tool gets ignored. Philosophy meets product strategy.

Develop methods for talking to users: testing assumptions before shipping features that affect how people live and work. Hacks and tools.

You'll learn 5 ways to interview people that actually work—plus my cheat sheet for testing assumptions before you ship something that breaks people's workflows. Spoiler: "what do you want" is the wrong question.

Use product storytelling, based in ethnographic (participant-observation) to build user stories that capture edge cases, smart requirements

You'll rewrite user stories using real observational data instead of personas someone made up. My "thick description" method helps engineers understand the messy reality behind user behavior, not just the sanitized version.

Learn to spot cultural patterns the same way you spot code smells, and translate those insights into technical architecture decisions

You'll recognize 7 warning signs that you're building for yourself instead of users. I'll show you how to catch these "cultural code smells" in architecture reviews and turn anthropological insights into better technical decisions.

Read some really imaginative work about what makes humans tick and how we use tools: classics on ritual, the birth of fire, and media theory

We'll dig into some wild stuff—McLuhan on how tools shape civilization, Lévi-Strauss on bricolage, McLuhan on media as body extensions. Then connect these big ideas to why your API design matters more than you think.





Retry


What’s included

Ali Maaxa, Ph.D.

Live sessions

Learn directly from Ali Maaxa, Ph.D. in a real-time, interactive format.

Lifetime access

Go back to course content and recordings whenever you need to.

Community of peers

Stay accountable and share insights with like-minded professionals.

Certificate of completion

Share your new skills with your employer or on LinkedIn.

Maven Guarantee

This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.

Course syllabus

3 live sessions • 8 lessons

Week 1

Sep 30—Oct 5
    Nothing scheduled for this week

Week 2

Oct 6—Oct 12

    Module 1, Week 1: Systems, Nature, & People

    1 item

    Module 1 Activities

    1 item

    Activities

    1 item

Week 3

Oct 13—Oct 19

    Module 2, Week 2: The Hidden Patterns: Tools, Technology, & Innovation

    1 item

    Oct

    14

    Session 2

    Tue 10/145:00 PM—6:00 PM (UTC)
    Optional

    Activities

    1 item

Week 4

Oct 20—Oct 26

    Module 3, Week 3: Ritual, Process & Storytelling

    1 item

    Oct

    21

    Session 3

    Tue 10/215:00 PM—6:00 PM (UTC)
    Optional

    Activities

    1 item

Week 5

Oct 27—Oct 29

    Module 4, Week 4: Human vs. Machine (The Future Needs YOU!)

    1 item

    Oct

    28

    Session 4

    Tue 10/285:00 PM—6:00 PM (UTC)
    Optional

What people are saying

         "I have seen ProductTheory work wonders for engineering teams close up, and can’t recommend their work enough for making products customers will actually buy. Their PMF framework, design partner program, and trainings have deep impact, and they put their deep industry credentials in practice."
Jim Gochee

Jim Gochee

Apple, New Relic CTO
         "We needed to get unstuck when it came to the question of what kinds of customers to target with our build. Under a tight timeline, ProductTheory helped us build for our ideal customer, the size of our target market, and how we can show them the value of our app before they even try it."
Jaron Heard

Jaron Heard

CEO, Soonlist

Meet your instructor

Ali Maaxa, Ph.D.

Ali Maaxa, Ph.D.

This is where you'll add your bio as a way to establish credibility and demonstrate to your audience why you're the right person to teach this course.

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Human-Centered Engineering: Theories, Frameworks & Tools for Innovators

Course schedule

4-6 hours per week

  • Tuesdays & Thursdays

    1:00pm - 2:00pm EST

    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

  • May 7, 2022

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

  • Weekly projects

    2 hours per week

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

Free resource

FREE CANVAS: 8 Essential Techniques for a Human-Centric Build

Have you ever shipped a feature you were proud of, only to watch usage analytics flatline? Or received feedback that made you wonder if you built the right thing at all? You know good engineering requires understanding real user needs, but surveys and personas feel like guesswork.


A systematic framework for building technology that people actually use.


Ever shipped something brilliant that nobody adopted? This canvas walks you through 8 techniques for embedding behavioral insights into your build process—from initial discovery through evolution

Get the free canvas now

Learning is better with cohorts

Learning is better with cohorts

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

Frequently Asked Questions

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Human-Centered Engineering: Theories, Frameworks & Tools for Innovators

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