Take the guesswork out of building great products

Get customers to reveal exactly what they need so you build winning, money-making products from the beginning.

Sara Sodine Parr

with

Sara Sodine Parr

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I’ve worked at some of the most valuable and fastest growing companies in the world. 


I’ve been part of startups that were just getting by. 


And I’ve seen some that failed. 


The difference between the ones that succeeded and the ones that failed?

Building for customers' needs.

Who is this course for

01

Product Managers & Founders

You're responsible for building a successful product and want to stop wasting resources on products that flop.

02

Designers

You're responsible for user experience and know it starts with understanding users' needs.

03

Marketers

You're responsible for communicating your product to customers and want to speak to their needs.

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See what people are saying

        When we buy a new business, it’s important to get to know our new customer base. Sara taught us frameworks to simplify this process and get the insights we need.
Sieva Kozinsky
Sieva Kozinsky
CEO, Enduring Ventures
        If you want to understand your customers’ behavior, I wouldn’t hesitate to take this course. Sara does a great job distilling her knowledge into actionable tactics.
Cathryn Lavery
Cathryn Lavery
Founder & CEO, BestSelf Co
        Sara’s research expertise was essential in helping our team build complex business tools for an industry we weren’t familiar with. Her approach to testing ideas and designs clarified what we should build and how the user experience should be designed. If you’re a designer who cares about building the best product for your users, work with Sara!
Cynthia Chen
Cynthia Chen
Product Designer, Stripe
        Sara brings vast expertise in tackling complex problems and deducing the customer insights you need to guide the product development process. She's an excellent teacher and will help you grow from basic customer interviews to deep understanding and insights.
Jao Reis
Jao Reis
Director of Product, Nubank
        Knowing your customer is essential to marketing, and talking to your customers is one of the best ways to get to know them. Sara’s course will make this practice less intimidating and unlock your ability to understand your customers on a deeper level.
Roman Khan
Roman Khan
CMO, Raycon
        Too often founders don’t know how to ask the right questions to get the answers we need to build the best products. Sara will make it easy for you to build that connection with your users. You’ll find it much easier to discover what your users need and prioritize the right features to build.
Emma Waldron
Emma Waldron
Founder & CEO, WiLDE
        Understanding your customers is key to great product management. Sara is an extremely talented researcher who knows how to translate her skills to PMs at any level.
Dan Li
Dan Li
Product Manager, Faire
        Sara is a master at getting user insights and instilling them into the design process. She helped transform our designs into a better experience for our users.
Jenn Kamas
Jenn Kamas
Product Designer, Airbnb

Topics covered

When to interview customers to get the best ROI


What questions to ask to get the truth from your customers


Common mistakes to avoid that give you false data


Distilling interviews into actionable insights


Making insights-driven product decisions
Simple execution to get valuable insights within a week
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You'll learn how to interview your customers to uncover game-changing insights and spot winning product opportunities. You’ll learn research strategies, tactics, and frameworks I've learned from helping build small startups to multi-billion dollar companies.

Meet your instructor

Sara Sodine Parr
Sara Sodine Parr
Lead Researcher for Airbnb

Hi, I’m Sara! I've worked at small startups to big companies like Facebook and Airbnb where I’ve helped teams discover their customers’ needs and unlock the secret to product success. 

This course is based on my time interviewing hundreds of customers to design thousands of product features.

You'll learn the tactics billion dollar companies use to understand their customers and design lovable, lucrative products. 

I want to save you time, money, and most of all, heartache by helping you Build The Right Thing!

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Course syllabus

01

The right time for discovery

When does it make most sense to do customer research? Knowing when to talk to your customers is more important than knowing how to do it. You’ll learn when it’s most valuable to talk to your customers and inject product development with customer insights.

02

Asking insightful questions

Asking your customers bad questions will lead to dishonest or unhelpful answers. You’ll learn how to go beyond “Would you use this?” and ask questions to get concrete, actionable insights on your customers.

03

Interview delivery

We’re conditioned to sell and perform. But conducting an interview is completely different from a sales call, team meeting, or presentation. You’ll learn how to conduct an interview to make your customers comfortable and open.

04

Distilling conversations into insights

Customers say a lot in a 30-minute interview. You’ll learn how to cut through the noise and take away actionable insights. 

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You'll plan strategic customer interviews for your product to get to the core of what your customers need.


You'll leave this course with customer research frameworks to discover new opportunities, improve your decision making, and build a product people want to buy.

Learning is better with cohorts

Learning is better with cohorts
Active learning, not passive watching

This course focuses on live workshops and hands-on projects

Learn with a cohort of peers

You’ll be learning in public through breakout rooms and an engaged community

Accountability and feedback

You'll share your work and get feedback from Sara

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Frequently Asked Questions

I am super busy. Do I have time to take this course?
Will you teach live lessons?
Do I need to attend every session live?
Who is this course for?
My team's moving quickly. Do we have time for customer research?
Why are you teaching customer interviews?

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