Customer Obsessed Design for Product Management

Customer Obsessed Design

for Product Management

About the Program

Why do people love their Dyson vacuums more than their Dustbusters? How did Salesforce quadruple average contract value for key clients while dramatically improving customer satisfaction? How did Airbnb advance from an inflatable bed in the founder’s apartment in 2007 to a $100B valuation in 2020, during a pandemic? In Customer Obsessed Design for Product Management, the people who make stories like these possible will show you exactly how they do it.

It’s more than just paying attention to your customers. It is an obsession with understanding your customers’ needs.

Using the tools of customer-centric design, ethnography and storytelling, you will learn how to conduct successful customer and user interviews, extract important customer insights from those interviews, share those insights with key stakeholders in your company, and galvanize action around those insights. You will learn how transformative customer experiences are created.

Learn How to Conduct Effective Interviews
Using the tools of ethnographic interviewing, you will select subjects, create interview guides, conduct interviews, analyze your performance, learn from your fellow classmates, and then do it again.
Extract Powerful Customer Insights from Interviews
Learn to recognize the gaps between how your customers experience their environment, and how that environment is currently built. Learn to explore needs before jumping to solutions, and to rapidly reframe problems so you are solving the right ones.
Share Insights
Using the tools of storytelling, learn to bring customer insights to life inside your organization in a variety of ways. Shift your organization’s perspective from what the customer wants to why they want it. Be less reactive, and enable an aligned, strategic decision-making process.
Galvanize Action within Your Organization
Building on your storytelling skills, learn to imbed customer insights into the product design and planning process so those insights become the default driver of strategic product decisions. Learn tools, like customer-centric roadmapping, to imbed customer insights into existing planning tools and processes you already use.

Program Dates

Cost & Features

Program Fee
  • Instruction hours will be live, in real time, with professors and classmates, held on Thursdays from 9:00 am-12:30 pm PST, for six weeks.
  • Before the first live meeting and between live meetings, the program  will continue online, with short video lectures, interview examples, class discussions, readings, and field assignments. 
  • Participatory, active program design, with an emphasis on small group exercises and conversations, and peer coaching with classmates.
  • Optional faculty coaching sessions held on Wednesdays from 10:30 AM -12:30 PM PST 
  • Lab platform 
  • Exclusive networking opportunities and access to the program alumni community.
  • Extended post-program access to select course material.
  • Customer Obsessed Design for Product Management (Online) Certificate of Completion 

Who It's For

Customer Obsessed Design for Product Management was created for product development and product management professionals who want to differentiate from their competitors and create world class customer experiences. This training program is relevant whether your customers are B2B, B2C, within your company, or external to your organization.

Specific job roles that can benefit from attending the program are: 

  • Product Managers
  • Product Marketers
  • Product Designers 
  • Program Managers
  • UX Designers
  • Engineers
  • Marketing Professionals
  • Research & Development Professionals
This program counts toward a
Certificate of Business Excellence
Curriculum Days 
Strategy & Management or Entrepreneurship & Innovation

A UC Berkeley Certificate of Business Excellence gives individuals the opportunity to create a personal plan of study structured by our four academic pillars. Participants will earn a mark of distinction with certification from a world-class university, and enjoy the flexibility of completing the program in up to three years.


Interested in attending this program with a group of your colleagues?

Interested in customizing this program for your organization?

Learn More

The Merging of Design & Product Development

Design Thinking & Innovative Cycles


Program Coach

kim fischer circle 184x184 px-min.png


  Kim Fisher is a former software CEO and Product Management Executive who now focuses on designing courses for, and coaching,     Product Managers. She has also led incubators for start-up companies.   


Have More Questions?

Visit our FAQ Page or Contact Us.