Customer Obsessed Design

Berkeley Executive Education
Training overview
Professional Course
1 month

Course description

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 anobsessionwith understanding your customers’ needs.

Using the tools of customer-centric design, ethnography, innovation, 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.

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Who should attend?

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

Training content

The program is divided in 6 weeks:

  • Week 1: Ethnographic interviewing.
  • Week 2: Designing a Great Interview.
  • Week 3: Setting up Interviews to Capture Stories.
  • Week 4: Extracting Insights from Interviews.
  • Week 5: Using Insights to Guide Product Development. 
  • Week 6: Sharing Insights.

Course delivery details

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. 

There will be an emphasis on small group exercises and conversations, and peer coaching with classmates.

Optional coaching sessions will be available, please plan to reserve 4 hours between each week.


The fee of the education is $3,250 (USD)

Certification / Credits

Participants in the Certificate of Business Excellence (COBE) program will earn a mark of distinction from a world-class university, gain access to a powerful global network, and enjoy the flexibility of completing the program in up to three years. A UC Berkeley Certificate of Business Excellence allows individuals to create a personal learning journey structured by our four academic pillars to gain management essentials in Leadership, Entrepreneurship, Strategy, and Finance to drive both personal and organizational development.

About Berkeley Executive Education

Berkeley Executive Education | Leading with innovation & changing the way you learn

At Berkeley Executive Education you will explore a revolutionary learning experience that defies boundaries. Based on 2019 total enrollment revenue data, Berkeley Executive Education ranks #1 among public universities in executive education based on revenue and impact. All courses at...

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Contact info

Berkeley Executive Education

2220 Piedmont Avenue
94720 Berkeley California

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