Understanding users' motivations can help you create products and services that better match their needs. This micro-credential is ideal for both tech and non-tech professionals who want to learn evidence-based techniques to design goal-oriented software, products or services that users will love.

 

Explore user goals, motivations and emotions

Examine fundamental user-centred and goal-directed design concepts, and discover how users' motivations, goals and emotions influence the way they interact with products and services.

 

Understand motivational models and how to apply them

Explore how motivational models and the research-backed 'do/be/feel method' can be used to develop a high-level understanding of user goals. Learn how to apply the method and gain the confidence to run this type of workshop for your team.

 

Create personas and user stories to design better products

Putting your new knowledge into practice, you'll interview users and stakeholders to understand their motivations. You'll use this data to create personas, user stories and story maps that describe stakeholders requirements and how your project can meet them.