Product Design Masterclass

3 half-day sessions
7th December, 2020 : 14:00 – 17:30 GMT | 9:00 – 12.30 EST

8th December, 2020 : 14:00 – 17:30 GMT | 9:00 – 12.30 EST

9th December, 2020 : 14:00 – 17:30 GMT | 9:00 – 12.30 EST

Why should you attend this masterclass?

In today’s rapidly changing world, a high percentage of products fail to become successful or to even launch. In this masterclass, you will learn how to apply the latest thinking, tools and processes used to create some of the world’s most successful products.

This course is an experiential education program that helps people working in and around product management to acquire the skills and competencies to define products and services that satisfy the needs of the customer and solve real problems.

You will learn techniques and tools from many modern schools of product management including Design Thinking, Agile and Lean and align them with the outcomes of Value, Flow and Quality. Throughout the sessions, you and other participants will build on an initial problem pitched to you, creating a rich learning experience anchored around real work.

If you are a Leader, Product Manager, Product Owner or UX professional looking for hands-on practical tools for designing products then this masterclass is for you.

Proven effective

Expected outcomes

Upon completion of the masterclass, participants will have obtained the skills and knowledge to:

  • Examine the roles of product as characterized today and relate it to their own context
  • Understand the underlying tools and techniques required to research customers and users and turn those insights into personas
  • Find the real problems to solve by understanding ‘the why’ and avoiding wasted development resource and time
  • Design value propositions and experiments to test, including hypotheses and metrics for success
  • Build prototypes that engage
  • Conduct experiments and interpret results to inform future product development

Masterclass outline

VFQ Masterclass - Day 1
Day 1:
Discovering valuable ideas.
7th December, 2020 : 14:00 – 17:30 GMT | 9:00 – 12.30 EST
  • The product mindset
  • Running product discovery
  • The Design Thinking approach
  • Finding problem-solution fit
VFQ Masterclass - Day 2
Day 2:
Being truly customer experience driven.
8th December, 2020 : 14:00 – 17:30 GMT | 9:00 – 12.30 EST
  • Profiling customer
  • Mapping the customer journey
  • Using a canvas to bring it all together
VFQ Masterclass - Day 3
Day 3:
Learning quickly with fast feedback.
9th December, 2020 : 14:00 – 17:30 GMT | 9:00 – 12.30 EST
  • Prioritizing our best solutions
  • Designing experiments
  • Using prototypes to gain fast feedback


This includes 3-month’s free VFQ Membership where you will have access to all our online courses, learning modules and techniques.

Meet the presenters

Chris Wallace - Product Management CoP Lead

Chris Wallace

Product Management Community of Practice Lead for Emergn

As a Product Practitioner, Chris comes with a wealth of experience across the Financial Services and Education industry and has a record of building products and services that deliver great customer experience and dominate the target market. His experience in EdTech and FinTech has led to becoming an evangelist of the minimum loveable product and specializes in implementing the correct models to help companies build the right thing and build that thing right.

As a coach and educator, Chris is responsible for the creation of Emergn’s Product Management approach and has designed Product Solutions for some of the largest companies in the world, enabling others to build products that their customers love over and over again.

Jonathan Buttle-Smith, Principal Consultant at Emergn

Jonathan Buttle-Smith

Principal Consultant for Emergn

Jon has worked in the product development space for the past 20 years. Having worked in a diverse range of industries (Broadcast media, Telecoms, Retail, Finance) and regions (UK, US, AUS, India, Europe), he remains passionate in his belief that an insight-driven and customer-centric approach are key to long term business success. With much of Jon’s career focusing on consumer-facing products for companies like Bloom and Wild, Unidays, Moonpig, Photobox, Sky and Tesco, the apps created under his leadership have been downloaded over 50 million times, won 5 industry awards and 2 are listed in Apple’s Best 100 Apps of All Time.

Emergn logo

About Emergn

At Emergn, we are enablers of ideas, champions of our client’s vision and recognized experts at using innovation to help better connect with customers. We are passionate about bringing ideas to market in the most impactful way, helping clients place their customers at the heart of their business.

We combine the understanding of strategy, business and the customer with an end-to-end view to bring the most valuable ideas to market quickly, and with quality driven by fast feedback. Our expertise in product management and design, together with experienced consultants and talented developers, seamlessly blend together to improve how people and companies work.

To learn more, visit our website.

About VFQ

VFQ is Emergn’s work-based learning program, specifically for people who work in product management and agile roles. It supports enterprises and individual learners who want to adopt modern ways of working so they can deliver better products and services, compete more effectively in the digital economy, or bring new ideas to market.

We know that the most sustainable learning is work-based, gained through actual experience.  VFQ is designed to help you put concepts into practice as it encourages a ‘learn by doing’ mindset. It gives you a new lens to look at your work and all the tools to start making improvements in Value, Flow and Quality.

To learn more about VFQ, download our brochure.