Part of the Product Development Fundamentals workshop series (19 independent workshops across 6 modules; 5–20 participants). Each sub-item below is deliverable standalone or as this full module. Modules 2, 3, 4, and 6 include hands-on exercises.
2a. Understanding People’s Behavior (20–30 min)
Neuroscience of how people connect to companies through values, not brands. Covers what Nike actually sells, and how a PM uses core company values as the lens for every product decision.
2b. Personas & Customers (20–30 min)
What a persona is, how to define the scale of a customer problem, and how to move from “I think people want this” to a grounded description of a real human and their need.
2c. Developing Personas (45–60 min · hands-on)
Workshop: participants build a persona from scratch, moving from a vague customer idea to a named, characterized, problem-defined persona a whole team can align around. Includes a 20-minute empathy mapping exercise.
2d. Developing Use Cases (30–45 min · hands-on)
Workshop: participants write use cases from their personas. Covers the use case format, how to derive requirements from customer behavior, and how a use case becomes the bridge between customer understanding and product specification. Includes a 10-minute use case writing exercise.