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BUS 57 W — An Introduction to User Experience (UX) Design in Product Leadership and Management

Quarter: Fall
Course Format: Online (System Requirements)
Duration: 7 weeks
Date(s): Sep 23—Nov 8
Drop Deadline: Sep 26
Unit: 1
Tuition: $605
Instructor(s): Aswin Pranam
Limit: 45
Status: Closed
Please Note: Online courses have a new refund policy. The full tuition refund deadline for this course is September 26th at 5:00 pm (PT); 50% tuition refund deadline is October 1st at 5:00 pm (PT).
Sep 23—Nov 8
7 weeks
Drop By
Sep 26
1 Unit
Aswin Pranam
Please Note: Online courses have a new refund policy. The full tuition refund deadline for this course is September 26th at 5:00 pm (PT); 50% tuition refund deadline is October 1st at 5:00 pm (PT).
In today’s competitive technological climate, good design is a distinct advantage in boosting product adoption, user satisfaction, and market success. Design-centric organizations are outperforming the S&P 500 in market value by adopting a design-thinking mindset and investing in building usable, frictionless products. The attention and focus on user experience (UX) has increased dramatically in recent years, a trend that no doubt will continue well into the future. This course provides an introduction to the basics of user experience design, design thinking, and user-focused product development. Students in this course will build a wellrounded UX knowledge base by stepping through the techniques of UX research (persona development, storyboarding, usability testing), examining design principles of the world’s most successful organizations, leading a design sprint to rapidly prototype new ideas, and deep diving into case studies of successful (and unsuccessful) product launches. In addition, students will develop familiarity with industry-standard tools for wireframing, prototyping, building journey maps and flows, and A/B testing. Finally, we will cover tips for helping product and business leaders to engage in a collaborative, productive way with UX designers, investigate considerations for emerging interfaces (e.g., voice, augmented reality, and virtual reality), and incorporate user feedback into the iterative design process.


  • Course sizes are limited.
    You won't have 5,000 classmates. This course's enrollment is capped at 45 participants.

  • Frequent interaction with the instructor.
    You aren't expected to work through the material alone. Instructors will answer questions and interact with students on the discussion board and through weekly video meetings.

  • Study with a vibrant peer group.
    Stanford Continuing Studies courses attract thoughtful and engaged students who take courses for the love of learning. Students in each course will exchange ideas with one another through easy-to-use message boards as well as optional weekly real-time video conferences.

  • Direct feedback from the instructor.
    Instructors will review and offer feedback on assignment submissions. Students are not required to turn in assignments, but for those who do, their work is graded by the instructor.

  • Courses offer the flexibility to participate on your own schedule.
    Course work is completed on a weekly basis when you have the time. You can log in and participate in the class whenever it's convenient for you. If you can’t attend the weekly video meetings, the sessions are always recorded for you and your instructor is just an email away.

  • This course is offered through Stanford Continuing Studies.
    To learn more about the program, visit our About Us page. For more information on the online format, please visit the FAQ page.

Aswin Pranam, Senior Product Manager, McKinsey & Company

Aswin Pranam is a product manager with experience building and scaling software products and internal ventures. Before coming to McKinsey, he worked in technology roles at Google, Boeing, Disney, and IBM. He is the author of Product Management Essentials: Tools and Techniques for Becoming an Effective Technical Product Manager. Pranam received an MBA from Carnegie Mellon and an MS from Johns Hopkins.

Textbooks for this course:

(Required) Don Norman, The Design of Everyday Things, 1st Edition (ISBN 1452654123)
(Recommended) Jake Knapp, Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days (ISBN 9781442397682)