Design Thinking + User Centered Design


Warning: This is a new type of course going beyond traditional classroom learning and into experiential learning. Participants learn by doing, literally. 50% of work is done outside (off-campus) the classroom.


The class starts with an introduction to Design Thinking and User Centered Design. Participants will learn how to transform marketing requirements into desirable user experiences for your sites or apps.

In this class, you will learn how to validate ideas in order to detect and articulate emotional value from your web design and development efforts. By the end of the class you will have applied hands-on experience with creating 3D profiles of your target audience using field studies, user journeys, personas and empathy maps to brainstorm and ideate new solutions.

Next you will learn rapid prototyping techniques using Lean UX techniques. We will work as a group to generate dozens of new design solutions quickly. Finally you will learn the industry leading technique for testing wireframe ideas with users: usability testing. The field study and usability testing will involve actual customers, recruited in advance of the training by Experience Dynamics.

Blending the industry standard thought leadership techniques of Design Thinking with User Centered Design, you will leave this class armed with creative skills and tools to tackle design and marketing problems. You will learn how to become a better communicator with developers and designers and how to leverage an Outside-In design approach.

How it works:

Your team selects a project to work on during the training in advance of the training. This gives the training a truly hands on project that has real business needs and constraints behind it. The learning activities and exercise will take place using actual customer involvement.


  1. Hands-on field-work (learn with a real project). Teams of 2-3 will go out to customer homes/work places to gather UX requirements.
  2. Choose a real project of your own to work on (increased relevancy); Learn using real customer data.
  3. Develop key Design Thinking skills: Observation/ Prototyping and Testing.
  4. Learn how to design to drive up user engagement and motivation, critical for improving customer conversion, user satisfaction and engagement.

Length of class: 3 days or 5 day option

Cost: 3 day: $2,995 per person

Note on cost: This is an Applied Training meaning it involves true learning-by-doing including an actual field study and usability test with up to 10 customers.

What You Get: 

What You Get:

  1. Design Thinking Toolkit
  2. PDF Notes (PPT)
  3. Access to Trainer with any questions

Frank Spillers, MS (CEO, Founder & CXO)

Frank Spillers is a distinguished speaker, author, and internationally respected Senior UX practitioner and UX Master Trainer. He is a world expert in improving the design and user experience of products, services, and experiences across numerous industries and applications. A recognized leader in the field, Frank has successfully applied 22 years of advanced knowledge of UX and Human-Centered Design methodology in Fortune 500, non-profits, and corporate environments globally.

A recognized subject matter expert by the U.S. Department of Labor, Frank has developed new UX techniques for understanding user needs, assessing user experience, and conducting rapid design prototyping. Recently, he has contributed ground-breaking research on the impact of design and emotion. His current work has been profiled in leading industry publications including The Handbook of Task Analysis for Human-Computer Interaction, MarketingSherpa's Landing Page Handbook, and the book-- The Persona Lifecycle.

Before founding Experience Dynamics in 2001, Frank managed usability consulting for WebCriteria (now IBM Analytics) and worked with students of Dr. Donald Norman (the grandfather of Human-Centered Design) at Intuitive Design, a San Diego-based User-Centered Design consultancy. His current clients include Microsoft, Intel, IBM, Logitech, GE, Hewlett-Packard, KeyBank, Four Seasons, Chase,, and He has trained over 70,000 UX designers globally and continues to teach through his mentoring group:

Frank received his Master's in Cognitive Science (MS) from Birmingham University, UK in the user experience of virtual reality with an emphasis on collaborative virtual environments.

Email Frank

Who’s Attending our Training?

American Airlines
American Express
Blue Cross Blue Shield
Business Objects
Calvin Klein
Capital Group Companies
Capital One
Drexel University
EMC Corp
GE Healthcare
Geico Insurance
Hartford Insurance
Hilton Hotels
Hitachi Consulting
Home Depot
John Deere
Mentor Graphics
Providence Health System
Research In Motion
State Farm Insurance
State of Michigan
State of New York
Sun Microsystems
Tulalip Tribes
US Bank

Satisfaction Guarantee

We want you to be completely satisfied with our trainings and to be rewarded by each investment you make with us. Your satisfaction is ensured with our 365 day money back guarantee. If you are not completely happy with a training you purchase, you have the privilege of qualifying for a full refund, credit or replacement of the initial amount for a period of 365 days after the date of purchase.

Others Who Attend Say...

"The open format structure of the training was refreshing- it didn’t feel canned. It was very useful to focus on material applicable to our projects”.
— Logitech