Product Content Strategy and UX for Product Success: An Advanced Program
For experienced product content strategists and content designers, content-driven design practitioners, and early stage product managers
The Goal
The program is designed to work with you in making a shift from ‘work for product shipping‘ to ‘work for product success‘. In addition to being a content strategy course or a content design course, the program is an extension to our learning so far to widen our sphere of influence for leading teams, for a product-success-centric approach to our work.
An Audience-Centric Experience
You have a choice to design your program and select the topics that align with your interests and career path.
Track Categories: An option to select a program track category from the following.
- B2B enterprise (example – healthcare, financial institute)
- City design and civic tech (digital experience for a government)
- Product startups (a new PM or data analytics tool)
Tracks: An option to select a program track from the following.
- Customer journey > Onboarding > Customer success
- Product market fit > Design fit + Content fit
- System thinking > Models and frameworks
Example: You can enroll into any ‘category > track’ combination, for example:
- B2B enterprise (category): Product market fit > Design fit + Content fit
- City design and civic tech (category): System thinking > Models and frameworks
- Or any other combination
Special Guests
For some topics, you will see a guest as the co-host with me in the live video call. This gives you a wider perspective to apply your learning in the program.
“The program begins with the right awareness and culminates with the right habits.”
The Program Curriculum
You design it for yourself. The program runs for six weeks with two live calls in every week, each of 90 minutes. So, you can mark your calendar for 12 days in those six weeks. It includes:
- The general concepts: Common to all the participants (Day 1 to Day 3)
- Design your program: Selected topics from the specific program track and its category (Day 4 to Day 12)
Design Your Program
After you enroll, you can select one track category from the following. On Day 12 of the program, we shall map your learning and takeaways with your selected category.
- B2B enterprise (such as healthcare, financial institute)
- City design and civic tech (digital experience for a government)
- Product startups (new PM tool or data analytics service)
General Concepts
Day 1
Getting started, orientation, program goals, our work, why design, why content
Day 2
A cup or magazine, people, customers, functions, story, goals
Day 3
The bottom line, evidence based, customer journey, team, conversion, growth
Select Program Track
Track 1: Customer Journey > Onboarding > Customer Success
On Day 4 to day 12, we will discuss:
Identifying customer success criteria, onboarding
Example dashboard, product metrics
UX writing and positioning
Unfolding customer journey, omnichannel
System, frameworks, speed
Cross-context to other two tracks
Cyd Harrell
Track 2: Startup product market-fit > Design fit > Content fit
On Day 4 to Day 12, we will discuss:
Tie content goals to each interaction, onboarding
Content on speed, cross-functional
Quick wins, design scales ‘with’ content
Cross-context to other two tracks
Track 3: System thinking > Models and frameworks
Getting into system thinking [Guest]
Leadership tradeoffs [Guest]
Stakeholders map, system-driven
Cross-context to other two tracks
Guest
Cyd Harrell
The Dates
The program starts on 03 November and concludes on 11 December. Six weeks, two live calls every week, each call is of 90 minutes.
No Certificates: There are no certificates with this program. Your participation and your work in this program is your own public portfolio.
Only 12 Seats
Live
USD 1900Early seat: USD 1710, till 06 October (save 10%)
International applicants (outside India)
- 12 live calls with me and guests, each of 90 minutes, time for Q&A
- Self-paced recorded videos; in addition to the live videos
- Handouts or worksheets
- Access to a library of resources for program-related topics, talks, videos
Self-paced
USD 900Early seat: USD 810, till 06 October (save 10%)
International applicants (outside India)
No live calls- Self-paced recorded videos
- Recordings of live calls of your selected track
Handouts or worksheetsAccess to a library of resources- One live call with me on the last day, for two hours
Premium
USD 2700Early seat: USD 2430, till 06 October (save 10%)
International applicants (outside India)
Everything in the Live plan
Plus
- A 4-hours workshop at the end to relate the entire product experience in an internal project
- Access to Slack workspace for program
Early-stage Founders*
USD 1200Early seat: USD 1080, till 06 October (save 10%)
International applicants (outside India)
* Exclusive for early stage founders or product leaders, only four (4) seats
- Live calls, 2 calls of three hours each
- Review of product positioning, onboarding, conversion leaks, and the role of content everywhere
- customer journey,, SaaS pricing page, and sales narrative
Related readings: Onboarding and experience, SaaS pricing pages, Hey’s design failure
For anyone in India, please enroll by a transaction via Paypal to vinishjg (at) gmail (dot) com.
- After you enroll, I will contact you to know your track category and track. You can request for a change in either of these two, by 15 October 2020.
- The program is meant to bring more assurance to our work and goals. If you enroll for the program and later find out that you cannot make it, you can transfer your seat to any individual, at any stage of the program
Extra: All the participants get:
- A $50 value book on Amazon, pick any book from a library of books
- A free pass to Outcome 2021
- A high-quality personalized digital sticker that you can download
See the
Direct impact in your work
- Enhance your skills that you can apply in your work in current team, or anywhere
- Delights your managers and supervisors because they see direct value-add in your approach
- Keep your peers and your team working to raise the bar, it brings more focus and purpose in the work.
Speak in the language of products and business success and not only about the content
Open new paths
- Silos? These are the habits, and we can channelize our habits
- Velocity? Bring product-centric acceleration in your decisions
- Buy-in? Show with small wins and early wins
Raise your personal brand, your profile, and your resume while seeking new work
The program is less about the technical skills and is more behavioral in nature. Our focus is to discuss and find ways to raise the standards for how we approach our work at the strategic level, and then how we translate it into our actual work.
Compare it with your current framework
- What you might be doing in 2 years from now
- Think of someone whom you admire for their work. What are you doing to do that kind of work?
Product content strategists and content designers should be working more closely with the product metrics
The unseen benefits
- Brings more confidence in the team
- Bridges the capability gap
- Makes the product ownership more inclusive
A product-centric and result-driven approach, brings you closer to engineering, RevOps, and customers
But why yet another program? When UX is user-centric, business-centric, citizens-centric, does it retain the same centricity when the product grows? (See related reading.)
When product scales, how it impacts the content or design. Do the design components and the content scale in proportion and in the same direction? Where the product disintegrates, and why?
This is not another content strategy course, or a content design course, or a UX course. This is a product success program.
Meaning. Let’s find it together. Get your seat today.
Vinish Garg
The program host
Vinish Garg is the program host. Vinish works as an independent consultant on the intersection of product UX, content strategy, and brand narrative strategy. He shares his experienced on Medium, on Substack, and he owns a UX conference, Outcome. In October 2020, Vinish is presenting at the Utterly Content conference (see day 2).
Know the co-hosts
Rahel Anne Bailie
A results-driven, seasoned consultant with extensive experience in digital transformation. Rahel has a strong track record of delivering end-to-end content systems in the context of digital strategy projects, often in environments with complex content delivery requirements.
Noz Urbina
Partners
I have just announced the program. If your product, services, or business model align with the program goals, get in touch at vinish.garg@vhite.com.
copyrights 2020 Vinish Garg.
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