PRODUCT DESIGN | A live online course with Senior Product Designer at Linkedin | ELVTR
with Senior Product Designer
at Linkedin
07 SEP 2021 - 14 OCT 2021

Digital Product Designers have the incredible opportunity to shape how millions of people interact and solve problems day-to-day.

Get equipped to be the Product Designer you want to be in this live course with Simone Ferraro, the talent behind digital products like LinkedIn Jobs and Skype.



Each lesson takes you deep into one aspect of the digital product design process, from the very first analysis to the presentation of your final prototype. Learn how to build a repeatable product design process for ideating, prototyping, and testing solutions.


Get practical every week in demos, labs, and assignments. Simone won't just show you how to design amazing tech products, he'll put you to the test.


Step beyond the basics. Get trained in 11 project-workflow frameworks that Simone uses every day at LinkedIn, and build your own high-fidelity prototype.


Get direct feedback on your work from a LinkedIn Product Lead. Simone will work with you in labs, assignments, and office hours to apply the principles behind great tech products, at every stage of design.


Develop your own product prototype from start to finish. You'll end the course with a portfolio piece showcasing your ability to transform user research into high-fidelity, interactive designs.


Elevate your earning potential. You'll come away from this course able to create more thoughtful, sophisticated solutions and excel in a field with an average salary of $104K.

LinkedIn Profile
  • Senior Product Designer for LinkedIn Jobs
  • Key player in design of digital products reaching over 320 million users worldwide
  • Designed key components of Skype's UI and UX design for a wide range of clients (Android, Xbox, and desktop)
  • Led design of an experimental Microsoft product for firstline workers, focusing on information architectures communication capabilities
Simone Ferraro
TUE (9/7), 5 PM PST/8 PM EST
Getting Started in Digital Product Design

The heart of product design is solving problems. This class dives right into one of the most fundamental aspects of that process: understanding the users that you try to help and their problem.

  • Understanding, observing, and researching your users
  • Onboarding the team and gaining trust
  • What your competitors can teach you

Assignment #01: Let’s kick off your product design process. Start by picking a product design project from the prepared list, or come up with your own. Analyze the problem and, if you can, observe how the problem unfolds in the user’s hands. The outcome of this phase should be a list of findings around your users that you’ll keep in mind during the entire process.

THU (9/9), 5 PM PST/8 PM EST
The Problem Statement

The problem statement is your North star for the entire design project. This class breaks down how to distill the user problem into a strong problem statement that can serve as your foundation moving forward.

  • What's your problem statement?
  • The role of the product designer when defining a problem
  • Getting from "fast horse" to solution: Translating user feedback

Assignment #02: Now that you’ve identified who your users are and what their experience is, create a problem statement capable of aligning the entire team.

TUE (9/14), 5 PM PST/8 PM EST
Design Principles

Once you have a handle on the problem, it’s time to define a set of principles that will serve as laws, guidelines, biases, and design considerations throughout the process. Simone will walk you through the different types of principles from universal all the way to product-specific principles.

  • Design principles are the map to your solution
  • Design principles level-by-level
  • How to formulate design principles

Assignment #03: Use your problem statement and what you know about your users to define 2-5 product principles that will guide your product. You’ll refer to these principles many times during the process, to address feedback, to help you pick solutions and to prioritize the development.

THU (9/16), 5 PM PST/8 PM EST

Now, for the fun part — coming up with the solution! Simone will go through his favorite techniques for facilitating a productive ideation session and generating the broadest range of relevant solutions.

  • Fusing rational with creative to generate outstanding solutions
  • Simone's most effective ideation techniques
  • Why the best product designers go MIA during ideation

Assignment #04: Come up with as many possible solutions as you can in one sitting. List them out with the pros and cons of each one, what they focus on, and how they map to the problem. Go broad, challenge conventions. Then, identify the one in which you feel more confident, and explain why.

TUE (9/21), 5 PM PST/8 PM EST
User Flows and User Journey

How will a user move through your product? In this class, you'll learn how to create a user flow and explore the "happy" and "non-happy" paths.

  • User journeys: Techniques for mapping out the visual trip across the solution
  • Separating user flow and user journey in your product
  • What's your user worst-case scenario?

Assignment #05: Create the user flow for a "happy path" of your product. Next, highlight where things could go wrong, aka the "non-happy" path.

Go Deeper: Create a user journey.

THU (9/23), 5 PM PST/8 PM EST
Lab #1: UI Components and Design Systems

In this class, you'll start to give a face to your product. Simone will teach you how to build your core user interface starting from the wireframe, and scale it up to a design system with reusable components and clear standards.

  • How to create and maintain your UI component library in Figma
  • UI standards and accessibility
  • 3 rules of working within existing design systems

Assignment #06: Design the UI components for your core screens in all their states and create a functioning, accessible Figma library.

TUE (9/28), 5 PM PST/8 PM EST
UX Motion

Unlike other fields, motion in UX is not about delighting the user. Today, you will learn how to improve the experience of a product through the strategic use of motion.

  • Principles and best practices of UX motion
  • Message, expectations, and emotions: The real purpose of UX motion
  • How to tell a compelling story through a prototype

Assignment #07: Look at your flow and identify where UX motion should be applied. Create the storyboard of what you would like to prototype.

THU (9/30), 5 PM PST/8 PM EST
Lab #2: Prototyping

You'll get your hands dirty exploring the most common prototyping tools. Simone will demonstrate the fundamental techniques in class, which you will use to start creating a prototype (or prototypes) of the designs through the lens of UX motion.

  • Demo: Prototyping basics in Figma
  • Fine-tuning the motion and quality standards

Assignment #08: Refer to your component library and flow to pick the core flows that you plan to develop into prototypes. Create at least one prototype in Figma. If you have time, create different versions with different values and properties of the same prototype.

TUE (10/5), 5 PM PST/8 PM EST
Test and Validate

It’s time to put your hypothesis up to the test. Now that you have a high fidelity design and prototype, the testing and validation phase will help you ensure that your hypothesis and design concept work as intended.

  • Elements and types of usability testing
  • Reflecting, assimilating, and reacting to the test findings
  • "I want a button here": How to interpret user feedback

Assignment #09: Identify what you would like to test and prepare a set of questions and tasks for the users to perform.

Go Deeper: Test your prototypes with 3-5 "users", using suggested tools.

THU (10/7), 5 PM PST/8 PM EST
Presenting Your Work

Getting your product presentation right is critical for buy-in from decision makers (i.e., your project will be in trouble if you don't). Simone will teach you how to win over your audience and share his template for a product design deck.

  • Case study: Structure and content of a product design pitch deck
  • What to prepare for feedback, questions, and critique
  • Tools, tips, and tricks to wow the audience

Assignment #10: Prepare the structure of your deck and start identifying the key slides and the content needed. Decide at which point of the presentation you’ll show the prototypes (the heroes of your presentation).You’ll keep working on it until the last day of the course, so don't worry about perfection at this stage.

TUE (10/12), 5 PM PST/8 PM EST
The Handover

All the work that you’ve done so far means nothing if the team that will build it (the engineering team) doesn’t have what they need to do their job effectively. In this class, Simone will show you how you can speed the entire production process — product, design, and engineering — by defining clear specs and milestones.

  • How (and why) to spec a design
  • Defining product milestones and keeping the end goal in sight
  • Bug bashes, feedback, and other quality assurance concerns

Assignment #11: Create the specs for one of your core designs so that a hypothetical development team would be able to pick them up and start building your product. Define the key features, flows, and screens for 3 hypothetical milestones.

THU (10/14), 5 PM PST/8 PM EST
Prototype Presentation

You made it, you designed a product! This final class will simulate a presentation and feedback session as you would experience at a top company, with several students presenting their projects for critique.


Assignment #12: Create a slide deck (10-12 slides max) that presents your project in the best way possible.

TUE (10/19), 5 PM PST/8 PM EST
Bonus Workshop: Advanced Prototyping with Adobe After Effects

This is your chance to walk through the process of creating high-fidelity video prototypes using Adobe After Effects. Simone will walk you through the key features of this software, share his tips and tricks, and demonstrate how to render a video prototype.

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