Frequently Asked Questions
What kind of challenge should I bring?
Bring one initiative where your team still has important decisions to make.
It could be:
· a new product or service
· an AI initiative
· a digital transformation project
· an internal process
· an organizational change
· a customer experience improvement
· a new feature or platform
· a strategic investment
The only requirement is that the outcome isn’t predetermined. The course is designed to help you make better decisions before committing significant time, money, and organizational effort.
Examples from previous work include:
· Increasing activation for a SaaS product by 10%
· Validating demand for an IoT platform
· Replacing legacy CRM systems with Salesforce
· Moving customers from support to self-service
· Improving service termination experience
· Defining an MVP for a mobile inspection tool
· Deciding how to invest in a design system
· Creating company-wide product quality principles
· Consolidating authentication across multiple products
How is this different from attending a conference?
Conferences are great for discovering new ideas, hearing case studies, and meeting people. This Decision Lab is different. You won’t spend three days listening to speakers. You’ll spend three weeks working on one important decision from your own organization. Between sessions you’ll collect evidence, challenge assumptions, and return with new insights. Throughout the lab you’ll receive feedback and critique from me and the group.
The goal isn’t to leave inspired.
It’s to leave with a substantially stronger decision.
Is this a UX or service design course?
No. The methods draw from product development, user research, service design, behavioral science, systems thinking, and strategy—but the course isn’t about becoming better at any one discipline. It’s about learning how to make better organizational decisions before investing in implementation.
Whether you’re a product manager, designer, founder, service owner, innovation lead, or public-sector professional, the focus stays the same:
What do we need to learn before we build?
This course is intended for people responsible for making professional judgements under uncertainty, improving products, services, or internal processes, including:
· Product Managers
· Service Owners
· Designers
· Researchers
· Engineering Managers
· Innovation Leads
· Public-sector professionals
· Founders
· Team Leads
You don’t need previous UX experience.
What will I leave with after the course?
You’ll leave with work that is directly applicable to your organization, including:
· a clearer problem definition
· the assumptions that matter most
· evidence collected during the course
· a prioritized experiment plan
· recommendations for your next decision
What if I don’t have a project?
You’ll get the most value if you bring a real initiative. If you don’t currently have one, we’ll provide realistic scenarios you can work on together with other participants.
How much time should I expect between sessions?
Expect approximately
· 4 hours of live sessions each week
· 2–4 hours of work between sessions
Most of the learning happens while applying the ideas in your own organization.
Yes. Teams working on the same initiative often gain even more value because they develop shared understanding and make decisions together.
What if my project is confidential?
Participants are welcome to anonymize sensitive information.
The methods work just as well without revealing confidential business details.
Why only 10 participants?
The group is intentionally small. This isn’t lecture-based training. Every participant receives feedback, presents work, and discusses a real organizational challenge. Keeping the cohort small allows everyone to actively participate.
Why do you call it a Decision Lab?
Because organizations rarely fail from a lack of ideas. They fail to commit to ideas before they’ve gathered enough evidence. This lab is designed to help you slow down just enough to make the next important decision with greater confidence. That’s what participants work on throughout the three weeks.
How do I know if this is the right time to join?
This Decision Lab is most valuable if your team is about to make an important decision—not after it’s already been made. If you’re asking questions like:
· “Are we solving the right problem?”
· “Should we build this at all?”
· “Do we have enough evidence to move forward?”
· “How do we align stakeholders who disagree?”
· “What should we learn before investing more?”
... then you’re exactly at the stage this lab is designed for.
