BOE15 - Designing Products Customers Choose
1167936
Delivery Methods
Online (Live)
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Program Description
With endless products on the market, customers quickly get overwhelmed. Want to learn how to design a product that customers will choose with confidence? In this two-hour online class, you’ll learn about what drives customers to make decisions, and how to design product portfolios that reduce complexity, prioritize simplicity, and align with customers’ goals.
Who Should Attend
- Product and portfolio managers will gain practical frameworks for reducing unnecessary complexity, prioritizing offerings, and designing product portfolios that align with how customers actually evaluate options. The session provides tools for product pruning and managing complex product choices.
- Advertising and communications managers will learn how customers process information, why traditional feature-heavy messaging often backfires, and how to communicate complex offerings with greater clarity and confidence. The session offers actionable guidance on framing benefits, structuring comparisons, and guiding customers toward decisions rather than overwhelming them.
- Executives and senior leaders will benefit from a strategic lens on choice as a competitive advantage. The session connects behavioral science to business outcomes such as higher customer satisfaction, improved conversion, and more disciplined portfolio strategy. Leaders will also gain insight into how internal complexity often shows up as external confusion—and what to do about it.
Instructors/Subject Matter Experts
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Scott Habegger is an engaging storyteller and seasoned marketing strategist known for translating consumer behavior into practical business insight. During his distinguished career with Harley-Davidson, where he served in nine leadership roles including Director of Portfolio Strategy & Management, he played a key role in developing and launching several of the company’s most impactful new products and shaping product management processes.