Ian McAllister

UX Craftsmanship for Product Managers

Uber

Airbnb

Amazon

Senior Director of Product at Uber

How to define UX requirements, provide feedback, prepare for effective exec reviews, and ship high quality products

Level up the quality, fit, and finish of your product's UX

Best practices to set your UX partners up for success and hold each other accountable

How to best work with your design and PMM partners

Leverage the "working backwards" and "moment of relevance" approaches to design your product

Create strong first impressions for your products

As a designer, being able to identify, validate, and bring new product opportunities to market propelled my design career forward (even when companies were more skeptical of Design). But, having led 100-person initiatives and shipped some of today's most recognizable products at DoorDash &amp; Airbnb, I’ve seen how the out-of-the-box product development process often falls short. Designers have the power to change this outcome. In PM Masterclass for Designers, we'll go beyond the basics. Learn the tactics and proprietary frameworks I created to uncover new business opportunities, keep massive projects on track, and win-over some of today’s most successful business leaders. If you want to confidently lead product strategy, be a stronger partner to your PMs, win over key business stakeholders, or future-proof your design career with business skills, this course is for you.

Confidently drive product strategy while future-proofing your design career

Course syllabus

4x live sessions introduce actionable tactics and frameworks.

Live lecture

Optional Q&amp;A session immediately after class while lessons are fresh

Post-session Q&A

Experienced PMs will join each cohort to share their experience &amp; the top Product tactics designers need to know

Expert PM guest speakers

Exercises &amp; resources to expand your learning

Self-paced exercises

Course schedule

Experienced UX Designers who want to influence what ships, when it ships, and explain the business rationale for why it's valuable.

Design leaders &amp; managers seeking new tools to uncover business opportunities &amp; advocate for Design from a business perspective.

Designers who want stronger partnerships with PMs or are considering a shift to Product Management themselves.

Who is this course for

What you’ll get out of this course

Learn the tactics I used to discover, pitch, and drive the launch of live order tracking, remote driver training, mobile group orders, and Dasher Instant Pay at DoorDash.

Frameworks for identifying, validating, and shipping great products

Learn how to navigate the complex development process, from getting projects on the roadmap to making sure one bad A/B test doesn't derail the whole project.

Tools to confidently participate in and lead strategic product initiatives

Through exercises and Q&amp;A, get feedback, advice, and tactics from Ryan to ensure course content is immediately applicable

Personalized 1:1 guidance

Through small, live cohorts, get feedback and advice from fellow experienced designers from around the world

Access to an engaged group of international expert designers

Can't make every live session? Never miss a beat with recordings sent immediately after each lesson. With lifetime access, refer back to every framework, tactic, and "ah-ha" moment for the rest of your career.

Lifetime access to recordings from every session

Master product strategy & development to drive impact, gain influence, and ship the best design work of your career.

Ryan Scott

Learn product management skills from a designer with hands-on PM expertise

May 2025

June 2025

UX designers, UX researchers, product owners, and product managers don't just deliver solutions. At the heart of it all, they solve problems. They're either solving problems for users, for clients, for colleagues, or for a business for which they work. Problem-solving is at the heart of ALL the work. Teams also need to communicate the significance of the problem and convince people why it's worth solving. Without doing this, they're simply taking orders and who knows if the solution will actually meet needs in the world. It depends on whether you're solving the right user problems in the first place. The advent of AI can help product and UX professionals tell the right story about problems they are trying to solve. This class teaches you how to solve the right problem, and how to solve the problem correctly, and how to utilize AI as a tool for powerful requirements delivery on Agile teams. Take a deep dive in product management and product strategy with this masterclass. The next time someone asks for a solution, you'll be equipped with tools to break it down into user problems, user goals, user need, and more. Through this you will build better things for the world and empower teams to do better work. Learn how to deliver the following: 1. Problem statements2. Vision boards3. Product scope4. Epics, features, and tasks5. User stories6. Acceptance criteria7. Task flows8. Behavior-driven development9. Roadmaps10. Backlogs

Become a Requirements Master with This Course

Tuesday, July 23rd

Week 1 repeat lecture and discussion

Thursday, July 25th

Tuesday, July 30th

Week 2 repeat lecture and discussion

Thursday, Aug 1st

Tuesday, Aug 6th

Week 3 repeat lecture and discussion

Thursday, Aug 8th

Tuesday, Aug 13th

Week4 repeat lecture and discussion

Thursday, Aug 15th

Tuesday, Aug 20th

Week 5 repeat lecture and discussion

Thursday, Aug 22nd

Tuesday, Aug 27th

UX Designers and UX Researchers who want to learn how to solve the right problem and solve the problem correctly.

Product Owners and Product Managers who want to orchestrate better product releases and build things people need.

Business Analysts who want to step up their requirements game and generate better buy-in.

Utilize AI to create powerful product requirements

Understand how solve the right problem, and solve the problem correctly. 

Implement product strategy on Agile teams.

Document user, business, and technical need before UX and development work.

Understand how UX research and UX design relates to product management.

Create well-crafted user stories and acceptance criteria.

Orchestrate backlogs and product releases for product management.

Understand what it takes to be in Product Management or Product Ownership.

Document advanced requirements like task flows and behavior-driven development.

Scope and plan product releases iteratively.

This is the Book of AI-based Requirements. Learn everything you need to know about how to orchestrate work iteratively on Agile teams!

Cohort 5

Morgan Denner

UX Designer and Product Manager, Founder of Tech Fleet

Cohort 4

Cohort 6

The reality facing every senior product leader: shipping features isn't enough anymore. Your roadmap is packed, your team is executing, you've implemented AI enablement but revenue growth is stalling. The gap between building products and driving business is widening. I've seen this pattern repeat across fintech, healthcare, real estate, 4 marketplaces, social, mobile, web3 and AI. The result is that you end up building features that launch but are not enough or your sales/marketing teams don’t know how to position and sell, and your career gets stuck. Instead of business results there is finger pointing and stress. The most successful product leaders solve customer problems and move the business differently. After scaling products to $285M at Braintrust, owning 0-30% of IPO revenue at Nextdoor, and building risk reporting platforms at Blackrock (that 3 teams before failed at), I've developed a system to help senior product leaders: -Transform product roadmaps into revenue engines-Build GTM strategies that drive sales-Create alignment between product, sales, marketing, finance and exec-Turn technical capabilities into market advantages-Design market adoption accelerants-Get noticed by execs and advance their careers How You'll LearnPM to G(T)M strategies is a live, hands on intensive where you'll learn to combine product execution with business strategy. Learn proven GTM frameworks through real case studies. Immediately apply the learnings to your work in boutique peer cohorts which combine group coaching with the power of collective learning and ongoing community. Through my courses and coaching, I've helped product leaders make this shift, and advance the business. Let me show you how to THRIVE in the gap between shipping and impact and unlock your career growth. Each of the four hands on sessions combines frameworks, real world business cases, templates, AMA and AI enablement to help coach you today and build a system for growth going forward.

Make quality business decisions and elevate your career.


Tuesdays & Thursdays

1.5 hours of lecture, optional AMA and course work.

May 20,22, 27,29


2 projects each week to apply course learnings to your immediate work.

Weekly projects

Growth-Stage PM You're trusted to ship features and lead projects, but you're hitting a ceiling in your career growth.

New Product Leader Your first management role is exciting, but no one taught you how to speak business and influence executives.

Product Director driving growth in mature markets: Transform your established product lines into new revenue streams.

You'll master proven frameworks to transform features into market opportunities and revenue. By the end of this module, you'll have a GTM strategy for your product, critiqued by peers and refined through my experience scaling and positioning products.

GTM Strategy Design


You’ll learn to build compelling business cases and revenue models that get executive buy-in through real case studies and frameworks. Then you'll create a financial strategy and experiments for your product, with feedback from leaders who've faced similar challenges.

Speak the Language of Finance

Develop skills to align executives, R&amp;D and GTM teams around a unified GTM vision. You'll build and present an executive GTM plan, practice board-level Q&amp;A with me, your peers and build your AI Board negotiation coach.

Executive Presence


Master launching products that drive immediate revenue impact through applicable templates and real-world case studies. Your final project combines your learnings into a complete launch framework, incorporating peer insights and my direct feedback.

Growth Execution Engine


Go-to-market, financial acumen, executive presence and influence  - master business skills that transform great PMs into business leaders.


Elena Luneva

CPO, GM, VP in multiple industries teaching PMs to master GTM and drive growth.

May GTM Masters

Sept Stars

If you’ve shipped an API product—or more—and you want to level up your expertise, API Product Mastery for Experienced PMs is for you. You’ll learn how to design and deliver API products that not only meet technical standards but also drive measurable business impact. We’ll go beyond the basics, digging into real strategies for building APIs that empower both developers and business stakeholders, all while solidifying your role as an API thought leader within your organization. By the end of this course, you’ll be able to speak confidently about APIs in product parlance, build robust solutions your engineering teams will appreciate, and design Developer Experiences that rival the best in the industry. My core goal is to help you sharpen your capabilities so you can set bold KPIs, exceed them, and demonstrate the ROI of your API initiatives. You’ll walk away with a practical toolkit for everything from rapid prototyping to scaling API products for high-volume use. Whether you’re perfecting an existing product, tackling a new launch, or even guiding a team of product managers, you’ll have the structure and know-how to succeed: Understand APIs at a deeper level—enough to earn the respect of peers, leadership, and technical teams• Drive business impact by setting stronger goals and hitting KPIs for your API products• Build a clear path to product growth through monetization, internal advocacy, and advanced Go To Market strategies• Deliver a stellar Developer Experience with better documentation, security, and onboarding flows• Become the API champion who can confidently guide decision-making and position APIs as a strategic advantage within your organization• Explore the future of APIs as they evolve with Model Context Protocol (MCP) and Agent API consumption, including design and building of APIs with the help of LLMs. After 15+ years managing API products, I’ve seen firsthand how to thrive as an API PM—and I want to share what I’ve learned! When you complete this course, you’ll have the skills and perspective to deliver real value and confidently guide and scale the next generation of API portfolios.

Accelerate Your Career and Become the Go-To API Expert in Your Organization

Five live sessions covering each module, with projects and group discussion.

Tuesdays, Thursdays & Fridays

Due the Tuesday after course completion.

Build and Demo an API Prototype Project

The session is on the Tuesday after course completion.

AMA & Demo - 1 session

Product Managers with some API PM Experience who want to take on more responsibility and become experts at shipping public and internal API

Product Managers who have shipped API Products but want to gain a deeper understanding and scale to an API Portfolio

Product Leaders who want to hire and manage a team of API Product Managers.

<ul><li>Adopt API-first and secure executive buy-in to build an API portfolio.</li><li>Make API governance, security and compliance a part of your roadmap.</li><li>Explore how MCP &amp; Agents will drive the next wave of API consumption.</li><li>Identify how API businesses succeed by examining real-world business m</li></ul>

Define a Winning API Strategy for the Future

<ul><li>Evaluate modern API architectures (REST, GraphQL, Async, gRPC) to choose the right approach for your use case.</li><li>Craft consistent API designs using standards, OpenAPI, and style guides.</li><li>Plan for API evolution by creating a deprecation policy and implementing effective versioning.</li></ul>

Understand How Great APIs Are Made: The API Lifecycle

<ul><li>Develop a frictionless Developer Experience, from clear documentation to Dev Portals with PLG.</li><li>Optimize usage and revenue by analyzing API metrics, refining pricing models and tracking churn.</li><li>Implement clear pricing strategies—like tiered or usage-based pricing—supported by data.</li></ul>

Drive API Adoption with an Effective Go-to-Market Approach

<ul><li>Use AI tools to iterate on your API design for usability, consistency , and standards.</li><li>Gather feedback from users through documentation and mock services.</li><li>Implement your API prototype using AI codegen.</li><li>Deploy your API behind an API Gateway and view Analytics</li></ul>

Design and Build a Working API Using Best Practices

<ul><li>Demo the API Prototype you built to the class.</li><li>Group discussions where you can learn from others.</li><li>AMA session with the instructor - bring the topics you’d like to cover!</li></ul>

Network and Collaborate with your peers

Become an expert API Product Manager and learn how to scale and manage an API portfolio.

Lightning Lessons

UX Craftsmanship for Product Managers