Emotion-centric design
Product information
A course with the Build to Sell authors.
You’ve likely felt the frustration of launching a product or a new feature that ticks all the boxes but still doesn’t resonate with customers. Sales lag, and you scramble—offering discounts or rushing out new features, hoping for a breakthrough.
The real issue? Users aren’t emotionally connecting with what you’ve built, leaving you stuck trying to boost engagement.
In this emotion-centric design course, you’ll learn to go beyond functionality and design products that solve complex customer trade-offs while tapping into core emotions. This approach will help you build lasting loyalty and boosts adoption, giving your solution a unique edge by triggering deep emotional responses and solving seemingly impossible customer problems.
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Skills you will acquire
- - Design a customer storyboard that highlights key emotional experiences
- - Identify the dominant emotion that triggers clients' buying decisions
- - Craft a compelling concept to address a key customer trade-off ("YET" statement)
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Tools you will practice
- The storyboard to map the emotional journey and the language of emotions.
- The "YET" technique to simply describe a powerful concept that federates teams and stakeholders.
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Is this course for you?
This course is based on the principles of Build to Sell and offers a practical and structured approach for entrepreneurs, CEOs, tech & product leaders, product managers, and anyone who wants to create memorable products and strengthen collaboration within their organization.
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Self-paced learning
Learn at your own pace with our self-study materials, available online and offline 24/7.
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Practical exercises on your own product
Apply the techniques you learn directly to your own product, service, or business.
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Expert guidance
Self-study does not mean you're alone! You will get feedback and guidance from one of our dedicated trainers.
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Community
You will join our community of passionate professionals.
They took our courses
“I've been grateful to have a chance to study the Chief Product Engineer bootcamp with Sandrine Olivencia. I'd highly recommend this thoughtful yet deceptively simple approach to designing and evolving products.”
“This learning program allowed my teams to better make the direct link between design and impact on the business”
“Taktique helped us boost our customer NPS and conversion rate in less than a year by placing people at the heart of the transformation.”
“The group sessions were super cool and interesting. The questions from other members were a real plus for advancing our project. Really great!”
“Lean Engineering, more than just a method, is a mindset that has transformed the way we create value at the Digital Factory, thanks to the inspiring guidance of my coach Sandrine.”
“This course allowed me to master the art of the Concept Paper, a unique tool to understand my users' real problems and how to best solve them.”
“Do you really want to start thinking like the CEO of your product? Then don't wait any longer and book a seat!”
They trust us
Meet your mentors on this course
We’re a team of lean product experts who have been there, done that, and want to help you find your own journey. You can book a mentoring session on the trainers' pages.
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Sandrine Olivencia
Sandrine is a lean strategy expert and cofounder at Taktique. She's the main author of Build to Sell and co-author of The Lean Sensei. With a strong focus on sustainable business growth and a deep background in lean management, she empowers CEOs and teams worldwide.
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Flavian Hautbois
Flavian is co-founder and CEO of Taktique and co-author of Build to Sell. He has extensive experience in technical and product leadership. He has led significant projects and teams in technology across various industries, focusing on lean principles and digital transformation.
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Caroline Besnard
Caroline is Taktique's experienced Chief Product Officer and co-author of Build to Sell, is passionate about digital innovation and lean UX. She has skillfully blended her expertise in product and UX design to create user-centered digital solutions for over a decade.
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Claire Van de Voorde
Claire Van de Voorde is a highly skilled CPO and Product Coach with expertise in product strategy, team leadership, and lean product. She previously served as the CPO at Supermood and has extensive experience in the tech and B2B SaaS industries.
Discover our training program
Bootcamp Chief Product Engineer
14.5 hours over 5 weeks
The foundations of lean product design in 5 weeks, with the authors of Build to Sell.
Learn to make better product bets and bring your team and stakeholders on board.
€2,600£2,200$2,900$2,900 per participant
Bootcamp Chief Product Engineer
14.5 hours over 5 weeks
The foundations of lean product design in 5 weeks, with the authors of Build to Sell.
Learn to make better product bets and bring your team and stakeholders on board.
€2,600£2,200$2,900$2,900 per participant
Masterclass Chief Product Engineer
2 days
The 10 essential practices to bring a memorable product to life, with a Build to Sell author.
A practical workshop and fun challenges to capture customer preferences and align your team.
In Europe and UK, on site,
€900£750$850€900 per participant
Masterclass Chief Product Engineer
2 days
The 10 essential practices to bring a memorable product to life, with a Build to Sell author.
A practical workshop and fun challenges to capture customer preferences and align your team.
In Europe and UK, on site,
€1,400£1,200$1,500€1,400 per participant
