UX Master Classes

Storytelling That Sells UX Design: Define Requirements and Engage Leadership

Webinar with Rafael Hernandez, Lead Product Designer, T. Rowe Price
Register now—you’ll get a recording even if you can’t attend it!
Webinar starts in
33
days
11
hrs
45
mins
22
secs
Webinar starts in 1 month from now
$50 standard price
$50 $5 special member price
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Have you faced a project clouded by ambiguity and vague product requirements? In this Master Class, Rafael Hernandez, Lead Product Designer at T. Rowe Price, will introduce the “Golden Thread”—a storytelling technique that weaves user needs, pain points and to-be scenarios into a cohesive narrative.

With his experience as a designer for the Apple + IBM partnership, Rafael will reveal how the Golden Thread played a crucial role in the design process and show how it helped create enterprise applications across industries like healthcare, insurance, retail, industrial, and workforce management.

Storytelling is particularly critical in enterprise or B2B contexts, where the connection to the end-user is often less apparent and systems and workflows are significantly more complex. The Golden Thread shifts the focus from features to experiences, enabling you to craft narratives that resonate with stakeholders, leadership, users, teams or any audience you need to engage.

When you leverage this framework, you’ll be able to cut through complexity, humanize large-scale problems and drive alignment across teams and initiatives at critical stages of the design process.

You’ll learn:

  • How to use the Golden Thread to bring clarity to the design process and shape product requirements.
  • Actionable techniques you can use to capture and prioritize user pain points in various scenarios.
  • See the Golden Thread in action and learn how it can help you define scope, align teams, and shape compelling visions that influence leadership and stakeholders in enterprise settings.
  • Learn how you can transform a compelling story into actionable user-centered designs and impactful outcomes.

After this Master Class, you’ll be equipped to use the Golden Thread as a powerful technique to craft user-centered experiences and create a compelling vision that resonates with leadership and stakeholders.

Can’t attend live? You can enjoy your Master Class at any time, anywhere. You’ll get the recording sent to your email to watch it as many times as you want!

Speaker

Rafael Hernandez
Rafael Hernandez, Lead Product Designer, T. Rowe Price

Rafael Hernandez is a passionate product designer, instructor, leader and entrepreneur with over 20 years of design experience and 13 years in UX/Product design. At T. Rowe Price, Rafael leads the team responsible for designing web and mobile solutions for Individual Investors, focusing on secure site experiences and innovative tools that empower clients to achieve their financial goals. Known for his curiosity and practical approach to design challenges, Rafael loves to create elegant experiences and engaging design solutions in a highly collaborative manner.

Rafael’s career spans start-ups and enterprise environments, including consulting for renowned clients such as Samsung, Coca-Cola, CEMEX and Marriott. His tenure includes delivering enterprise applications as part of the Apple + IBM partnership where he contributed to the creation of 100 enterprise mobile apps across industries like healthcare, insurance and retail.

Drawing from his expertise in design, Rafael founded and grew Alfred Lane, a personal and home fragrance business that he sold in 2023. He developed multiple product lines, built the brand and successfully stocked his products in over 100 independent retailers across 13 countries, ultimately landing a distribution deal with Saks Fifth Avenue.

Rafael has also been a UI/UX instructor and continues to mentor students and young designers as they advance in their careers. A self-proclaimed foodie and travel enthusiast, he also enjoys House music, chess and exploring the ever-evolving mobile design landscape.

Connect with Rafael or learn more about his work by visiting his LinkedIn.


Register Your Spot Now

Webinar starts in
33
days
11
hrs
45
mins
22
secs

Can’t make it? Don’t worry, you’ll get a recording of the Master Class, so register today!

$50
standard price
Register now

Student, Professional and Company members of the Interaction Design Foundation enjoy a discounted member price:

$50 $5
special member price

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Why are design skills so important right now?

Design skills are incredibly valuable for both you personally and for your company.

For you personally, design skills are important because:

  • Salaries for people who learn design are soaring, surpassing $200K in cities like San Francisco, with global job growth rates at 13%.

  • Many of your job competitors already possess design skills. When you enhance your design skills you can significantly elevate your personal brand and make you a more attractive candidate.

  • You learn skills that protect you from losing your job to AI.

  • You can ignite your passion through design and leverage it to make a meaningful impact.

For your company, design skills are important because:

  • Your design skills can help increase sales, keep customers loyal, and turn them into powerful advocates of your company. That’s because design is all about helping people reach their goals and meet their needs. 

  • Companies that invest in design outperform the S&P 500 Index by a whopping 228%.

  • Design goes way beyond creating attractive visuals and aesthetics. When you possess design skills you’re equipped to revolutionize businesses, make technology more user-friendly, and innovate customer experiences and systems.

I’m not a designer. Why should I learn design and tech?

Design and tech skills can make you an indispensable asset to your company and open up career opportunities.

For example, if you’re in a field such as:

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  • Healthcare

  • Teaching

  • And other fields

Why can design skills make you valuable in all these jobs and industries?

That’s because design skills are incredibly valuable for both you personally and for your company.

For you personally, design skills are important because:

  • Salaries for people who learn design are soaring, surpassing $200K in cities like San Francisco, with global job growth rates at 13%.

  • Many of your job competitors already possess design skills. When you enhance your design skills you can significantly elevate your personal brand and make you a more attractive candidate.

  • You learn skills that protect you from losing your job to AI.

  • You can ignite your passion through design and leverage it to make a meaningful impact.

For your company, design skills are important because:

  • Your design skills can help increase sales, keep customers loyal, and turn them into powerful advocates of your company. That’s because design is all about helping people reach their goals and meet their needs. 

  • Companies that invest in design outperform the S&P 500 Index by a whopping 228%.

  • Design goes way beyond creating attractive visuals and aesthetics. When you possess design skills you’re equipped to revolutionize businesses, make technology more user-friendly, and innovate customer experiences and systems.

How can design skills protect me from losing my job to AI?

AI is killing jobs in all industries. Humanity has never faced such a powerful force, developing at an exponential speed.

You can protect yourself by learning design: You’ll use the very fabric of being human, like empathy and intuition. AI never can never replace that. These skills are timeless and will stay with you forever.

Design is centered on human needs and goals. That’s why you can protect your future with the power of human-centered design. Mastering these skills can shield you from AI-driven disruptions.

We’ll even teach you how to use AI as your career helper, not your terminator.

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You don’t need any prerequisites or prior experience in design or tech. We’ve crafted the learning experience to ensure your success and real career outcomes, regardless of your age or background.

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Add your IxDF Certificates to your LinkedIn profile, resumé and job application in a few easy steps:

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Wonderful! When you sign up for a Master Class, you’ll receive an email from Zoom with a link to join the live Master Class.

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  • If you can’t find the email, please reach out to mads.soegaard@interaction-design.org and we’re super happy to help you!

Great news! You’ll also get an on-demand version of your Master Class a few hours after the live event ends.

A few days later, the on-demand Master Class will show up on your private profile page.

That way, you can view the Master Class on-demand at any time. As many times as you wish.

Will the live Master Class be recorded and become available on-demand?

Absolutely!

When you sign up for a live Master Class, you’ll automatically receive the link to the recording a few hours after the live event ends.

A few days later, the on-demand Master Class will show up on your private profile page if you’re an IxDF member. If you’re not a member, you’ll receive your recording by email.

You can enjoy your Master Class on-demand at any time, anywhere. Watch it as many times as you want.

What if I can’t attend a live Master Class?

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When you sign up for the live Master Class, you’ll automatically receive the link to the recording a few hours after the live event ends.

A few days later, the on-demand Master Class will show up on your private profile page if you’re an IxDF member. If you’re not a member, you’ll receive your recording by email.

You can enjoy your Master Class on-demand at any time, anywhere. Watch it as many times as you want.

What if I have more questions?

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Reach out to us at hello@interaction-design.org or use the online contact form.

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