Prepare to Design the Future
March 19–20, 2017: Training
March 20–22, 2017: Tutorials & Conference
San Francisco, CA

TRAINING: Product strategy for designers

Benjamin Yoskovitz (Highline BETA)
9:00am–5:00pm Monday, March 20, 2017
Location: Olympic Room

Who is this presentation for?

  • You're a designer who wants to understand the broader scope of what’s involved in building and managing a business and product, from the overarching goals and vision to the nitty-gritty details of how to get there.

Prerequisite knowledge

  • A basic knowledge of Lean Startup is useful but not required.
  • This course includes numerous opportunities for teamwork. Ideally, you'll attend alongside a coworker in order to work together on various exercises.
  • You’ll receive a list of recommended references and resources prior to the training.

What you'll learn

  • Learn key concepts of product development and management, such as pricing models, business models, data analytics, and product roadmapping, to be sure you’re designing a product that meets the needs of your target market
  • Understand how your work can have an impact in achieving broader business goals
  • Explore how to collaborate more closely with product management and engineering teams to deliver the right products to market
  • Discover how to figure out what to build with confidence and determine the most important use of your organization’s resources
  • Learn how to leverage Lean principles and tactics for building better products and deploy the design thinking process within your organization to innovate quickly and effectively.


Ben Yoskovitz provides an in-depth, hands-on exploration of business strategy, product management, and the role of design in both of these disciplines. Over two days, Ben guides you through various tools, techniques, and processes for understanding and mapping business strategies, measuring what matters, and learning how to build quality products that solve real problems. You’ll leave with a more holistic view of how businesses operate, how product management functions, and how design can impact both.


Day 2
The role of product managers
Building product roadmaps
Exercise: Product roadmap design and Q&A
Feature prioritization and MVPs
Exercise: Ranking features for development and designing MVPs
Applying data and product management best practices to design
Discussion around tests and experiments and the role of design
Fitting product design into the product development process
Q&A and wrap-up

Photo of Benjamin Yoskovitz

Benjamin Yoskovitz

Highline BETA

Benjamin Yoskovitz is the founding partner at Highline BETA, a startup cocreation company that works with large customers to identify areas of interest and potential disruption and then recruits founders and invests in creating new startups. It’s a new model for disruptive innovation. Previously, Ben was vice president of product at VarageSale and GoInstant (acquired by Salesforce in 2012). Prior to those roles, Ben was a founding partner at Year One Labs, an early-stage startup accelerator, which ran a Lean Startup methodology and invested in five startups, one of which, Localmind, was acquired by Airbnb.

In 2013, Ben coauthored Lean Analytics with Alistair Croll, one of several books in the Lean Startup Series published by O’Reilly. Ben has spoken around the world at events and conferences, including the Lean Event (Brighton, UK), CRUNCH Conference (Budapest), and Lean Startup Conference (SF). Ben conducts keynotes, workshops, and training sessions on Lean Startup, data analytics, product management, product strategy, and more. He is often quoted in national and international publications, such as the Wall Street Journal and the New York Times. Ben actively blogs at, covering topics including startups, raising capital, product management, Lean Startup, and Lean Analytics, and more.