Journey Design Masterclass
Validate your end-to-end product experience with GenAI
Want to build a high-retention product experience?
Learn a proven, step-by-step system for engaging customers with GenAI
- Identify your ICP with behavioral targeting & psychographics
- Design a Core Habit Loop to
reliably re-engage your customers - Prototype your product experience with Journey Storyboards
- Analyze your market niche with Mastery Path Teardowns
- Visualize & test product ideas
with GenAI tools & prompts
Amy Jo’s program & insights gave me practical, tangible design skills.
Gina Bianchini
CEO, Mighty Networks
Working with Amy Jo is like having a world-class product designer in your pocket
Eugenia Kuyda
CEO, Replika.ai
I was amazed at how quickly we found our ideal target customers. This stuff works.
Robin Allenson
CEO & Founder, Similar.ai
The JOURNEY DESIGN FRAMEWORK
What You’ll Accomplish in the Masterclass
Sometimes, a polished prototype with high-fidelity graphics is NOT the best way to get actionable feedback.
In the Journey Design Masterclass, you’ll learn how to build a product experience that pulls customers back using low-fidelity storyboards.
Here’s what you’ll learn and accomplish during the Masterclass.🚀
WEEK 1
Help your customers make meaningful progress
The Power of Progress
To drive retention, engage customers on a mastery path
- Find out why gamification backfires
& how to avoid common pitfalls - Use Progression Layers to connect customer goals with product design
- Learn to think like a game designer as you’re building your Customer Journey
Build Job-based Personas
To understand customers, identify your JTBD ICP
- Write an elevator pitch that clarifies what you’re building & who it’s for
- Find solution-seeking behaviors that differentiate your ideal customers
- Write & run an ICP Screener to gather data about your ideal customers
WEEK 2
Visualize your end-to-end product experience
Design a sticky Habit Loop
To drive retention, habit-stack your product’s Core Loop
- Imagine the Anchor Habits your ICP is likely to have
- Interview your ICP to test your hypotheses & find their existing habits
- Design your Core Loop around a relevant ICP anchor habit
Storyboard your Journey
Visualize your product experience with storyboards
- Choose your Persona & the settings where they’ll use your product
- Generate Story Beats that show your customer using your product over time
- Edit your Story Beats to customize the journey to your product experience
WEEK 3
Get actionable customer & market insights
Master Concept Testing
Validate your product ideas with customers & stakeholders
- Get the 3-part Testing Script that generates trusted, valuable insights
- Customize the Testing Script to fit your project & situation
- Observe a LIVE Test to see the script in action & get ideas for your tests
Analyze your Competition
To understand your market, study your closest competitors
- Identify 3 competitors worth studying and learning from
- Do a Mastery Path Teardown of the most useful competitor to analyze
- Share your Teardown with your peer group & learn from others
WEEK 4 – OPTIONAL BONUS SESSIONS
VIP insights & Feedback on your work
VIP AMA: Doug Hofstadter
Let’s Explore Creativity with an AI Pioneer
Masterclass Wrap Party
Share your work & celebrate your achievement
FREE TRAINING
How to Build a High-Retention
Product Experience with AI
ABOUT THE EXPERIENCE
What to expect in your Journey Design Masterclass
Expert coaching & implementation support
You’ll get expert feedback & guidance on your project directly from Amy Jo Kim, in our weekly coaching meetings. Plus you’ll get ongoing implementation support & monthly coaching for 3 months in our Makers Club peer community.
And you’ll get access to JourneyMaker, our AI design tool for instant storyboarding.
Lessons & case studies help you move forward FAST
Each week, you’ll get a set of short, animated videos that teach you the strategies & techniques we’re learning that week.
You can learn at your own pace – follow the instructions to implement the techniques – and then bring your work-in-progress to our LIVE sessions for feedback.
LIVE sessions with VIP guests
Each month in Makers Club, we host a world-class expert in game design, investing, UX, AI, and other relevant topics.
You get a front-row seat & the opportunity to ask questions & engage with our guest experts after the sessions. For July, our guest is AI pioneer Douglas Hofstadter.
Support & enrichment in our peer community
The Masterclass gives you access to Makers Club, which offers live coaching, ongoing support, AI Jam Sessions, & VIP experts who are happy to answer your questions
Best of all, you do this while connecting with peers who can share their knowledge and experience, & help you learn faster.
Meaningful progress & tangible outcomes
The Journey Design Masterclass includes everything you need to design, prototype & test a compelling customer journey for your project, including:
- GenAI Tools & Prompts to streamline your work
- Mastery Path Teardowns of your closest competitors
- Recruiting Screeners you can use to find your ICP
- Journey Storyboards to share with your team & customers
- Workshop Agenda so you can run your own Journey Design Workshop
Community
Join a growing community of peers
Our Masterclass Alumni are high-powered professionals from Europe, Africa, Asia, South America, & across the USA.
By completing the Masterclass, you’ll join this exclusive professional community of innovative Builders, all striving to engage, delight & empower their customers.
We’re stronger, together.
beyond gaming
Trusted By Leading Brands, Startups & Game Studios
Hundreds of teams worldwide have achieved breakthrough innovations using this framework — and you can too.
Our Masterclass Alumni work in beauty, education, entertainment, finance, healthcare, manufacturing, & technology. Level-up your team with a system trusted by game studios, hot startups & global brands.
Amy Jo has a refined, effective process for bringing new ideas to life
Blair Ethington
VP @ eBay
You’ve got to find your own window of opportunity. Game Thinking is your instruction manual.
Garry Tan
CEO, Y Combinator
Want to use Jobs-To-Be-Done to build the right product? You’re in good hands with Amy Jo
Bob Moesta
Founder, ReWired Group
Game Thinking is WAY better than gamification. The more I learned, the more in love I fell with it
Jared Spool
Founder, Makers of Awesomeness
JOIN the Masterclass
Enroll in our Winter ’26 Cohort (runs Jan 26-30)
Masterclass Experience
Team VIP Experience
- 5 LIVE sessions deliver personalized guidance & feedback
- 25 self-paced training videos teach you Journey Design basics
- Journey Design Playbook guides you thru the activities
- GenAI Cheatsheets build your product design AI skills
- JourneyMaker AI tool storyboards your product experience
- 3 months of coaching & implementation support in Makers Club
- Everything in the Masterclass for each team member plus
- Private Team Kickoff Session & pre-kickoff planning interview
- Private Weekly Team Coaching & between-session support
- BONUS Design Audit of your project & progression system – includes debrief meeting with recommendations for next steps.
Finally, I have a method to track innovation projects & help my team build hits
George Ogbonnaya
VP @ First City Monument Bank
This program changed how we design; it delivers powerful insights fast
Kacie Hsu
Research Director @ EA
This program saved my team months of time. Incredible value
Vinayak Joglekar
CTO @ Excellerate
Frequently Asked Questions
What is the time commitment?
To participate, you need 3- 5 hours per week to attend coaching sessions, watch the video trainings, & do the exercises.
When do meetings happen?
Our coaching sessions happen Tue & Thu at 9am PT, & are recorded & shared for those who can’t make it.
What if I get busy and need to miss a week or two?
This program is designed to accommodate busy working professional. It’s easy to get caught up by watching the replays, And if you upgrade to our Mastermind support community, you’l get ongoing support to accomplish your goals.
What are the LIVE coaching meetings like?
In our coaching sessions, we answer questions & review work-in-progress from everyone in the group. You can get your own work reviewed – and participate in dynamic feedback sessions on other people’s work too.
What if I can’t make it to a LIVE meeting?
All the coaching calls are recorded and published online – so you can download and listen to them on your own schedule.
Can I share the course with other team members?
Your seat is for you. To register your colleagues or team for the course, just APPLY & tell us about your situation.
This masterclass covers a lot of material. How is it possible to get all that done in 3 weeks?
You’re right – it IS a lot of material. We’ve streamlined the material & created step-by-step instructions that help you implement Journey Design & get results.
This reminds me of Gamification – but I’m not hearing a lot about game mechanics. What’s the difference?
Gamification gets people interested in the power of progress. Journey-first design is the next step. You’ll learn to create a Habit Loop & Product Journey that helps your customers stick.
What is the invesment? Will my employer cover it?
For individuals, the cost is $2K for the course OR $2500 for the enhanced VIP experience. Team options range from $10-20K.
The masterclass will enhance your product design and management skills. Everyone on your team will benefit from the techniques you learn. If your company has a training budget, this should easily be covered. LEARN MORE
What do I get after completing the Masterclass?
After completing the Masterclass, you get a Certificate of Achievement to display on your LinkedIn profile – AND you’ll be included & promoted in our Alumni Directory
You’ll also get the option to upgrade to our Alumni community, Makers Club, where you can continue participating in coaching meetings, advanced workshops & VIP enrichment.