Product Design Strategy
Description
Product strategy helps UX designers understand the larger context in which their products exist, including business goals, market trends, and user behaviour patterns. With a strong emphasis on real-world application, you will explore critical elements of crafting a successful product such as product/market fit, product differentiation, and validation of assumptions, all within the context of UX or product design. Through hands-on activities, case studies, and interactive discussions, this course delves into the process of defining a clear product vision, developing a value proposition, creating detailed customer profiles, and mapping out the current customer journey. By the end of the course, you will have a well-rounded understanding of how to create impactful, user-centric products.What You'll Learn
- Describe the relevance of product strategy in designing user-centred products
- Develop a compelling product vision that aligns with organizational goals and guides the overall design and development process
- Articulate market trends and competition, to identify and capitalize on potential opportunities for product differentiation and market leadership.
- Craft value propositions that clearly communicate the unique benefits of a product, resonating with target customers and differentiating it from competitors
- Compare the different value proposition options, and select the most effective one based on customer research and market analysis.
- Create comprehensive customer profiles that encompass user needs, motivations, and pain points, enabling the design of tailored and effective user experiences
- Design comprehensive customer journey maps to visualize and analyze the complete user journey, identifying areas for improvement and opportunities for innovation
- Validate product assumptions, assessing product/market fit, and refining the product design to ensure its success in the target market
- Present product strategies and plans effectively to stakeholders, including team leads, management, investors, and cross-functional teams
Materials + Software
Digital Badges
This course does not qualify for a digital Skills Badge.
Instructors
CS Policies
Course Registration
Registration for Continuing Studies (CS) courses is offered on a first-come, first-served basis. Seats are limited, and popular courses fill quickly. Registration closes once a course begins.
You must be at least 19 years old by the course start date unless the course specifically indicates it is for youth, 18 years or younger.
Full tuition payment must be received to hold your seat.
Once registration and payment are complete, you’ll receive a registration statement by email with course details, dates, times, and location. This information is also available in your MYEC account. If you don’t receive your confirmation email or have issues accessing your information, please contact us.
Note: If you register less than two business days before your course begins, your ECU account and system access (including email, M365, and Moodle) may not be ready by the first class. For online courses, your instructor will send a link to your personal email so you can attend the first session.
Course Waitlists
If a course is full, you may join the waitlist online at no cost. Joining a waitlist does not guarantee a seat or obligate you to register.
If a seat becomes available, you will receive a notification with instructions on how to secure your seat. Contact CS Registration staff during office hours for assistance.
Students on a waitlist cannot attend classes unless they are officially registered.
Prerequisite Courses
Prerequisite courses are not mandatory, but students should assess whether they have the appropriate prior knowledge.
If a course lists a prerequisite or “equivalent experience,” review the prerequisite course page to determine if you’ve met the learning outcomes. If you haven’t, completing the prerequisite first will help ensure success in the higher-level course.
If you are unsure, please reach out to one of our Student Advisors for support.
Registration Deadlines
Individual Adult Courses, Teen Courses + Workshops, Micro-Certificates
Online registration closes up to 2 business days before course start date.
To register after this deadline, contact CS Registration during business hours. Staff can help register you if seats are available.
Spring Break Art Camp, Teen Art Group, Youth Art + Culture Lab
Online registration closes up to 5 business days before course start date.
To register after this deadline, contact CS Registration during business hours. Staff can help register you if seats are available.
Summer Institute for Teens, Junior Art Institute
Online registration closes up to 10 business days before course start date.
To register after this deadline, contact CS Registration during business hours. Staff can help register you if seats are available.
Tuition + Other Fees
Tuition listed for each course does not include the cost of materials unless otherwise stated in the course description.
Most CS courses require supplies, and we do our best to provide accurate cost estimates. You can find required and recommended items in the Materials Guide linked from your course page. Before registering, please factor supply costs into your budget.
If applicable, GST is included in the tuition listed.
Registration + Payment Methods
How to Register
The quickest way to register is online using a Visa or MasterCard.
You can also register by phone at 604-844-3810 or in person at the Student Commons (520 E 1st Ave, Vancouver) during office hours, Monday to Friday, 8:30am–4:30pm PST.
Online Banking (Canadian institutions only)
- Use your bank’s Bill Payment option.
- Add “Emily Carr University of Art + Design” as the payee.
- Use your ECU student ID number as the Account Number.
- Take a screenshot showing payment confirmation (amount, date, student ID) and email it to csreghelp@ecuad.ca.
- Allow up to 5 business days for payment to appear in your account.
Cheque, Bank Draft, or Money Order
- Make payable to Emily Carr University.
- Write your student ID number and name on the front.
- Mail or deliver to:
- Financial Services, Emily Carr University, 520 E 1st Ave, Vancouver, BC, V5T 0H2
- Allow up to 7 business days for processing.
- A $25 fee applies for returned or NSF cheques.
Wire Transfer
Contact cashier@ecuad.ca for wire transfer details. Ask your bank to include your ECU student ID and name.
Third-Party Sponsorship
Please refer to the university’s information on initiating third-party sponsorship. Contact CS Registration for support.
Course Withdrawal + Refunds
Courses + Workshops
Submit withdrawal requests to csreghelp@ecuad.ca at least 7 calendar days before the course start date to receive a refund, less a $35 administration fee per course.
Requests to switch courses are treated as a withdrawal and new registration.
Refunds are processed within four weeks and issued to the original payment method or by cheque payable to the student.
Exceptions may be considered for extenuating circumstances with documentation (e.g., doctor’s note or subpoena). Requests made after the course has started or ended will not be granted. In some cases, a tuition voucher may be approved instead. Vouchers are valid for one year from the issue date.
This policy applies to
- Adult courses
- Teen courses + workshops
- Spring Break Art Camps
- Teen Art Group
- Youth Art + Culture Lab
Micro-Certificates
Submit withdrawal requests to csreghelp@ecuad.ca at least 7 calendar days before the course start date to receive a refund, less a $150 administration fee per micro-certificate.
For students registered through the StrongerBC Future Skills Grant, no exceptions will be made after the withdrawal deadline.
All other course and workshop policies apply.
Summer Teen Programs
Requests received before February 29 are eligible for a refund, less a $35 administration fee.
Requests received after March 1 and up to 10 business days before program start are eligible for a refund, less a $500 administration fee.
Requests received 10 business days or less before start date or after start date are not eligible for a refund.
User Experience Design Certificate Program
Please see program-specific withdrawal and refund policies in the Program Handbook.
Course Cancellations
Courses may be cancelled due to low enrolment or unforeseen circumstances. Cancellations typically occur about five days before the start date and are communicated by email.
If your course is cancelled, you’ll receive a full refund or can request to transfer to another course. You may also choose a tuition voucher valid for one year toward any CS course.
Please ensure your email address is current so you continue to receive updates and important information related to your courses.
Class Cancellations
If a single class session is cancelled due to instructor illness or other unforeseen events, you’ll be notified by email.
In the event of an emergency campus closure (e.g., severe weather), updates will be posted on the Emily Carr website and through the Emily Alert system. Sign up for Emily Alert to receive notifications.
If a cancelled class is rescheduled, students will be notified by email once a new date is confirmed. We aim to reschedule on the same weekday and time whenever possible.
Please ensure your email address is current so you continue to receive updates and important information related to your courses.
Terms + Conditions of Enrolment
Emily Carr University accepts no responsibility if a class, course, seminar, or workshop is cancelled or not completed due to strikes, lockouts, fire, natural disasters, or other causes beyond the university’s control.
Emily Carr reserves the right to modify its programs, instructors, fees, schedules, and regulations at any time.
Other ECU Policies
All students should be familiar with the University Policies that apply to them while studying and learning at Emily Carr University.
In particular, please review:
View the full list of University Policies.
FAQs
Frequently Asked Questions
Find answers to common questions about courses, registration, preparation and studying with us.
Still can’t find an answer? Contact us anytime:
Contact ECU Continuing Studies
How can we help you? We sometimes experience a high volume of inquiries and will try to respond within 3-5 business days.
Office Hours
8:30am – 4:30pm (lunch closure 12:30-1:30pm)
Closed on statutory holidays
Tel: 604-844-3810
Fax: 604-630-4535
Student advising by appointment only. Book an appointment.
Contact CSPrograms@ecuad.ca for questions about Continuing Studies programs, including full time certificates, flexible learning certificates and micro-credentials.
Contact Teens@ecuad.ca for questions about Youth Programs, including Spring Break, Summer Teens and workshops.
Contact CSRegHelp@ecuad.ca for questions about registration, withdrawals or general inquiries.
About Continuing Studies
Course Checklist: Preparing for Your Course
Step 1: Activate my ECU account + email
After registration, you’ll receive an ECU email address (username@ecuad.ca). It may take up to 24 hours for your account to activate.
Your ECU email is the official way instructors and staff communicate important information — please check it regularly.
New students receive a temporary password via email. Refer to this article on how to reset your password once you have logged into your email.
Passwords must be:
– a minimum 13 characters long
– alphanumeric with special character
We recommend choosing a relatively long phrase that is easy for you to remember, but hard for the computers to guess, such as “Sunset-Comes-to-Arctic-Early-Winter”.
If you forget your password, contact IT Services for a temporary password.
Note: It might take up to an hour for the new password to work on other platforms like Moodle or MyPhoto.
Step 2: Access Moodle + Microsoft 365
Use your ECU email credentials to sign in. If you have trouble logging in, submit an IT Helpdesk Ticket.
ECU Email: https://email.ecuad.ca
M365: https://www.microsoft365.com
Moodle: https://courses.ecuad.ca
Step 3: Get your ECU OneCard ID (on campus courses only)
Your Emily Carr OneCard is your student ID. You need it to enter campus areas, use printers, and borrow from the library. If you’re studying online or already have a OneCard, skip this step.
- Go to myphoto.ecuad.ca.
- Log in with your username (without @ecuad.ca) and password.
- Follow instructions to upload your photo
Upload your photo by Monday to get your OneCard by Wednesday of the same week. There is a $15 fee to reprint cards. For reprint OneCard request, please contact csonecard@ecuad.ca. You will not be able to upload a new photo into the myphoto site. IMPORTANT: Reprinting your OneCard will deactivate your current card when the new one prints.
OneCard Pick-Up Location: ECU Security Office, Room A2014
To receive your OneCard, please have available an accepted government issued photo ID on this list to present to Security. Visit Security during building hours. Enter through the main (South) entrance. The Security Office is on the left, behind the Information Desk. Call security using the phone by the office if no one is available.
Add Printing Funds to Your OneCard
Log in to your Digital Wallet with your ECU email and password. From this portal you can add funds with a Visa or MasterCard and track your running balance to print from any self-service printer on campus. Note: Currently, access to this portal is only available when you are on campus using ECUAD_STUDENTS Wi-Fi.
Step 4: View your student information + class schedule
Your schedule and course details are available in myEC.
- Log in with your ECU email and password
- Select Daily Work > Finance Administration > Account Summary
- Scroll down part way on the screen and click the link “View Statement’ on the right of the screen to open a PDF of your registration statement.
Step 5: Get your Course Material Guide
Course materials are essential for your studies. We’ve created Materials Guides to help you choose the right supplies. Please read the guide before buying anything. Instructors will also discuss materials for your course in the first class.
The Material Guide (PDF) for your course is linked at the bottom of the course page.
Material Guides for the following programs will be emailed to students prior to the program start date:
- Spring Break Art Camp
- Summer Institute for Teens
- Junior Art Institute
Choosing Courses + Prior Learning
Start by browsing courses by discipline to see what’s currently open for registration.
If a course requires prior learning or “equivalent experience,” students are expected to self-assess whether they have the required background. If you do, you can register directly. If not, we recommend starting with a more introductory level course to build a strong foundation of learning.
If you’d like guidance, you can book an appointment with a Student Advisor to talk through your learning goals or flexible learning pathways.
Registering for Courses
How do I register for a course?
You can register in one of three ways:
- Online: Find the course you’re interested in, select the section that fits your schedule, and click Register .
- By Phone: Call 604-844-3810, Monday–Friday, 8:30 am–4:30 pm PST.
- In Person: Visit the Student Commons, Monday–Friday, 8:30 am–4:30 pm PST.
How can I pay for my course?
Tuition is due in full at the time of registration through the online checkout process.
In some cases you may also pay by:
- Online Banking (Canadian Institutions Only)
- Wire Transfer
- Cheque, Bank Draft, or Money Order
- Third Party Sponsorship
Contact csreghelp@ecuad.ca for more information.
Can I register at the last minute?
If seats are available you can register up to two business days before the course start date.
If you’re registering after the online deadline, contact CS Registration at 604-844-3810 or csreghelp@ecuad.ca during business hours for assistance.
Access to your ECU email or Moodle may be delayed if you register within 48 hours of the start date.
The course I want is full – how does the waitlist work?
If a course is full, click the Waitlist button to add your contact information. There is no cost to join and you’re not obligated to register.
If a seat becomes available, you will receive a notification with instructions on how to secure your seat. Contact CS Registration at csreghelp@ecuad.ca during office hours for assistance.
Students on a waitlist may not attend classes unless they are officially registered.
What if I need to withdraw or can’t attend?
Refund eligibility and deadlines to request withdrawal vary by course type. Please review CS Policies for full details, then send your withdrawal request to csreghelp@ecuad.ca.
Do I need to provide proof of English proficiency?
No. You don’t need to submit English language test scores to register for Continuing Studies courses.
If you’d like to assess your comfort level, you can take the free Duolingo practice test. ECU generally recommends a minimum score of 110 for strong comprehension, but you can register directly regardless of score.
Tuition Support
Am I eligible for a discount?
Seniors (60+) and ECU alumni who have completed an ECU degree program are eligible for a 10% discount on CS courses. Only one discount may be applied per registration.
Discounts are not available for students registering through the StrongerBC future skills grant.
To confirm eligibility, contact csreghelp@ecuad.ca.
Are Continuing Studies courses eligible for tuition support, financial aid, or student loans?
View details on available tuition support options to learn about current options, eligibility requirements and application steps for available tuition support programs.
Are taxes included in tuition?
If applicable, GST is included in the tuition price listed on each course page.
Where can I find course withdrawal and refund policies?
You can view all tuition, refund and withdrawal information on the CS Policies page.
What happens if my course is cancelled or rescheduled?
If a course is cancelled due to low enrolment or unforeseen circumstances, you’ll be notified by email about five days before the start date.
You can choose to transfer to another course, receive a tuition voucher, or request a full refund.
If a class session is rescheduled, you’ll receive an email with new details once confirmed. Please make sure your email address in myEC is up to date so you don’t miss notifications.
Materials + Software
What materials or supplies are required?
Individual Courses + Workshops
Many courses require materials or software, which vary by subject. You can find specific Materials Lists linked from the course page.
Download the PDF guide to ensure you’re ready for your first day. Your instructor will also confirm what to bring or prepare for the first class
Teen Cohort Programs
About 1–2 weeks before your program starts, you’ll receive a Welcome Package with details about your studio, materials, and software. In the meantime, complete the steps in Course Checklist: Preparing for Your Course (above). This applies to the following programs:
Where can I buy materials, and how much will they cost?
You can purchase materials at any art supply store. Many items, such as sketchbooks, brushes or software can be used across multiple courses.
Take time to consider your learning goals and course pace before investing in materials. On average, materials costs range from $50 – $150 per course, though some studios may cost more.
What do I need to know about software and privacy?
Some courses use educational technologies that store data outside of Canada. You’re encouraged to review each platform’s privacy policy before use.
If you have questions, contact privacy@ecuad.ca for support.
During Your Studies
How do I access the Emily Carr Library?
Continuing Studies students have library access with their OneCard. You can borrow up to 15 books, graphic novels, or catalogues.
Visit the library website for hours, collections, and loan information.
What is the typical course load?
Course workload varies by subject and personal learning goals. As a general guide, plan for about one hour of homework per hour of class time. Studio courses or projects may require additional work outside of class.
How will I be assessed?
Adult courses are graded Pass/Fail based on completion of assignments, projects, and participation as outlined in the syllabus.
Adult workshops are graded Complete/Incomplete.
Youth and Teen courses and programs are graded Complete/Incomplete.
For grading details specific to the User Experience Design Certificate Program, please review the program information.
After Your Course
What happens if I don’t pass a course?
If you do not pass, you will see a F on your transcript. You can retake the course the next time it’s offered to meet certificate requirements, or select a different course. You must achieve a Pass in all required courses to receive your certificate.
How can I appeal my grade?
To appeal a grade, please contact CSPrograms@ecuad.ca for support. An online form will be available shortly.
What credential do I receive after completing a course or program?
Micro-Credential Courses + Micro-Certificates: You are eligible to receive a digital credential issued through Accredible.
Flexible Learning Certificates + Full-Time UX Design Certificate: You are eligible to receive a certificate upon completing all program requirements.
Summer Institute for Teens, Junior Art Institute: You are eligible to receive a Certificate of Achievement at the end of the program.
How do I request my certificate after completing all courses?
Once you’ve successfully completed all required courses for your Flexible Learning Certificate, please contact CSPrograms@ecuad.ca for support. An online form will be available shortly.
Certificates are produced twice per year and mailed after each print cycle. Check for the next submission deadline to ensure your request is included in the upcoming cycle.
If you’ve earned a micro-credential or micro-certificate, you’ll receive a digital credential through Accredible instead of a printed certificate.
When will I receive my digital badge or credential?
Digital credentials for eligible Continuing Studies courses are issued through Accredible approximately two to three weeks after the end of the term.
You’ll receive an email from Accredible with a secure link to view, share, or download your credential.
If you do not wish to receive a digital badge, you can unsubscribe before the end of your program.
How do I request a Continuing Studies transcript?
To request transcripts, please contact CSRegHelp@ecuad.ca for support. An online form will be available shortly. Transcripts are mailed through Canada Post according to their delivery timelines. Tracking numbers are not available, and express or courier service is not offered. The University is not responsible for delivery once mail has left campus.
Click here for degree (undergraduate or graduate) transcripts.
Do I receive a tuition tax credit for Continuing Studies courses?
Yes. T2202A Tax Receipts are issued for tuition over $100 and for courses longer than three consecutive weeks. It is available to download through myEC at the end of February each year.
As of 2019, the Canada Revenue Agency (CRA) requires all designated institutions to include students’ Social Insurance Numbers (SIN) on T2202 forms. If you haven’t submitted your SIN, update it securely through your myEC account (do not email your SIN):
- Log in to myEC.
- Open My Links → Social Insurance Number (SIN) Information.
- You can also update your contact details under User Profile in the My Links menu.