Masterclass: Value proposition prototyping for discovery and validation
Stop showing people your app. Start finding out if they actually need it.
Most teams test value propositions the wrong way: too early, too polished, too focused on the interface. By the time they find out the idea doesn't land, they've already built it.
This masterclass teaches a different approach. We use lo-fi, non-UI prototypes (timelines, scenario cards, comparables and micro-journeys) to surface real signals much earlier in the process, then shift to higher-fidelity concepts only once we know we're solving the right problem.
You'll learn how to structure two distinct research sprints, each with a different ratio of listening to showing, and a different kind of prototype to match.
Who this is for
Product managers, founders, growth leads and UX researchers who've done customer discovery before and know the basics don't work well enough.
This is not an intro to user research. We're assuming you've run interviews, maybe even done some concept testing. Now you want the techniques that consistently produce better signals, earlier, with less wasted build time.
B2C and B2B both welcome. The tools adapt to the context; the principles are universal.
What we'll cover
The prototyping toolkit for discovery and validation
Timelines, scenario cards, micro-journeys and comparables: when to use each, what they unlock, and why a realistic-looking UI is almost always the wrong choice at this stage.
The two-sprint model
Sprint 1 is 80% listening, 20% showing. Sprint 2 flips that ratio. Each sprint has different goals, different scripts and different signals to look for. We'll walk through both with real case studies.
Reading the signals
What does a genuine buying signal actually look like? We'll watch real interview clips and practice spotting the difference between polite interest and actual intent.
From discovery to opportunity
How to turn messy interview data into a prioritised set of opportunities, and decide what to test next (clue: it's not always a product feature).
AI-assisted prototyping
How to use AI to build value prop concepts at the right fidelity for each sprint, without skipping the thinking that makes them useful.
What you'll leave with
A working toolkit of non-UI prototype formats, ready to apply to your next project
Sprint 1 and Sprint 2 script templates
Signal checklists for discovery and validation
Full session transcript to revisit later
20% discount on future masterclasses and 1-to-1 coaching
Event details
Date: Wednesday 22 April 2026 Time: 1:00pm - 5:00pm
Location: Somerset House, London (specific room confirmed to ticket holders 3 days before)
Capacity: Maximum 10 attendees
Price: £440 + VAT
Coffee, tea and snacks provided throughout.
Optional drinks nearby afterwards for anyone who wants to continue the conversation.
What to bring
Laptop optional (useful for AI-assisted exercises, but not essential)
A clear articulation of your value proposition: who it's for, the problem they have, what your solution does and how it's different from competitors
Pen and paper for notes
Pre-work: Before the session, write out your value proposition following the structure above. Come ready to test your assumptions.
About your facilitators
We've spent 19 years refining these techniques across nearly 100 clients and thousands of customer interviews. We teach research methods at LSE, Royal College of Art and Central Saint Martins, and have mentored hundreds of startups through Google for Startups.
These aren't theoretical frameworks - they're battle-tested approaches we use with paying clients every week.
Refund policy
Full refund if cancelled more than 7 days before the event
50% refund if cancelled between 7 days and 48 hours before
No refund within 48 hours of the event
Questions?
Email us at [email protected] or check out the full programme at muirwood.co.uk/research-masterclasses/
Limited to 10 people. Book early to secure your spot.