70: Refactoring UI: Concept to Launch


January 10th, 2019

1 hr 15 mins 52 secs

Your Hosts

About this Episode

If you listen regularly to the Art of Product podcast, then you’re probably familiar with the ongoing joke: How long does it take before we mention Steve Schoger and Adam Wathan? Well, today is your lucky day because not only do Derrick and Ben mention them, but Adam is once again their special guest.

Adam is a software developer, writer, speaker, and entrepreneur. Also, he is the creator of Nitpick CI, host of the Full Stack Radio podcast, and author of Refactoring UI and Refactoring to Collections. He describes the process of successfully making, promoting, and selling courses on the Internet. Plus, Steve makes a special appearance to share his side of the story!

Today’s Topics Include:

  • Concept and Collaboration: How Adam and Steve work together to create courses
  • Be genuinely helpful by offering free, good content for people to know, like, and trust you
  • Build an audience/authority on a topic to make people want to learn from you
  • Understand difference between what you care about vs. what your audience cares about
  • Care about quality and effort put into all aspects; utilize Steve’s design tips on Twitter
  • Signals and validation that your content resonates with and is helpful to your audience
  • What Makes a Successful Partnership: Similar values, but complementary skills
  • Promotion via email, newsletter, social media, case studies, and screencasts to grow number of subscribers/followers
  • Courses: Parts and Pieces (Books, Videos, and More) and Pricing to Make ROI
  • Launching Products and Surpassing Sales Expectations

Links and resources:

Adam Wathan

Nitpick CI

Refactoring UI

Refactoring to Collections

Full Stack Radio Podcast

Adam Wathan’s MicroConf Presentation

Adam Wathan on GitHub

Adam Wathan’s Email

Adam Wathan on Twitter

7 Practical Tips for Cheating at Design

Steve Schoger

Steve Schoger on YouTube


Steve Schoger on Twitter

Wes Bos



An eBook pricing model that resulted in $100,000 in sales

Art of Product on Twitter

Derrick Reimer Website

Derrick Reimer on Twitter

Ben Orenstein Website

Ben Orenstein on Twitter