Course description

This is an intensive one-day introduction to designing for persuasion, emotion and trust. Using ideas honed from years of scientific study from the disciplines of behavioural economics, sociology and psychology, this course will teach you how people behave can often be irrational but also predictable.

The course is fun and interactive and you’ll go back to your desk armed with tools and techniques (and a few dinner party tricks!) to impress your colleagues and friends.

“The course really opened my eyes to things that I had began to overlook and in the past may have ignored.“

Kevin Halley

Experience Design Architect, Trinity Mirror Digital

Is it for you?

If you want to learn how to maximise conversions, optimise landing pages, and understand what makes your customers buy now rather than later (or not at all) – this course is for you!

Participants are typically Marketing Managers, Digital Marketers, Designers or User Experience Managers.

What you will learn

Topics covered in the course include:

• What are cognitive bias and how they affect our decision making.

• Designing to enhance trust and avoid mistrust

• A handy checklist for building trust and credibility in your websites.

• Types of deceptive design and ethics of using powerful techniques like persuasion.

• The core principles for designing for persuasion and encouraging positive action.

• The principles of emotional design including Normans responses to design and Kanos model of user satisfaction.

Learning objectives

After completing the training, you’ll be able to:

• Describe and discuss the benefits of and key factors for delivering a persuasive customer experience

• Describe the key principles of persuasion, trust and emotion and how these affect customer behaviour

• Recognise the key triggers and patterns for persuasive design

• Evaluate the persuasiveness of customer experiences

Necessary for remote learning

• Access to Zoom