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Explore the world of Persuasion, Emotion, and Trust (PET)

Improve customer retention, user satisfaction, and ROI metrics by thinking beyond usability

PET Training

HFI's PET training is part of its Certified User Experience Analyst (CXA) program. Two courses focus on the concept of Persuasion, Emotion, and Trust:

How to Design for Persuasion, Emotion, and Trust

  • Learn to create designs that motivate specific actions
  • Increase conversion, loyalty, and adoption
  • Test site and application credibility
  • Appeal to the rational and emotional decision-making process

The PET Architect

  • Learn to create chains of persuasive flows through your site
  • Build customer retention strategies
  • Understand how PET principles impact market strategy, product innovation, and application design
PET Consulting


PET Review – The review focuses on HFI's UX Reviews walk through your site or app based on personas and scenarios to assess and suggest improvements to your site using PET best practice and scorecards.

PET Scan – Similar to a usability test, HFI's UX testing and persuasion analysis gives structured feedback on both the can-do and the will-do aspects of your design.


PET Structure – Focusing on the data-gathering and research aspects of PET, HFI can help define your PET strategy and your customers' goals and needs. Once understood, your site can be designed to maximize its persuasiveness, emotional impact, and trustworthiness.

PET Design – Once the PET structure and strategy is defined, HFI's global team of UX experts can begin building. From wireframe to detailed design, our staff can build the most effective flows to make sure you complete your project on-time and with a strong ROI.

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