The PET Architect – a 2-day course

***contributes to HFI's Certified User Experience Analyst (CXA) certification***

About this course

This class is the most advanced of the HFI Certified User Experience Analyst™ Series. It reveals core insights that coordinate methods for crafting an optimal user experience. The goal of the class is to make you an architect of emotion, engagement, conversion, and retention.

Benefits

• Build on your PET design knowledge to become an expert in PET Structures.
• Apply the PET perspective to strategy, innovation, and application design.
• Lead your UX practice beyond the basics of Information Architectures and detailed design.
• Lead your organization to success in customer conversion; whether eCommerce, government, non-profit, financial institution, or pharma.
• Take full advantage of persuasion design in your website architecture.
• Design persuasion flow based on a core PET meme.

Course length

Two days: 9:00 to 4:30 each day, 1 hour lunch break

Course Content

At the end of this course, participants will be able to:

• Understand the criticality of persuasion, emotion and trust (PET design™) in the design of market strategies, product innovations, and application designs.
• Create a “Core PET MEME” that is:
  • Tuned with executive intent
  • Tuned with deep PET analysis insights
  • Practical to transmit
  • Protected from mal-adaption
• Create a projection of a Core Meme (phrase, behavior, image)
• Create a “Persuasion Flow”
  • Center on your Core Pet Meme
  • Select effective, synergistic, and practical methods
  • Create core chains through an interaction|
  • Ensure momentum
  • Ensure final conversion
  • Embellish with triggers
• Build in customer retention methods (sustained relationships)
  • Pain control
  • Habit
  • Engagement and commitment
• Apply PET Architecture Methods
  • Market Strategies
  • New product and service innovations
  • Application and web site designs

Training package includes

• A comprehensive student manual
• Quick reference job aids

Who should attend

This course is recommended for advanced User Experience staff, especially those who are working in the higher level activities of persuasion engineering, innovation, and strategy. This course will also be useful for strategy, marketing, and innovation staff assuming they meet the prerequisites.

Recommended Prerequisites

Before taking this course participants must be able to apply the persuasion engineering tools described in the HFI course “How to Design for Persuasion, Emotion, and Trust (PET design)”. This includes: