| How to Design for Persuasion, Emotion, and Trust (PET) – A 3-day course |
Persuasion, emotion, and trust (PET) are critical factors for creating successful online interactions. The growing reliance on e-channels makes an engaging customer experience more important than ever.
How much do you know about persuasive design?
Take the PET quiz!
| This course provides the essential knowledge to transition from being a classical usability engineer to become a complete user experience designer |
In this course, you'll learn to develop persuasive strategies and implement research-based methods throughout the design process to make your website more trustworthy and convincing. Whether your site is e-commerce, informational, or transactional, you can establish deeper relationships with your customers by understanding how people make decisions that lead to conversion. You'll learn techniques to probe the subtle motivations and emotional triggers that influence people’s reactions to your message, content, and offers.
Participants will also learn to document and present their PET-related research and user analysis with concrete deliverables, including personas, persuasion flow diagrams, emotion maps, and trust scorecards. This knowledge also applies to products and mobile devices.
| It is no longer enough to design just for
efficiency – now user experience experts
must also design for engagement |
| Objective |
Learn how to:
- Create designs that motivate specific actions
- Increase customer conversion, loyalty, and adoption
- Understand motivations and emotional triggers
- Appeal to the rational and emotional aspects of decision-making
- Test and measure the emotional impact and credibility of your website
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| Course length |
| Three 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:
- Apply core methods and tools for persuasive and emotional design, and create a persuasion strategy
- Evaluate sites on the basis of persuasion, emotion, and trust
- Use PET design markers to identify persuasion, emotion, or trust design elements in your own prototypes or designs
- Integrate PET-related requirements into your data gathering and interaction design processes
- Build personas specifically to research, probe, and analyze PET-related factors
- Construct designs and persuasion flows based on users' drives and blocks
- Validate the persuasiveness and emotional impact of your designs using the PET Scan and PET Validation methods
- Leverage the research that continues to shape this rapidly evolving discipline
|
| Training package includes |
- A comprehensive Student Manual
- Workbook and Resource Guide that includes:
- course exercises
- publication and Web site references
- glossary
|
| Who should attend |
| Usability and user experience professionals, marketing professionals, graphic and visual designers, Web and application designers, mobile and wireless interaction designers, and product designers |
| Recommended Prerequisites |
- Practical experience in user-centered requirements, design, and usability testing, analysis, and evaluation techniques
- Strong desire to learn how persuasion, emotion, and trust research methodologies can be effectively applied to the design of conversion-based and decision-making interaction design
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| Participant Feedback |
"This is incredibly important work that, if done correctly, with proper diligence and ethics, can open up entirely new ways of thinking about business and web strategy. This course properly redefines what User Experience means. Organizations that do not adopt at least some of these principles will be left behind in very short order." —Richard Warnaka, Erie Insurance
"HFI once again appears to be the sole source for usability, now with this persuasion addition." —Hakki Ocal, Broadcasting Board of Governors / Voice of America
"It was an honor to spend 3 days with the best of the best. Eric's knowledge is mind-blowing." —Terry McAnnich, Blue Cross Blue Shield of Florida
"It was a privilege to be part of the PET pilot class." —Karyn Selko, Verizon |
Course schedule,
fees,
and registration |
