Behavioural Science: Designing for Persuasion, Emotion and Trust - Training Course

Course description

This is an intensive one-day introduction to designing for persuasion. Using ideas honed from years of scientific study from the disciplines of behavioural economics, sociology and psychology, this course will teach you how to construct communications such as landing pages, emails, etc., that are more likely to result in positive interactions – conversions and other actions – with your customers.

The course is fun, it’s interactive and you will meet interesting people to exchange ideas and experiences with. You’ll produce something worthwhile and go back to your desk armed with weapons (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 persuasion really means and the ethics of using this powerful technique
How ‘persuasion engineering’ fits with other activities, such as usability, user-centred design, content strategy, etc.
The principles of emotional design
Designing to enhance trust and avoid mistrust
The core principles for designing for persuasion and encouraging positive action
How to evaluate for persuasion
A handy checklist for emotional and persuasive design
Hands-on practical exercises that include:
- Reviewing existing designs (public or your own)
- Iteratively designing persuasive landing pages
- Rewriting copy to be more persuasive

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
Plan and produce persuasive communications, including landing pages, emails and product detail pages