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Persuasion, emotion, and trust are critical factorsfor creating successful online interactions. While traditional user-centered design focuses on design-ing for usability, it is now essential to leverage thescience of PET to influence users. Whether your site,application, or product is informational, functional,or transactional, PET Design teaches you how tomotivate people to make decisions that lead to conversion.

 

What you’ll learn

  • Create designs that motivate specific actionsand align with measurable business goals
  • Increase customer conversion, loyalty,and adoption
  • Test and measure the emotional impact andcredibility of your website
  • Present PET Design research and user analysiswith concrete deliverables, including: PETpersonas, persuasion flow diagrams, emotionmaps, strategies, and trust scorecards

 

Course Objectives

Participants will learn to:

  • Apply core methods and tools for persuasive andemotional design — create a persuasion strategy
  • Evaluate sites on the basis of persuasion, emotion,and trust
  • Integrate PET-related requirements into your datagathering and interaction design processes
  • Build personas specifically to research, probe, andanalyze PET-related factors
  • Construct designs and persuasion flows based onuser’s drives and blocks
  • Validate the persuasiveness and emotional impactof your designs
  • Leverage the research that continues to shape thisrapidly evolving discipline

Practical How to Design for Persuasion, Emotion & Trust (PET Design™)

Course Code

GTCDPAPET

Duration

3 Days

Course Fee

POA

Accreditation

N/A

 

Advantages of HFI Certification

  • Get certified by the world's leading user-centered design firm and become a recognized UX authority
  • Help your company increase user satisfaction inproducts and services
  • Join CUA Central – exclusive online community for CUAs and CXAs
  • Achieve growth and progress in your career path

HFI offers two kinds of certification, each requiring anexamination to demonstrate mastery. Moreover, HFIoffers optional courses to help you prepare for each exam.

CUA Certification

Become a Certified Usability Analyst™ (CUA) with HFI’s certification program. CUAs must pass an examination demonstrating their mastery in all key areas of interface usability. This certification is supported by the following courses:

Course 1. User Experience (UX) Foundations

Course 2. User-Centered Analysis and Conceptual Design

Course 3. The Science and Art of Effective Web and Application Design

Course 4. Practical Usability Testing

CXA Certification

The Certified User Experience Analyst™ (CXA) certification indicates advanced skills in persuasion,innovation, strategy, and institutionalization of UX. CUAcertification is required to take the CXA exam. This certification is supported by the following courses:

Course 1. How to Design for Persuasion, Emotion, and Trust (PET design™)

Course 2. The PET Architect

Course 3. Omni-Channel UX Strategy and Innovation: An Ecosystem & Future Modeling Approach

Course 4. How to Support Institutionalization of a Mature UX Practice

Target Audience

  • Usability and user experience professionals,marketers, graphic designers, web and application designers, mobile and wireless interaction designers, product management and product designers

Attendee Requirements

  • 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

Expand all

Course Description

Persuasion, emotion, and trust are critical factorsfor creating successful online interactions. While traditional user-centered design focuses on design-ing for usability, it is now essential to leverage thescience of PET to influence users. Whether your site,application, or product is informational, functional,or transactional, PET Design teaches you how tomotivate people to make decisions that lead to conversion.

 

What you’ll learn

  • Create designs that motivate specific actionsand align with measurable business goals
  • Increase customer conversion, loyalty,and adoption
  • Test and measure the emotional impact andcredibility of your website
  • Present PET Design research and user analysiswith concrete deliverables, including: PETpersonas, persuasion flow diagrams, emotionmaps, strategies, and trust scorecards

 

Course Objectives

Participants will learn to:

  • Apply core methods and tools for persuasive andemotional design — create a persuasion strategy
  • Evaluate sites on the basis of persuasion, emotion,and trust
  • Integrate PET-related requirements into your datagathering and interaction design processes
  • Build personas specifically to research, probe, andanalyze PET-related factors
  • Construct designs and persuasion flows based onuser’s drives and blocks
  • Validate the persuasiveness and emotional impactof your designs
  • Leverage the research that continues to shape thisrapidly evolving discipline
Course Outline

10 Tracks to Success

1. Introduction—The Persuasion Quest

Learn about the history of the field, how PET isadditive and fully complementary to classicusability, and why PET will change the way youconsider and design for your customer’s webexperience forever!

2. Designing for Trust

Before you can persuade customers to act, you must ensure that your site engenders trust. Learn how to: design for credibility and trust, take hygiene factors into consideration, and how various online “markers” engender trust, such as credible organizations, design quality, FAQs,citations, current content, archives, testimonials,and more.

3. Emotional Design

Learn how to tap customer emotion to increase engagement via proven psychological principles,including: utility, practicality, and drive fulfillment; hierarchy, specificity, and depth of needs; eliciting negative and positive emotions; optimal levels of stimulation; and more.

4. Persuasion Design

Once the emotions are tapped, we’ll introduce you to the science of persuasion. Learn the psychological constructs required to get your consumers toact — every time. Discover how to use pay, impression, and pressure to your advantage via: extrinsic rewards, unanticipated costs, contrast principle,social proof, social learning, the power of peoplewe like, scarcity, and more.

5. Overview of HFI’s PET design Process

Persuasion methodology is not new, but putting it into practice is. Learn how HFI has createda persuasion process and methodology that consists of PET: assessment, testing and review,user research and design, structure, research and analysis, strategy, and validation.

6. PET–Focused Personas and Scenarios

The underpinnings of persuasion design are the tools that classic usability analysts use, but with a PET twist. Learn where PET personas and scenarios come from, understand persona variables, learn the differences between PET and classic scenarios,and how to build PET scenarios.

7. Initial Assessment Methods

Learn how the PET test and PET review uncover data that will enable you to take what you’ve learned so far and apply it to your site. Learn how to utilize: emotional reports, video, eye tracking data, persona emotion reports, persuasion strategies, the seducible moment, and more.

8. User Research Methods

In order to target your PET Tools, you’ll want to talk to your customers. In this track, you’ll get a taste of a technique used to understand the emotional landscape of your customers.

9. PET Tactical Changes

Now you’ve learned about persuasion, emotion,and trust, as well as how to assess your site and conduct customer research. In this section, you’ll learn how to make quick, easy, high impact changes to the existing design. This is PET designfor the real world, where you normally can’t do a complete redesign just for PET.

10. Validation Methods

Steeped in proven psychology, PET is teachable,repeatable and, perhaps most importantly, predictable. But you’ll still want to show that those predictions came true. Learn how to validate your design to see if your persuasion methods are working, if you are eliciting the desired emotions, and if your customers “will do” what you want them to do.

Learning Path
  • You are welcome to discuss which course is most suitable for you with a member of our team. Please contact us for further details.
Ways to Attend
  • Attend a public course, if there is one available. Please check our schedule, or register your interest in joining a course in your area.
  • Private onsite Team training also available, please contact us to discuss. We can customise this course to suit your business requirements.

Private Team Training is available for this course

We deliver this course either on or off-site in various regions around the world, and can customise your delivery to suit your exact business needs. Talk to us about how we can fine-tune a course to suit your team's current skillset and ultimate learning objectives.

Private Team Training | Contact us

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Our instructors are specialist consultants with vast real world experience and expertise allowing them to design and deliver client-focused courses for your organisation.

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