Behavioural science: Designing for Persuasion, Emotion & Trust - UX Training

About the course

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 (landing pages, emails etc.) that are more likely to result in positive interaction (conversions and other actions) on behalf of your customers

For example: the fact that there are only a couple of places left on this course for November illustrates the principle of scarcity (and to an extent social norms) – rare things are perceived as being more valuable and if lots of people are going on the course then it must be good!

It's fun, it's interactive, you will meet interesting people to exchange ideas and experiences with, you will produce something worthwhile and go back to your desk armed with weapons (and a few dinner party tricks) to impress your colleagues and friends

What will you learn?

• What persuasion really means and is it ethical to use this powerful technique?
• How 'persuasion engineering' fits in with other activities such as usability, user centred design, content strategy etc
• The principles of emotional design
• Designing to enhance trust and avoid mistrust
• Core principles for designing for persuasion and creating positive action
• How to evaluate for persuasion
• Checklists for emotion and persuasion
• Hands on practical exercises include:
  • Reviewing existing designs (public or your own)
  • Iteratively designing persuasive landing pages
  • Rewriting copy for persuasion

After completing the training, participants will 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 change customer behaviour
• Be able to recognise the key triggers and patterns for persuasive design
• Evaluate the persuasiveness of customer experiences
• Plan and produce persuasive communications including landing pages, emails, product details pages etc

What's included?

• Digital Course materials
• Certificate of completion
• Fully instructions for joining remotely

About the trainer

Andrew Tope - Consultant

After a brief stint at art college, and wanting to understand the motivations and perspectives of others, Andrew went off to university to study Social Anthropology. He followed this with an MA in the history of ideas and later an MSc in Social Research Methods from Oxford University.

He joined his first User Centred Design team in 2003, finding in this role a happy blend of research and design. Having previously worked in UX teams for large international companies conducting user research, UX design and user testing in Europe and North America, Andrew now enjoys working with clients such as Nationwide, EDF Energy, Easyjet, RNIB and Screwfix as part of the Bunnyfoot team.

Andrew also once spent a few years as a high school teacher and now gets his weekly (evening) teaching fix as a (volunteer) yoga teacher. He also teaches Bunnyfoot’s ‘Design for Persuasion’ course, tapping into the latest research on trust, emotion and persuasion to design motivating and engaging experiences. It may come in handy too if you ever find yourself in front of a room of lively teenagers or yoga students.

Course T&C can be found on the Bunnyfoot website