Overview: How to Design for Persuasion, Emotion, and Trust (PET Design)
Unleash the power of user influence with the How to Design for Persuasion, Emotion, and Trust (PET Design) course. This course equips you to craft user experiences that go beyond usability. You’ll learn to weave together Persuasion, Emotion, and Trust (PET) to create designs that not only guide users but also resonate with them on a deeper level. The program delves into techniques for crafting persuasive messages, leveraging emotions to drive engagement, and building trust through design elements rooted in Persuasion, Emotion, and Trust principles.
By the end of the How to Design for Persuasion, Emotion, and Trust course, you’ll be equipped to design experiences that not only convert users but also foster loyalty and achieve lasting business impact. You’ll gain expertise in applying Persuasion, Emotion, and Trust strategies to create compelling, user-centered designs that make a lasting impression. Enroll in the How to Design for Persuasion, Emotion, And Trust course today to transform your approach to user experience design and master the art of influencing user behavior.
Course Details
Course Code: -; Duration: 3 Days; Instructor-led
Persuasion, emotion, and trust are critical factors for creating successful online interactions. While traditional user-centered design focuses on designing for usability, it is now essential to leverage the science of PET to influence users. Whether your site, application, or product is informational, functional, or transactional, PET design teaches you how to motivate people to make decisions that lead to conversion.
The participant will learn:
- Create designs that motivate specific actions and align with measurable business goals
- Increase customer conversion, loyalty, and adoption
- Test and measure the emotional impact and credibility of your website
- Present PET design research and user analysis with concrete deliverables, including: PET personas, persuasion flow diagrams, emotion maps, strategies, and trust scorecards.
What you get?
- A comprehensive student manual
- Workbook and resource guide including:
- Course exercises
- Publication and website references
- Glossary
- Credit toward HFI’s advanced certification program—the CXA
Audience
Usability and user experience professionals, marketers, graphic designers, web and application designers, mobile and wireless interaction designers, product management and product designers.
Prerequisites
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.
Methodology
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Course Objectives
Upon completion of this program, participants should be able to :
- Apply core methods and tools for persuasive and emotional design—create a persuasion strategy
- Evaluate sites based on persuasion, emotion, and trust
- Integrate PET-related requirements into your data gathering and interaction design processes
- Build personas specifically to research, probe, and analyse PET-related factors
- Construct designs and persuasion flows based on user’s drives and blocks
- Validate the persuasiveness and emotional impact of your designs
- Leverage the research that continues to shape this rapidly evolving discipline.
Outlines
Learn about the history of the field, how PET is additive to and fully complementary to classic usability, and why PET will change the way you consider and design for your customer’s web experience forever!
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.
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.
Once the emotions are tapped, we’ll introduce you to the science of persuasion. Learn the sychological onstructs required to get your consumers to act— very 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 people we like, scarcity, and more.
Persuasion methodology is not new, but putting it into practice is. Learn how HFI has created a persuasion process and methodology that consists of PET: assessment, testing and review, user research and design, structure, research and analysis, strategy, and validation.
The underpinnings of persuasion design are the tools that classic usability analysts use 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.
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.
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.
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 design for the real world, where you normally can’t do a complete redesign just for PET.
Steeped in proven psychology, PET is teachable, repeatable and, perhaps most importantly, redictable. 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.
