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UX-PET: The PET Architect


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UX-PET: The PET Architect


This class is the most advanced of the HFI Certified User Experience AnalystTM Series. It reveals core insights that coordinate methods for crafting an optimal user experience. The goal of the class is to make you an architect of emotion, engagement, conversion, and retention.

• Build on your PET design knowledge to become an expert in PET Structures.
• Apply the PET perspective to strategy, innovation, and application design.
• Lead your UX practice beyond the basics of Information Architectures and detailed design.
• Lead your organization to success in customer conversion; whether eCommerce, government, non-profit, financial institution, or pharma.
• Take full advantage of persuasion design in your website architecture.
• Design persuasion flow based on a core PET meme.


This course is recommended for advanced User Experience staff, especially those who are working in the higher level activities of persuasion engineering, innovation, and strategy. This course will also be useful for strategy, marketing, and innovation staff assuming they meet the prerequisites.


Before taking this course participants must be able to apply the persuasion engineering tools described in the HFI course “How to Design for Persuasion, Emotion, and Trust (PET designTM)”.

This includes:

• Contrast principle

• Deciophobia

• High price equals good

• The power of FREE

• Social proof

• Social learning

• The power of people we like

• Diffusion of responsibility

• Scarcity

• Reason for request

• Overcategorization and correlation

• Overestimation of big unlikely events

• Rule of reciprocation

• Divestiture aversion

• Feel good

• Priming and framing

• Conditioning and association

• Expectation

• Cognitive dissonance

• Pressure by of people we like

• Obedience to authority

• Psychological


This is a two-day instructor-led course. There is extensive discussion and interactive work involved.


At the end of this class you should be able to:

• Understand the criticality of persuasion, emotion and trust (PET design™) in the design of market strategies, product innovations, and application designs.

• Create a “Core PET MEME” that is:

 Tuned with executive intent

 Tuned with deep PET analysis insights

 Practical to transmit

 Protected from mal-adaption

• Create a projection of a Core Meme (phrase, behavior, image)

• Create a “Persuasion Flow”

 Center on your Core Pet Meme

 Select effective, synergistic, and practical methods

 Create core chains through an interaction

 Ensure momentum

 Ensure final conversion

 Embellish with triggers

• Build in customer retention methods (sustained relationships)

 Pain control

 Habit

 Engagement and commitment

• Apply PET Architecture Methods

 Market Strategies

 New product and service innovations

 Application and web site designs

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Module 1 - The Cost of Persuasion Vacuum and Persuasion Clutter

Without PET design we rely on the fantasy that the facts will convert. Without a persuasion architect, methods snowball and snarl into an ineffective and trust-busting mess. A PET Architect’s value is orchestrating the approach from a deep level and then ensuring alignment through detailed design.

Module 2 - The PET Difference

Learn how PET work benefits eCommerce, Finance, Government, and Non-Profit Organizations. Understand how the PET Architect role impacts strategy, innovation, and design projects.

Module 3 - Your Job as PET Architect

The key deliverables: the “Core PET Meme” and the “Persuasion Flow Diagram.” How these underlie the success of strategies, new offerings, and application designs.

Module 4 - Fit into Your SDLC (Software Development Life Cycle)

Our recommended placement of PET Architecture work in the overall design methodology. We resolve any questions on fit into your environment.

Module 5 - Listening for the Core PET Meme

Understand the range of Memes. How to extract the Meme. Seeing the PET Meme apart from behavioral and philosophical forms. Exploration into successful PET Memes (unidirectional, bidirectional, contrast).

Module 6 - A Solid Foundation for Design

Anyone can make up a Core PET Meme. But few can make one that systematically works. The framework of executive intent and PET Analysis.

Module 7 - Deriving a Core PET Meme

How to look at deep connection, relationship with other drives and blocks, replication, and danger of mutation, and derive a core PET meme.

Module 8 - Presentation and Evaluation

How to convey the Core PET Meme. How to evaluate the meme with a checklist to eliminate likely failures.

Module 9 - Unfolding Through Time

Understand the Persuasion Flow Diagram. Review of models of general persuasion flow (there IS no general persuasion flow so we cover how to create one). Common models of persuasion that generally work.

Module 10 - Creating a Core Persuasion Flow

Linking a persuasion flow to a task analysis. Deriving a model of persuasion for your application. Creating and evaluating exemplars to refine the core persuasion flow.

Module 11 - Adding Resonant Triggers

Evaluating the need for additional triggers. Identify key points critical to conversion.

Module 12 - Customer Retention

Eliminate relationship breakers. The radically different approach of habit formation. Habits that are hard to break. Contrasting habit with engagement and commitment.

Module 13 - Strategy

Starting with Executive Intent and a PET Analysis, you design the Core PET Meme. Understand how this fits into the development of a market strategy.

Module 14 - Innovation

Starting from a Core PET meme you recommend concepts for new products and services. We will see how the PET Architect contributes to the normal innovation methodology.

Module 15 - Site or Application Design

Starting from a concept, you create the persuasion flow needed to ensure conversion and then retention. We will see how the ‘PET Structure’ process overlays the classic user centered design methodology.

To Be Confirm

To Be Confirm

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