Persuasive Psychology for Interactive Design

2-day workshop

Practical ▪ Scientific ▪ Easy


About this course

If you’re looking to design more persuasive technologies and want quick results, then this course is for you. Over two days, Brian Cugelman, PhD will show you how to design higher impact websites, social media profiles, mobile apps, and online ads.

You’ll be introduced to the key principles of persuasive design, through clear visual examples, and hands-on exercises that are designed to reinforce your understanding and help you develop new skills. Offering a blend of scientific principles, concrete examples, and practical exercises, you will get on the fast-track toward designing more influential technologies.


Workshop content

During the course, we will cover these modules:
  • MODULE 1. Persuasive psychology and technology
  • MODULE 2. Influence and change
  • MODULE 3. Digital media impacts on behavior
  • MODULE 4. How people interact with technology
  • MODULE 5. Evidence-based design and optimization
  • MODULE 6. Auditing the ingredients that make technology persuasive
  • MODULE 7. The persuasive communication model
  • MODULE 8. Source (credibility)
  • MODULE 9. Source message
  • MODULE 10. Audience factors
  • MODULE 11. Media selection impacts
  • MODULE 12. Message expression and interpretation
  • MODULE 13. Feedback expression and interpretation
  • MODULE 14. Audience feedback
  • MODULE 15. Social and physical context
  • MODULE 16. Identifying influence ingredients
  • MODULE 17. Recipes for digital engagement and selling
  • MODULE 18. Optimization psychology and research

Hard science made easy and practical

Although this is a science-based course, we’ve tailored the content to the needs of working professionals who need to know what works. In this course, Brian has removed the hard science, and presents the content at a conceptual level, with case studies, examples, and practical exercises.

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Skills and knowledge you’ll gain

By the end of this course, you’ll be able to:

  • Build more persuasive websites, social media profiles, ads, and mobile apps
  • Identify the factors that make digital technologies persuasive
  • Critically assess your existing technologies and identify opportunities to make them more engaging
  • Understand how to design more engaging graphics, content, and interactive interfaces
  • Explain to colleagues and clients, why one design is better than another, in terms of its potential impact on users
  • Leverage a pipeline of new ideas on how to improve your current and future digital products
  • Reverse engineer the factors that make your competitors’ technologies successful. Then build something better!

  • Save time and money by applying scientifically validated engagement principles to your next project


Who is this course is for?

This course is designed for digital professionals who want guidance on science-based design and industry best practices. This course is ideally suited to:
  • Usability and UI/UX professionals
  • Graphic designers and interactive designers
  • Digital marketing and advertising specialists
  • Product managers and project managers
  • Developers for web and mobile
  • Conversion optimization & marketing researchers


This is an intermediate level course. Participants must possess an understanding of interactive media and should have experience in either interactive design, user interface design, online communications, digital marketing or advertising.

Obtain exclusive resources

All participants receive copy of our exclusive persuasive design resources and learning materials, including:

  • The Persuasive Design Toolkit/li>
  • All slides used in the training
  • Oversized printouts for exercises
  • Exercise workbook
  • Templates/wireframes of persuasive architectures

Your certificate of completion

After completing all modules in the curriculum over the two days, you will receive a certificate of completion.

Your instructor: Brian Cugelman, PhD

Brian Cugelman, PhD

Got a question?
Give me a shout. I’m happy to help out.

One of my biggest challenges in designing this course, was figuring out how to take decades of scientific research, and turn it into a course that is engaging, easy to understand, and offers practical advice for working professionals.

As a scientist, this course draws on my doctoral research on the science of online engagement. I completed my PhD with a world’s leading Internet research group, and was thrilled that the world’s top scientific journal in my field wanted to publish my research–twice.

As a digital media specialist, this course draws on my long career building digital products and running online campaigns for companies, non-profit organizations, and government. I ran my first online social marketing campaign back in 1998, and soon after, I joined the United Nations to run the world’s first Internet-driven United Nations year campaign, which was recognized by the General Assembly. I haven’t stopped working hands-on.

As a teacher, I have spent years developing innovative ways to train professionals in how to apply scientific principles to design higher impact digital products and campaigns. Science has so much to teach digital professionals, yet this knowledge is often locked up in cryptic jargon and complex scientific terms. My top goal as a teacher has been to translate the best scientific knowledge into an educational package that is easy to understand and extremely practical.

If you have any questions, please contact me. I look forward to talking.

Call: +1 (416) 921-2055
Email: brian (at)

Connect with me via LinkedIn

Register Now

Save up to 27%
with Early Bird pricing
& Discount Codes

Toronto (Sign-up)

Early Bird: 17 Oct 2014
Course: 6-7 Nov 2014


Ticket price: $499 + tax

Early bird rate: $449 + tax
SAVE $50 (10%)

Save up to $85 (17%) more

Satisfaction Guarantee

We’re so confident that you’ll love our workshop, that we’re offering a 100% refund to anyone who wishes to withdraw. To qualify, simply return all your training materials and notify your instructor by the start of the lunch break on the first day. That’s it.

We’ve trained these organizations

Some of our happy customers 

What they’re saying about Dr. Cugelman

Great workshop! I enjoyed the training and it was very useful. We will start implementing some of the ideas in our projects.
Alex Aranda, Senior User Experience Designer, Samsung Electronics
What seals the deal, is how these factors have been formed into a tool for analysis, and structured around iteration for increased understanding over time.
Robert Mackie, Senior Interaction Designer, Samsung Electronics
I found the tone and content excellent! Excellent presentation and some very good information!
Natalie Campbell, Web Designer, Department of National Defence (Canada)
Persuasive design course was very engaging from beginning to the end. A lot of good examples and ‘recipes’. The toolkit is very useful when building wireframes. Can’t wait to start applying these theories to my next project!
Swidja Nikke, Communications Advisor, Government of Canada, Federal Economic Development Agency for Southern Ontario
Toronto is fortunate to have such a knowledgeable resource as Brian, and I highly recommend his one- or two-day sessions to digital media professionals who want to grow their subject matter expertise in the art and science of persuasive design.
Judah J. Gould, UX Specialist - Information Architect
“Enjoying the Psychology of Social Media session with @cugelman. Mirrors a lot of the reading I’ve been doing and adds more. #pcto2012″ and “One of the best presentations at #pcto2012: Social Psychology of Social Media via @cugelman”
Dave Fleet, Senior Vice President, Edelman


May we persuade you to share?


We believe in accessible pricing and offer several price reductions.

Regular ticket: $499 + tax

SAVE up to 27% with our DISCOUNT CODES
combined with EARLY BIRD pricing

Discount codes + early birdYou SAVECourse price
Academics$90 (18%)$409
Government$100 (20%)$399
Non-profit organizations$110 (22%)$389
Groups of 3 or more$125 (25%)$374
Students (with valid ID)$135 (27%)$364


SAVE up to 17% with our DISCOUNT CODES

If you miss the early bird price, you can still use our discount codes.

Discount codesYou SAVECourse price
Academics$40 (8%)$459
Government$50 (10%)$449
Non-profit organizations$60 (12%)$439
Groups of 3 or more$75 (15%)$424
Students (with valid ID)$85 (17%)$414

Claim your discount code now!

To claim your discount code, just email info(at)

Please use your organizational email address, so we can verify that you qualify.

Terms and conditions

Cancellation and refund policy: Registrants who cancel their reservation 14 calendar day prior to the start date, will receive a 100% refund. Registrants who cancel their reservation 13 to 7 days prior to the start date, can elect to receive a 50% refund or 100% credit towards future training. Registrants who cancel their reservation 6 days prior to the start date, will not receive a refund but will receive a 100% credit towards any future training. Any registrant who attends the workshop and wishes to withdraw during the morning of the first day, will receive a 100% refund by returning their training materials and notifying their instructor by the start of lunch on the first day. In the case of an unforeseen circumstances or emergencies, AlterSpark reserves the right to cancel this course up to 7 days prior to the start. If AlterSpark needs to cancel the course, all registrants will receive a 100% refund. AlterSpark will not be held liable for any expenses incurred by registrants.

Licence to use exclusive design resources: All participants will receive exclusive persuasive design resources, including the Persuasive Design Toolkit, which are not available to the public. Each paying participant may use these resources to support commercial or non-commercial projects. All of these tools and resources are copy written and licensed for sharing with up to 4 persons within each participant’s organization. However, usage is subject to these restrictions. The course content and tools may not be reworked, repackaged, rebranded, distributed, or used to build derivative educational products or design resources. Any project or work that makes use of these resources must give credit to the source.

Copyright: All course materials are copy written by Brian Cugelman, PhD and AlterSpark Corp. Participants agree not to rework, repackage, rebrand, distribute, or use the lectures or content to build derivative educational products or design resources. Participants agree not to use audio or video equipment to record the course. However, photos are welcome, and the course may be photographed, with images shared in digital media. Any participant who does not want to be included in any photos, should notify AlterSpark by emailing info(at); however, AlterSpark is not responsible for the use of images by third parties.