Psychological Architectures of Digital Behavior Change [A1]
(1-day advanced workshop)

Whereas our foundational workshops focuses on the core principles of persuasive design, this workshop will show you how to combine those principles into proven design patterns called Psychological Architectures.

What’s a Psychological Architecture? It’s a winning combination of psychological principles that are extremely effective at influencing how people think and behave. You may know them by different names, such as persuasive design patterns, behavior change theories, or industry best practices.

This workshop will teach you several of the most common Psychological Architectures, including gamification, habit design, feedback loops, risk screeners, digital coaching, landing pages, long-term processes of influence, and more.

You’ll also learn to integrate these strategies into multi-channel digital campaigns, and embed them into websites, social media, mobile apps, and wearable technology. By the end of this workshop, you’ll possess a series of templates that you can use to fix up current projects or inspire your next big idea.

Skills and knowledge you’ll gain

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

  • Build technologies that are more effective at shaping users’ beliefs, attitudes, and behaviors
  • Save time and money by starting your next project with proven design patterns and templates
  • Know which psychological principles work best together, and which ones may accidentally backfire
  • Understand how to structure your marketing campaigns to achieve long-term processes of incremental influence
  • Avoid hype and make realistic decisions about popular Psychological Architectures
  • Gain a new perspective on evidence-based design that is jargon-free, intuitive, and extremely practical

Workshop modules

During the workshop, we will cover these modules:

  1. Refresher
  2. Combining psychological principles
  3. Building Psychological Architectures
  4. Architectures: motivation and ability
    • Motivation-gateway
    • Fear and efficacy
  5. Architectures: solo and social selling
    • Landing page
    • Group buying
  6. Exercise: landing page design
  7. Architectures: goals, feedback, progress
    • Feedback loops (self-regulation)
    • Gamification
  8. Architectures: audience journeys
    • Coaching: goal attainment
    • Carrot and stick
    • Exercise: audience journey mapping
  9. Shaping
  10. How to pick the right Psychological Architecture
  11. From abstract science to practical creativity

Evidence-based design, made easy and useful

This workshop is all about making science easy and practical. You’ll gain a new perspective on evidence-based design that is jargon free, intuitive, and extremely easy to apply.


Obtain exclusive resources

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

  • Psychological Architecture cheat sheet
  • Templates and wireframes of persuasive architectures
  • All slides used in the training

Who this workshop is for

This workshop is for digital professionals who want guidance on science-based design and industry best practices. It’s ideally suited to:

  • Usability and UI/UX professionals
  • Graphic designers and interactive designers
  • Digital marketing and advertising specialists
  • Health promotion specialists
  • Conversion optimization & marketing researchers


This is an advanced workshop that is only available to people who have completed our foundational workshop on psychological principles.

Qualifying prerequisite courses include our 1- or 2-day workshops on Persuasive Psychology for Interactive Design, Psychology for Digital Behavior Change, or any of our workshops on health behavior change. If you’re not sure, email us at [email protected]

Relevant sectors and organizations

The curriculum is relevant to persons working across a range of organizations, including:

  • Technology firms, Cloud services
  • Financial services, Retail businesses, Consulting Services
  • Digital agencies, Creative firms
  • Media, Gaming, Entertainment
  • Telecommunications, Infrastructure
  • Government, Health sector
  • Non-profit organizations
  • Small business, Freelancers, Students

Certificates and certification

After completing all modules in this 1-day workshop, you will receive a certificate of completion.

We are launching our online testing in 2016, where those who pass this exam, will earn a certificate in Digital Behavior Change Architectures. All workshop attendees who have participated before 2016 will receive one complementary opportunity to write the exam. Learn more about your certification options.

Brian Cugelman, PhD (your instructor)

Brian Cugelman, PhD

Have a question?

Check out our FAQ or give me a shout. I’m happy to help out.

Call: +1 (888) 977-2055
Email: brian (at) alterspark.com
Tweet: @cugelman
LinkedIn: linkedin.com/in/cugelman

Let me tell you a bit about myself and the roots of this workshop, to help you better judge if it’s right for you or for someone you know.

The science behind this workshop started during my Doctorate, when I consolidated the world’s top behavior change frameworks into a simple system that practitioners and researchers can use to build and evaluate behavior change websites, mobile apps, and online marketing campaigns.

For my next step, I used a research method called statistical meta-analysis to reverse-engineer the psychological components used in online technologies that have been scientifically proven to shape how people think and behave.

Soon after, I published my findings in the world’s top e-health scientific journal, and began adapting my research to other fields and running various workshops and presentations. Public interest was overwhelming, and before I knew it, I started lecturing and teaching at various universities, conferences, corporations, and even the Pentagon asked me to run a special educational session for them.

To build the best curriculum on the subject, I collect participant feedback before and after every workshop. I’ve focused all my energy into creating the best possible workshop on the topic, summarizing the largest body of scientific research, presenting it in the most intuitive way, and ensuring that the workshop helps participants boost their insight and improve their skills.


$299 + tax may apply

SAVE up to $111 (37%) with early bird pricing & DISCOUNT CODES.

Satisfaction Guaranteed

We’re so confident 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 end of the lunch break on the first day. That’s pretty much it. Read our rules.

Almost 650 organizations have enjoyed Brian’s workshop, including:

What they’re saying about Brian’s approach:

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
Persuasive design workshop 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
Your workshop was great! I’ve already implemented a few techniques that you covered during your presentations and we’ve seen great results.
Sveta Fedarava, Graphic Designer, Intelex
Read Participant Reviews

On-site training?

We offer on-site training for groups of 5 to 25, along with a tailored curriculum and attractive volume pricing. Learn more>>

Discount codes

Not only do we believe in accessible pricing, but your early registration helps us to better plan our workshops.
For these reasons, we offer great rates for anyone who registers early, and to those who qualify for our discount codes.

$299 standard ticket price

Register before the early bird deadline to save 20-37%

Save $60 by registering early, plus save up to $111 if you qualify for a discount code below!

Combined discount codes for: You SAVE You Pay
Everyone who registers by the deadline
(no code required)
$60(20%) $239
Academic / Government $90(30%) $209
Non-profit organizations $96(32%) $203
Students (with valid ID) $105(35%) $194
Groups of 3 or more $111(37%) $188

Register after the early bird deadline but still save up to 17%

Save up to $51 if you qualify for a discount code below!

Discount codes for: You SAVE You Pay
Academic / Government $30(10%) $269
Non-profit organizations $36(12%) $263
Students (with valid ID) $45(15%) $254
Groups of 3 or more $51(17%) $248

3- day workshop deal

If you’re taking this workshop as part of our 3-day workshop,
we’ve already provided a reduced rate.
So just contact us if you qualify for an additional discount code.

Claim your discount code now!

To claim your discount code, just send an email to info(at)alterspark.com.
Please use your organizational or university email address,
tell us which code you qualify for,
and specify the city you’d like to attend.

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