Psychology for Digital Behavior Change [P2] 
(2-day workshop)

practical ▪ scientific ▪ easy

Over two days, you’ll learn to build online products that are more motivating, usable, and persuasive, by harnessing digital psychology.

Though this workshop is all based on science, the content is presented at a practical level, through clear visual examples and hands-on exercises, designed to reinforce your understanding and to help you develop new skills.

The workshop will inspire you with new ideas, give you a fresh perspective on digital motivation, and empower you to build influential technologies. After, you’ll never look at technology in the same way again.

Skills and knowledge you’ll gain

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

  • Boost user acquisition, engagement, conversion, and retention
  • Save time and money by using scientific principles to speed up projects
  • Integrate psychology into websites, social media, ads, and mobile apps
  • Critically assess your existing technologies and make them more engaging
  • Reverse engineer your competitors’ success factors, then outflank them
  • Better justify your design choices when speaking to colleagues or clients
  • Make better decisions when facing design or marketing uncertainty
  • Understand the factors that drive motivational technologies

Workshop modules

During the workshop, we will cover these modules:

  1. Persuasive psychology & digital media
  2. Setting realistic expectations for online influence
  3. Science of persuasive design & optimization (made easy)
  4. Auditing psychological architectures
  5. Source credibility — digital sources
  6. Source credibility — the core factors
  7. Core elements of audience influence
  8. Core elements of persuasive messages
  9. How different media control persuasive design options
  10. Boosting impacts with style
  11. Capturing user feedback, through sensors, research, APIs & more
  12. Psychological opportunities that depend on user feedback
  13. Social psychology & environmental factors
  14. Auditing digital psychology exercise
  15. Combining psychological principles
  16. Building Psychological Architectures
  17. Audience journey mapping
  18. Building an evidence-informed landing page

Behavioral science made easy and practical

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

Obtain exclusive resources

All participants receive a copy of our exclusive evidence-based design resources and learning materials, including:

  • The Digital Behavior Change Toolkit
  • All slides used in the training
  • Oversized printouts for exercises
  • Exercise workbook

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 intermediate-level workshop. 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. If you’re unsure whether the workshop will be at the right level for you, check out our FAQ or contact us at info(at)

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, covering 15 hours of instruction over 2 days, you will receive a certificate of completion. Learn more about your certification options.

In 2016, we are also offering an online exam, where successful candidates will receive a Certificate of Mastery in Digital Behavior Change Principles. All workshop attendees who have participated before 2016 will receive one complementary opportunity to write the exam.

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)
Tweet: @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.


Regular price (SAVE up to 17%)
Book after the early bird and tickets cost $599, but you can still save up to $102 if you qualify for a discount code.

$599 regular price

Early bird  ticket price (SAVE 20-37%)
Book by the early bird deadline and save $120, plus up to $222 if you qualify for a discount code.

$377-$479 early bird price

100% 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.

When is the early bird deadline?
The deadline varies from city to city, so check our Eventbrite ticket page for your early bird deadline. This deal ends at 11:59 PM on the deadline day. Don’t miss out!

Who qualifies for our discount codes?
Anyone who can provide proof that they’re a student, academic, from a non-profit organization, government, or part of a group of 3 or more. If you qualify, claim your discount code here!

Do you charge tax?
In some regions, we’re obligated to collect local taxes. In these cases, taxes are displayed during the registration process and added to the receipt. In practice, we only collect tax in Canada.

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


“Great workshop! … We will start implementing some of the ideas in our projects.”

Alex Aranda
Senior User Experience Designer
Samsung Electronics

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
Brian really helped with illustrating persuasive design concepts and will help drive design decisions in the future.
Robert Hendry, Product & User Experience Leader, Inc
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.

$599 standard ticket price

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

Save $120 by registering early, plus save up to $222 if you qualify for a discount code below!

Early bird plus discount codes for: You SAVE You pay
Everyone who registers by the deadline
(no code required)
$120 (20%) $479
Academic / Government $180 (30%) $419
Non-profit organizations $192 (32%) $407
Students (with valid ID) $210 (35%) $389
Groups of 3 or more $222 (37%) $377

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

Save up to $102 if you qualify for a discount code below!

Discount codes for: You SAVE You pay
Academic / Government $60 (10%) $539
Non-profit organizations $72 (12%) $527
Students (with valid ID) $90 (15%) $509
Groups of 3 or more $102 (17%) $497

Claim your discount code now!

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

Guarantees, terms and conditions

All our workshops are subject to AlterSpark’s Guarantees, Terms and Conditions. Please ensure that you read these before signing up.