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Psychology for Digital Behavior ChangePsychology for Digital Behavior Change [P2] 

2-Day Essential Psychology Workshop (1 of 2)

Learn the essential psychological principles that drive engaging websites, apps, and campaigns

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

This workshop is based on behavioral science, but 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.

You will be inspired with new ideas, gain a deeper understanding of digital motivation, and develop new skills in human centered design.

Skills and knowledge you’ll gain

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

  • Boost user acquisition, engagement, conversion, and retention
  • Integrate psychological strategies 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
  • Save time and money by using scientific principles to speed up projects
  • Make better decisions when facing design or marketing uncertainty
  • Avoid “psychological backfires”, where psychology accidently damages your work
  • Understand the basic triggers that influence users’ emotions, motivations and behaviors

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. Social psychology & environmental factors
  12. Digital psychology auditing
  13. Building psychological wireframes and mocks
  14. Using psychology in conversion rate optimization

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, we’ve removed the hard science and present 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
  • Our exercise workbook
  • All the training slides in a booklet
  • Interactive design templates and wireframes
  • Oversized printouts

Your training materials include our proprietary psychological design resources and templates, that will help you use psychology to build new technologies, audit your existing products, and reverse engineer what drives success in your industry.


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.

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
  • Content strategists and web writers
  • Health promotion specialists
  • Conversion optimization & marketing researchers

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


This workshop is suitable to persons who use digital media for a range of applications, from tactical hands-on builders to strategic planners, who share our passion for understanding the human factors that drive online behavior.

If you’re trying to decide whether this workshop is at the right level for you, give us a shout.

Timing and logistics

The workshop runs from 9:00 am – 5:00 pm (but please arrive by 8:50 am as we start at 9:00 sharp). There is a 15-minute break in the morning, an hour for lunch, and another 15-minute break in the afternoon.

We’ll provide all the training materials, so you’ll only need to bring a pen, some paper and if you’d like to participate in our live poling, bring a smart phone or tablet.  We’ll provide wi-fi.

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

Dr. Brian Cugelman has been working as an online behavior change specialist since 1997, with an extensive career running online projects and studies for industry, non-profit organizations, government, and the United Nations.

Brian obtained his PhD in Online Social Marketing with the Statistical Cybermetrics Research Group, a world-leading Internet research team, specializing in large-scale online data science.

Around 2006, he started AlterSpark with a focus on merging behavioral science with creative design and data science. Over the years, Brian has helped numerous companies and institutions measure and improve their online campaigns.

Brian has published over 25 papers and studies for the United Nations, global institutions, and scientific peer-reviewed journals. His research centers around digital media, social transformation, and behavior change.

Early on in his career, Brian was honored when the United Nations General Assembly recognized the outcome of his digital campaigning work, and it was his pleasure to act as an expert advisor for the World Anti-Doping Agency, the Heart and Stroke Foundation, and the annual International Conference on Persuasive Technology.

High-level government officials from both the United States and Canada have invited Brian to educate their staff. Pentagon officials invited Dr. Cugelman to present his research for their Cyber Influence Project, and then cited his research in their strategy to counter online extremism. Officials at the Government of Canada invited Brian to train their team and to run an educational session for digital media professionals and behavioral scientists across Federal Ministries, with a full house.

While completing his doctorate, Brian developed the scientific basis for his digital behavior change system, through his multi-year study of behavior change techniques that have been scientifically proven to impact online behavior. However, it took Brian a year of trial and error before he found the winning formula for translating online behavioral science into a format that was easy to understand and apply.

As a tireless traveler, Brian has taken his workshop across North America numerous times, training individuals and teams, including those from the world’s top companies and brands and from the highest levels of government. Check out his partial list of clients and testimonials on to see who has attended his training, and what they thought.

He’s just as happy to teach absolute beginners as he is to train some of the world leading behavior change specialists, authors and scholars. Finally, Brian insists on making his training accessible to students and researchers, and he regularly donates scholarships to people who use technology to build a better world.

See what Dr. Cugelman has to say about the workshop.

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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 start of lunch on the first day. That’s pretty much it. Read our guarantee.

“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 Over 150 Testimonials

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.