Psychology for Digital Behavior Change [P2]
2-Day Essential Principles (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
Save time and money by using scientific principles to speed up projects
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
During the workshop, we will cover these modules:
- Persuasive psychology & digital media
- Setting realistic expectations for online influence
- Science of persuasive design & optimization (made easy)
- Auditing psychological architectures
- Source credibility — digital sources
- Source credibility — the core factors
- Core elements of audience influence
- Core elements of persuasive messages
- How different media control persuasive design options
- Boosting impacts with style
- Social psychology & environmental factors
- Digital psychology auditing
- Building psychological wireframes and mocks
- 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
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.
Bonus online training: Your ticket includes access to our online training portal, which we’ve set up to make sure that all participants are able to start at the same level. The content includes brief overviews of foundational principles, and links to resources where you can learn more. Launching September 2016
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
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
Government, Health sector
Small business, Freelancers, Students
This workshop is open to anyone working in interactive media from a beginner to an advanced level. If you aren’t sure if this workshop is for you, here are a couple of suggestions of suitable professional backgrounds we recommend:
- Interactive media: You must have an understanding of interactive media with experience in any of these fields: web graphic design, user experience, online communications, digital marketing, advertising, content strategy, or conversion rate optimization.
- Behavioral science: You don’t need to have any understanding of psychology. However, we’re proud to have received great feedback from absolute beginners to psychology pros such as behavioral scientists, academics, and creative directors.
- Years of experience: We’ve designed our workshop to satisfy the learning needs of beginners and seasoned experts. Our testimonial page includes endorsements from newbies and top professionals with numerous world leading companies and brands.
- No programming required: This workshop focuses on psychological strategies and applications, rather than the specific technical programming skills for building interactive tech. So we have no expectation that you can code, program or conduct data science. But, we will discuss these subjects as they come up.
If you’re still trying to decide, check out our FAQs, or speak with us.
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)
Dr. Brian Cugelman has been working as a social and behavior change professional since 1997, with an extensive career in social mobilization, digital engagement, and program evaluation. Brian started his career by running social and digital behavior change campaigns with grassroots organizations, before he joined the United Nations where he spent another 7 years running online global campaigns.
Proceeding, he obtained a PhD in Online Social Marketing with the Statistical Cybermetrics Research Group, a world-leading Internet research team.
Around 2006, Brian started AlterSpark with a focus on helping the United Nations and global organization to study the impact of their online social transformation campaigns.
The United Nations General Assembly has recognized the impact of his digital campaigning work, and it was Dr. Cugelman’s pleasure to be invited 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.
He has published over 25 papers for the UN and leading scientific journals. Even the Pentagon invited Dr. Cugelman to present his research on persuasive design to the Cyber Influence Project.
Brian developed the AlterSpark curriculum during his doctorate, when he studied the application of behavioral science to web design and online marketing. His foundational workshop is based on classic behavioral science and persuasive technology while his workshop on neurochemistry fuses neuroscience with persuasive design.
See what Dr. Cugelman has to say about the workshop.