Psychology for Digital Behavior Change
Practical ▪ Scientific ▪ Easy
Over 2-days, you’ll learn to build online products that are more motivating, persuasive, and usable, by harnessing digital psychology.
This workshop is all based on science. However, 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.
You’ll learn to use the Persuasive Design Toolkit and to recognize the psychological architectures behind popular motivational patterns, such as gamification, landing pages, feedback loops, habit formation, and others.
The workshop will inspire you with new ideas, give you a fresh perspective on digital motivation, and empower you to build influential technologies.
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
During the workshop, we will cover these modules:
- Motivational psychology & digital media
- Setting realistic expectations for online influence
- Science of persuasive psychology & optimization (made easy)
- Auditing psychological architectures
- The Persuasive Design Toolkit
- Building emotional relations with digital media, technology & brands
- Source credibility & trust
- Core elements of a motivating message
- Audience factors that make or break influence
- How different media control persuasive design options
- Boosting impacts with style: simplicity, structure, framing, design & more
- Capturing user feedback, through sensors, research, APIs & more
- Psychological opportunities that depend on user feedback
- Social psychology & environmental factors
- Networks, influencers & viral diffusion
- Exercise: Identifying psychological ingredients
- Psychological architectures: gamification, landing pages, selling & more
- Prototyping tools for campaigns & desktop/mobile engagement
- Exercise: Building desktop/mobile applications that convert
- Optimization psychology & iterative improvement
Hard 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 copy of our exclusive evidence-based design resources and learning materials, including:
The Persuasive Design Toolkit
All slides used in the training
Oversized printouts for exercises
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
Product managers and digital project managers
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.
Relevant sectors and organizations
The curriculum is relevant to persons working across a range of sectors and organizations, including:
Technology firms and cloud services
Digital marketing agencies
Large corporations and smaller businesses
Health promotion agencies
Certificates and certification
After completing all modules, covering 15 hours of instruction over two days, you will receive a certificate of completion. We are also offering an online exam, available in June 2015 that you can complete, with successful candidates receiving a Certificate of Mastery in Digital Behavior Change Principles. All 2015 workshop attendees will receive one complementary opportunity to write the exam. Learn more about your certification options.
Brian Cugelman, PhD (your instructor)
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 someone you know.
The science behind this workshop started during my Doctorate, when I developed most comprehensive and simple persuasive psychology system, and integrated it into a communication model that makes it easy to build persuasive websites, mobile apps, and online marketing campaigns.
However, I went a step further in my Doctorate, and used a statistical technique called meta-analysis to reverse-engineer the psychological components used in online technologies that have been scientifically proven to influence how people think and behave. After graduating, I published my findings in the world’s top scientific journal in my field, JMIR.
Around this time, I received quite a lot of interest in my research, which included numerous invitations to lecture at Universities, educate companies, and even the Pentagon asked me to run a special educational session for them.
In response, I started adapting my Persuasive Communication Model into the most comprehensive and simple workshop on the science of online behavior change. My goal was simple: to translate complex scientific knowledge into useful guidelines. Having trained hundreds of organizations over several years, I’ve developed many innovative teaching methods that help participants gain the most skill, in the least time.
If you have any questions about the workshop, or you’re interested in corporate training, get in touch. I look forward to speaking.