Emotional Design Psychology & Neuroscience [EDP]

Learn how to build emotionally-driven technology & campaigns

Classroom & Online Training
Companies that train with AlterSpark

Discover how to build emotionally intelligent websites, apps, content and campaigns based on psychology and neuroscience.

This class will transform your understanding of what emotions are, how they work and what shapes user decision-making and behavior.

The practical skills in this class focus on using emotional design strategies to fine-tuning your digital creative.

This workshop is for intermediate-to-advanced digital-media practitioners who are looking for deeper insight into the factors that shape user and consumer behavior.

We usually recommend taking DBC before this class, so check our course-selection advice on this course.

Skills and knowledge you’ll gain

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

  • Understand the spectrum of user emotions
  • Build emotionally intelligent technologies and campaigns
  • Predict users’ cognitive disposition and emotional needs
  • Craft messages that deliver emotional rewards
  • Evoke motivating stress while avoiding anxiety
  • Defuse potentially negative emotions before they explode
  • Understand what drains your users’ motivation
  • Conduct user research to optimize emotional impact
  • Build wireframes and mocks from psychology and neuroscience
  • Know which emotions to target to achieve different outcomes
  • Predict how people will react to various types of photos and images
  • Use personality neuroscience to build human-like brands
  • Build technologies that your users love

Modules

Over 2 days, we’ll cover:

Day 1

  1. Intro to emotional design neuroscience
  2. The emotion-behavior model
  3. Sense perception & digital triggers
  4. How users understand their digital experience
  5. Cognitive schemas & intuitive design
  6. How emotions work
  7. Irrational decision making
  8. Targeting habits v.s. intentional behavior
  9. Mental energy & cognitive load
  10. Designing within cognitive limits
  11. Defining & classifying emotions
  12. Mapping the spectrum of user emotion
  13. Rapid tools for measuring emotional impact
  14. Designing for emotions that drive behavior
  15. Dopamine-targeted design strategies
  16. Stress-based design & management strategies

Day 2

  1. Designing for social emotions
  2. Establishing authenticity & sincerity
  3. Digital body language & facial expressions
  4. Attachment anxiety & retention
  5. Digital ownership & territory
  6. Avoiding moral, disgust & fear backfires
  7. Social hierarchy emotions
  8. Design for pride & shame
  9. Empowering & disempowering users
  10. Digital respect & disrespect
  11. Gratitude & flattery in design
  12. Fairness & injustice in design
  13. Engineering high & low-status products
  14. Sex, love & parenting emotions
  15. Reinforcement learning
  16. Engineering emotional intelligence

Classroom vs. online editions

We offer this course in both classroom and online editions.
It’s also available in team training too.

Here’s how our classroom and online editions work.

 
Classroom
Online
Duration 2 days On-demand with 2-weeks LIVE-tutorials
Timing

9:00–17:00 with 1 hour lunch and two 15 min breaks

Self-paced, but consider completing 5 hours of video per week during the LIVE term (yes, it’s a pressure tactic to keep you on track)

Instructional hours

13 hours, based on 6.5 hours of instruction per day

13 hours based on 10 hours of video with two 1.5 hour live tutorials

Logistics

The workshop runs 9:00 am – 5:00 pm (but please arrive by 8:50 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 polling, bring a smartphone or tablet.

We’ll grant you immediate access to the videos as soon as you register, plus access to the waiting room for the upcoming LIVE tutorials.

You’ll have access to the lessons, and then we’ll start the behavioral design process during the LIVE training term.

Here’s what you get

Classroom training kit

  • Training guide
  • Reference manual
  • Workbook
  • Behavioral design templates
  • Wireframe kit

Online training resources

  • On-demand video lessons
  • LIVE tutorial recordings
  • Wireframe kit (mini)
  • Behavioral design workbook
  • Closed community
  • Cheatsheets

Ensure this workshop is right for you

If you’re interested in gaining a deep understanding of emotions and how they shape user behavior, then this workshop is for you.

You can take this class alone or as the complement to DBC, as they draw on different approaches to behavior change and focus on different hands-on skills.

The goal of this workshop is to deepen your understanding of what shapes user behavior from within, rather than using external behavior change techniques, which is what we cover in DBC.

For this reason, we do not recommend this workshop for beginners or people who are interested in learning foundational digital psychology. These groups will benefit more by taking DBC first.

Certification

After completing all modules, covering 13 hours of instruction over 2 days in class, or 2 weeks online, you will receive a certificate of completion.

If you wish to take the optional certification test to earn a “Emotional Design Psychology Certificate (EDPC)“, this will also put you on track to earn the “Digital Behavioral Design Certificate (DBDC)”.

Learn about your certification options.

Who this course is for

This class is suitable for:

  • Usability and UI/UX professionals
  • Graphic designers and interactive designers
  • Digital marketing and advertising specialists
  • Content strategists and web writers
  • Product marketing managers
  • Digital project managers
  • Health promotion specialists
  • Conversion optimizers & researchers
  • Entrepreneurs

Industries that will benefit

Our training attracts an eclectic blend of professionals from:

  • Technology firms, cloud services
  • Digital agencies, creative firms
  • Non-profit organizations
  • Government, health sector
  • Retail businesses, consulting services
  • Financial services, insurance
  • Media, gaming, entertainment
  • Telecommunications, infrastructure
  • Small businesses, freelancers, students
  • Academia, behavioral science, psychology

How students describe our training

I gained valuable insights that I can apply to landing pages currently in production. The context was very interesting, delivered in an easy to understand format and actionable.

Susan Oslin

UX Architect and Product Lead, ECO Auto Solutions

Brian’s expertise has given me not only additional tools to make my client’s campaign more successful. It’s helped me make my agency stand out in the world.

Philip Djwa

CEO, Strategist and Creative Director, Agentic Digital Media

We marketers cannot do our jobs successfully without psychology knowledge. Brian shares current research and examples that can be used in creating more impactful interactive messaging.

Debbie White

Creative Director and Principal, Frank + Candor

Meet your instructor

Brian Cugelman, PhD

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

If you'd like to learn more, read Dr. Cugelman's bio or see what he has to say about the workshop in his own words.

Have a question?

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

+1 (888) 977-2055
brian (at) alterspark.com
@cugelman
linkedin.com/in/cugelman

 

SAVE 25% by 24 Aug 2019 - Super Early Bird Deadline

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Hour(s)

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Minute(s)

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Classroom Tuition [EDP]
Fee: $599
$449 until 24 Aug
Save $150 (25%) on the Super Early Bird
Complete Package [DBC+EDP]

Get both courses [DBC+EDP] for

$1,248 $936 by 24 Aug
Online Tuition [EDP]
Fee: $399
$299 until 24 Aug
Save $100 (25%) on the Super Early Bird
Complete Package [DBC+EDP]

Get both courses [DBC+EDP] for

$798 $598 by 24 Aug
SAVE 10–15% with promo codes

We offer promo codes for academics (10%), non-profits (10%), students (15%) and groups of 3 or more (15%). Yes, you can add promo codes to the early bird rates.  To claim your promo code, email [email protected]

Register Now

Online
Online

Emotional Design Psychology & Neuroscience

20 Oct - 2 Nov 2019
2-Weeks LIVE Tutorials + On-demand
$399 $339 until 2019-08-24
Save $60 (15%) by registering early

Order in:

Toronto
Toronto

Emotional Design Psychology & Neuroscience

7-8 Nov 2019
2-Day Classroom Training
$599 $509 until 2019-08-24
Save $90 (15%) by registering early

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Vancouver
Vancouver

Emotional Design Psychology & Neuroscience

28-29 Nov 2019
2-Day Classroom Training
$599 $509 until 2019-08-24
Save $90 (15%) by registering early

Order in:

Chicago
Chicago

Emotional Design Psychology & Neuroscience

5-6 Dec 2019
2-Day Classroom Training
$599 $509 until 2019-08-24
Save $90 (15%) by registering early

Order in:

Have any questions?

Email: [email protected]
Call: +1 (888) 977-2055

Classroom registration

The green registration buttons take you to Eventbrite, where you can order your ticket. After registering, you'll receive your ticket and all the logistical details.

Online registration

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Sold-out classes and waitlists

Our classroom courses sometimes sell out. If you can't get tickets because of a sellout, join the Eventbrite waitlist.

100% Satisfaction Guarantee

We’re so confident you’ll love our training, that we offer a 100% money-back guarantee to anyone who attends our classroom or online training and wishes to withdraw. For details, read our guarantees.

Secure registration

All online payments are processed securely by PayPal and Stripe. Plus we use 128-bit encryption on all digital properties, verified by Comodo.

We’re proud to attract students from big name companies.

But we’re prouder to help countless students, beginners, and pros from all over.

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