Emotional Design Psychology & Neuroscience [EDP]

2-Day Design Psychology & Neuroscience

Deepen your understanding of what shapes user emotion and behavior

Over two days, discover how to build emotionally intelligent websites, apps, content, and campaigns based on the psychology and neuroscience of user emotion, motivation, cognition, and behavior.

You’ll develop new skills in building technologies that inspire, motivate, and win customer loyalty. You’ll also learn how to pre-empt your users’ emotional reactions, so you can defuse negative situations before they explode, while upgrading your users' experiences from good to great.

Our training will transform your understanding of what emotions are and how they work, while you learn practical strategies on how to target specific emotions. Plus, we’ll provide you with templates, strategy frameworks, research tools, and techniques that you can take back to the office, and apply immediately.

This workshop is for intermediate-to-advanced level digital media practitioners who are looking for deeper insight into the factors that shape user and consumer behavior. If you’re starting out, you’ll probably benefit by first taking workshop DBC1 and possibly DBC2. If you're not sure, see our FAQ or get in touch.

Skills and knowledge you’ll gain

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

  • Understand the full spectrum of user emotions
  • Build emotionally intelligent technologies and campaigns
  • Predict users’ cognitive disposition and emotional needs
  • Craft messages that make users feel good while shaping their behavior
  • Evoke healthy motivating stress while avoiding frustration or anxiety
  • Defuse potentially negative user emotions before they explode
  • Understand what drains your users’ attention, energy, and willpower
  • 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
  • Design personalities for humanlike AI bots and conversational interfaces
  • Build technologies that your users love

Workshop modules

Over 2 days, we’ll cover:

Day 1

  1. Intro to emotional design
  2. Emotional drivers of online behavior
  3. The Emotion–Behavior Model
  4. Sense perception and digital triggers
  5. Mapping the full spectrum of emotions
  6. The emotional quadrants that motivate behavior
  7. How to measure emotional reactions to design
  8. Shaping user habits with incentive systems
  9. Reducing emotional, cognitive, and physical barriers

Day 2

  1. Reverse-engineering emotional strategies
  2. Emotion-driven wireframing
  3. Designing for different personalities
  4. Relating with computers and conversational AI bots
  5. Defense mechanisms against manipulation
  6. Emotional design strategies for behavior change
  7. Neurotransmitters, core emotions, and interactive design
  8. Shaping behavior and engineering empathetic content
  9. External conversion metrics vs. your internal compass

Brian has trained teams at these companies:

“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

Behavioral science made easy and practical

What you learn is all based on hard science, but we’ve tailored the content to working professionals who need to get to the point and learn what works, fast. We present the science in clear, jargon-free language, using case studies, examples, and practical exercises that are accessible and easy to pick up, learn, and apply.

Obtain exclusive resources

YYour training kit includes our proprietary design resources that will help you develop emotional design strategies, site audits, research studies, and wireframes. You’ll receive:

  • Training Guide
  • Reference Manual
  • Workbook
  • Oversized Wireframes

Certification

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

Learn more about your certification options.

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
  • Product marketing managers
  • Digital project managers
  • Health promotion specialists
  • Conversion optimizers & researchers

The professionals you’ll meet at our workshop

Our training attracts an eclectic blend of professionals from a wide range of sectors. We’ve designed the content to be relevant to those working across a broad range of organizations, including:

  • 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

Make sure 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 workshop ED on its own or as a complement to workshops DBC1 + DBC2 as they draw on different areas of science and take a different approach to digital behavior change.

The goal of this workshop is to deepen your understanding of what shapes user/consumer behavior from within, rather than learning empirically validated external behavior change techniques, which is what we cover in workshops DBC1 + DBC2.

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 workshops DBC1 and DBC2 prior to taking ED.

Looking to decide whether this workshop is at the right level for you or want more information? Check out our FAQ or give us a shout.

Timing and 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 provide Wi-Fi.

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 about your instructor, 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

Register now

Toronto
Toronto
11-12 Apr 2019
Super Early Bird Deadline Jan, 25
Register early to save 25% ($150)
New York
New York
9-10 May 2019
Super Early Bird Deadline Jan, 25
Register early to save 25% ($150)

Tuition fees

$599 (299.5/day)2-days

To see our training packages, early bird rates, and group promotions, visit our tuition fee page.

Get this course for $249.8/day on a 5-day Complete Package.

Registration in Eventbrite
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When you register for e-learning, you'll be taken to our educational portal, to obtain your courses.

Waitlist for sold-out classes
If you can't order tickets because the workshop has sold-out, join the waitlist in Eventbrite. We have a flexible cancellation policy, so there's always a chance that space will open up.

Have any questions?
Email: team@alterspark.com
Call: +1 (888) 977-2055

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