Psychological Architectures of Digital Behavior Change [DBC2]

1-Day Advanced Architectures Workshop (2 of 2)

Learn how to build psychological design patterns and strategies

This advanced workshop builds on our foundational workshop [DBC1]. You’ll learn how to combine individual principles of psychology into larger psychological design patterns for websites, apps, wearables, and multi-channel online marketing automation campaigns.

You’ll discover how to combine psychology for greater impact, how to avoid combinations that backfire, and gain experience wireframing based on “psychological architectures,” the unique psychological design patterns that drive landing pages, gamification, habit loops, stages of change, marketing engagement sequences, and more.

You’ll also learn 10 new principles of feedback psychology and gain experience in journey mapping while using psychology as the basis for digital engagement sequences and creative content.

This workshop is only available to people who have completed DBC1 or who are taking workshops DBC1+DBC2 together.

Skills and knowledge you’ll gain

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

  • Start your next project with proven design patterns
  • Translate psychological architectures into wireframes
  • Design technologies to shape users’ beliefs, attitudes, and behaviors
  • Combine psychological principles that are more effective together
  • Identify psychological principles that are useless in isolation
  • Avoid risky psychological principles that typically backfire
  • Understand how personalization and tailoring systems work
  • Differentiate between psychological models that work and misleading claims
  • Build psychology-driven user journeys and conversion funnels
  • Build various types of content for multi-channel engagement sequences

Workshop modules

During the day, we cover these modules:

  1. How to combine psychological principles
  2. Building psychological architectures
  3. Landing page psychology
  4. Motivation and efficacy design patterns
  5. Solo and social selling patterns
  6. Ways of capturing user feedback
  7. Feedback-based psychological principles
  8. Goals, feedback, coaching, and gamification
  9. Reinforcing and shaping user behavior
  10. Audience journey mapping and funnel design
  11. Building multi-channel engagement sequences

Design psychology…made easy and useful

What you learn is all based on science, but we’ve tailored the content to working professionals who need to know what works. Brian has removed the hard science and presents the content at a conceptual level, using case studies, examples, and practical exercises that are accessible and enable easy pick-up, learning, and knowledge retention.

Obtain exclusive resources

Your training kit includes our proprietary design resources that will help you use psychology to build new technologies, audit your existing products, and reverse-engineer what drives success in your industry. You’ll receive:

  • Training Guide
  • Reference Manual
  • Workbook
  • Oversized Wireframes
  • Oversized Screen Shots


After completing all modules, covering 6.5 hours of instruction, 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


This advanced workshop is open to those who have completed our DBC1 workshop or who are taking DBC1 and DBC2 together. Other qualifying prerequisite courses include our older foundation workshops, including our 1- or 2-day workshops on Persuasive Psychology for Interactive Design, Psychology for Digital Behavior Change, or any of our health behavior change workshops, or foundation corporate workshops.

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)

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

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.

In 2006, Brian launched 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 for greater understanding and measurable results.

Early on in his career, Brian was honored when the United Nations General Assembly recognized the outcome of his digital campaigning work. He has also acted 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 personnel. Pentagon officials invited Brian to present his research for their Cyber Influence Project and then cited his research in their strategy to counter online extremism. Government of Canada officials invited Brian to train their team and to run an educational session to a packed house of digital media professionals and behavioral scientists across federal agencies.

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. He has published over 25 papers and studies for the United Nations, global institutions, and scientific peer-reviewed journals.

While completing his doctorate, Brian developed the scientific basis for his behavior change system, which he subsequently published in the world’s top scientific e-health journal and then later adapted to a format that working professionals could quickly learn and apply.

Brian conducts workshops across North America, 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, as well as what they had to say about it.

Brian’s philosophy is to make his training accessible to students and researchers, regularly donating scholarships to people who use technology to build a better world. Brian welcomes professionals from all disciplines, from beginners to some of the world’s leading behavior change specialists, and especially those who are using technology to build a better planet.

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

Brian has trained teams at these companies:

“The third day workshop took all the theory and put it into practice. The first 2 days were amazing and day 3 was like: go use this. It’s really valuable getting to see everyone implement what they learned.”

Doug Crowe, Shopify Plus Account Manager, Shopify Inc

“Day 3 was great and well worth it! The group exercises really help make the principles stick!”

Djen Choo, Creative Director, Mercatus Technologies Inc.

“The workshop was a great way to consolidate and apply the principles learned on the two day course. Highly recommended!”

Danielle Cullen, Company Director Operations Manager, Industry Education Australia

Register now

New York
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New York
Toronto 2
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Super Early Bird Deadline Jan, 25
Register early to save 25% ($87)
New York
New York
Super Early Bird Deadline Jan, 25
Register early to save 25% ($87)

Tuition fees


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

Get this course for only $266.3/day on a 3-day Foundations Package or $249.8/day on a 5-day Complete Package.

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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?
Call: +1 (888) 977-2055

Next Early Bird Deadline for Vancouver (15% off) Sep 21, 2018









100% Satisfaction guarantee

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.


Terms, and conditions

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


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