Designing for Persuasion

Brief description:

An intensive one day introduction to designing for persuasion. Using ideas honed from years of scientific study from the disciplines of behavioural economics, sociology and psychology, this course will teach you how to construct communications (landing pages, emails etc.) that are more likely to result in positive interaction (conversions and other actions) on behalf of your customers.

For example: the fact that there are only a couple of places left on this course for November illustrates the principle of scarcity (and to an extent social norms) – rare things are perceived as being more valuable and if lots of people are going on the course then it must be good!

Some of the topics covered:

• What persuasion really means and is it ethical to use this powerful technique?
• How 'persuasion engineering' fits in with other activities such as usability, user centred design, content strategy etc.
• The principles of emotional design
• Designing to enhance trust and avoid mistrust
• Core principles for designing for persuasion and creating positive action
• How to evaluate for persuasion
• Checklists for emotion and persuasion
• Hands on practical exercises include:
  • Reviewing existing designs (public or your own)
  • Iteratively designing persuasive landing pages
  • Rewriting copy for persuasion