In today’s competitive digital environment, your company’s success depends more than ever on an in depth understanding of your customers. Building this understanding through key concepts in consumer and media psychology will provide you with a fresh, insightful, robust and actionable toolkit which you can adapt to your company’s needs, to optimise existing or create compelling new digital user experiences.

In this course, tutors with over 40 years’ experience will give you the opportunity to learn, experience and practice first hand:

• Cutting edge psychological research methods to identify what motivates and deters your customers from engaging with your digital media products and services.
• Emotion reading using automated facial analysis, physiological measures of arousal, fixed and mobile eye tracking, observational, ethnographic, generative, qualitative, quantitative, behavioural and experimental research methods.
• Usability and accessibility research.
• What to measure, e.g., presence, engagement, effectiveness, flow.
• How to measure the quality and intensity of the user experience objectively and subjectively.
• Sampling, and impact of (dis)ability.
• How to design and develop new digital media products and services that address consumers’ unmet needs - compelling digital propositions which consumers will love.
• How to develop market entry strategies based on your in depth understanding of the customers for your innovations.

By the end of the course you will have developed valuable expertise:

• You will know how to research and develop UX with a level of confidence on which basis your company can define design, implementation and marketing strategy.
• You will have a clear view of what is new and emerging at the cutting edge of digital consumer experience.

Who is this course for?

If your company develops, produces, markets or offers any digital products or services (websites, apps, games, video, audio, digital signage) to customers, and it’s even part of your job to support their success, this course is for you.

This course will be beneficial for anyone who works within the usability and user experience field or anyone who is new to user experience research and wants to incorporate it into their work. The course content will be highly relevant to market researchers, business analysts, QA specialists, web designers, user experience designers, product designers, project strategists and people in many other professions.

How is this course taught?

We offer the course in two formats.

Our most popular format is as a bespoke package for a company’s research/ insight/ design/ planning/ strategy/ management teams. When we say bespoke, we mean it – we completely tailor the course/ workshop format to your needs and focus, with regard to content, timing, and location.

Brand new for 2016 is our intensive 2-day short course format. This immersion in cutting edge UX research and development from an applied psychology perspective will you the knowledge you need to develop insight to improve your competitiveness. Through a focus which combines the robustness and independence of the academic approach, and the clear, actionable outputs of the commercial approach, the course will use i2 media’s portfolio of over 200 successfully completed research commissions to inspire your application of our methods to your company’s commercial opportunities.

Examples you’ll focus on will be selected based on the composition of the tutees. We expect they’ll include a mix from: online UX, connected retail, location based services, digital advertising, behavioural adaptation through wearables, presence and engagement in media (from video to immersive virtual reality), user engagement in social media and games, and implicit and symbiotic interaction between humans and responsive media systems.

Through the course, working on an individual or group basis (as per your preference, and of your fellow tutees), you’ll be taught how to and then conduct the full research process for a UX project you bring to the course: scoping the project, asking the right questions, considering reliability and validity of measurements, study design, sampling, analysis, interpretation and actioning the findings.

Why take this course at Goldsmiths?

This is the first time that i2 media has engaged in delivering a short course revealing its UX methods and approaches. The course will be taught by experts from i2 media, Goldsmiths’ spin-off company from the Psychology Department – founded in 2002, and going strong.

The two course tutors have over 40 years of research and consultancy experience in the area, and a track record of over 200 successfully completed projects including many for online brands and services, such as The Weather Network, Ford, Orange-FT, The Missing Ink, EU, and lots more offline such as Honda, Saatchi & Saatchi, Digital UK, BBC, Ofcom and Direct Line. Having also worked for most Government departments, regulators and several charities, i2 media has an excellent reputation amongst industry/ regulatory/ governmental and third sectors in understanding the intersection between people and media technology products and services.

To apply, please visit our EventBrite page for Digital UX: evaluate and optimise.