|Date||November 1 2013 (9:30am – 4:30pm)|
|Venue||Econsultancy London - Farringdon Point, London, United Kingdom|
|Trainer||Dr Jon Dodd|
About the course
Understanding why people behave the way they do and then creating choice architecture around it is key to improving customer engagement and return on investment.
Drawing on the disciplines of behavioural economics and social psychology to understand human decision making, this innovative course will help you understand the core techniques for persuasive design, encouraging website visitors to move along effective decision paths and boost conversions.
The course will cover:
- What persuasion really means, is it ethical and how does it fit with other activities like user-centred design?
- The principles of emotional design and understanding motivation
- Designing for trust (and avoiding mistrust)
- The core principles of designing for persuasion
- How to evaluate persuasion, including a checklist for trust, emotion, motivation and persuasion
- Putting it into practice – reviewing sites, designing and writing copy for persuasion
Who should attend?
This course is ideal for creative professionals looking to improve conversion rates on their site and gain an in-depth knowledge of the factors that impact decision making. The course will also benefit marketers and agency account managers looking to become conversant in the ideas around persuasive design.
How will I benefit?
- Understand the key principles of persuasion, trust and emotion and how these change customer behaviour
- Be able to recognise key triggers and patterns for persuasive design
- Understand how to evaluate for persuasion
- Practice and consolidate understanding by performing evaluations of screens and copy for persuasion
- Practice and consolidate understanding by improving or creating persuasive design and copy
Dr Jon Dodd
CEO and co-founder, Bunnyfoot
Jon holds a DPhil. in Visual and Computational Neuroscience from Oxford University. As an academic he researched (amongst other things) how you and your brain judge attractiveness, discern the shapes of shampoo bottles, and make decisions when shown visual illusions (he can also tell you a thing or two about how faces indicate age, gender and trustworthiness and why caricatures work so well).
In 1999 he escaped the cosy confines of academia and co-founded Bunnyfoot. The premise was (and still is) to help people create great experiences by applying the brainy bits from science and psychology, along with best practice and techniques from disciplines such as usability, HCI, ergonomics and user centred design.
Jon is a former invited expert for the Web Accessibility Initiative (WAI) and former editor-in-chief of the Usability Professionals Association online newsletter. He likes to keep hands on client projects where possible (recent clients include Boden, Microsoft, Cotswold Outdoors, M&S) but is also in demand for national and international conferences and training.
Jon is currently writing a book on 'the psychological and visual basis of customer decision making' and needless to say is searching for a more punchy title – suggestions? He is a diving instructor, serious poker player, and is soon to be racing across the Atlantic on a 70ft yacht (until late 2012 he'd never sailed before)
Econsultancy London - Farringdon Point
Nearest tube stations:
Farringdon (Circle, Metropolitan, Hammersmith & City) or Chancery Lane (Central Line)
0207 269 1470, email@example.com