Chicago PET design Course

How to Design for Persuasion, Emotion, and Trust (PET design)

Persuasion, emotion, and trust (PET) are critical factors for creating successful online interactions. The growing reliance on e-channels makes an engaging customer experience more important than ever. This course provides the essential knowledge to transition from being a classical usability engineer to become a complete user experience designer.

You'll learn to develop persuasive strategies and implement research-based methods throughout the design process to make your website more trustworthy and convincing.

Whether your site is e-commerce, informational, or transactional, you can establish deeper relationships with your customers by understanding how people make decisions that lead to conversion. You'll learn techniques to probe the subtle motivations and emotional triggers that influence people’s reactions to your message, content, and offers.

Complete schedule now available!

What participants from PET design courses are saying:

“This is incredibly important work that, if done correctly, with proper diligence and ethics, can open up entirely new ways of thinking about business and web strategy. This course properly redefines what User Experience means. Organizations that do not adopt at least some of these principles will be left behind in very short order.” Richard Warnaka, Erie Insurance

“HFI once again appears to be the sole source for usability, now with this persuasion addition.” – Hakki Ocal, Broadcasting Board of Governors/Voice of America

“It was an honor to spend 3 days with the best of the best. Eric Schaffer’s knowledge is mind-blowing.” – Terry McAnnich, Blue Cross Blue Shield of Florida

“It was a privilege to be part of this class.” – Karyn Selko, Verizon