£238.80 – £598.80

The psychology behind impactful digital experiences

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Understand what really drives digital impact. We take you through key consumer psychology principles for engaging and retaining customers.

About this Event

In today’s attention-centred economy, it is more important than ever to engage your users, ensuring your audience can easily access your digital products and services. But with so many elements of a user’s experience to measure, it can be hard to know where to start, or what matters for delivering impact and customer value.

In this course you’ll uncover the psychological factors that lead people to buy, share and enjoy digital experiences. You’ll come away knowing which aspects of an experience you should be optimising and measuring, for impact.

Throughout the course you’ll learn how to:

• Frame your challenge

• Know your audience

• Analyse your product, service or experience

• Assess your strengths and weaknesses using, design, psychology and UX principles

• Create impactful design and comms features through your new knowledge of user psychology

• Generate research questions to address the gaps in knowledge.

Over this 2-day remote and interactive course we individually tailor the sessions to your needs, so you can put your new knowledge straight to work. Our live sessions run from 10.30am - 1.30pm on day one and from 1.30pm - 5pm on day two.

If your company develops, produces, markets or offers any digital products or services (websites, apps, games, video, audio, digital signage, connected retail), and it’s a part of your job to support their success, this two-day blended remote and interactive course is ideal for you.

While gut feeling, design innovation and years of experience might inform you to make the right choices – this course will ensure you understand how to engage your users, through an understanding of user psychology and how this relates to user experience practice.

Drawing on our 25 years of research and fresh real-world examples, we will work with you to build your understanding of what is psychologically impactful for users. You’ll come away with a robust and actionable toolkit of techniques and methods, which you can adapt to your company’s needs, and which you can use to work with your designers to optimise existing or create compelling new digital user experiences.

Through the course our expert team will guide you through key components psychological theory and principles in user experience, such as:

• The impact of digital technologies on the human attention system, on habit building and processing emotion

• The benefits and costs of technology design to the user from a psychology perspective

• Key UX principles for designing optimal experiences, and how psychology underpins these design principles

• UX frameworks for uncovering problems, successes and for prioritising which elements of an experience to measure

• The implications of psychology and UX for designing and compelling digital propositions

• Examples of good and bad practice in UX

We focus the course on the UX research challenges attendees bring along, with the goal of enabling each of you to leave with tools and confidence to support your goals.

Why Study this Course?

• Learn how to focus, in-depth, on your users

• Bring psychological insights and theory and frameworks to your work

• Learn from our experienced course hosts and your fellow course attendees

• Take part in an interactive remote session, with plenty of time to ask questions, relate the course to your area of work and get to know your fellow attendees.

• We purposely keep this course small in size to make sure you get time with the hosts and your cohort.


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The remote interactive format:

Ordinarily we would deliver this course in our lab at Goldsmiths University of London, but with COVID-19 we are going remote, whilst staying interactive. We know that previous attendees have enjoyed our courses because they get the chance to ask us questions, hear real-world examples and meet other attendees. So, we want to keep things informal and personally relevant to you by offering as much of the course as interactive sessions as we can.

What to expect when you book your ticket:

1. Video training materials

a. We give you all the main content upfront, one week before the course date, as video guides, so you can watch and digest at your own pace

2. Interactive workshop sessions

a. At key points in the course there are activities designed to help you practice and embed the learning. We offer these as small group sessions facilitated by Professor Jonathan Freeman and Leah Kurta, the course hosts.

b. Interactive sessions are held on the dates listed on your ticket we host 2 half-day sessions, one morning (10.30 am - 1.30 pm) and one afternoon (1.30 pm - 5 pm).

c. Interactive sessions are in a group size up to a maximum of 10 people and you will regularly be working in groups of between 2 and 5 to ensure you have time and space to contribute ideas and apply your learning.

3. Reading List and resources

a. To supplement the theory and insights covered in the course we provide a comprehensive reading list to further expand your knowledge.

b. The readings are a mix of key academic texts, industry articles and blogs.

c. We provide you with the course materials, from the templates and frameworks that we reference and use in the activities to the course slides and video content. This means you can refer back to the content at any time and use our templates and models in your own work.

What freelancers can expect:

The course content is exactly the same, however freelancers get a discounted ticket. We appreciate the strain that COVID-19 may have placed on freelancers so freelance individuals get a place on the course for just £199.

Students are eligible to buy this ticket as well.

Previous attendees who have valued the course greatly include:

• Market Researchers

• Business Analysts

• QA Specialists

• Web Designers

• User Experience Designers

• Product Designers

• Project Strategists

If you have any questions or queries about the course please contact:

Leah Kurta - leah.kurta@i2mediaresearch.com

Previous attendees have said…

I’m a Product Trial Manager, meaning I test software to see whether it’s working and whether there are any usability issues. I chose the course because of the excellent reputation Goldsmiths has and the wealth of experience i2 media has in applied research. I was looking to build a broad skill set, gain a scientific understanding of why people use the products that they do and understand the psychology of consumer choices. The course content was really interesting, and it was brought to life through case studies and activities. I loved the fact that there was a small group of us and that everyone was from different industries. I found that really beneficial as it helped me see how widely applicable this learning is, to multiple industries and multiple roles. All in all, I came away with a lot more than I anticipated and this course has made me want to try other short courses at Goldsmiths.” - Nima, Product Trial Manager at YouView, course attendee January 2020

A course that goes above and beyond to provide a relevant and detailed understanding of User Experience. Jonny, Jane and teams’ practical knowledge of UX are evident throughout - with a wealth of experience, successful studies and live projects to match it. Over two days they provide a solid foundation of knowledge that can be applied to your own work.”- Ollie, Digital Designer, Allianz, Spring 2018

It was an excellent two days, and the course was very well structured, informative, thought-provoking, and very open to discussion and debate with everyone. I really enjoyed it.” - Inês, Summer 2017

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