Designing for persuasion

How to make sure your design and copy creates action and avoids procrastination

1 Day (9:30-16:30) interactive training course

  • Central London

£575 (ex. VAT) per attendee (max 10 attendees)

  • includes breakfasts, lunches, refreshments throughout, course materials, certificate of completion

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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!

It's fun, it's interactive, you will meet interesting people to exchange ideas and experiences with, you will produce something worthwhile and go back to your desk armed with weapons (and a few dinner party tricks) to impress your colleagues and friends

Is it for you?

If you yearn to maximise conversions, optimise landing pages, and understand what makes your customers buy now rather than later or not at all – this is for you

Participants are typically, marketing managers, digital marketers, designers, user experience managers...

What you will learn

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

Learning objectives

After completing the training, participants will be able to:

  • Describe and discuss the benefits of and key factors for delivering a persuasive customer experience
  • Describe the key principles of persuasion, trust and emotion and how these change customer behaviour
  • Be able to recognise the key triggers and patterns for persuasive design
  • Evaluate the persuasiveness of customer experiences
  • Plan and produce persuasive communications including landing pages, emails, product details pages etc
"It really opened my eyes to things that I have begun to overlook and in the past may have ignored. "

Kevin Halley
Experience Design Architect, Trinity Mirror Digital Recruitment

"I certainly recommend the course as it creates essential awareness to everyday tasks relating to my role. "

Norval Denton
Web Designer, Trinity Mirror Digital Recruitment

"Very impressed with each of my experiences with Bunnyfoot. "

Steph Tole
Web Development Manager, Screwfix

"Interactive nature with real world examples was great. Good to have the theory at the start too to underpin this. "

Jon Tarbuck
Senior Designer, Global Personals

"I really enjoyed the interactive tasks - these will stick in my mind. Also, plenty of references to go away and research - much to choose from. "

Natalie Gilbert
Online Manager, P4D

About your trainer

After a brief stint at art college, and wanting to understand the motivations and perspectives of others, Andrew went off to university to study Social Anthropology. He followed this with an MA in the history of ideas and later an MSc in Social Research Methods from Oxford University.

He joined his first User Centred Design team in 2003, finding in this role a happy blend of research and design. Having previously worked in UX teams for large international companies conducting user research, UX design and user testing in Europe and North America, Andrew now enjoys working with clients such as Nationwide, EDF Energy, Easyjet, RNIB and Screwfix as part of the Bunnyfoot team.

Andrew also once spent a few years as a high school teacher and now gets his weekly (evening) teaching fix as a (volunteer) yoga teacher. He also teaches Bunnyfoot’s ‘Design for Persuasion’ course, tapping into the latest research on trust, emotion and persuasion to design motivating and engaging experiences. It may come in handy too if you ever find yourself in front of a room of lively teenagers or yoga students.

Andrew Tope


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The Venue

4th Floor
54 St John's Square
London, EC1V 4JL

Located in the heart of Clerkenwell just 5 minutes walk from Farringdon mainline railway and underground stations.

  • Great food
  • Great location
  • Great rooms and equipment

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Contact Kelly Coote 0207 608 1670