Design trust as a deliberate outcome, not an accident
Establish credibility signals, transparency, and security cues that build and sustain user trust.
Persuasion, Emotion & Trust in Design (PET Design™)
Persuasion, Emotion & Trust in Design (PET Design™)
Learn to architect persuasion as a deliberate, ethical outcome of design — grounded in behavioral economics, cognitive science, and the HFI PET Framework.
50+
Persuasive design tools
5+
Behavioral psychology themes
8+
Evaluation methods and parameters
Pop Quiz · Q1/5
The peak-end rule suggests people judge an experience by:
Tap to answer.
Score so far: 0/5
Duration
3 days/24 hours
Format
Live-Online, Instructor-led
Program Fee
₹59,237
+18% GST/Applicable Taxes
Flexible payment options available
What you'll gain
Core Competencies
Apply persuasion ethically without crossing into manipulation
Use scarcity, social proof, reciprocity, and authority ethically, and learn to recognize dark patterns.
Make emotional design work for confident decisions
Apply Norman's model of emotional design to support — not pressure — user judgment.
What you'll cover
The Curriculum
Seven areas of science-based persuasion, emotion, and trust, each directly applicable to digital experience design.
Fundamentals of PET Design
Understand persuasion, emotion, and trust as a designed system — and the ethics of guiding human decisions.
Building Trust in UX
Learn how users evaluate credibility and transparency, and how to design against trust erosion.
Emotional Design for Engagement
Apply Norman's model of emotional design to support confident, comfortable decision-making.
Persuasion Through Facts & Experience
Use evidence and framing to guide user judgment without distorting decisions.
Framing & First Impressions
Apply priming, scarcity, and social proof ethically to shape attention and first impressions.
Psychological Pressure in UX
Apply authority, reciprocity, and consistency responsibly while avoiding dark patterns.
HFI PET Framework & Methodology
Learn the structured PET process for assessing trust needs and contextual influence.
The experience architect pathway
Build your journey toward more
impactful experiences
This course stands on its own — UX designers, marketers, product managers, and growth professionals take it to build a principled understanding of influence and trust. It is also Course 1 of both the CDPA™ and CXA™ programs, the entry point into the influence and trust layer of the Experience Architect Pathway.
CDPA™/CXA™ Course 1
PET Design
Behavioral science, ethical influence, and trust-centered experience.
You are here.
CDPA™/CXA™ Course 2
Digital Persuasion Architecture
Persuasion systems architected across journeys and organizational scale.
CXA™ Course 3
CX and Strategy Architect
Experience strategy aligned to business vision, markets, and competitive direction.
CXA™ Course 4
Experience Practice Architect
Governance, operating models, and organizational experience capability.
Get started
Pick your cohort
Select a start date that works best for your schedule and learning goals.
New cohort dates are being scheduled. View the calendar or contact us for the latest availability.
The mentors
Learn from the leaders of
the discipline
Our faculty combine decades of experience in consulting, research, and leadership to guide the next generation
of Experience Architects.
Usability Analyst · UX Educator
Suzi Shapiro
Suzi brings decades of behavioural and persuasion research into the practice of digital experience. Her work helps practitioners look beyond what people do to understand why they do it, and how those insights can shape more effective experiences.
Design Leader · UX Educator
Fatema Ranpura
Fatema brings a research-led approach to experience design, combining consulting experience with a strong focus on how teams understand and respond to user needs. Her emphasis is on turning research into insights that can genuinely influence design.
CX Director · Design Leader
Nasheed Kulay
Nasheed works at the intersection of digital experience, customer behaviour, and influence. His perspective brings a strong emphasis on creating experiences that earn attention and trust while helping practitioners understand the decisions behind customer action.
CX Director · UX Strategist
Rachana Jindal
Rachana works at the intersection of behavioural science, persuasion, and experience design. She helps practitioners understand how digital experiences influence decisions and how principles of influence can be applied with greater responsibility, clarity, and trust.
Usability Analyst · UX Educator
Suzi Shapiro
Suzi brings decades of behavioural and persuasion research into the practice of digital experience. Her work helps practitioners look beyond what people do to understand why they do it, and how those insights can shape more effective experiences.
Design Leader · UX Educator
Fatema Ranpura
Fatema brings a research-led approach to experience design, combining consulting experience with a strong focus on how teams understand and respond to user needs. Her emphasis is on turning research into insights that can genuinely influence design.
CX Director · Design Leader
Nasheed Kulay
Nasheed works at the intersection of digital experience, customer behaviour, and influence. His perspective brings a strong emphasis on creating experiences that earn attention and trust while helping practitioners understand the decisions behind customer action.
CX Director · UX Strategist
Rachana Jindal
Rachana works at the intersection of behavioural science, persuasion, and experience design. She helps practitioners understand how digital experiences influence decisions and how principles of influence can be applied with greater responsibility, clarity, and trust.
Learn to design persuasion that earns trust — not one that erodes it.
+18% GST/Applicable Taxes
Flexible payment options available