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Indian Institute of Technology Delhi

Programme Starts
21st March, 2026

Programme Fees
₹1,49,000 + GST

Duration
130 Days

Programme Overview

Equip designers, managers and business leaders with knowledge of global AI trends and emerging business opportunities stemming from AI adoption in improving User Experience (UX) of digital systems and Customer Experience (CX) of the overall products and services. Develop strategic AI-led persuasive UX and CX innovation capabilities that enhance conversion rates, customer loyalty and overall customer satisfaction index. Enable managers and leaders to evaluate their organisation’s AI maturity in UX and CX.

Programme Highlights

Assignments thread together to create the project and portfolio, with personalised feedback and in-person discussions as needed.

Live demonstrations, UX lab visit for neurophysiological data collection and analysis.

Course zooms in and out from UI-level to business-level thinking, facilitating business thinking along with detailed design thinking.

Plenty of resources for self-learning will be shared with the participants to deepen their hold on the subject matter in their spare time.

Deep scientific theories along with practical recent examples in persuasive sciences will be shared for an easy grasp of the subject matter.

Invited guest lectures from top academic institutions and UX industries to cover the role of brand in UX and CX.

Programme Content

Module 1: Designing Experience Advantage through UX, CX, and AI

  • Understanding how UX, CX, and AI jointly drive competitive advantage.
  • Linking experience design to brand loyalty and equity.
  • Building customer-centric strategies grounded in experience innovation.

Module 2: Reimagining CX with Data and Empathy

  • Mapping and diagnosing customer journeys with AI-assisted methods.
  • Detecting hidden friction points across touchpoints.
  • Predicting CX evolution in dynamic markets.

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Module 3: Measuring the Business Impact of Experience Design

  • Linking UX and CX initiatives with measurable financial outcomes.
  • Building ROI models combining qualitative and quantitative factors.
  • Developing investment cases for experience innovation.

Module 4: Designing Around the User: Modern UCD for Leaders

  • Applying ISO and heuristic principles for usability enhancement.
  • Creating personas and empathy maps to guide product design.
  • Aligning UCD insights with market strategy.

Module 5: Integrating AI into Design Thinking and Innovation Strategy

  • Enhancing creativity and ideation speed with AI tools.
  • Rethinking creativity in the age of AI-generated ideas.
  • Addressing bias, privacy, and responsibility in AI-driven design.

Module 6: Behavioral Science for Experience Leaders

  • Understanding the psychology behind customer experience impact.
  • Mapping emotions and cognition to customer loyalty.
  • Building CX frameworks grounded in behavioral research.

Module 7: Building Digital Trust through Design

  • Applying behavioral trust models in digital interfaces.
  • Designing UX patterns that foster credibility and assurance.
  • Creating trust calibration models across ecosystems.

Module 8: Designing Emotionally Resonant Experiences

  • Designing experiences that connect emotionally.
  • Identifying triggers that influence customer engagement.
  • Measuring emotions as part of CX performance.

Module 9: AI and the Psychology of Persuasion in Design

  • Understanding AI mechanisms that influence user behavior.
  • Integrating persuasion techniques in algorithmic systems.
  • Navigating ethics and policy around machine nudging.

Module 10: Testing and Validating Experience Designs

  • Designing validation studies for UX/CX prototypes.
  • Assessing readiness and performance before market launch.
  • Using feedback data for iterative design improvement.

Module 11: Scaling Experience Innovation through AI Ecosystems

  • Designing adaptive CX systems powered by AI.
  • Personalizing CX using predictive analytics.
  • Benchmarking leading CX innovators across industries.

Module 12: Leading Ethical Design and Experience Governance

  • Understanding ethics in persuasion and data use.
  • Applying frameworks to resolve ethical design dilemmas.
  • Creating governance protocols for responsible CX.

Key Learning Outcomes

  • Lead Experience-Driven Growth Initiatives
  • Drive strategic business differentiation through the integration of UX, CX, and AI to deliver superior customer and brand value.
  • Diagnose and Optimize End-to-End Customer Journeys
  • Utilise advanced analytics and AI-assisted tools to uncover friction points and improve engagement, retention, and satisfaction.
  • Quantify the ROI of Experience Design
  • Build and defend investment cases linking experience innovation to measurable business performance and financial outcomes.
  • Integrate Behavioral Science into CX Strategy
  • Apply insights from psychology and behavior modeling to strengthen emotional engagement, trust, and loyalty.
  • Champion Ethical and Responsible Experience Leadership
  • Establish governance frameworks ensuring transparency, fairness, and trust in AI-enhanced design and customer experiences.
  • Scale Personalization and CX Innovation Using AI Ecosystems
  • Deploy adaptive, data-driven systems that deliver context-aware, predictive, and emotionally resonant experiences at scale.

Assignments / Case-Projects / etc.

  • Analysis of Analytics and Data from Interviews.
  • Customer Journey Map.
  • ROI Calculations.
  • AI as Persona, Scenario, Task, Task flow, persuasive tools.
  • UX and Usability Testing.

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AI UX CX Tools Covered

CERTIFICATION

  • Candidateswhoscoreatleast70%marksoverallandhaveaminimumattendanceof 75%, will receive a ‘Certificate of Completion’.
  • Candidates who score less than 70% marks overall and have a minimum attendance of 75%, will receive a ‘Certificate of Participation’.
  • TheorganisingdepartmentofthisprogrammeistheDepartmentofDesign(DoD),IIT Delhi.

*Only e-Certificates will be issued by CEP, IIT Delhi for this programme.

ELIGIBILITY CRITERIA

  • Educational Background:
    Bachelor’s degree in any Discipline. 

Class Schedule

Every Saturday:
9AM to 11AM (Break 30mins)
11:30AM to 1:30PM

Meet Our Programme Coordinator

Prof. Jyoti Kumar
Head, Department of Design, Indian Institute of Technology Delhi

Prof. Jyoti Kumar has done his bachelor's from the Department of Design, IIT Guwahati. He has 4.5 years of industry experience and 12.5 years of academic experience. He did his PhD in ‘cross-cultural user experience design’ under the supervision of Prof. Pradeep Yamiyavar at IIT Guwahati. He holds the unique distinction of being in the first lot of B.Des graduates in the country and being the first full-time PhD in UX design. He started a UX lab at IITD which he has been successfully running since 2011.

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The lab has a unique state-of-the-art facility for neurophysiological assessments of user experiences using EEG, GSR, Pupilometry, and HRV. He has so far guided 11 PhD students and 82 M.Des projects. He has more than 110 international publications in peer-reviewed conferences and journals. He has taught UX design to over a thousand students at IITD and another thousand industry professionals from various parts of the world.

His core expertise is in strategic UX design. He has developed models to capture user motivations and link them to persuasive design architectures before reflecting them in UI designs. This whole process of strategic UX thinking requires sophisticated skills in UX designers which he is very passionate about helping individuals to develop.

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Testimonials

Anuj Kumar
Co-Founder & CEO, Apistemology Technologies

(Batch 01)

Great course for persuasive UX Design, covering fundamentals to high tech product design in AR VR along with various research techniques and practical relevance of theoretical concepts, with continuously lectures by eminent industry veterans.

T.T.Trinkush
Senior UI/UX Designer, Biz2X

(Batch 01)

As a self-taught Product Designer, I've learned a tremendous amount from Prof. Jyoti and other guest lecturers. His guidance has not only made me a confident designer but also instilled a user-centric approach to design. I highly recommend his class to anyone looking to master user interviews, usability testing, and other UX design methodologies.

Geeta A Garud
Associate Director- Projects, Branding and Content Strategy, LTIMINDTREE

(Batch 01)

The PUX Strategy course has changed a big part of my life. It has helped me widen my purview and understanding of UX and it's application not just in UI design but also in Brand building. Thankyou professor Jyoti Kumar and the entire team of IIT Delhi.