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Programme Starts
16th March, 2025

Duration
06 Months

Programme Overview

IIT Delhi’s Advanced Certification Programme in Persuasive UX Strategy is designed to equip professionals with the skills to craft user experiences that influence behavior and drive business results. The curriculum blends scientific theories with practical applications in UX design, focusing on persuasive techniques that shape user decision-making. Participants will learn to align business goals with design strategies while leveraging neurophysiological data and behavioral insights. The programme offers a mix of live demonstrations, expert guest lectures, and hands-on assignments for a comprehensive learning experience. Upon completion, learners will gain advanced expertise to create impactful and user-centered design solutions.

Programme Highlights

Optional 6 extra weeks for spillovers, doubts, discussions, and resubmissions

Combines deep scientific theories with practical examples in persuasive sciences for easy understanding

Extensive self-learning resources provided to enhance subject knowledge

Weekly doubt-clearing sessions

Guest lectures from top academics and UX industry experts on branding in UX

Programme Content

Module 1: Business of UX, UX Roles and Skills


Learning Outcomes

  • To get an overview of the UX industry, its origin, its current impact and future course.
  • To get to know the growth of the UX discipline and the types of UX resources available to UX professionals.
  • To become aware of the knowledge and practices in UX, the skills and roles within UX teams.
  • To understand the expectations from UX professionals in present industries and near future changes due to emerging technologies.

Module 2: Introduction to Research Methods in UX and Live Demonstration of Research Methods


Learning Outcomes

  • To dive deeper into the hands-on research practices that UX professionals, especially in UX strategy, need to know.
  • To know of the value of science, scientific research, and its influence within the UX discipline.
  • To learn about qualitative and quantitative methods in UX.
  • View live demos of a few select methods and then practice in class method of attitudinal interviews.

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Module 3: Role of Brand and UX in Online Decision Process


Learning Outcomes

  • Understand the need for a strategic approach to UX in light of online brand building and customer purchase behaviours.
  • Learn to model the relationship between brand and UX (Brand leading to UX and UX leading to brand).
  • Dive deeper to understand how UX influences the consumers’ online decisions.

Module 4: Analysis of Research Data


Learning Outcomes

  • Get hands-on with the analysis methods in UX.
  • Pick up skills in qualitative and mixed-method approaches.
  • Learn thematic content analysis on interview data to derive strategic insights for UX.

Module 5: Usability, UX and CX, Role of UX in Product Design and Service Design


Learning Outcomes

  • Zoom out to take an overview of the various skills in usability and UX for product and service designs.
  • Get deeper into the models of UX and CX and their relevance to different industry domains.
  • Pick up necessary skills for domain-specific CX and UX for practice in the ongoing assignments and projects in the course.

Module 6: Generating Design Insights from Data


Learning Outcomes

  • Understanding of the relationship between the research data to the design of UIs.
  • Converting thematic analysis findings from the research data into the design insights to be taken forward. The creation of Persona, Scenario and customer journey maps will be learned based on the research data.

Module 7: Creating UX Strategy from Research Data


Learning Outcomes

  • Methods of iterative zooming in and zooming out from the primary research data to the business goals to align the insights found in data analysis connected with the overall brand personality, product domain, user culture and available technologies.
  • Learn to develop a seamless strategy for a smooth user experience

Module 8: Introduction to Science of Persuasion and its role in consumer decisions


Learning Outcomes

  • Overview of persuasion methods, their history and usage and then goes on to dive deep into the details of why persuasion methods are needed, why they work and what are their limitations.

Module 9: Role of Persuasion in UX strategy and ethics of Persuasion


Learning Outcomes

  • Creating Persuasion goals for the undergoing project in the context of the identified persona and scenario of use.
  • Learning how to thread the persuasion goals towards.

Module 10: Detailed Discussions on the Persuasion Tools and their Applications


Learning Outcomes

  • Detailed understanding of the context of the use of various persuasion tools.
  • Ability to use persuasion tools in ongoing projects by combining the research-based strategies developed earlier with the persuasion tools learnt in the previous section

Module 11: Creation of User Interfaces matching the Persuasive Strategy


Learning Outcomes

  • Methods of Creative Ideations in the UX discipline will be discussed.
  • Methods to develop copy, design content and incorporate visuals to present the UX strategy will be discussed and demonstrated.
  • Customer journey maps will be created and persuasive tools will be mapped.

Module 12: Introduction to Evaluation Methods in UX Strategy Design and their Live Demonstration


Learning Outcomes

  • Need for evaluation in the UX process and introduction to the philosophy of User Centered Design (UCD) will be discussed.
  • Demonstration followed by hands-on practice of select methods.

Module 13: Measurement of Return on Investment from UX Strategy


Learning Outcomes

  • Zoom out to look at the methods of assessing the monetary value of the UX strategy being created.
  • Assess whether the designs being discussed in class make any business value.
  • Hands-on calculation of the business value of the UX strategy will be done in class and in light of the calculations the strategy revisions may be discussed.

Module 14: Cultural and legal issues in the UX design and testing process


Learning Outcomes

  • Understanding of how cross-cultural settings influence the UX strategy will be developed.
  • Legal issues in different countries on the processes and methods of persuasive UX practices will be highlighted.
  • Practical tools and methods to deal with these issues will be provided.

Module 15: Live Demonstration of Advanced Test Methods in UX using eye trackers, EEG and GSR


Learning Outcomes

  • UX evaluations have now gone more precise. How neuroscience has come to the aid of evaluation of the UX strategies will be discussed in detail.
  • Class demonstration of the testing of persuasive designs will be done using EEG, GSR and pupilometry.
  • The pros and cons of each tool will be discussed.

Module 16: Role of AI in Persuasive UX design process


Learning Outcomes

  • Exposure to the upcoming technologies and their applications in prevalent and new industries will be made.
  • Few examples of role of AI in Persuasive UX Design will be discussed.

Module 17: Development of Organisational Culture in UX Strategy and Design


Learning Outcomes

  • Methods and practices in developing organisational culture towards UX centricity of customer deliverables will be discussed.
  • Need for an organisational approach to UX, the value of the culture building and the steps towards it will be shared with the participants.
  • Mix of research and case study approaches will be taken in this class.

Module 18: UX Skilling Domains, Teamwork and Recruitment Strategies


Learning Outcomes

  • Development of the UX team for continuous research and the design of persuasive systems will be discussed.
  • Key skills needed for the teams, the diversity of the team composition, and types of recruitment methods and strategies will also be discussed for continuous growth and development of the persuasive UX strategy within the organisation

Module 19: Portfolio Creation and Presentation


Learning Outcomes

  • The course will end with tips on portfolio development in UX in general in persuasive UX strategic work in particular.
  • A presentation of the work will be organised and feedback will be given.

Module 20: Capstone Project, Spillover Discussions, Lab Visits and Presentations


Learning Outcomes

  • The ongoing project work form the beginning of the course will culminate in the capstone project for the willing participants. Iterative feedback, presentation and improvement sessions will be organised.

Assignments


  • Qualitative Interview
  • Data Analysis
  • Strategy Development
  • Persuasive Designs
  • Evaluation of Strategy
  • Design Iterations
  • Portfolio.

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CERTIFICATION

  • Candidates who score at least 70% marks overall and have a minimum attendance of 50%, will receive a ‘Certificate of Successful Completion’.
  • Candidates who score less than 70% marks overall and have a minimum attendance of 50%, will receive a ‘Certificate of Participation’.
  • The organising department of this programme is the Department of Design (DoD), IIT Delhi.

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

ELIGIBILITY CRITERIA

  • Educational Background:
    Graduates with at least 1 year of experience in UX or Management are preferred.

Class Schedule

Tuesday and Thursday:
8:00 P.M - 9:30 P.M

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
Product Manager, Lentra AI

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
Product Designer

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
Sr. Manager, LTIMINDTREE

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 and Timespro.

Programme Fees

₹1,70,000 + GST

(Instalment available)