Advanced Certification Programme in Persuasive UX Strategy - Batch 02

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.

• Qualitative Interview
• Data Analysis

• Strategy Development
• Persuasive Designs

• Evaluation of Strategy
• Design Iterations
• Portfolio.