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How to Design for Persuasion, Emotion, and Trust (PET Design™) is a Program

How to Design for Persuasion, Emotion, and Trust (PET Design™)


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Full program description

How to Design for Persuasion, Emotion, and Trust (PET Design™)

What's In It For Me

Course Overview

Persuasion, emotion, and trust are critical factors for creating successful online interactions. The growing reliance on e-channels makes an engaging customer experience more important than ever. 

While traditional user-centered design focuses on designing for usability, it is now essential to leverage the science of PET to influence users. Whether your site, application, or product is informational, functional, or transactional, PET Design teaches you how to motivate people to make decisions that lead to conversion. 

This course provides the essential knowledge to transition from being a classical usability engineer to become a complete user experience (UX) designer. 

You will learn how to:

  • Create designs that motivate specific actions and align with measurable business goals
  • Increase customer conversion, loyalty, and adoption
  • Test and measure the emotional impact and credibility of your website
  • Present PET Design research and user analysis with concrete deliverables, including: PET personas, persuasion flow diagrams, emotion maps, strategies, and trust scorecards 

This course is one of the four courses that will prepare participants to sit for Certified User Experience Analyst (CXA) certification exam.

Who Should Attend

Usability and UX professionals, marketing professionals, graphic and visual designers, web and application designers, mobile and wireless interaction designers, product management and product designers.

Course Duration

3 Days / 21 Hours

Course Outline


1. Introduction to The Persuasion Quest

Learn about the history of the field, how PET is additive and fully complementary to classic usability, and why PET will change the way you consider and design for your customers web experience forever! 

2.  Designing for Trust

Before you can persuade customers to act, you must ensure that your site engenders trust. Learn how to: design for credibility and trust, take hygiene factors into consideration, and how various online markers engender trust, such as credible organizations, design quality, FAQs, citations, current content, archives, testimonials, and more. 

3.  Emotional Design

Learn how to tap customer emotion to increase engagement via proven psychological principles, including: utility, practicality, and drive fulfillment; hierarchy, specificity, and depth of needs; eliciting negative and positive emotions; optimal levels of stimulation; and more. 

4.  Persuasion Design

Once the emotions are tapped, well introduce you to the science of persuasion. Learn the psychological constructs required to get your consumers to act every time. Discover how to use pay, impression, and pressure to your advantage via: extrinsic rewards, unanticipated costs, contrast principle, social proof, social learning, the power of people we like, scarcity, and more. 

5.  Overview of HFIs PET design Process

Persuasion methodology is not new but putting it into practice is. Learn how HFI has created a persuasion process and methodology that consists of PET: assessment, testing and review, user research and design, structure, research and analysis, strategy, and validation. 

6.  PETFocused Personas and Scenarios

The underpinnings of persuasion design are the tools that classic usability analysts use, but with a PET twist. Learn where PET personas and scenarios come from, understand persona variables, learn the differences between PET and classic scenarios, and how to build PET scenarios. 

7.  Initial Assessment Methods

Learn how the PET test and PET review uncover data that will enable you to take what youve learned so far and apply it to your site. Learn how to utilize: emotional reports, video, eye tracking data, persona emotion reports, persuasion strategies, the seducible moment, and more. 

8.  User Research Methods

In order to target your PET Tools, youll want to talk to your customers. In this track, youll get a taste of a technique used to understand the emotional landscape of your customers. 

9.  PET Tactical Changes

Now youve learned about persuasion, emotion, and trust, as well as how to assess your site and conduct customer research. In this section, youll learn how to make quick, easy, high impact changes to the existing design. This is PET design for the real world, where you normally cant do a complete redesign just for PET. 

10.  Validation Methods

Steeped in proven psychology, PET is teachable, repeatable and, perhaps most importantly, predictable. But youll still want to show that those predictions came true. Learn how to validate your design to see if your persuasion methods are working, if you are eliciting the desired emotions, and if your customers will do what you want them to do.

Mode of Assessment

Not applicable

Certification Obtained and Conferred by

1.  Certificate of Attendance from NTUC LearningHub

Certificate of Attendance from NTUC LearningHub will be issued to participants who have met at least 75% attendance.

2.  External Certification Exam

How to Design for Persuasion, Emotion, and Trust (PET Design) is one of the four courses that will prepare participants to sit for Certified User Experience Analyst (CXA) certification. Upon passing the exam, participants will receive Certified User Experience Analyst (CXA) certification from Human Factors International, Inc.

Course Objectives

  • Apply core methods and tools for persuasive and emotional design create a persuasion strategy
  • Evaluate sites on the basis of persuasion, emotion, and trust
  • Integrate PET-related requirements into your data gathering and interaction design processes
  • Build personas specifically to research, probe, and analyze PET-related factors
  • Construct designs and persuasion flows based on users drives and blocks
  • Validate the persuasiveness and emotional impact of your designs
  • Leverage the research that continues to shape this rapidly evolving discipline


  • Practical experience in user-centered requirements, design, and usability testing, analysis, and evaluation techniques
  • Strong desire to learn how persuasion, emotion, and trust research methodologies can be effectively applied to the design of conversion-based and decision-making interaction design

Medium of Instruction & Trainer

Medium of Instruction: English

Trainer: Trainee ratio is 1: 20



Before GST

With GST

Full Course Fee



Union Training Assistance Programme (UTAP)

NTUC members enjoy UTAP* benefit of up to $250 each year when you sign up for courses with NTUC LearningHub.

* UTAP supports 50% of the course fees paid cap at $250 per year. You must be a union member throughout the course duration and at the time of claim. You must achieve a minimum of 75% attendance for each application and have sat for all prescribed examinations. Other terms and conditions apply.

Terms and conditions apply. NTUC LearningHub reserve the right to make changes or improvements to any of the products described in this document without prior notice.

Prices are subject to other LHUB miscellaneous fees.

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