The PET Architect

The PET Architect

This course focuses on the skills and knowledge also covered in the Certified User Experience Analyst (CXA)^TM examination

Objective

Learn to apply the PET (Persuasion, Emotion and Trust) perspective to strategy, innovation, and application design in order to ensure successful conversion.

Who should attend

Advanced user experience (UX) staff, engaged in the higher level activities of persuasion engineering, innovation, and strategy, as well as strategy, marketing, and innovation staff.

What you’ll learn

• Understanding the criticality of PET Design in the design of market strategies, product innovations, and application designs
• Creating a "Core PET Meme" that is:
  • Tuned with executive intention and PET analysis insights
  • Practical to transmit
  • Protected from maladaptation
• Creating a projection of a Core Meme (phrase, behavior, image)
• Creating a "Persuasion Flow"
  • Center on your Core Pet Meme
  • Select effective, synergistic, and practical methods
  • Create core chains through an interaction
  • Ensure momentum and final conversion
  • Embellish with triggers
• Building in customer retention methods (sustained relationships)
  • Pain control
  • Habit
  • Engagement and commitment
• Applying PET Architecture methods
  • Market strategies
  • New product and service innovations
  • Application and website designs

What you get

• Real-world examples and practical tips from our instructors who are also active UX consultants

• Hands-on individual and group exercises to ensure conceptual understanding
• Training package that includes:
  • A comprehensive student manual
  • Quick reference job aids

Prerequisites

Participants must be able to apply the persuasion engineering tools described in the HFI PET Design course. This includes

• Contrast principle
• Decidophobia
• High price equals good
• The power of free
• Social proof
• Social learning
• The power of people we like
• Diffusion of responsibility
• Scarcity
• Reason for request
• Over categorization and correlation
• Overestimation of big unlikely events
• Rule of reciprocation
• Divestiture aversion
• Feel good
• Priming and framing
• Conditioning and association
• Expectation
• Cognitive dissonance
• Pressure by of people we like
• Obedience to authority
• Psychological reactance
• Momentum of "Yes"
• Compliance laddering