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Design for Engagement - How to Design So People Take Action

Learn how to apply psychology to create engaging products so that people will take the actions you want them to take.
33 reviews
WHAT'S INSIDE
  • Lifetime access to 83 lectures and 9 quizzes
  • 4+ hours of high quality content
  • A community of 1700+ students learning together!
  • 50+ discussions
TAUGHT BY
  • Susan Weinschenk The Brain Lady

    Susan Weinschenk has a Ph.D. in Psychology  and over 30 years of experience as a behavioral psychologist. She applies research in psychology to predict, understand, and explain what motivates people and how they behave. Her work includes training, presenting, and consulting in communications, customer experience, user experience, and usability. She is a consultant and keynote speaker for Fortune 1000 companies, start-ups, non-profit agencies, educational institutions, and conferences. Her clients include Walmart, Disney, The Mayo Clinic, Charles Schwab, and Best Buy. 

    Dr. Weinschenk is the author of several books, including How to Get People To Do Stuff100 Things Every Presenter Needs To Know About People, 100 Things Every Designer Needs To Know About People, and Neuro Web Design: What makes them click?  Her nickname is  “The Brain Lady”, because she applies research on the brain and neuroscience to design. She is the founder of the Weinschenk Institute.

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Design for Engagement - How to Design So People Take Action

Learn how to apply psychology to create engaging products so that people will take the actions you want them to take.
33 reviews

You'll learn what you need to know about people, how they think, decide, remember, and what motivates them. You'll learn how to apply psychology to the design of websites, apps, and products so that they are engaging.

You'll learn what to do so that people are more likely to take the action you want them to take -- use your product, register at your website, make a purchase, and so on.

You'll learn about the need to belong and how to use ideas such as social validation, reciprocity, and trust to engage your target audience. You'll learn what make ideas and websites go viral.

You'll learn about instincts and how to use automatic reactions to sex, danger, and the fear of loss to lead people to take an action.

You'll learn what psychologists know about memory, reading, and vision and how to use this information to grab and hold attention and direct behavior.

You'll learn why stories are so engaging, and how to use them.

You'll learn how to work with the self-stories that people tell themselves in order to get people to try something new.

You'll learn about how mentioning money or death changes behavior, how many choices people can handle, about the special part of the brain that is sensitive to faces and how to keep it engaged .

You'll learn about how to use the desire for mastery and intrinsic motivation to encourage people to take certain actions.

And much much more!

The instructor is Susan Weinschenk. Susan has a Ph.D. in Psychology, and 30 years of experience applying psychology to the design of software, websites, apps, and technology products. She's the author of How to Get People to Do Stuff, and 100 Things Every Designer Needs to Know About People.

The Design for Engagement course has quizzes and exercises so you can practice what you are learning.

    • You should have familiarity with websites, apps, and/or technology products.
    • Over 83 lectures and 4.5 hours of content!
    • Learn the psychology that applies to behavior when people use websites, apps or other technology products
    • Learn how to create a more engaging design using these psychology principles
    • Learn what really motivates people to take action
    • User Experience (UX) professionals, web designers and developers, usability professionals, and product managers.

CURRICULUM

  • SECTION 1:
    Introduction to the Course
  • 1
    Welcome to the Designing For Engagement Course
    01:38
    Welcome to the Course! This first lecture gives you an overview of what the course is all about, and how the information will be helpful to you in getting people to take the action you want them to take and do the tasks they want to do at your website, or with your product or app.
  • 2
    About The Instructor
    01:39
    A brief description of the course instructor, and her background.
  • 3
    What The Course Will Cover
    02:50
    This lecture describes each of the major sections of the course, and the content that each section contains. It's an overview of the whole course.
  • SECTION 2:
    The Need To Belong
  • 4
    Introduction to the Need to Belong
    01:59
    This lecture introduces the research and concepts of why the need to belong is such a strong motivator to use in your design in order to encourage people to take a particular action with your website, app, or product. 
  • 5
    Social Validation
    04:29
    We are very influenced by the opinions and actions of others. In this lecture you will learn about the research on social validation and how to apply it to your design.
  • 6
    Reciprocity
    03:25
    In this lecture you will learn about how to use the concept of reciprocity to get people to take action at your website or with your app or product. 
  • 7
    Research on Reciprocity
    02:12
    This lecture describes some interesting research on reciprocity that might surprise you, and shows you how to use the research results to change the way you might be doing lead generation at your website.
  • 8
    Concession
    03:17
    In this lecture you will learn why you might actually want to get people to say "no" so that they will be more compelled to say "yes" later.
  • 9
    Trust
    03:30
    This lecture describes the research on trust, and how you can get people to trust your website, product, or app.
  • 10
    Nouns vs. verbs
    01:57
    In this lecture you will learn how phrasing in terms of nouns rather than verbs can change behavior.
  • 11
    Competition
    02:41
    Competition might motivate some people some of the time, but the research shows that it may not always be motivating. In this lecture you will learn about the research on competition and when to use competition in your designs.
  • 12
    Going Viral
    03:04
    What makes ideas or products "go viral"? In this lecture you will learn what the research tells us about why some things go viral and others don't. You will learn what you can do to make your ideas and products spread quickly.
  • 13
    Case Study Examples for The Need to Belong Section
    07:32
    In this lecture we go online to look at case study websites for examples of applying the Need to Belong principles at websites.
  • 14
    Need To Belong Exercise
    01:06
    Now that you've finished the section on The Need to Belong try your hand at the exercise to practice what you have learned.
  • 15
    The Need To Belong Quiz
    10 questions
  • SECTION 3:
    Instincts
  • 16
    Introduction to Instincts
    03:15
    Much of our behavior is governed by unconscious instincts. In this lecture you will be introduced to the research on instincts.
  • 17
    Choices
    02:52
    In this lecture we explain the interesting research on how people react to choices. Do people want a lot of choices? How many choices should you provide?
  • 18
    Research on the Fear of Losing
    05:54
    In this lecture we cover the research on the Fear of Losing.
  • 19
    Fear of Loss
    02:46
    The possibility of loss alerts the unconscious. In this lecture you will learn how this applies to design.
  • 20
    Dopamine
    02:55
    Dopamine is a neurotransmitter in our brains that makes us seek more information. In this lecture you will learn about the design factors that stimulate dopamine.
  • 21
    Case Study Examples for the Instinct Section
    05:03
    In this lecture we go online to look at case study examples of how to apply the principles from the Instinct section to actual websites.
  • 22
    Exercise for Instincts
    01:03
    It's the end of the Instincts section and it's time for an exercise to practice what you have learned.
  • 23
    Instincts Quiz
    6 questions
  • SECTION 4:
    Reading and Vision
  • 24
    Introduction to the Reading & Vision Section
    00:51
    In this lecture we'll introduce the section on reading and vision.
  • 25
    Vision and the Brain
    01:34
    You may think that it's your eyes that are doing the seeing, but in this lecture you'll "see" that it's really the brain.
  • 26
    The Truth About All Capital Letters
    01:45
    Are all capital letters really harder to read? What does the research say? You'll find out in this lecture.
  • 27
    Headings
    01:25
    In this lecture you will learn why headings and labels are important to design.
  • 28
    All About Fonts
    02:12
    Have you ever wondered if it makes a difference what font you use? You'll find out in this lecture.
  • 29
    Line Length
    02:05
    What's better? A short line length of text or a long line length? You'll learn the research on line length in this lecture.
  • 30
    Reading Level
    02:37
    In this lecture you will learn about how to measure the reading level or difficulty of the text you use at a website.
  • 31
    The Fusiform Facial Area
    02:23
    There is a special part of the brain just for processing faces. In this lecture you will learn how this affects your designs.
  • 32
    Chromosteropsis (which colors not to use together)
    01:17
    It's a fancy term for an interesting way your eye works. This lecture explains which color combinations are the worst and why.
  • 33
    Colorblindness
    07:03
    In this lecture we take a look at the different kinds of colorblindness and how you need to adjust your color choices during design to make sure that people who are colorblind can use your product.
  • 34
    Colors and Cultures
    02:38
    Not all cultures relate to color in the same way. In this lecture we'll take a look at color and culture.
  • 35
    Objects with Curves
    01:20
    In this lecture we'll look at some interesting research about people's preference for objects with curves.
  • 36
    Case Study Examples for the Reading and Vision Section
    10:52
    In this lecture we take a look at different websites to apply the principles from the Reading and Vision Section.
  • 37
    Vision & Reading Exercise
    01:22
    It's the end of the section on Vision and Reading, so here's an exercise for you to do to use what you've learned.
  • 38
    Reading and Vision Quiz
    10 questions
  • SECTION 5:
    Cognition and Memory
  • 39
    System 1 and System 2 Thinking
    03:40
    In this lecture you will learn about two different kinds of thinking, from Daniel Kahneman's book: Thinking Fast and Slow -- System 1 and System 2 thinking
  • 40
    Progressive Disclosure
    02:07
    How much information should you give people at one time? In this lecture we look at the idea of progressive disclosure.
  • 41
    The Myth of 7 + or - 2
    02:18
    In this lecture we dispel the myth that people can remember "7 plus or minus 2" things.
  • 42
    Human Factor Loads
    05:31
    In this lecture we discuss the idea of human factor loads as a way to either provide more challenge or reduce challenge for different situations, such as games and websites.
  • 43
    The Limitations of Memory
    05:16
    In this lecture we'll demonstrate some of the limitations of human memory.
  • 44
    Affordance
    03:28
    How do people know what to click on at a website? Or when something is a button and when it's not. In this lecture you will learn about the concept of Affordance.
  • 45
    Why Online Video Is Compelling
    05:10
    In this lecture you will learn about why video is so engaging, and why you should consider it as a format for providing content.
  • 46
    Our Relationship with Technology
    03:37
    People expect technology to interact with them following the same rules as human-to-human interaction. You will learn about the importance of micro-interactions in design.
  • 47
    Case Study Examples for the Cognition and Memory Section
    09:31
    In this lecture we look at some examples that show the principles from the Cognition and Memory Section.
  • 48
    Cognition and Memory Exercise
    00:31
    Now that we've finished the Cognition and Memory Section it's time to try out what you have learned in an exercise. 
  • 49
    Cognition and Memory Quiz
    9 questions
  • SECTION 6:
    Applying Engagement Principles to Your Products
  • 50
    Introduction to the Applying Principles Section
    00:51
    This lecture introduces this section on a process for applying the engagement principles to the re-design of a product, or designing one from scratch.
  • 51
    Step 1: Who is your target audience?
    04:08
    This lecture describes what you need to know about your target audience in order to be able to choose the best engagement principles.
  • 52
    Step 2: What does your target audience want to do?
    02:10
    In this lecture we cover why you need to know what it is your target audience wants to do before you choose engagement principles for your product.
  • 53
    Step 3: What you want your target audience to do -- Target Actions
    02:40
  • 54
    Step 4: Choosing general principles that apply to almost everyone
    03:56
  • 55
    Step 5: Applying specific principles for your situation
    03:20
    In this lecture you will learn about choosing specific principles for your product and situation
  • 56
    Applying engagement principles to a re-design
    03:58
    In this lecture you will learn how to apply engagement principles to an existing website or product, including a process for evaluating an existing website or product and deciding on engagement changes.
  • 57
    Applying engagement principles to a project from the beginning
    02:55
    In this lesson you will learn how to apply engagement principles when you are designing a new website or product.
  • 58
    Applying engagement principles exercise
    00:30
    This lecture describes an exercise you can do to practice what you have learned.
  • 59
    Applying Engagement Principles Quiz
    7 questions
  • SECTION 7:
    The Power of Stories
  • 60
    An Introduction to Stories
    02:10
    The brain processes information best in story format. In this lecture we'll introduce the idea of stories.
  • 61
    Stories and the Brain
    06:28
    In this lecture we describe some of the research on how the brain reacts to stories.
  • 62
    Using Self-Stories to Instigate Action
    05:29
    In addition to stories you tell with your product, you can work with the ideas of "self-stories" to get people to take action. 
  • 63
    Story-Prompting
    03:24
    This lecture describes Timothy Wilson's work on how to encourage lasting behavior change with a technique called story-prompting.
  • 64
    Commitment
    04:13
    In this lecture you will learn two easy ways to get people to commit to your product or brand online.
  • 65
    Case Study Examples for the Stories Section
    08:43
    In this lecture we look at some examples of websites that use the principles from the Power of Stories Section.
  • 66
    Exercise for The Power Of Stories
    00:45
    It's the end of the section on The Power of Stories, so it's time for an exercise to practice what you have learned.
  • 67
    The Power of Stories Quiz
    5 questions
  • SECTION 8:
    Habits
  • 68
    Introduction To Habits
    02:43
    Most of our behavior is based on habits. This lecture introduces some of the myths and science around habits.
  • 69
    The Science of Habits
    03:10
    You might be surprised to learn some of the science of how habits are formed in this lecture.
  • 70
    Three Habit Secrets
    06:52
    In this lecture you will learn three secrets about creating habits.
  • 71
    Case Study Examples for the Habits Section
    07:21
    In this lecture we look at examples of products that encourage routine use.
  • 72
    Habits Quiz
    5 questions
  • SECTION 9:
    Tricks of the Mind
  • 73
    Introduction to the "Tricks of the Mind" Lectures
    00:54
    You've heard of visual illusions. We also have "cognitive" illusions. In this lecture we will introduce the tricks our own minds can play on us.
  • 74
    The Regret Effect
    00:49
    You will learn in this lecture how regret is a powerful motivator of behavior. 
  • 75
    Mood and Behavior
    02:03
    In this lecture you will learn how mood affects behavior and how you can affect someone's mood.
  • 76
    Concrete vs. Abstract Names & Icons
    00:46
    This lecture shows how our brains react to concepts and icons that are concrete rather than abstract.
  • 77
    Experiences vs. Possessions
    02:12
    In this lecture you will learn about the research on whether people value experience or possessions more and how this affects how you should frame your product or service.
  • 78
    The Exposure Effect
    01:31
    How many times do people need to see information before it sinks in? You'll find out in this lecture.
  • 79
    Anchoring
    04:44
    The research on anchoring has significant impact on decisions of how to price your products or services. This lecture explains the research.
  • 80
    The Effect of Mentioning Money
    02:16
    In this lecture you will learn how people behave differently when money is mentioned.
  • 81
    The Effect of Mentioning Death
    02:59
    In this lecture you will learn how people behave when death is mentioned or implied.
  • 82
    Case Study Examples for the Tricks of the Mind Section
    04:59
    In this lecture we look at examples of websites that illustrate the principles of the Tricks of the Mind Section.
  • 83
    Tricks of the Mind Exercise
    00:40
    It's the end of the section on Tricks of the Mind, so it's time for an exercise.
  • 84
    Tricks of the Mind Quiz
    10 questions
  • SECTION 10:
    The Desire for Mastery
  • 85
    Introduction to the Desire for Mastery
    01:04
    The Desire for Mastery is one of the strongest motivators of human behavior. This lecture introduces the concept.
  • 86
    Autonomy
    02:47
    In this lecture you will learn how autonomy is related to the desire for mastery.
  • 87
    Introduction to the Flow State
    01:56
    If you can induce a flow state then people will be immersed in your experience. This lecture explains what is involved in a flow state.
  • 88
    The Role of Feedback
    01:53
    In this lecture you will learn how much and what type of feedback to give people as they use your product or website.
  • 89
    Case Study Examples for the Desire of Mastery Section
    05:06
  • 90
    Desire for Mastery Exercise
    00:32
    It's the end of the mastery section, so here is an exercise.
  • 91
    The Desire for Mastery Quiz
    7 questions
  • SECTION 11:
    Thank You
  • 92
    Thank you for joining the course
    00:35
    You're done with the course! Here's our last lecture.

RATING

  • 28
  • 4
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AVERAGE RATING
NUMBER OF RATINGS
33

REVIEWS

  • Ilaria Di Camillo
    Simple but yet full of tips :)

    I've study social psychology but yet this course is easy to follow for everyone. I've found this course really inspiring: is full of practical tips that we can use in many context. I'll start other courses with Dr. Weinschenk for sure :D

  • Tessa Skerbinek
    You make learning fun!

    Thank you Susan for presenting in your calm and unaffected way. I enjoyed the course, it's structure and exercises - when you're absent from the screen it's less impactful or maybe that's just my crossmodal preference. Your sound is also really good, having taken some additional courses their poor sound quality is too distracting.

  • Cristofer Reyes
    Very useful tips and great researches

    I'm stronlgy believe that take this course was a great decision. Susan is a really good mentor, she explains very clear the concepts with great researches that point to the exacly what you want, the results that are the best options for your app/web/platform.

  • Nura M. Yusof
    Excellent course! Highly recommended.

    I've learned so much from this class! Dr. Susan Weinschenk is an engaging lecturer. The lectures were short, succinct with research referenced. Really loved this. I would recommend this. And will try another lecture from Dr. Susan. Thank you so much for making this course available, Dr. Susan!

  • Paulo Vieira
    Just the essential information and very well presented!

    I loved this course. Dr. Weinschenk not only explains everything in a useful and understandable manner, but also applies the same principies she's teaching to her own product - this course. Based on what I now know, this is a masterpiece!

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