ATTENTION: This session requires advance signup to attend. For Online Schedule: Please utilize the RSVP link below the description to reserve your seat. For SXSW GO App: Use the RSVP 'Find a Timeslot' link. You must have a SXSW Interactive, Gold, or Platinum badge to attend, and, you must have an activated SXsocial account (social.sxsw.com) to reserve a seat. If you have any issues with signing up, please email support@sxsw.com. VERY IMPORTANT: Because of the limited space, we recommend you arrive at least 15 minutes prior to the published start time of this session. If you have not checked in at the room you RSVPed for at least five minutes prior to the session start time, you may lose your seat to an attendee in the waiting list line.

Prerequisites:
To benefit most from this workshop, you should have an understanding of digital marketing or design, with hands’ on experience.

What to Bring:
All you need is a pen. We’ll provide you with design templates and tools.

The secret behind successful websites is rarely a superficial design feature that you can emulate or plagiarize. Their secret sauce is something deeper; it’s their Psychological Architecture, a winning combination of psychological principles, optimized to influence how people think and behave.

In this session, Brian Cugelman, PhD will show you how Psychological Architectures drive some of the world’ most successful websites, mobile apps, social media, and wearables. You’ll learn how to combine psychological principles into design patterns that work, drawing on scientific and applied evidence, presented in a simple, hands-on way.

This workshop will give you a fresh new perspective on popular Psychological Architectures such as gamification, landing pages, feedback loops, and many others. Brian will help you move past the hype that sometimes surrounds these architectures, and see these patterns for what they are, simply combinations of psychological principles that have been proven to work in some contexts, but have failed in others.

The workshop will empower you to:
-Critically assess popular Psychological Architectures, including gamification, feedback loops, habit formation, landing pages, and more
-Set realistic expectations for persuasive design outcomes
-Learn what to consider when combining and optimizing psychological principles
-Fast-track your next project with Psychological Architecture templates

Timeline:
Participants will enjoy a combination of presentations, followed by participatory group exercises, designed to build new skills in psychological design. Brian will begin the workshop with an introduction to persuasive design, discuss realistic outcome expectations, and teach you how the science of evidence-based design is as simple as cooking. You’ll learn how to combine psychology in ways that can be more effective, but also you’ll understand how digital psychology can backfire when misapplied. After a 15 minute break, the remainder of the workshop will focus on popular Psychological Architectures, which will be reinforced through design templates and interactive group exercises.