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Behavioral Design: Create Engaging Products with Behavioral Science

Susan Weinschenk, Chief Behavioral Scientist and CEO, The Team W, Inc.

Guthrie Weinschenk, COO, The Team W, Inc.

Behavioral science already plays an important role in shaping government policy and public services around the world. Insights from behavioral science help frame policies and services that match inherent behavioral patterns in people. This creates proven results in the form of greater citizen engagement, higher revenue collection and positive shifts in social and individual behavior.

Better engagement, higher revenue and positive behavioral shifts are the most common goals 鲨鱼直播 designers aim to achieve as well. So, it鈥檚 easy to see why behavioral science can help you create better, more successful products as a designer!

In this Master Class webinar, Susan and Guthrie Weinschenk of The Team W will show you how to apply insights from behavioral science into your real-world 鲨鱼直播 projects.

You鈥檒l discover:

The latest research on what grabs and holds attention
How people make decisions
How context affects behavior
What motivates people to take action
How to use grouping and partitioning to influence behavior
Why social interaction is so critical to design
Generational differences in mental models and how to design for them

This Master Class webinar features the latest research in brain and behavioral sciences, behavioral economics and decision making. Susan and Guthrie will show you how to apply this research to engage, encourage and persuade the users of your products and services.

Discover valuable and actionable research that can improve your work in 鲨鱼直播, tech, service design, marketing and business strategy. Even if you cannot attend the webinar live, register to receive a recording to watch at your convenience. Spots are limited, so reserve yours today!

Learn more

Webinar starts in

days

hrs

mins

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Wed, November 18, 2020

04:00 PM (UTC +00:00)

On-Demand Master Classes

Watch our Master Class webinar series on demand.

Have you ever found yourself explaining what you do as a 鲨鱼直播 designer over and over again? Ever had to correct a misinformed colleague who thought you make images look pretty with Photoshop? Ever felt frustrated at being consulted only after major product decisions were made? Even though 鲨鱼直播 Design is no longer a new or unknown term, in traditional organizations and development teams alike, **people can be unclear about what exactly a 鲨鱼直播 designer does, what their unique skills are, or where exactly they fit in.** As a 鲨鱼直播 designer, this means that you need to fight extra hard to make a case for your own work, and educate your colleagues about the role and importance of 鲨鱼直播 design. In this Master Class webinar, discover how as a designer, you can get鈥攁nd keep鈥攁 seat at the table for every big business and product decision. You鈥檒l learn: - How to identify and anticipate obstacles to 鲨鱼直播 design in your company - How to elegantly manage false expectations about 鲨鱼直播 design - How to align your design practice with the organization鈥檚 strategy - How to work more seamlessly with non-design teams - How to fight common misconceptions about 鲨鱼直播 design within your company This Master Class webinar is taught by **Morgane Peng, Design Director at Societe Generale**. Morgane made a career transition **from finance to 鲨鱼直播 design**, driven by the urge to improve the badly designed enterprise software she encountered when she worked in finance and consulting. Currently, she leads design teams at a 150-year-old banking company, and based on her experiences, she will share with you humorous and useful tips on how **you too can carve a niche for 鲨鱼直播 design, no matter the size or age of your organization!** With Morgane鈥檚 help, you can spend more time doing the creative work that you love, and less time fighting to get taken seriously as a 鲨鱼直播 designer. By Morgane Peng, Design Director at Societe Generale

To design a delightful product, it isn鈥檛 enough to have your user in mind鈥�*you need to truly know your user鈥檚 mind*. And the most effective way to achieve this is through user interviews. User interviews are extremely useful at answering many different kinds of questions that emerge during鈥攁nd even before鈥攖he design process. This makes them one of the most popular user research methods in practice. While user interviews do offer a chance to chat with your users, your interview session should not devolve into just a casual conversation. Instead, to conduct truly effective user interviews, you should treat them like a scientific exercise鈥攚ith careful planning and systematic execution. Watch this Master Class webinar for an in-depth guide to user interviews. You鈥檒l learn: 鈥� What user interviews are and why they are important 鈥� When you should conduct a user interview 鈥� How to prepare yourself and your team for a user interview 鈥� How to effectively conduct a user interview 鈥� How to analyze and use findings from user interviews You鈥檒l learn how to carry out your own user interviews with valuable insights from **Joshua Seiden鈥檚 20+ years of design leadership**. His expertise in Agile and Lean 鲨鱼直播 will help you refine your user interview methodologies. From this Master Class webinar, you'll learn how to optimize your user research methods to deliver insights in the most efficient way possible. By Joshua Seiden, Co-Author of Lean 鲨鱼直播 and Founder of Seiden Consulting

Do you know how much cognitive load your design ideas will place on the user even before you sketch out the first screen?聽If the cognitive load of your design is too high, users will find your product difficult and unpleasant to use. It's possible to measure cognitive load in a usability lab, but by then it is usually too late and too expensive to fix the underlying problems. The solution? You need to know how much cognitive load your users will face and mitigate it at the beginning of your design projects.聽In other words, the intent to minimize cognitive load should guide your design practice from the very start. In this Master Class, Daniel Rosenberg introduces Semantic Interaction Design, a revolutionary method that spans all the way from core conceptual models to the deployment of applied game theory techniques to create optimal experiences for users. You'll learn: - How cognitive science lends itself to Semantic Interaction Design - Real examples of the benefits and success of this new approach - How to convert product requirements into initial 鲨鱼直播 designs 10X faster - How to design with higher initial quality - The 4-layer 鲨鱼直播 framework that unifies 鲨鱼直播 grammar, presentation, flow and game theory - How this method incorporates data driven business decisions to guide product success This Master Class is based on Daniel Rosenberg's book [**鲨鱼直播 Magic**](https://www.amazon.com/鲨鱼直播-Magic-Daniel-Rosenberg/dp/1708061614), which explores how designers can transform product requirements into rich experiences.聽You'll learn how to maximize the efficacy of your design using the smallest number of screens and flow steps. The result? You'll design experiences that are intuitive and enjoyable for the user, resulting in sustained success for your product. Forget the 鈥渇ail early, fail often鈥� myth of trial and error 鲨鱼直播 design. Professor Rosenberg will show you a proven recipe for getting it right on the first try! By Daniel Rosenberg, 鲨鱼直播 Professor, Designer, Executive and Early Innovator in HCI

You鈥檝e spent days pouring your heart and soul into the perfect design solution. Your slides are beautiful and elegantly crafted. Now, all you have to do is present and get buy-in from the decision-makers. Even though you believe in your work, convincing others is still a challenge. How do you present your work effectively to gain executive approval? In this webinar, learn how to use convincing, evidence-based presentations to earn executive approval and your team鈥檚 support. You鈥檒l learn how to: 鈥� Gain trust and buy-in from stakeholders and executives 鈥� Rally your team around your solution 鈥� Persuade others to commit the resources you need 鈥� Influence executive level decisions No matter where you are in your design career, effective presentation skills will always give you an advantage. When you learn to present your work with the right balance of proof and persuasion, you can win over your stakeholders and get recognized for new opportunities. Watch our Master Class and acquire this timeless, all-important skill today! By Todd Zaki Warfel, Author, Speaker and Leadership Coach

Artificial Intelligence (AI) has already begun to take the world by storm. Yet, in the design world, it's often misunderstood and underutilized. AI offers the potential to solve problems at an unprecedented scale. But to provide solutions to product users, **AI requires human insight that is rooted in empathy**. That鈥檚 where user experience (鲨鱼直播) design comes in. Watch this Master Class webinar to discover how working with AI can transform both your career prospects and the experiences you design. You鈥檒l learn: - Key terms and concepts 鲨鱼直播 designers must know to work with AI - Case studies of how 鲨鱼直播 empowers AI in the real world - How to work with engineering teams on AI projects - How to begin your first AI-based UI/鲨鱼直播 project - How and why you should play a role in training an AI - How to adapt your design process for AI You鈥檒l learn from **Greg Nudelman鈥檚** 20+ years of in-depth experience as a designer and strategist for AI-based applications. By learning how to train and leverage AI in your work, you can **gain in-demand technical and practical skills**, and become highly employable. 77% of today鈥檚 devices already use some form of AI, and 84% of global organizations believe that AI will give them a competitive edge. There鈥檚 already a strong business case for AI and the technological capabilities to support it. So, when you develop AI-specific 鲨鱼直播 design skills, you develop a strong competitive advantage for the future. By Greg Nudelman, Principal and Director of 鲨鱼直播, DesignCaffeine

When technology evolves exponentially and new paradigms of interaction emerge each day, 鲨鱼直播 (user experience) design needs to keep pace with these innovations. **As a 鲨鱼直播 designer, how can you determine which technologies are worth preparing for? ** Watch this Master Class webinar to learn how design and disruptive technologies go hand-in-hand, and what you can do to remain relevant in an ever-changing industry. You'll learn: - The new technologies that dominate the landscape today - How to follow and interpret tech trends - How to adapt your user research methods to new technologies - How to up-skill and prepare for the future of design You'll learn from Kevin Bethune's 20+ years of experience in the intersection of design, business and engineering. Mastering **an interdisciplinary skill-set and mindset can give you an edge in the industry** and place you ahead of the competition. You'll benefit from Kevin's own insights about how designers can maximize their impact by working effectively with business and engineering teams. Ideal for 鲨鱼直播 designers, engineers and product managers alike, this Master Class webinar will give you an expert perspective on how to future-proof your skills. By Kevin Bethune, Founder, dreams 鈥� design + life

How do you know your design choices *actually* improve the user experience of your products and services? You shouldn鈥檛 rely on your instincts alone鈥�**you need to look at the data** to determine how effectively your designs contribute to core business metrics. And this is where A/B testing (also known as split testing or multivariate testing) comes in. In this Master Class webinar, you鈥檒l learn: - What A/B testing is and how it goes hand-in-hand with user experience (鲨鱼直播) design - How to get started with A/B testing in your work - How to interpret and use the results of your A/B tests - Practical examples of A/B testing in action You鈥檒l gain insights from Zoltan Kollin鈥檚 10+ years of experience as a 鲨鱼直播 designer and educator. What鈥檚 more, you鈥檒l learn practical tips and real-world examples which you can apply in your own work. **A/B testing has rapidly grown to become one of the most in-demand skills in a designer鈥檚 toolkit**, so you can make yourself even more employable when you master these all-important skills. Whether you鈥檙e new to 鲨鱼直播 design or are looking to improve your career prospects, this Master Class webinar is a great chance to upskill yourself and gain practical knowledge of A/B testing. By Zoltan Kollin, Design Principal at IBM

If you want to improve customer experience, you can no longer focus on just design and usability. Service design has to play a part. According to research, the most customer-centric organizations today grow 43% more than their peers each year. The secret to their success is the fact that they think beyond user experience (鲨鱼直播) to design seamless positive experiences for their customers at every single touchpoint. In other words, they utilize service design. In this Master Class webinar, you will learn: - What service design is - How to practically apply service design in your work - Why you should consider a career in service design - How you can transition into a service design role You'll gain insights from Frank Spillers' 20+ years of experience designing high-value services and products and learn how to use a systems-thinking approach to design clutter-breaking customer experiences. What's more, you'll learn tips and tools which will help you maximize customer retention (and profits) through the use of service design. Whether you're new to user experience (鲨鱼直播) design or are looking to expand your career prospects, this Master Class webinar is a great chance to upskill and prepare yourself for the fast-growing field of service design. By Frank Spillers, CEO at Experience Dynamics

Frequently Asked Questions

Why aren鈥檛 the Master Class webinars free of cost for members?
While the Master Class webinars aren鈥檛 free, they are open to both members and non-members of Interaction Design Foundation. While non-members pay $30 per webinar, members pay only $3. We charge this nominal fee to cover a few costs associated with producing the webinars, including:
- The cost of using Zoom as our webinar partner. Zoom is one of the most reliable webinar hosting platforms, but it鈥檚 also one of the most expensive. We chose quality over affordability to bring you a better viewing experience, and the nominal fee we charge helps us cover these costs, without making the webinars expensive.
- Along with the cost of Zoom, we also cover webinar costs associated with servers, payment gateways and code maintenance. In fact, 40 cents off every dollar in a transaction goes towards just the payment gateway alone!
Charging this small fee goes a long way in helping us cover these costs and enables us to continue to bring you high-quality content with the best experts.
Will the Master Class webinar be recorded?

Absolutely! Every Master Class webinar is recorded by default, and if you register, you will automatically receive the link to the recording a few hours after the broadcast ends.
What happens if I can't attend a Master Class webinar live?

No problem at all鈥攁s long as you make sure to register for it, you鈥檒l receive a recording link a few hours after the broadcast ends. This way, you can catch up on everything that happens in the live session. But, do be sure to register, as the recording is only sent to registered attendees!
I鈥檓 a member, but when I try to register for the Master Class webinar, I鈥檓 being charged the non-member price. How can I get the discounted price for members?

Please double-check the email address you are using to register for the webinar. You must use the same email linked to your Interaction Design Foundation membership in order to avail the special member price.

If you use another email address, our system will not realize that you鈥檙e a member. As long as you鈥檙e using the correct email address as a member, you will receive the special member price.
I just signed up for a Master Class webinar鈥攚hat's next?

Once you register, you鈥檒l receive an email from Zoom, our webinar partner. This email contains the link you鈥檒l need to join the Master Class webinar during the broadcast.

This email is sent from noreply@zoom.us so if you can鈥檛 locate it in your inbox, please check your Spam folder. If you still cannot locate this email, please reach out to mads.soegaard@interaction-design.org and we'll help you out!
I signed up for a Master Class webinar which aired recently, but I cannot find the recording in my email inbox. What can I do?

The email with the recording is sent automatically to all registrants. However, because it contains links, it might get blocked by your spam filters.

In case you have not received it, please search your Spam for an email from mads.soegaard@interaction-design received on the date of the webinar in question. If you still cannot locate it, please send an email to this very same email address and we will help you!
I missed registering for some of the Master Class webinars hosted in previous months. How can I get access to them now?

Some of our past Master Classes are available on-demand at /master-classes We鈥檙e constantly working to make recent Master Classes available on demand, so you can keep checking this page for new additions!
I鈥檓 a member, but I cannot see all the Master Classes I purchased on my profile. How can I find the ones that are missing?

Many of the past Master Classes have been edited and uploaded to our platform so that our members can view them conveniently in one place.

After each Master Class broadcast, our video editors painstakingly edit, improve and enhance the quality of these recordings to give you a better experience鈥攂ut this process takes time, and that鈥檚 why there鈥檚 sometimes a delay in making them available within your profile.

Until recent Master Class recordings appear in your profile, you can always playback any of the Master Classes you鈥檝e purchased using the Zoom recording links you received after the broadcast. Can鈥檛 find these recording links? Then please email mads.soegaard@interaction-design.org for assistance.

Live and On-Demand Webinars by Design Leaders

Learn from Global Design Leaders

Behavioral Design: Create Engaging Products with Behavioral Science

On-Demand Master Classes

How To Deal With People Who Don't Get Design

How To Conduct Effective User Interviews

鲨鱼直播 Magic: Achieve 10X Better Designs Through Semantic Interaction Design

Win Clients, Pitches & Approval: Present Your Designs Effectively

How To Design Experiences for AI

Disruptive Design: Is your 鲨鱼直播 future-proof?

Design with Data: A Guide to A/B Testing

Going from 鲨鱼直播 to Service Design

Frequently Asked Questions