ID108BKK
Behavioral Design for Online Success
Faculty
Joris Groen
Behavioral psychologist
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
This course teaches students to apply behavioral psychology principles to create intuitive, persuasive digital experiences and increase online results.
Learning highlights
- Students will gain a solid understanding of key psychological theories and behavior change models.
- The roles of the unconscious and conscious brain (System 1 and System 2), as introduced by Nobel laureate Daniel Kahneman.
- Principles of influence, based on the work of social psychologist and bestselling author Robert Cialdini.
- The Fogg Behavior Model, which has shaped much of the design of platforms like Facebook and Instagram.
- How to view digital products through the lens of behaviors and micro-behaviors and apply psychology practically to enhance online conversions for actions like registration, engagement, downloads, subscriptions, and purchases. Additionally, students will learn a structured process for optimizing an existing digital product using behavior design principles.
Course outline
15 classes
Introduction to the course
Overview of topics
Introduction to assignment
Practical information
Introduction to behavior design
What is behavior design
Fogg Behavior Model
Daniel Kahneman’s 2 systems
How to boost motivation (part 1)
Social Proof
Authority
Scarcity
Commitment & Consistency
How to boost motivation (part 2)
Anticipation
Loss aversion
Increase perceived value
How to reduce friction (part 1)
BJ Fogg’s Ability Chain
Don’t make me think principle
Jenga technique
How to reduce friction (part 2)
Defaults and pre-fill
Decision aid
Reversibility
Expectation management
How to design effective calls-to-action
Psychology of attention
How to design affordance
How to write copy for CTAs
Prototyping
How to create a quick interactive prototype, for example using Axure PRO or Figma.
How to validate your prototype for influence and persuasion.
Online advertising
Online ads principles
Attention
Stopping power
How to design landing pages
Soft landing
Elevator pitch
Trust builders
Visuals
How to design product pages
How to promote your product online
How to display your price
How to design checkouts
Best practices for checkouts
Ethical aspects of persuasion
What are dark patterns?
Ethical framework
Students present cases
Students present cases
Students present cases
Students present cases
Prerequisites
The course will be in English, so professional-level proficiency is required, along with a strong interest in digital product design and development..
Methodology
This highly practical course allows students to work in groups on their own case study, designing or optimizing an online journey. During the lessons, they’ll apply psychological insights using worksheets and canvases to generate ideas for their own cases. The main assignment involves creating an interactive prototype—whether a new website, app, or campaign, or a redesign of an existing digital product—focusing on a clear conversion goal to make it more persuasive and user-friendly. Design doesn’t have to be pixel perfect, but the flow, copy and content (ideas) are crucial.
Grading
Joris Groen is a behavioral psychologist with over 25 years of experience in UX design, including 4.5 years at Booking.com. He is also a best-selling author of Online Influence.
During his cognitive psychology studies, Joris specialized in human-computer interaction. In 2012, he founded the digital design agency Buyerminds, which became an international leader in behavioral design and conversion optimization. His teams significantly improved the performance of numerous digital platforms for clients such as KLM, Mercedes, Vodafone, Philips, and BYD.
See full profileApply for this course
Behavioral Design for Online Success
by Joris Groen
Total hours
45 Hours
Dates
Feb 03 - Feb 21, 2025
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.