UX Strategy · Service Design
Vanitha Shankar
Leads enterprise transformation by aligning strategy, systems, and service design across complex ecosystems.
Module
Persuasion, Emotion & Trust in Design
PET grounds digital design in the psychology of why people say yes, feel confidence, and come back.
Principles
60+
Studies
500+
Case Studies
80+
Pop Quiz · Q1/5
The peak-end rule suggests people judge an experience by:
Tap to answer.
Score so far: 0/5
Science Enables
Designing for Motivation.
Understanding the drivers behind decisions users make in seconds.
Building Trust.
Applying the design cues that turn skepticism into confidence.
Working with Emotion.
Shaping experiences that feel considered, not manipulative.
What This Module Teaches You
Thinking Like a Persuasion Designer.
Translate behavioural science into concrete interface decisions.
Diagnose why users hesitate and design the moments that unstick them.
Become the person your team trusts on ethical persuasion.
Module Overview
Duration
16 hours
Next Cohort
15th July 2026
Format
Online, Cohort Based.
The Roadmap
Where This Sits in The Pathway.
01Persuasion, Emotion & Trust in Design (PET)
The psychology of influence in digital experience.
02Digital Persuasion Architecture
Design decisions that guide attention and behaviour.
Certified Digital Persuasion Architect (CDPA)TM
On completion of all 2 modules
Part of a Certification
Available Only Within
The CDPA Certification.
This module is delivered as part of the Certified Digital Persuasion Architect (CDPA)TM programme and is not sold separately. Register for the full certification to access it.
Proof Points
Transformation Stories.
CDPA Batch of June 2025
Alex Morgan
Senior Product Designer
Bank of America
“HFI didn't just teach me usability — it gave me an ensemble of instincts. I now lead UX strategy at scale because I learned to think like ten different practitioners, not just one.”
From Alex's LinkedIn Post
Advisory
Need Help?
A Pathway Advisor On Call.
Talk to a dedicated advisor and explore how to begin your own journey and the experience architect pathway.
The Mentors
Knowledge Catalysts.
Mentors for Persuasion, Emotion & Trust in Design (PET) come with years of experience in the discipline.
UX Education · Applied Practice
Kayre Lupo
Builds industry-ready design capability through hands-on, real-world UX learning experiences.
Experience Strategy · Research
Rohan Mehta
Bridges research, design and strategy to help enterprise teams ship experiences that measurably move the needle.
UX Strategy · Service Design
Vanitha Shankar
Leads enterprise transformation by aligning strategy, systems, and service design across complex ecosystems.
UX Education · Applied Practice
Kayre Lupo
Builds industry-ready design capability through hands-on, real-world UX learning experiences.
Experience Strategy · Research
Rohan Mehta
Bridges research, design and strategy to help enterprise teams ship experiences that measurably move the needle.