Course Description

Selling online isn't easy: 69% of users abandon their shopping carts before checking out, according to Baymard Institute, a UK-based web usability research organization.1 That’s quite scary; what about the good news? Well, Baymard also found that many of the problems with online stores are solvable with changes to design.

How do you design to capture someone’s attention and then focus that attention where you want it? Also, once you've attracted potential clients to your website, how do you present your goods and services so that they will buy them? For that, you will need to acquire and apply knowledge in human psychology—how to design to persuade the subconscious mind, compete with competitor sites so as to grab your users’ attention, and retain your customers in order to build a long-term relationship. These may sound like a huge range of skills to take on; happily, though, this course covers every aspect you’ll need. It's based on tried and tested psychological techniques that bring together content and design so as to deliver increased sales and increased profits.

We have designed the lessons in this course to help you overcome barriers to online selling. By gaining an understanding of how your customers think, you will have the knowledge to drive sales with the confidence to know that your web design is working for you and your customers.

What you will learn

  • How decisions are made in the brain via the subconscious mind, and which part of the brain is really the web designer’s customer
  • How to create an online environment in which people feel part of a larger group, where they are grateful for your service, and show that through purchasing your products and services
  • How to know where someone's attention will be focused on your site, and how to make use of even the shortest attention span to generate sales
  • What the psychology of choice is, and how you can harness it to generate sales rather than turn customers off
  • How to use powerful wording choices for content that focuses on the client and builds their commitment to a purchase from you
  • How to tap into the subconscious drivers that steer people into buying a product or service.
  • How a coherent narrative can make it easier for your customers to engage with you and stay engaged
  • How to keep your customers coming back in an ethical manner, thus generating repeat sales
  • How to design for sharing, the next big thing in online selling

Who should take this course

This is a beginner-level course suitable for those from any walk of life who want to take an online business to the next level:

  • UX designers looking to design persuasive experiences to improve the conversion rate of e-commerce sites
  • Project managers interested in building online businesses that engage shoppers
  • Software engineers seeking to gain an understanding of psychology, sociability, and design
  • Entrepreneurs who want their online shops to take off and perform better than the competition
  • Marketers looking to improve the entire sales funnel by adopting a user-centric approach
  • Newcomers to design who are considering making a switch to UX or web design
  • Anyone who is intending to set up his/her own online business, product, or service

Courses in the Interaction Design Foundation are designed to contain comprehensive, evidence-based content, while ensuring that the learning curve is never too steep. All participants will have the opportunity to share ideas, seek help with tests, and enjoy the social aspects afforded by our open and friendly forum.

Learn and work with a global team of designers

When you take part in this course, you will join a global multidisciplinary team working on the course and the exercises at the same time as you. You will work together to improve your skills and understanding. Your course group will be made up of an incredibly diverse group of professionals, all of whom have the same objective—to become successful designers. It’s your chance to learn, grow, and network with your peers across the planet.

1 37 Cart Abandonment Rate Statistics, Baymard Institute

Lessons in this course

Note: Lessons become available at a schedule of one lesson per week. Once a lesson becomes available, it is open for you forever — you can take all the time you want to go through each lesson. There is no time limit to finish a course, and you always have access to your classmates, course material, and your answers.

Lesson 0: Welcome and Introduction

To be scheduled

  • 0.1: Welcome!
  • 0.2: Please check your information before continuing
  • 0.3: Meet your peers (online)
  • 0.4: Meet your peers (offline)
  • 0.5: The 3 Components of Courses from the Interaction Design Foundation
    • 0.6: A mix between Research-based Versus Example-based Learning
    • 0.7: Course Structure, Point System and Course Certificate
    • 0.8: The Didactics and Educational Choices for IDF’s Courses
    • 0.9: Discussion Forum

Lesson 1: The Subconscious Mind – The Customer of Design

To be scheduled

  • 1.1: Making a Decision-The Thought Process
  • 1.2: The Three Parts of Your Brain
  • 1.3: The Old Brain
  • 1.4: The Mid Brain
  • 1.5: The New Brain
    • 1.6: Emotional Perception: Finding Our Emotions
    • 1.7: Emotions Control How We Act
    • 1.8: The Subconscious Mind - Working While We Aren't
    • 1.9: The Subconscious Mind: Speed and Accuracy
    • 1.10: Do we really know what we like?
    • 1.11: Know Your Audience
    • 1.12: Cultural Differences
    • 1.13: Gender Differences

Lesson 2: Introducing Social Validation

To be scheduled

  • 2.1: The Bystander Effect Offline
  • 2.2: Bringing the Bystander Effect Online for Help
  • 2.3: The Power of Strangers
  • 2.4: Reviews and Ratings
  • 2.5: Rational Resistance?
    • 2.6: More than Sales
    • 2.7: Obligation, Obligation, Obligation
    • 2.8: Harness a Refusal for Sales
    • 2.9: Harness a Concession for Commitment
    • 2.10: No Strings Attached!
    • 2.11: Discussion Center

Lesson 3: Design to Grab Attention

To be scheduled

Lesson 4: Choice is Not All That it Appears

To be scheduled

  • 4.1: Options
  • 4.2: Social Validation of Choice
  • 4.3: Taking a Choice Away - Introducing Scarcity
  • 4.4: Invoking Privileges
  • 4.5: Price and Quality Perception
    • 4.6: No, you're not having this
    • 4.7: Choice Overload-Overwhelming your Customers
    • 4.8: Avoid Logic!
    • 4.9: Immediate Reward and Long-Term Payoffs through Choice
    • 4.10: Buy it Now!
    • 4.11: Price Comparison for Bigger Value Sales
    • 4.12: Product Placement-Premium Sales Slots
    • 4.13: Techniques and Implemenation

Lesson 5: It's all About Them, Gaining Commitment

To be scheduled

  • 5.1: The Internal Dialogue
  • 5.2: You and Your: Don't take this Personally
  • 5.3: Keep Them Entertained
  • 5.4: Consistency of Self
  • 5.5: Inconsistency - Baby Steps
    • 5.6: The Power of Public Commitment
    • 5.7: Gaining Commitment - Activating the Right Part of Someone
    • 5.8: Surveys and Reviews that build Commitment
    • 5.9: Customer Commitment

Lesson 6: Build Similarity and Then Make them Afraid to Lose

To be scheduled

  • 6.1: We buy from people like us
  • 6.2: Rapport and The Science of Attraction
  • 6.3: The Power of Endorsements
  • 6.4: Decisions, Decisions, Decisions
  • 6.5: The Old Brain at Work
    • 6.6: Learn to Take in Order to Drive Value
    • 6.7: Privacy and Security
    • 6.8: Choosing your Approach

Lesson 7: Learn to Tell a Story

To be scheduled

  • 7.1: Everyone Loves a Story
  • 7.2: How do you eat an Elephant
  • 7.3: Sympathetic Bonding
  • 7.4: Pictorial Superiority
  • 7.5: Words are Pictures
    • 7.6: Bringing your Story Together
    • 7.7: Tell, Tell, Tell
    • 7.8: Share Your Story

Lesson 8: Integrity Matters, Long-term Relationship Building

To be scheduled

  • 8.1: The Sales Cycle
  • 8.2: Acquisition vs. Retention
  • 8.3: Reputational Capital
  • 8.4: Increasing Sales through Reputation
  • 8.5: Delivering Value
    • 8.6: Risk, Trust and Privacy
    • 8.7: Establishing your Online Reputation

Lesson 9: Sociability and Going Viral

To be scheduled

  • 9.1: Assumption: A Recipe for Disaster
  • 9.2: Social Evolution
  • 9.3: Why the Internet Exists
  • 9.4: Introducing Viral Marketing
  • 9.5: Persuading the Masses
    • 9.6: What is The Next Big Thing?
    • 9.7: Searching for the Next Big Thing

Lesson 10: Course Certificate, Final Networking, and Course Wrap-up

To be scheduled

  • 10.1: Course Evaluation

Industry-trusted UX Course Certificate

You earn an industry-trusted Course Certificate once you complete the course - even if you finish the course after the official end date. In other words, as long as you have enrolled in the course you will always be able to finish it and to get a course certificate. You will also have permanent access to the course material, your answers and the discussions.

Course Certificates from the IDF are verifiable and trusted by industry leaders. You can highlight them on your resume, CV, LinkedIn profile or your website.

Course Certificate

Our courses and Course Certificates are trusted by these industry leaders, who have taken up company memberships with the IDF:

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