CERTIFIED DIGITAL PERSUASION ANALYST (CDPA) (SF)

Course Overview

These 2 modules, 5-days accelerated program teaches research-based principles of designing interfaces that drive persuasion. Today, marketing and UX professionals are being asked to apply principles of psychological influence and behavioral economics to the design of digital channels. Persuasion, emotion, and trust are critical factors for creating successful online interactions. The growing reliance on e-channels makes an engaging customer experience more important than ever. This course provides the essential knowledge to transition from being a classical usability engineer to become a complete user experience (UX) designer.

The CDPA course covers the persuasion engineering tools and research-based insights which teaches strategies for Persuasion, Emotion, and Trust (PET): "PET Design" and "PET Architect".

Passing the HFI – Certified Digital Persuasion Analyst examination demonstrate their mastery of the fundamental principles of persuasion engineering.

Course Objectives

Upon completion of this course:

• You will be able to increase persuasion, conversion, and loyalty for your company’s products both via your online digital assets and offline print materials.
• You will acquire Persuasion engineering skills that will help you become a recognized usability authority within your company
• You will be prepared to take HFI’s CDPA certification, which will help enhance your career path.
• Upon passing the HFI’s CDPA exam, You will be credentialed by the world’s leading software-UX firm.

Pre-requisites

There is no pre-requisite for this course.

Course Outline

Module 1 – PET Design: 3 days

Learning and developing persuasive strategies and implement research-based methods throughout the design process to make your website more trustworthy and convincing. You can deepen relationships with your customers by learning how they make decisions that lead to conversion.

• Understand the Persuasion Emotion Trust (PET) framework as a scientific model to arrive at compelling designs.
• Understand and apply core methods and tools for persuasive and emotional design—creating a persuasion strategy
• Evaluating sites based on persuasion, emotion, and trust
• Understanding PET Design markers to identify persuasion, emotion, or trust design elements in your own prototypes or designs
• Understand and integrate PET-related requirements into your data gathering and interaction design process
• Understand how to build personas specifically to research, probe, and analyze PET-related factors
• Constructing designs and persuasion flows based on users’ drives and blocks
• Understand and validate persuasiveness and emotional impact of designs
• Leveraging the research that continues to shape this rapidly evolving discipline

Module 2 – PET Architect: 2 days

Learning to build on the PET Design knowledge to become an expert in PET Structures. Learn to apply the PET perspective to strategy, innovation, and application design in order to ensure successful conversion. Understand the PET Architecture process in a structured way to create the PET strategy. Understanding people’s emotions is key to making UX central to innovation. Research and analyze emotions to produce maps of people’s Emotional Schema (Drives, Blocks, Feelings and Beliefs).

• Understand and develop the key PET strategy by
  • Research
  • Evaluation
  • Strategy
  • Design
  • Validation
• Understand methods to arrive at a PET based architecture and usage of Theme, Frame, Meme and PET tools, based on users drives and blocks. Also, gain the ability to review PET strategy for interfaces.
• Understand the persuasion flow
  • PET Flow
  • Adding Resonant Triggers
  • Customer Retention
• Close session with reflection on the use of PET on the interfaces.

Certificate Obtained and Conferred by

• Certificate of Completion from NTUC LearningHub

Upon meeting at least 75% attendance and passing the assessment(s), participants will receive Certificate of Completion from NTUC LearningHub

• External Certification Exam

After completing this course and upon passing the official CDPA exam, participants will receive the official certification from HFI. The certification is governed and maintained by HFI.

Additional Details

Mode of Delivery: Virtual Live Class (VLC) via Zoom

Medium of Instruction: English

Trainer: Trainee ratio is 1:20

Courseware: Canvas 

Lab: NA 

As this is a funded programme, the entire training programme will be video recorded for audit purposes by the relevant funding agency. To ascertain their presence, Trainees / Participants are required to

• Turn on web camera to show real-time video, as opposed to using a profile picture / video (jpg/jpeg, gif or png image file) for the entirety of the training and assessment session.
• Ensure that their faces are fully visible (not just the forehead / eyebrows)
• Use their full name as per NRIC / Passport as their Screen Name on Zoom

Price

Course Fee and Government Subsidies
	Individual Sponsored		Company Sponsored
			Non-SME		SME
	Before GST	With GST	Before GST	With GST	Before GST	With GST
Full Course Fee (For Foreigners and those not eligible for subsidies)	$3,500.00	$3,815.00	$3,500.00	$3,815.00	$3,500.00	$3,815.00
For Singapore Citizens aged 39 years and below and For all Singapore Permanent Residents (The minimum age for individual sponsored trainees is 21 years)	$1,050.00	$1,144.50	$1,050.00	$1,144.50	$350.00	$444.50
For Singapore Citizens aged 40 years and above	$350.00	$444.50	$350.00	$444.50	$350.00	$444.50

Funding Eligibility Criteria:

Individual Sponsored Trainee

Company Sponsored Trainee

Singapore Citizens or Singapore Permanent Residents From 1 October 2023, attendance-taking for SkillsFuture Singapore's (SSG) funded courses must be done digitally via the Singpass App. This applies to both physical and synchronous e-learning courses Trainee must achieve at least 75% attendance Trainee must pass all prescribed tests / assessments, and attain 100% competency NTUC LearningHub reserves the right to claw back the funded amount from trainee if he/she did not meet the eligibility criteria

Singapore Citizens or Singapore Permanent Residents From 1 October 2023, attendance-taking for SkillsFuture Singapore's (SSG) funded courses must be done digitally via the Singpass App. This applies to both physical and synchronous e-learning courses Trainee must achieve at least 75% attendance Trainee must pass all prescribed tests / assessments, and attain 100% competency NTUC LearningHub reserves the right to claw back the funded amount from the employer if trainee did not meet the eligibility criteria

Remarks:

Individual Sponsored Trainee	Company Sponsored Trainee
SkillsFuture Credit: Eligible Singapore Citizens can use their SkillsFuture Credit to offset course fee payable after funding UTAP: NTUC Members can enjoy up to 50% funding (capped at $250 per year) under Union Training Assistance Programme (UTAP)	Absentee Payroll (AP) Funding: $4.50 per hour, capped at $100,000 per enterprise per calendar year AP funding will be computed based on the actual number of training hours attended by the trainee Note: Courses / Modules under Professional Conversion Programme (PCP) will not be eligible for AP funding claim.

Terms and conditions apply. NTUC LearningHub reserve the right to make changes or improvements to any of the products described in this document without prior notice.