Psychology for Digital Behavior Change (DBC)

Learn how to build psychology-driven websites, apps & campaigns

Classroom & Online Training
Join our students from beginners to pros in top companies:

Build psychology-driven products
that are motivating, usable and engaging

This course will teach you the skills and knowledge required to build psychology-inspired websites, apps and digital campaigns.

We cover 50+ behavioral change principles, psychological design patterns and a step-by-step behavioral design process that you can bring back to the office and apply immediately.

The class includes examples from many fields and industries, but you’re invited to bring a challenge of your choosing so you can focus on applications specific to your work.

Our training will inspire you with new ideas, deepen your understanding of digital psychology and help you develop new skills in human-centered design.

We recommend this course as the starting point for most participants.

Skills and knowledge you’ll gain

By the end of this workshop, you’ll be able to:

  • Name and apply over 50 psychological principles
  • Combine psychological principles into high impact architectures
  • Integrate psychology into websites, apps, campaigns and ads
  • Boost user acquisition, engagement, conversion and retention
  • Start your next project with psychological design patterns
  • Reverse engineer your competitors’ success factors—then outflank them
  • Better justify your design choices when speaking to colleagues or clients
  • Save time and money by using behavioral science design patterns
  • Make better decisions when facing design or marketing dilemmas
  • Avoid “psychological backfires”, where psychology damages your work
  • Build psychology-driven segments, personas and user journeys
  • Build a behavioral insights report and use it to inspire design
  • Avoid misleading claims about behavioral science
  • Integrate psychology into digital strategy and UX prototyping tools
  • Conduct behavioral design

Got a challenge? Bring it to class

A hands-on approach to behavioral design

To help you internalize the content, we’ve structured the course around a behavioral design process. We’ll take you through a step-by-step process, leading to a digital psychology-inspired product of your choosing. This will reinforce the lessons and ensure that you can translate psychology into digital practice.

You’ll develop skills in the overall process, which will touch hands-on skills in psychology-inspired software modelling, UX, information architecture, marketing, branding, and content strategy.

We’ve structured the design process across our two classes. DBC takes you through the process, ending with a testable lo-fi prototype. If you take EDP as well, you’ll extend your protype, and fine-tune it.

The classroom design process is intermixed with the lessons, while the online class design process happens during the LIVE tutorials.


In class or online, we’ll cover:

Day 1

  1. Using psychology in digital media
  2. A realistic look at digital influence
  3. Targeting the core drivers of behavior change
  4. Building behavioral segments & personas
  5. Psychology of human-computer relationships
  6. Brand/product credibility & user trust
  7. Behavioral science 101
  8. Behavioral design process
  9. Psychological wireframing
  10. Controlling user attention
  11. Boosting user comprehension
  12. Motivating users with emotional neuroscience
  13. Nudging users with decision science
  14. Pricing psychology
  15. Winning users’ trust & building confidence

Day 2

  1. Rapid persuasive design testing
  2. How users conceptualize virtual space
  3. Facilitating behavior change
  4. Behavioral processes & user flows
  5. Building intuitive navigational systems
  6. Motivating & training users to complete tasks
  7. Managing disengagement
  8. Journey mapping through stages of change
  9. Prototyping for behavioral design
  10. Media psychology & perception
  11. Digital social psychology
  12. Digital context psychology
  13. Psychological design audit
  14. Psychology-inspired strategy & design
  15. Behavioral science simulation game

Day 3

  1. Behavior insights software
  2. Behavioral insights report
  3. How to combine psychological principles
  4. Managing psychological backfires
  5. Building psychological architectures
  6. Motivation & efficacy design patterns
  7. Landing page psychology
  8. Data capture & storage strategies
  9. Personalized feedback psychology
  10. Feedback loop design patterns
  11. Coaching & gamification design patterns
  12. Architecting long-term processes of change
  13. Building multi-channel engagement sequences
  14. Reinforcing & shaping user behavior
  15. Behavioral science & creative design experiments


Classroom vs. online editions

We offer this course in both classroom and online editions.
It’s also available in team training too.

Here’s how our classroom and online editions work.

Duration3 days15 hours of on-demand with 5-weeks LIVE-tutorials
Timing9:00–17:00 with 1 hour lunch and two 15 min breaksSelf-paced, but during the LIVE tutorial term, plan 4 hours of video lessons per week and 1.5 hours of tutorials
Instructional hours19.5 hours, based on 6.5 hours of instruction per day7.5 hours of the live ABD tutorials help you apply the lessons from DBC

The workshop runs 9:00 am – 5:00 pm (but please arrive by 8:50 as we start at 9:00 sharp). There is a 15-minute break in the morning, an hour for lunch, and another 15-minute break in the afternoon.

We’ll provide all the training materials, so you’ll only need to bring a pen, some paper, and, if you’d like to participate in our live polling, bring a smartphone or tablet.

We’ll grant you immediate access to the videos as soon as you register, plus access to the waiting room for the upcoming LIVE tutorials.

You’ll have access to the lessons, and then we’ll start the behavioral design process during the LIVE training term.

Here’s what you get

Classroom training kit

  • Training guide
  • Reference manual
  • Behavioral design workbook
  • Wireframe kit
  • Cheatsheets

Online training resources

  • On-demand video lessons
  • LIVE tutorial recordings
  • Wireframe kit (mini)
  • Behavioral design workbook
  • Closed community
  • Cheatsheets


This is our most popular class and the one we recommend as a starting point for most people who want to learn how to apply digital psychology.

This class is suitable for those who use digital media across a range of applications, from tactical hands-on builders to strategic planners.

Looking to decide whether it is at the right level for you or want more information? Check out our FAQ or give us a shout.

Behavioral Design Certification - DBCC


After completing all modules, covering 19.5 hours of instruction over 3 days in class, or 15 hours online, you will receive a certificate of completion.

If you wish, you may write the test to earn you “Digital Behavior Change Certificate (DBCC)”. Three attempts to pass are included.

Learn about your certification options.

Who this course is for

This class is suitable for:

  • Usability and UI/UX professionals
  • Graphic designers and interactive designers
  • Digital marketing and advertising specialists
  • Content strategists and web writers
  • Product marketing managers
  • Digital project managers
  • Health promotion specialists
  • Conversion optimizers & researchers
  • Entrepreneurs

Industries that will benefit

Our training attracts an eclectic blend of professionals from:

  • Technology firms, cloud services
  • Digital agencies, creative firms
  • Non-profit organizations
  • Government, health sector
  • Retail businesses, consulting services
  • Financial services, insurance
  • Media, gaming, entertainment
  • Telecommunications, infrastructure
  • Small businesses, freelancers, students
  • Academia, behavioral science, psychology

How students describe our training

Brian’s workshop was great! Very informative and I look forward to any other workshops that will be coming up.

Nicola WIlliams

User Experience Designer, Expedia

Excellent content. Applicable everywhere. Thank you.

Adam Dobrer

Business Experience Design Manager, Deloitte

Great workshop! … We will start implementing some of the ideas in our projects.

Alex Aranda

Senior User Experience Designer, Samsung Electronics

Meet your instructor

Brian Cugelman, PhD

With an extensive career running online projects and studies for industry, non-profit organizations, governments and the United Nations, Dr. Brian Cugelman has been working as an online behavior change specialist since 1997.

If you'd like to learn more, read Dr. Cugelman's bio or see what he has to say about the workshop in his own words.

Have a question?

Check out our FAQ or give me a shout. I'm happy to help out.

+1 (888) 977-2055
brian (at)


Applied Behavioral Design (ABD)

FREE 9 week LIVE training with ALL online courses

To ensure you can apply everything covered in our training, we include Applied Behavioral Design (ABD) with all our training.

It's our coaching class where we’ll guide you step-by-step through the behavioral design process.

You'll learn how to translate psychological theories into digital products, as we go from planning to a final prototype.

For online training, it's a free 9 week LIVE coaching class. In the classroom, we weave ABD across the entire week.

How to use the online tutorials

ABD is for all students, in any course.

Tutorials 1-5 focus on applying psychological principles related to DBC.

Tutorials 6-8 focus on applying emotional design strategies related to EDP.

And finally, tutorial 9 is about using research to build high impact products.

Online students are welcome to join the full 9 weeks, or just the tutorials they prefer.

Get the most out of ABD

If you're joining us online, you'll get the most out of ABD, by starting on the video lessons first, then joining the next ABD term. In the classroom, we'll dive right in.

Join our next LIVE ABD term








New self-paced ABD edition
(Summer 2022)

We're launching a self-paced edition of ABD in the summer of 2022.

Students who now enroll in any training package with ABD gain access to any LIVE ABD term, the new self-paced edition, and to recordings of prior LIVE terms.

We're starting consultations with students on the best format to provide open instructor time, feedback on students' projects, host interactive exercises, and cover new topics. We're also aiming to offer in-person support across ALL time zones.

There will also be new pricing. Self-paced classes will decrease in price, while LIVE in-person training will increase. HOWEVER, if you enroll now, you'll get all educational modes at our best tuition fee.

Have any questions? Reach out:

Enroll in DBC Now

2022 Spring

Psychology for Digital Behavior Change (DBC)

LIVE ABD tutorial timing:
Certification included:
  • DBC Completion
  • DBC Mastery (optional test)
2022 Fall

Psychology for Digital Behavior Change (DBC)

LIVE ABD tutorial timing:
Certification included:
  • DBC Completion
  • DBC Mastery (optional test)
2023 Spring

Psychology for Digital Behavior Change (DBC)

Certification included:
  • DBC Completion
  • DBC Mastery (optional test)
  • City: Toronto
  • Venue: University of Toronto
  • Dates: 17-19 Apr 2023
  • Time: 9:00-17:00
  • Instructor: Brian Cugelman, PhD
2023 Spring

Psychology for Digital Behavior Change (DBC)

Certification included:
  • DBC Completion
  • DBC Mastery (optional test)
  • City: Vancouver
  • Venue: Simon Fraser University
  • Dates: 1-3 May 2023
  • Time: 9:00-17:00
  • Instructor: Brian Cugelman, PhD
San Jose
San Jose
2023 Spring

Psychology for Digital Behavior Change (DBC)

Certification included:
  • DBC Completion
  • DBC Mastery (optional test)
  • City: San Jose
  • Venue: ActionSpot
  • Dates: 8-10 May 2023
  • Time: 9:00-17:00
  • Instructor: Brian Cugelman, PhD
2023 Spring

Psychology for Digital Behavior Change (DBC)

Certification included:
  • DBC Completion
  • DBC Mastery (optional test)
  • City: Chicago
  • Venue: DePaul University
  • Dates: 15-17 May 2023
  • Time: 9:00-17:00
  • Instructor: Brian Cugelman, PhD

Considering Complete Training?

For a full learning experience, our Complete Training includes DBC and EDP plus LIVE tutorials.

The tuition fee is lower than both courses separately. You'll save $100 off online training and $150 off classroom training.

Plus, you’ll get an extra year of access, totaling 3 years.

Get 9 weeks of LIVE ABD tutorials

All online training includes 9 weeks of ABD tutorials. We hope you'll join us for the full 9 weeks.

However, if you just want to learn skills related to behavioral design or emotional design, here's when you should attend:

  • Weeks 1-5: Behavioral design skills extending DBC lessons
  • Weeks 6-8: Emotional design skills extending EDP lessons
  • Week 9: Behavioral prototype testing

Visit the ABD page for tutorial scheduling info and to read about the skills you’ll develop.

Have questions?

Call: +1 (888) 977-2055

Online Enrollment

Our online training goes through Teachable. After enrolling, you’ll get instant access to the online classes and instructions for accessing the rest of our online training.

Classroom Enrollment

Our classroom enrollment goes through Eventbrite. After enrolling, you'll receive your ticket and all the logistics.

100% Satisfaction Guarantee

We’re so confident you’ll love our training that we offer a 100% money-back guarantee to anyone who attends our classroom or online training and wishes to withdraw. For details, read our guarantees.

Secure registration

All online payments are securely processed by PayPal and Stripe.

Join thousands who’ve completed our training

From beginners to pros in top companies

Guarantees and Terms
All training come with our Guarantees and Terms. Please read these before enrolling.

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