Psychology for Digital Behavior Change (DBC)

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

Classroom & self-paced 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


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

Classroom vs. self-paced editions

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

Here’s how our classroom and online editions work.


3 days

15 hours of on-demand with 5-weeks LIVE-tutorials


9:00–17:00 with 1 hour lunch and two 15 min breaks

Self-paced, but during the LIVE tutorial term, plan 4 hours of video lessons per week and 1.5 hours of tutorials

Instructional hours

19.5 hours over 3 days

15 hours of focused lessons


The class 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.

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 his training system.

Have a question?

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

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



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

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
Have questions?

Email: [email protected]
Call: +1 (888) 977-2055

Online Enrollment

You'll enroll in Teachable for self-paced and live group classes. After enrolling, you'll get instant access and can sign-up for live terms.

Classroom Enrollment

You'll use Eventbrite for classroom training. After enrolling, you'll receive your ticket and logistical info.

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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