Corporate / Group Training

The PET Architect

2 days
Next course start
Inquire about virtual training for teams (+2 start dates)
On-site, Webinar
2 days
Next course start
Inquire about virtual training for teams (+2 start dates)
On-site, Webinar
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Course description

The PET Architect

This course focuses on the skills and knowledge also covered in the Certified User Experience Analyst (CXA)™ examination. This class is the most advanced of the HFI CXA series. It reveals core insights that will enable you to structure persuasion strategies that attack whole markets, create innovative offerings, and ensure the success of applications.


Learn to build on your PET Design knowledge to become an expert in PET Structures—apply the PET perspective to strategy, innovation, and application design in order to ensure successful conversion.

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Upcoming start dates

Choose between 2 start dates

Inquire about virtual training for teams

  • On-site
  • Online

Inquire about virtual training for teams

  • Webinar
  • Online

Who should attend?


We recommend that before taking this course, participants must be able to apply the persuasion engineering tools described in the HFI PET Design course. This includes:

  • Contrast principle
  • Decidophobia
  • High price equals good
  • The power of free
  • Social proof
  • Social learning
  • The power of people we like
  • Diffusion of responsibility
  • Scarcity
  • Reason for request
  • Over categorization and correlation
  • Overestimation of big unlikely events
  • Rule of reciprocation
  • Divestiture aversion
  • Feel good
  • Priming and framing
  • Conditioning and association
  • Expectation
  • Cognitive dissonance
  • Pressure by of people we like
  • Obedience to authority
  • Psychological reactance
  • Momentum of "Yes"
  • Compliance laddering

Who should attend

Advanced user experience (UX) staff—engaged in the higher level activities of persuasion engineering, innovation, and strategy—should attend. Strategy, marketing, and innovation staff will also benefit, assuming they meet the prerequisites.

Training content

The PET Architect

The Cost of Persuasion Vacuum and Persuasion Clutter

Without PET design we rely on the fantasy that the facts alone will convert. Without a persuasion architect, methods snowball and snarl into an ineffective and trust-busting mess. A PET Architect’s value is orchestrating the approach from a deep level and then ensuring alignment through detailed design.This first module explores these issues as a foundation for the remainder of the course.

Fit into Your SDLC (Software Development Life Cycle)

The PET Architect must know how and when to engage with the SDLC if PET is to be an integral part of a system’s User Experience. We review the work stages we go through in PET (Research, Evaluation, Strategy and Design) as a precursor for considering where we place PET work in a typical SDLC methodology. We resolve any questions on fit into your SDLC environment.

The PET Research Difference

PET work is based on research providing objective evidence as a foundation for building a successful PET strategy. You will learn the “do’s” and “don’t’s” of conducting PET research, the importance of PET interviews and how to present the results of a PET analysis. You will practice interpreting PET research results and will understand why strategic PET thinking trumps tactical, simplistic attempts at persuasive design.

Getting to the PET Theme

The first major step towards the PET strategy is to identify a PET theme from analysed PET data. You will learn our eleven guidelines for what makes a good theme. You will then practice taking this crucial first step; identifying your own theme for a PET Strategy practice example. You’ll be building on this theme to develop your practice example during the next several course modules.

The Core PET Meme

Listening for the Frame

We review what we mean by framing in PET and explore how we might use a range of contrasting frames that resonate with different audiences in different domains. You’ll learn what makes a great frame as well as ways in which you can re-frame information to change its persuasive impact. You will then progress your practice example by finding the right frame for your PET Theme.

Deriving a Core PET Meme

Anyone can make up a Core PET Meme. But few can make one that systematically works. In this module, we introduce the idea of the meme in PET. You will learn what makes a great Core PET Meme and how that provides a sharp focus for your PET strategy. You will then create a Core PET Meme as your practice example’s next step.

PET Tools for the Meme

PET tools must be applied strategically and systematically to avoid the danger of a trust-busting mess! In this module, you will learn to select PET tools systematically from your Job Aid that align with your Core PET Meme so as to enhance emotional drives and mitigate blocks. And you’ll bring your practice example to its conclusion by strategically including PET tools within a persuasive design.

Presentation and Evaluation

How to convey the Core PET Meme. How to evaluate the meme with a checklist to eliminate likely failures.

The Persuasion Flow

The PET Flow

Engineering PET successfully requires understanding the user journey, how it unfolds over time, and where persuasion problems can occur along the way. In this module you’ll learn about where PET flow can break down and how to use PET persona paths, ecosystem and a channels approaches in analysing PET flow. You will practice conducting an expert PET Flow Commentary for a typical persona path.

Adding Resonant Triggers

Getting users onto your website in the first place, keeping them there, converting them and getting them to come back for more are all goals for an optimised PET Flow. You will learn and practice how to add PET tools as resonant triggers to move users along each of these stages of the journey.

Customer Retention

Once users have become customers, they are “yours to lose.” In this module, you will learn three key strategies for retaining your customers and will practice techniques for intrinsically motivating them to stay with you.


Please contact the provider for pricing details

Certification / Credits

What you’ll learn

  • Understanding the criticality of PET Design in the design of market strategies, product innovations, and application designs
  • Creating a "Core PET Meme" that is:
    • Tuned with executive intention
    • Tuned with deep PET analysis insights
    • Practical to transmit
    • Protected from maladaptation
  • Creating a projection of a Core Meme (phrase, behavior, image)
  • Creating a "Persuasion Flow"
    • Center on your Core Pet Meme
    • Select effective, synergistic, and practical methods
    • Create core chains through an interaction
    • Ensure momentum
    • Ensure final conversion
    • Embellish with triggers
  • Building in customer retention methods (sustained relationships)
    • Pain control
    • Habit
    • Engagement and commitment
  • Applying PET Architecture methods
    • Market strategies
    • New product and service innovations
    • Application and website designs.

What you get

  • Real-world examples and practical tips from our instructors who are also active UX consultants
  • Hands-on individual and group exercises to ensure conceptual understanding
  • Training package that includes:
    • A comprehensive student manual
    • Quick reference job aids

Why choose Human Factors International?

100,000+ professionals trained so far

8,500+ certified professionals worldwide

Global Leader in UX Consulting and Training

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Human Factors International
1860 Highway 1, Suite 3600
52556 Fairfield IA

Human Factors International

HFI specializes in providing practical user experience design training for everyone from new to advanced design professionals. To meet your career goals, Human Factors International (HFI) offers three certification tracks: Certified Usability Analyst (CUA)™ Certified User Experience Analyst (CXA)™ Certified...

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