Persuasive Design and Behavioural Economics

In this webinar, Yvonne will explore the powerful role of human psychology and behaviour economics in design. At first glance, human behaviour may seem quirky and irrational—but by understanding the cognitive biases that shape our decisions, designers can create more intuitive, persuasive and ethical user experiences.

We'll dive into key psychological principles such as social proof, reciprocity, anchoring, loss aversion, status quo bias and more. Through real-world examples and interactive discussions, attendees will learn how these biases can be used to guide user behaviour and interactions—whether for improved usability and positive outcomes, or, in some cases, questionable manipulation.

We'll also address the ethical implications of designing for behaviour, emphasizing the line between persuasion and exploitation. Attendees will be invited to reflect on their own work, analyze designs through a psychological lens and identify opportunities to enhance their impact by aligning with how users naturally think and behave.

Whether you're a UX or UI designer, product manager or simply curious about the human mind, this seminar offers valuable insights into designing with empathy, intention and integrity.

About Yvonne Shek

Yvonne leads a team of passionate and deeply committed UX professionals at Integri Consulting Inc. She is most proud of her work that has made a significant impact on people’s lives and designed for the greater good.

Yvonne's experience in a number of sectors and industries include: real estate, food, travel, hospitality, financial, manufacturing, telecommunications and many more. She has completed over 500 projects in the private and public sector, as well as non-profit. Outside of work projects, Yvonne’s passion is to coach and teach the next generation of UX practitioners. She is a full-time professor at Humber Polytechnic.

Yvonne holds an M.Sc. in human factors from UCL (UK), and a B.Sc. from the University of Toronto (major in psychology, minor in anthropology and industrial engineering).