Digital UX: evaluate and optimise


1 week

Day and time:

Tuesday and Wednesday at 10am-5.30pm


Next course: Date to be confirmed

Course overview

Department Psychology

Jonny Freeman and Jane Lessiter


Goldsmiths, Deptford Town Hall, Room G1

Product Manager? UX Lead? Customer experience lead? Market Researcher? In today’s competitive digital environment, your company’s success depends more than ever on an in depth understanding of your customers and knowing how to respond appropriately.

Building this understanding through key concepts in consumer and media psychology will provide you with a fresh, insightful, robust and actionable toolkit which you can adapt to your company’s needs, and which you can use to work with your designers to optimise existing or create compelling new digital user experiences (UX).

Course content

In this course, tutors with over 40 years’ experience in applied and academic consumer and media psychology research will give you the opportunity to learn and reflect on:

Background, theory and context issues:

  • the impact on the person of digital media technologies, now and in the future
  • the benefits and costs to the person from a psychology perspective
  • the implications of psychology and UX for designing and developing compelling digital propositions
  • how UX can influence your company strategy from market entry and beyond
  • examples of good and bad practice in UX

Doing research

  • how to define and structure the problem space for doing your UX research (e.g., users' met and unmet needs and requirements, product and service usability and accessibility evaluations; concept development)
  • how to identify and classify your users, and sample them for research
  • what UX and other relevant variables to measure (about the outcomes, the person and conditions of use)
  • how to select appropriate types of tools and methods (e.g., using interviews or questionnaires or behaviour/physiological approaches that differently provide quality or intensity data that is objectively or subjectively derived)
  • a consideration of research design (for more structured testing)
  • a look at the pros and cons of innovative tools and methods (such as automated facial analysis, physiological measures of arousal, fixed and mobile eye tracking)

Producing actionable outputs

  • understanding what your data can really tell you, and how best to present your research results depending on your research goals, such as:
  • use cases and scenarios
  • personas
  • user/consumer segmentations and segment-specific motivations/barriers to adoption/use
  • refined questionnaires for repeated use
  • service/product design check lists
  • clear and comprehensive, evidence based, summative evaluations.

By the end of the course you will have developed valuable expertise:

  • You will know how to research and develop UX with an increased level of confidence on which basis your company can define design, implementation and marketing strategy.
  • You will have a clearer view of what is 'appropriate' and good quality research: to make important decisions that optimise validity and reliability of your findings through the research process, and to recognise sources of bias and error in your findings and interpretations.
  • You will have an improved understanding of how to identify your primary, and other target users, and how to best position and develop your product/service or proposition in the context of new and emerging media technology developments.
  • You will have had hands-on experience of using one of our more innovative methods (e.g., emotion readers, psychophysiological equipment) in a practical session.


  • Some course attendees may wish to conduct their own research following the course and like advice on the research design and/or feedback on their outputs.  All course attendees will be eligible for a personalised (/company bespoke) follow-up session (or series of sessions) for a reduced consultancy fee (two weeks to two months after the course).
  • Some course attendees may wish to commission a research project from i2 media research following the course.  Any course attendee will be eligible for their course fee to be discounted from the fee for a research project commissioned from i2 media research (for commissions confirmed in a period up to three months following the course, even if the projects are completed after this period).

Who is this course for?

If your company develops, produces, markets or offers any digital products or services (websites, apps, games, video, audio, digital signage, connected retail) to customers, and it’s even part of your job to support their success, this course is for you.

This course will be beneficial for anyone who works within the usability and user experience field or anyone who is new to user experience research and wants to incorporate it into their work. The course content will be highly relevant to market researchers, business analysts, QA specialists, web designers, user experience designers, product designers, project strategists and people in many other professions.

How is this course taught?

We offer the course in two formats. 

Our most popular format is as a bespoke package for a company’s research/ insight/ design/ planning/ strategy/ management teams. When we say bespoke, we mean it – we completely tailor the course/ workshop format to your needs and focus, with regard to content, timing, and location.

Relaunched for 2017 is our intensive 2-day short course format.  This immersion in cutting edge UX research and development from an applied psychology perspective will introduce you to the knowledge you need to develop insight to improve your company’s competitiveness.  Through a focus which combines the robustness and independence of the academic approach, and the clear, actionable outputs of the commercial approach, the course will use i2 media’s portfolio of over 200 successfully completed research commissions to inspire your application of our methods to your company’s commercial opportunities.

Examples you’ll focus on will be selected based on the composition of the tutees. We expect they’ll include a mix from: online UX, connected retail, location based services, digital advertising, behavioural adaptation through wearables, presence and engagement in media (from video to immersive virtual reality), user engagement in social media and games, and implicit and symbiotic interaction between humans and responsive media systems.

Through the course, working on an individual or group basis (as per your preference, and of your fellow tutees), you’ll be taught how to and then conduct the full research process for a UX project you bring to the course: scoping the project, asking the right questions, considering reliability and validity of measurements, study design, sampling, analysis, interpretation and actioning the findings. 

Why take this course at Goldsmiths?

This is the first time that i2 media has engaged in delivering a short course revealing its UX methods and approaches. The course will be taught by experts from i2 media research, Goldsmiths’ spin-off company from the Psychology Department – founded in 2002, and going strong.

The two course leaders have over 40 years of research and consultancy experience in the area, and a track record of over 200 successfully completed projects including many for online brands and services, such as The Weather Network, Ford, Orange-FT, The Missing Ink, EU, and lots more offline such as Honda, Saatchi & Saatchi, Digital UK, BBC, Ofcom and Direct Line. Having also worked for most Government departments, regulators and several charities, i2 media has an excellent reputation amongst industry/ regulatory/ governmental and third sectors in understanding the intersection between people and media technology products and services.

How to Apply

Please click on the date of the course you'd like to attend below. You'll be taken to Eventbrite, which is our booking system:




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