Maryna Revutska
Product Designer
Good length of each lesson, and open end questions helped me to remember the information really well. I love the videos with Alan Dix — he e...
Emotional Design — How to Make Products People Will Love
In This Course, You'll
Get excited as you discover the secret to creating unforgettable products people love! Studies show that 95% of our purchasing decisions are emotional. Emotional design turns functionality into connection and products people want more of. Your favorite pen probably isn't the smoothest or fanciest, yet you chose it every time. Why? Because it's not just a pen. There's a connection, a feeling, and a story. That's what separates iconic products from mediocre ones. Emotional design uses timeless human-centered skills to create meaning, attachment, and trust, turning one-time users into lifelong advocates. These skills are paramount to turn AI from a tool into your new superpower, no matter how much the tech advances. You don't have to start from scratch. You'll build on your existing human skills like empathy, intuition, and storytelling.
Make yourself invaluable with design skills that tap directly into emotional decision-making. People naturally recommend and repeatedly use products that make them feel good. With your new emotional design skills, you'll effortlessly inspire action, build loyalty, and increase engagement, conversions, and retention. Whether you're a designer, marketer, or leader, this course gives you a timeless skill set to amplify your impact in any role.
Gain confidence and credibility as you master the hidden emotional triggers that make people fall in love with products. It's easier than you think, even if you're completely new to design. Use downloadable templates like the Hierarchy of User Experience (UX) Needs and the 5 Principles of Humanity-Centered Design to fast-track your learning. Directly apply Don Norman's three levels of emotional design—visceral, behavioral, and reflective—to create irresistible products. Leverage tools like Maslow's Hierarchy of Needs and the Triune Brain model to design experiences that win hearts and minds every time.
It's Easy to Fast-Track Your Career with the World's Best Experts
Master complex skills effortlessly with proven best practices and toolkits directly from the world's top design experts. Meet your expert for this course:
Alan Dix: Author of the bestselling book “Human-Computer Interaction” and Director of the Computational Foundry at Swansea University.
Get an Industry-Recognized IxDF Course Certificate
Increase your credibility, salary potential and job opportunities by showing credible evidence of your skills.
IxDF Course Certificates set the industry gold standard. Add them to your LinkedIn profile, resumé, and job applications.
Be in distinguished company, alongside industry leaders who train their teams with the IxDF and trust IxDF Course Certificates.
Is This Course Right for You?
- You want to land a job in design – or get a promotion.
- You want to learn real-world design skills that are valuable in any job and any industry.
- You want timeless human-centered skills AI cannot replace and turn AI into your superpower.
- You're tired of wasting time on influencers and want to learn from real experts.
- You want actual career outcomes, like increasing your salary potential and job opportunities.
Loved by People Around the World
Marlene P. Naicker
Creative Strategist | Partner
The lessons are very thought provoking. Simple but complex - when you break them down.
Emma Lundgren
Experience Architect
I really liked this lesson. It makes it more obvious that we as designers have a far wider responsibility than just designing the interactio...
Andrea Sabaté
UX Lead
Easy communication, natural behavior, real examples from his experience, masters the subject, and also some cuteness.
Soma Soral
Product Manager
The delivery of material and including practical examples such as the case study.
Linnéa Källgård
UX Designer
Alan Dix is a great lecturer, and his courses are a joy to follow. He is knowledgeable and has a great way of conveying his passion and know...
Steve Miller
UX Director / Strategist
I think it's a very good and comprehensive course overall. I like that it introduces the students to a number of good models to help us thin...
Bjorn Schraa
Because the instructor has knowledge and experience, he can communicate and substantiate this well. Awesome!
Pablo Carbonari
Senior Experience Designer
Although I was familiar with many of the concepts of the course from previous ones, this course helped me to understand them better and deep...
Your New Life. Starts Now
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Take IxDF Online Courses by Industry Experts
Design a life and career you love. Industry leaders from Adobe, Google, and NASA guide you step-by-step. Design skills help you grow in any job, any industry.
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Turn AI Into Your Superpower
IxDF teaches you the human-centric skills AI cannot replace and how to turn AI into your superpower.
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Increase Your Career Opportunities
Salaries for people who learn design surpass $200K in cities like San Francisco, with 45% projected job growth globally.
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Get Industry-Trusted Certificates to Stand Out
Add IxDF Course Certificates to your LinkedIn profile and resumé: show hiring managers you belong to an elite group.
Your New Life. Postponed Forever
Without IxDF
With IxDF
Course Overview:
- Each week, one lesson becomes available.
- Study flexibly. Take as much time as you want.
- 21h, 22m over 6 weeks (est.).
Lesson 0: Welcome and Introduction
Available once you start the course.
Estimated time to complete: 1 hour, 43 mins.
Lesson 1: What do we mean by 'Emotion'? An Introduction to Emotional Design
Available once you start the course.
Estimated time to complete: 3 hours, 0 mins.
Lesson 2: How Products Affect Us: Emotional Responses, Connections and Associations
Available once you start the course.
Estimated time to complete: 2 hours, 59 mins.
Lesson 3: Visceral, Behavioural and Reflective Design - Don Norman's Three Levels of Design
Available anytime after Mar 13th, 2026.
Estimated time to complete: 2 hours, 51 mins.
Lesson 4: Affect and Design: Designing Positive Emotional Experiences
Available anytime after Mar 20th, 2026.
Estimated time to complete: 2 hours, 29 mins.
Lesson 5: Maslow's Hierarchy of Needs: Helping Users "Self-Actualize"
Available anytime after Mar 27th, 2026.
Estimated time to complete: 3 hours, 17 mins.
Lesson 6: The Triune Brain: Sorry, You Have to Please Three Brains, Not Just One
Available anytime after Apr 3rd, 2026.
Estimated time to complete: 3 hours, 29 mins.
Lesson 7: Emotional Design: Applying the Knowledge
Available anytime after Apr 10th, 2026.
Estimated time to complete: 3 hours, 18 mins.
Lesson 8: IxDF Course Certificate and Course Wrap-up
Available anytime after Apr 10th, 2026.
Estimated time to complete: 12 mins.
Start Today
- Get unlimited access to all 40 self-paced courses, at no extra cost.
- Learn human-centric skills AI cannot replace and how to turn AI into your superpower.
- Build your salary potential with industry-recognized certificates.
- 1,146,258 enrollments and counting.
Questions? We've Got Answers
Why are design skills so important right now?
Why are design skills so important right now?
Design skills are incredibly valuable for both you personally and for your company.
For you personally, design skills are important because:
Salaries for people who learn design are soaring, surpassing $200K in cities like San Francisco, with global job growth rates at 13%.
Many of your job competitors already possess design skills. When you enhance your design skills you can significantly elevate your personal brand and make you a more attractive candidate.
You learn skills that protect you from losing your job to AI.
You can ignite your passion through design and leverage it to make a meaningful impact.
For your company, design skills are important because:
Your design skills can help increase sales, keep customers loyal, and turn them into powerful advocates of your company. That’s because design is all about helping people reach their goals and meet their needs.
Companies that invest in design outperform the S&P 500 Index by a whopping 228%.
Design goes way beyond creating attractive visuals and aesthetics. When you possess design skills you’re equipped to revolutionize businesses, make technology more user-friendly, and innovate customer experiences and systems.
I’m not a designer. Why should I learn design and tech?
I’m not a designer. Why should I learn design and tech?
Design and tech skills can make you an indispensable asset to your company and open up career opportunities.
For example, if you’re in a field such as:
Marketing, Communication and HR
Software Development
Customer Service
Business
Psychology
Project Management
Architecture
Content Creation
Healthcare
Teaching
And other fields
Why can design skills make you valuable in all these jobs and industries?
That’s because design skills are incredibly valuable for both you personally and for your company.
For you personally, design skills are important because:
Salaries for people who learn design are soaring, surpassing $200K in cities like San Francisco, with global job growth rates at 13%.
Many of your job competitors already possess design skills. When you enhance your design skills you can significantly elevate your personal brand and make you a more attractive candidate.
You learn skills that protect you from losing your job to AI.
You can ignite your passion through design and leverage it to make a meaningful impact.
For your company, design skills are important because:
Your design skills can help increase sales, keep customers loyal, and turn them into powerful advocates of your company. That’s because design is all about helping people reach their goals and meet their needs.
Companies that invest in design outperform the S&P 500 Index by a whopping 228%.
Design goes way beyond creating attractive visuals and aesthetics. When you possess design skills you’re equipped to revolutionize businesses, make technology more user-friendly, and innovate customer experiences and systems.
How can design skills protect me from losing my job to AI?
How can design skills protect me from losing my job to AI?
AI is killing jobs in all industries. Humanity has never faced such a powerful force, developing at an exponential speed.
You can protect yourself by learning design: You’ll use the very fabric of being human, like empathy and intuition. AI never can never replace that. These skills are timeless and will stay with you forever.
Design is centered on human needs and goals. That’s why you can protect your future with the power of human-centered design. Mastering these skills can shield you from AI-driven disruptions.
We’ll even teach you how to use AI as your career helper, not your terminator.
Who is this course for?
Who is this course for?
Whether you’re new to design and tech, or looking to skill up, this course will give you a comprehensive learning experience.
This course is right for you if:
You want to learn real-world design skills that are useful in any job and any industry.
You want to learn skills that protect you from losing your job to AI.
You’re tired of wasting time on influencers and want to learn from real experts.
You want actual career outcomes, like increasing your salary potential and job opportunities.
You want to build your credibility by getting credible evidence of your skills with an industry-recognized IxDF Course Certificate.
You want to ignite your passion for design and leverage it to make a meaningful impact.
Whether you're a beginner or an experienced professional, you'll discover how design skills can transform your results in problem-solving, innovation, and communication.
Do I need any prior experience in design or tech?
Do I need any prior experience in design or tech?
Good news!
You don’t need any prerequisites or prior experience in design or tech. We’ve crafted the learning experience to ensure your success and real career outcomes, regardless of your age or background.
Will this course give me hands-on, job-ready skills and help me build my portfolio?
Will this course give me hands-on, job-ready skills and help me build my portfolio?
Yes! You'll gain fluency in design processes and get job-ready, hands-on skills you can apply immediately.
This course makes it easy for you with templates and step-by-step guides. We've spent 22 years building a goldmine of 100+ downloadable templates, across all courses, so you can easily present to managers and clients. All licensed for commercial use so you can fast-track your promotion.
You’ll learn to easily build an impressive portfolio when you take this course. That way, you can showcase your skills, build your brand, and become in-demand.
What are the professional backgrounds of people who take this course?
What are the professional backgrounds of people who take this course?
People who take this course come from diverse backgrounds:
Marketing, Communication and HR
Software Development
Customer Service
Business
Psychology
Project Management
Architecture
Content Creation
Healthcare
Teaching
And other fields
If you're interested in design and tech, mastering new design and tech skills can increase your salary potential, make you an indispensable asset to your company and open up numerous career opportunities.
This course will enable you to harness the power of design to build a better world and advance your career, making you an invaluable asset in any field.
When I pay for an IxDF course, what do I get?
When I pay for an IxDF course, what do I get?
You get unlimited access to all IxDF courses at no extra cost. Take as many courses as you want without paying extra.
In addition, you get:
Courses by real experts, not influencers.
Industry-recognized IxDF Course Certificates to build your credibility and salary potential.
Full flexibility in how you learn: Effortlessly while on your sofa or on a park bench during the weekend.
Skills that protect you from losing your job to AI.
Downloadable templates to instantly apply your new real-world skills and help your projects succeed.
An easy way to compile an impressive portfolio.
Instant help and career advice in IxDF online global communities. Your network is your net worth.
Full access to IxDF Local Groups where you can build your network, find your next job, have fun and learn from your peers. The meetings are completely optional and are spread across over 500 cities worldwide.
Get our insights, present them as your own.
Grading by experts, not machines.
Access on all devices. 100% online.
Permanent access to course material during membership.
Downloadable premium literature by 100+ leading designers.
Discounts on design tools.
1-hour Master Classes by global design leaders to fast-track your growth. Binge-watch them on-demand from your sofa. Stay updated, stay inspired.
Can I work full-time while I take a course?
Can I work full-time while I take a course?
Absolutely! You’ll always have time for career growth because our self-paced courses are designed to fit seamlessly into your life. You’ll never have to say, “I don’t have time for that”.
You can learn at your own comfortable pace. Anytime and anywhere, whether you're working full-time or juggling life and kids.
Many IxDF learners effortlessly enjoy our courses during their commute, while relaxing on their sofa, or even on a park bench during the weekend.
Dive in whenever it suits you and progress at a speed that feels just right for you.
Will I receive a Certificate?
Will I receive a Certificate?
Yes! After you finish, you’ll receive an industry-recognized IxDF Certificate.
Use your IxDF Certificates to increase your credibility and salary potential. Your employer and clients will trust you when you can prove that you’ve learned from the best.
Be in distinguished company, alongside industry leaders who train their teams with the IxDF and trust IxDF Certificates.
Add IxDF Certificates to your LinkedIn profile, resumé and job application in a few easy steps.
You can download your certificates as .jpg files, so they are easy to share. Certificates are always valid.
How are courses graded?
How are courses graded?
Unlike any other online course platform we know of, our grading is done by experts, not machines.
We're not one of those generic, "cover-it-all" course platforms, packed with poorly produced videos on endless topics.
Our experts ensure you receive feedback and maximum benefit from the entire process.
That’s also one of the reasons IxDF Course Certificates are credible and industry-recognized.
Can I take more than one course at a time?
Can I take more than one course at a time?
Yes! You get unlimited access to all IxDF courses at no extra cost.
For example, if there are 40 courses open for enrollment, you can enroll in all 40 courses at the same time and move from one to another as you prefer. Use our IxDF Career Programs to help you choose the very best courses for you.
If you’re a student member, you can take a maximum of two courses at the same time. You can still take as many courses as you would like – free of extra charges – just as long as you finish them so that you don’t have more than two ongoing courses.
Are all the courses really free for members?
Are all the courses really free for members?
Yes! You get unlimited access to all IxDF courses at no extra cost. Take as many courses as you want without paying extra.
As a member you get:
Courses by real experts, not influencers.
Industry-recognized IxDF Course Certificates to build your credibility and salary potential.
Full flexibility in how you learn: Effortlessly while on your sofa or on a park bench during the weekend.
Skills that protect you from losing your job to AI.
Downloadable templates to instantly apply your new real-world skills and help your projects succeed.
An easy way to compile an impressive portfolio.
Instant help and career advice in IxDF online global communities. Your network is your net worth.
Full access to IxDF Local Groups where you can build your network, find your next job, have fun and learn from your peers. The meetings are completely optional and are spread across over 500 cities worldwide.
Get our insights, present them as your own.
Grading by experts, not machines.
Access on all devices. 100% online.
Permanent access to course material during membership.
Downloadable premium literature by 100+ leading designers.
Discounts on design tools.
1-hour Master Classes by global design leaders to fast-track your growth. Binge-watch them on-demand from your sofa. Stay updated, stay inspired.
How do I add the IxDF Certificate to my LinkedIn profile?
How do I add the IxDF Certificate to my LinkedIn profile?
That's easy! You can use your IxDF Certificates to increase your credibility and salary potential. Your employer and clients will trust you when you can prove that you’ve learned from the best.
Add your IxDF Certificates to your LinkedIn profile, resumé and job application in a few easy steps:
Click “Add profile section” on your LinkedIn
Tap “Recommended”
Select “Add licenses or certifications”
Enter your IxDF Certificate details
Hit “Save”
You can download your IxDF Certificates as .jpg files, so they are easy to share. IxDF Certificates are always valid.
Need more detailed instructions?
How long does it take to complete this course?
How long does it take to complete this course?
You can see the estimated total learning time just above.
But remember, it’s entirely up to you! You can learn at your own comfortable pace. Anytime and anywhere, whether you're working full-time or juggling life and kids.
Many IxDF learners effortlessly enjoy our courses during their commute, while relaxing on their sofa, or even on a park bench during the weekend.
Dive in whenever it suits you and progress at a speed that feels just right for you.
I missed the enrollment, and now the course is closed. What can I do?
I missed the enrollment, and now the course is closed. What can I do?
Don't worry, we will re-run the course soon.
One reason we open and close courses is to achieve an optimal classroom size. That way, your networking opportunities and learning experience are optimal.
We display the "XX% booked" status on our courses to be transparent about the course availability.
Stay tuned for the next enrollment period. Be sure to sign up early! Meanwhile, you can sign up for another course you find interesting. Remember, you can take as many courses as you want without paying extra.
Are IxDF courses suitable for beginners or advanced learners?
Are IxDF courses suitable for beginners or advanced learners?
Our courses cater to all levels, from beginners to advanced professionals.
People who take this course come from diverse backgrounds:
Marketing, Communication and HR
Software Development
Customer Service
Business
Psychology
Project Management
Architecture
Content Creation
Healthcare
Teaching
And other fields
No matter your experience level, you'll find courses that help you grow and achieve your goals.
If you're interested in design and tech, mastering new design and tech skills can increase your salary potential, make you an indispensable asset to your company and open up numerous career opportunities.
How can the global and local IxDF community help me?
How can the global and local IxDF community help me?
We can help you in several ways.
Join meet-ups in your city: Join the regular meet-ups in your city in a nearby cafe or office building to have fun and learn with people just like you. You get full access to IxDF Local Groups where you can build your network, find your next job, enjoy yourself and learn from your peers. The meetings are completely optional and are spread across over 500 cities worldwide. Your network is your net worth.
Get instant help and career advice in IxDF online global communities. Build your global network through the supportive IxDF community. Earn IxDF Distinctions like “Community Influencer'' and “Social Impact Award”.
Learn from global leaders and build your network and job opportunities locally and globally.
I scored less than 70% in a course, so I didn't qualify for a certificate. Can I try again?
I scored less than 70% in a course, so I didn't qualify for a certificate. Can I try again?
Yes—simply retake the course and keep moving forward!
Everyone's learning journey looks different and it’s about progress, not perfection.
To retake a course, just follow these steps:
Go to your profile and click on the course you'd like to retake.
At the top of your screen, just below your progress bar, you'll see “UX Courses” followed by the course name in the breadcrumbs.
Click on the course name and scroll down.
Tap the red button that says, “Drop my course now.”
Head back to our UX Courses page and re-enroll yourself in the course.
You're all set to try again!
NB: Please note that when you drop a course, you’ll lose your progress and any answers you’ve already submitted in the course.
What if I have more questions?
What if I have more questions?
We’d love to hear from you and help you!
Reach out to us at hello@interaction-design.org or use the online contact form.