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We give organizations deep behavioral science insights and clear direction. We combine behavioral and brain science with practical experience. You’ll get deeper insights into the how and why of human behavior — whether it’s your customers or your employees — and what you can do to navigate and reach your goals.

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Stay on top of the latest brain and behavioral science. Sign up for the free The Team W Newsletter by "The Brain Lady", "Dr. Susan Weinschenk.

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We are happy to provide a free quote, consultation, or answer any questions you have. You can also email us at

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Use Our Training As A Roadmap To Navigate To Your Goals

From psychology and brain science, to design and Lean UX, you can choose from our catalog of online video courses. Also, you can bring a course in as an in-person workshop onsite, or check out our free reports and quizzes.

Click here to see our entire course catalog.

In-Person and On-Site Courses

About Our In-Person Courses

When you attend our in-person courses you get up-to-date and relevant knowledge and skills taught in an entertaining, hands-on and interactive way. You won’t just sit and listen to a lecture and watch a lot of boring slides. The environment is fast-paced, with lots of exercises so you can practice what you are learning. Our courses are 100% guaranteed. If for any reason you are not satisfied we will refund you your course fee.

Design For Engagement

Does your website, software, or app engage your audience? Does it persuade people to take action? Learn how to apply brain science to the design of your websites, apps, and products so that your audience will be engaged and persuaded to take action.

The Lean UX Workshop

Lean User Experience (UX) principles and processes help teams create products faster, and collaborate better. Lean UX comes out of a broader business strategy called Lean Strategy, made popular from Eric Ries' book,The Lean Start-up. It's a hit not only with start-ups, but also large organizations wanting to improve innovation. If you need to create innovative digital products and create them faster, then you need to understand Lean UX.

How To Get People To Do Stuff

We all want people to do stuff. Instead of using your usual tactics that sometimes work and sometimes don’t, harness the power of psychology and brain science to get people to do stuff. Based on Dr. Weinschenk’s latest book, How To Get People To Do Stuff.

User Testing: What, Why, And How

If you are designing a product or service you will save time, money, and your reputation if you test it with people who are representative of your target audience. Then you can fix any problems and improve your design, preferably early in your process. This course will teach you how.

The Science of Creativity

Do you want to learn how to be more creative? Whether you are creating a new product design, solving the latest technical problem in your organization, or trying to write a song, in this one day workshop you will learn the science of creativity and how to apply it to your work and life. Be more creative and learn how to unleash your brain power to solve problems and create innovative solutions.

How To Persuade And Motivate With Great Presentations

No matter how experienced you are at presenting, you can go to the next level. Learn how to craft persuasive presentations and powerfully deliver them using brain science to improve the impact of your message, and the effectiveness of your delivery. Your presentations will be more engaging, more persuasive, and you will get your audiences to take action.

Customized Training

Do you have specific training needs? We can customize our courses to fit you. Call us at 847.909.5946, email us at, or ask us a question to discuss your training needs.

Free Online Resources


The user experience (UX) of your products is only as good as the knowledge and skills of your UX staff. Download the report Top 10 Skills and Knowledge Set Every User Experience (UX) Professional Needs to find out what are the top 10 skills are for free!

Find out what are the top 5 reasons website re-designs fail in our Why Re-Designs Fail report.

Learn what behavioral science research can do for you in our report Why You Should Do Behavioral Science Research At Least Once This Year.


We also have two fun free quizes you should take to see if your organization is on the right path. Check out the Accessibility Quiz and the Lean UX Quiz to find out more.

Certificate Program

About TheTeamW User Experience (UX) Certificate

TheTeamW UX Certificate is for people who want to grow their skills and knowledge, and be recognized by others for their expertise. The UX Certificate is based on a curriculum of training developed by Dr. Susan Weinschenk who has over 35 years of experience in the field of usability, user-centered design, and user-experience. The courses have been developed to optimize learning with lectures, examples, exercises, and quizzes, and can be taken in-person or online. After completing the coursework, participants take the UX Certificate Exam.

The UX Certificate training teaches you to how to apply psychology to design. You will learn how to research and evaluate your particular target audience, and use that understanding to design a satisfying, usable, and engaging product. The UX Certificate is recognition that you have learned the skills, knowledge, and methodology to design optimal user experiences. For more information please contact us at for more information, or ask us a question.

The Steps To Earn A UX Certificate

  1. Register and take the required and elective courses
  2. Register to take the final exam
  3. Take and pass the exam
  4. Once we have verified you have completed the courses and exam we will send you your certificate

Requirements For The User Experience Certificate

There are two levels of Certificate, Regular and Advanced.

Regular Level Requirements:
  • Required Courses (online or in-person)
    1. -UX Fundamentals
      -User Research
      -Design For Engagement
      -User Testing
  • Electives: Any two additional Courses from our curriculum, either online or in-person
  • Passing The UX Certificate Exam (online)
Advanced Level Requirements (optional):
  • All Required Courses, Electives, and the Exam as described above
  • Additionally -- Six hours of customized, one-on-one mentoring with Dr. Susan Weinschenk (may be done in-person or via online conferencing), including completion of all assigned work given during mentoring

Who Is the UX Certificate For?:

Designers, Usability Specialists, User Experience Professionals, Marketing Professionals, Visual Designers, Developers, and Product Managers who are interested in furthering their skills and knowledge of user experience design, and receiving recognition for knowledge and skills gained. The certificate is appropriate for people working on websites, software, mobile apps, physical products and spaces.

What Is the Benefit Of Attaining the UX Certificate?:

  • You will acquire a strong foundation of knowledge and skills to apply to design, marketing, and product planning
  • You will increase your credibility with others by proving the attainment of UX skills and knowledge

Special Onsite, In-Person UX Certificate Curriculum

You can bring our entire UX Certificate curriculum to your organization and get everyone certified at one time. Email us at, or ask us a question for information about our special onsite, in-person UX Certificate curriclum.


Behavioral Science Insights and Direction

Don’t travel the road alone. Take us with you as a guide. Our consulting will make sure you are on the fastest path to your goals. Here are some examples of how we’ve worked with our clients:

Behavioral Science Research:
A large online retailer wanted deeper insights into new customer segments: “Do these new target audiences want the same things our established customers want? Are the things that are we are known for still important to this new market?” The Team W planned and conducted Behavioral Science research on the new target audience using one-on-one interviews and delivered the data and analysis to give the client insights and a clear direction to work from moving forward.

User Experience Audit:
A tech start-up needed to be sure that their website and app launch would be a success right from the gate. We evaluated the user experience of their planned website and app and recommended changes to the design and messaging to make sure that visitors and users would take the target actions the start-up needed for them to take.

A non-profit wanted to increase donations through their website. We evaluated the user experience of the existing site and created a mock-up of a re-design that used behavioral science, brain science, persuasion and engagement to increase the number of visitors to the site who would pay for a subscription to their newsletter and donate money directly to the organization.


Behavioral Science Audit

Do you have a website, TV ad, or marketing campaign that isn't performing? People aren't signing up, picking up the phone, or doing whatever action it is you want them to take? Is your team arguing about how to fix it? Stop spinning your wheels. Sign up for a Behavioral Science Audit.

We will:
  • Apply research in behavioral and brain science to help you understand where your campaign or product is going right and where's it's going wrong.
  • Meet in person or by teleconference to discuss your campaign, product, or service, the target audience, and collect data on the questions, issues, and answers you need from us.
  • Evaluate the campaign, product, or service, and prepare our findings and recommendations.
  • Present our findings and recommendations in a presentation to your team either in person or via teleconference.
  • Focus the audit on the questions and concerns you have.
  • A written report is available upon request.
  • When the audit is complete you will know why you are not hitting your targets and what to do about it.

User Experience Audit

Are you developing a website, software, app, or device and you want to be sure that it is engaging, easy to use, and will be a success? Or maybe you've got a product out already and it is underperforming, or you are getting complaints from the people that use it. Is your team arguing about alternative designs? Don't guess what to do, get expert help. Sign up for a User Experience Audit.

We will:
  • Apply research in psychology and brain science, as well as user experience best practices, to identify user experience problems and missed opportunities.
  • Meet in person or by teleconference to discuss your product, the target audience, and collect data on the questions, issues, and answers you need from us.
  • Evaluate the product and prepare our findings and recommendations.
  • Present our findings and recommendations in a presentation to your team either in person or via teleconference.
  • Focus the audit on the questions and concerns you have.
  • A written report is available upon request.
  • When the audit is complete you will know what the user experience issues are, what design opportunities you are missing, and what to do about it.

Behavioral Science Research

If you want to know what assumptions you are making that aren’t true; if you want to know what it is that you don’t know that will get you into trouble, then you want to conduct behavioral science research on your target audience. Behavioral science research is an exploratory study of your target audience. You will gain deep insights into the pain, hopes and desires of your target audience can understand, predict, and direct their behavior.

Based on your audience, your questions, and your assumptions, we design a research study with representatives of your target audiences(s), gather and summarize the data, and provide you with critical target audience insights. You'll be able to make informed decisions about products, services, and designs because you'll have the deep data from your target audiences.

Business And Marketing Consulting

Anthro-Systems Research

You have a problem, but you’re not sure if it’s a people problem or a “systems” problem, or both. Hence the “Anthro” (as in Anthropology) Systems term. We offer in depth research about the systems and human interaction within your organization. Here are some problems we have tackled with an Anthro-Sustems Investigation:
  • “Why aren’t our staff using the decision software we developed?”
  • “Why are our clients still calling in by phone instead of using the new system we put in place?”
  • “Why are our salespeople spending less time meeting with people and more time online? Is that a good thing or a bad thing?”
  • “Why has our Innovation Initiative not taken off like we thought it would?”

Inbound Marketing Campaigns

Inbound, or content marketing focuses on creating great content that is tailored to your target audience. The content that you create (blog posts, e-books, newsletters, whitepapers, videos, books, webinars…) pulls your target audience in to you. You create content that is what they care about, and you therefore attract them to you and establish a relationship before you start selling. We guide you through the process, including:
  • Creating and validating buyer personas
  • Analyzing existing content
  • Developing and implementing a content plan
  • Implementing lead generation using content
  • Implementing marketing automation software
  • Developing and implementing segmented drip campaigns.

Small To Medium Business Growth Strategies

We work with small to medium size businesses who are either just starting out or who are ready to grow to the next level. This work can include:
  • Deciding on business models
  • Creating a business model plan
  • Creating a business metrics plan
  • Planning and implementing basic business, marketing, and sales technologies if necessary (website, blog, facebook, twitter, bookkeeping, email lists, newsletters, CRM, marketing automation, sales automation)
  • Deciding on exit strategies
  • Exploring new market opportunities
  • Exploring new product and service possibilities
If you have a need that isn't addressed by an audit or behavioral science research, let us know. We can customize our consulting to get you answers. Call 847.909.5946, email us at, or ask us a question and tell us what you need.

Organizations Who Have Hired Us For Consulting and Teaching:

Companies Who Have Hired Dr. Weinschenk For Consulting and Teaching


After hearing Dr. Weinschenk speak at a conference, our firm asked her to work with us on an upcoming advertising campaign. She agreed and the entire process was extremely helpful in clearing out the "clutter" and clarifying our message. Dr. Weinschenk's analysis and recommendations were thorough, concise and on point. We look forward to working with her again in the future and would highly recommend her to anyone that is looking for an outside analysis of their current media campaign.
Susan's mastery of crafting a website is only rivaled by great artists like Leonardo Da Vinci, Michelangelo or Remnavbar-brandt. Experiencing her art of transforming a website into a well-oiled conversion machine is nothing less than astonishing. Susan listens to your concerns and understands exactly what needs to be done to make your website work for your business. My only regret is that we didn't hire her sooner.
We approached Susan to do a User Experience Audit for our web and mobile app. She listened to us, analyzed our products and then delivered a powerful set of recommendations that included the changes we should make in every aspect of our product so that it would be more usable and more intuitive. Her insight was truly invaluable, we learned a lot from her and she prevented us from making costly mistakes... I'm so glad we hired her before the product went live. The new design, based on her recommendations, means our product launch will hit the mark right out of the gate.
As an investor in over 50 private companies over the last 25 years, I cannot think of a higher return on my time and capital than incorporating the user experience feedback given by Dr. Susan Weinschenk -- By applying a psychological framework to the way we behave online, Dr. W provided valuable insights which translate directly to response rate, and participation. If a web based relationship is core to your success, I believe you would be at a disadvantage if you did not leverage her expertise.


Schedule or Attend a Talk By Dr. Susan Weinschenk

Do You Need A Speaker?

To book Dr. Susan Weinschenk to speak at your event, call us at 847.909.5946, email us at, or ask us a question.

Each keynote and conference workshop is customized for your event and your audience. Any of the topics can be given as a short keynote, or as a 2-3 hour workshop. Here’s an example of some recent keynotes and workshops:

Top 10 Things You Need To Know About People

You want your target audience to buy, read, sign up — to take action of some kind. Behind all these actions are people. How much do you know about how people decide and how people behave? From her book, 100 Things Every Designer Needs To Know About People, Dr. Susan Weinschenk has picked her favorite 10 “things” to share. In this inspiring keynote you will learn what the latest research in psychology and brain science can tell you about what makes you, your colleagues, your customers and your target audience tick and what makes them click.

How To Get People To Do Stuff

Whether you have a product that you want someone to buy, a charity that you want someone to donate to, or a community that you want people to join, you spend a large part of each day trying to get people to do stuff. What if you understood the science behind how to get people to want to do what you want them to do? If you understand what motivates people you’ll be better able to figure out how to get people to do stuff. Based on her latest book of the same name, Dr Susan Weinschenk shares the research in psychology and brain science and how to apply it. You will learn about the 7 drivers of motivation: The Need to Belong, The Power of Stories, Tricks of the Mind, Instincts, Habits, Carrots and Sticks, and The Desire for Mastery.

Design for Persuasion and Engagement

Recent research in neuroscience and the brain has provides insights into how people think, how people decide, and what motivates people to take action. Whether you want to create an engaging website, software, game, or app, you need to know how to apply the latest research in neuroscience to your design projects.

The Science of Creativity

Do you want to learn how to be more creative? Whether you are creating a new product design, solving the latest technical problem in your organization, or trying to write a song, learn the science of creativity and how to apply it to your work and life.

Organizations Who Have Hired Us For Speaking:

Companies Who Have Hired Dr. Weinschenk For Speaking


Susan's keynote at our internal event was fantastic. She worked with us to identify and develop topics around the theme of our event, and provided insightful (and entertaining) introductions to research that directly impacts our design work. We left with ideas and research topics we wouldn't have gotten any other way.
Understanding the psychology of customers is more important (and attainable) today than ever before, which is why we asked Dr. Weinschenk to speak to the Minnesota interactive marketing community. We exceeded venue capacity with over 250 attendees showing up to hear Dr. Weinschenk's speak, and feedback for the event was extremely positive. MIMA members reported that the presentation was as entertaining as it was helpful. One MIMA member remarked, 'I really enjoyed this event. Probably my favorite so far. I am very intrigued with the psychology of marketing.
Susan is an insightful, creative and engaging speaker. Her presentation for our region, Top 10 Things Every Health Communicator Should Know about People, provided tips for design of websites, patient education resources, and presentations. Her masterful grasp of behavioral psychology, excellent presentation design and interactive delivery make her the ideal presenter for conference keynotes and webinars. Her book, Top 100 Things Every Designer Should Know about People, is a helpful guide for any professional interested to learn how to make design intuitive.
Susan is a delightful and engaging speaker and teacher. She employs storytelling techniques coupled with questions, developing very powerful, interactive keynotes. After her keynote a lot of attendees were asking about her books and further places to read her articles. She was one of the best speakers we’ve had so far. Highly recommended.
We’ll invite her back again! Dr. Weinschenk came to our conference, Plain Talk 2012, and had thoughtfully tailored her presentation for our audience. Dr. Weinschenk’s presentation style together with her experience, intelligence and evidence-based content made for an excellent session, and it was among the most highly rated in our post-conference survey.
Dr. Weinschenk is an engaging and thought provoking speaker with original ideas. The talk was literally standing room only at the Big Design Conference in Dallas. Attendees were energized after the talk, rating it extremely high. Most speakers will entertain you. Dr. Weinschenk will also teach you with her content, relevant stories, and real world examples.
Susan gave an excellent talk at Ogilvy which was above and beyond a collection of Behavioural Insights. With musical props, audience interaction and lots of warm stories she wowed the audience with how their minds work and how they might think about their work differently.


Explore Dr. Susan Weinschenk's Latest Books

100 MORE Things Every Designer Needs To Know About People

Image of the Book 'How To Get People To Do Stuff'
Thousands of designers, marketers, and product managers have come to rely on the original 100 Things Every Designer Needs To Know About People as a “go-to book” for practical advice on how to use the latest findings in psychology and neuroscience to directly inform and improve their designs, brands, and products. Research hasn’t stopped since the book was written, and 100 MORE Things Every Designer Needs To Know About People applies new research in psychology, neuroscience, brain research, and social psychology to the design of technology products, including websites, apps, wearables, and artificial intelligence.

Purchase Here:

How To Get People To Do Stuff

Image of the Book 'How To Get People To Do Stuff'
Are you good with people? Do you know how to get them to do stuff? Are you using tips and techniques you picked up from others or experimented with? If so, I bet that sometimes your strategies work and other times they don’t. There are 7 basic drivers of human motivation. And if you understand what motivates people you’ll be better able to figure out how to get people to do stuff.

Purchase Here:
Pearson (Coupon Code "theteamw")
Barnes and Noble

100 Things Every Designer Needs To Know About People

Image of the Book '100 Things Every Designer Needs To Know About People'
You design to elicit a response. You want your target audience to buy, read, register — to take action of some kind. Designing without understanding about people is like exploring a new city without a map: results will be haphazard, confusing, and inefficient. 100 Things Every Designer Needs To Know About People covers the psychology research that you need to know in order to design intuitive and engaging websites, software and products that match the way people think, work, and relate.

Purchase Here:
Pearson (Coupon Code "theteamw")
Barnes and Noble

100 Things Every Presenter Needs To Know About People

Image of the Book '100 Things Every Presenter Needs To Know About People'
Every day around the world there are millions of presentations delivered. Some are great, some are mediocre, and some are just downright boring. How much better would the world be, how much more inspired would your audiences be, and how much change could you make in the world if you improved the quality of your presentations? 100 Things Every Presenter Needs to Know About People gives you the knowledge you need to create and deliver presentations that inform, inspire, and motivate.

Purchase Here:
Pearson (Coupon Code "theteamw")
Barnes and Noble

Neuro Web Design: What Makes Them Click?

Image of 'Neuro Web Book'
Learn how to apply the research on motivation, decision-making, and neuroscience to the design of web sites. You will learn the unconscious reasons for people’s actions, how emotions affect decisions, and how to apply the principles of persuasion to design web sites that encourage users to click. Use the principles and examples in Neuro Web Design to dramatically increase the effectiveness of your web site.

Purchase Here:
Pearson (Coupon Code "theteamw")
Barnes and Noble


People and organizations come to the The Team W when they need deep insights on behavioral science and clear direction. We combine behavioral and brain science with practical experience. Our clients are Fortune 1000 companies, start-ups, non-profit agencies, and educational institutions. We consult, mentor, teach, and love helping other succeed.

About Susan Weinschenk, the Founder and Principal of The Team W Susan Portrait
Susan is the person to go to when you need to know how to persuade and motivate people to take action. She has a Ph.D. in Psychology and over 30 years of experience as a behavioral scientist. Her clients call her “The Brain Lady” because she applies research on brain science to predict, understand, and explain what motivates people and how they behave. Dr. Weinschenk is the author of several books, including How To Get People To Do Stuff, 100 Things Every Presenter Needs To Know About People, 100 Things Every Designer Needs To Know About People, and Neuro Web Design: What makes them click?

Dr. Weinschenk consults, teaches, and mentors individuals and teams on the design of websites, software, medical devices, TV ads, physical devices, experiences, and physical spaces to make them persuasive, usable and motivating. She writes a popular blog at this website, and also the “Brain Wise: Work better, work smarter” blog for Psychology Today.

While working on her Ph.D., Dr. Weinschenk conducted research on the left and right half of the brain. She was a college psychology professor at State University of New York (Oswego) and then began consulting. Early in her career she focused on applying cognitive psychology (how people think, remember, perceive), to make technology more usable. Recently she’s gone back to her neuropsychology roots, studying the newest brain science and research on unconscious mental processing — decision-making, persuasion, and emotion.

Susan started college at Virgina Tech and finished her undergraduate degree in Psychology at Northeastern. She then earned a Masters and Ph.D. at Pennsylvania State University.

Susan lives in Wisconsin, USA, with her husband. Her two children are grown and “launched”. When not teaching, speaking, writing, or blogging, Susan performs in community theatre, sings jazz, reads books, and is an avid movie watcher.

About Guthrie Weinschenk, Chief Operations Officer Guthrie Portrait
Guthrie has his J.D. from the Loyola University School of Law in Chicago, and dual B.S. degrees in Economics and International Studies from the University of Wisconsin, Madison.

He has a life long interest in technology. As the Chief Operations Officer, he is in charge of business administration, product development and business strategy. He worked at BP as a Procurement and Supply Chain Specialist, and later at Echo Logistics as an Account Executive prior to joining the The Team W. Guthrie currently lives in Chicago, IL.

Contact Us:

The Team W
625 N. 4th Ave.
Edgar, WI 54426
Phone: (847) 909-5946


This site was created by Guthrie Weinschenk. Design and content help provided by Susan Weinschenk. Base template design provided by Bootstrap.

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© The Team W, Inc. 2015