Engage And Persuade

Do you know what makes people tick and what makes people click? Use our consulting and courses to learn how to apply brain and behavioral science. You can understand, predict, and direct how people behave.

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Courses

We Use Brain Science To Create Informative And Exciting Courses

Online And In-Person Courses


Learn more or Register for the Design for Engagement Course

Learn more or Register for the Task Analysis Bootcamp Course

Learn more or Register for the Personas and Scenarios Course

Learn more or Register for the Secrets of Intuitive Design Course

Learn more or Register for the How To Be A Great Presenter Course

Learn more or Register for the User Testing Course

Learn more or Register for the The Art and Science of Creativity

Learn more or Register for the An Introduction To User Experience


Currently Offered Public 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.
Location Date
San Francisco, CA, USA July 30, 2014
Chicago, IL, USA October 22, 2014

How To Be A GREAT Presenter

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.
Location Date
Chicago, IL, USA October 21, 2014

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.
Location Date
San Francisco, CA, USA July 31, 2014

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.
Location Date
Chicago, IL, USA October 23, 2014

Other In-Person Courses Available On Request

The Art And 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 art and 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 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.

Customized Training

Do you have specific training needs? We can customize our courses to fit you. Call us at 847.909.5946 or email us at info@theteamw.comto discuss your training needs.

Certificate Program


About TheTeamW Certificate Program

TheTeamW UX Certificate Program is for people who want to grow their skills, 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. To ensure the success of UX Certificate Holders, applicants must take a certified exam through a testing agency before they are granted a certificate.

The User Experience Certificate is about understanding human psychology and what motivates people to take action, understanding your particular target audience, and using that understanding to design a product that the target audience finds satisfying AND that persuades the audience to take the action you want them to take. 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 info@theteamw.com for more information.

The Steps To Earn A UX Certificate

  1. Register and take the required and elective courses
  2. Take and pass the exam
  3. Apply for verification
  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. -Introduction to Experience Design
      -How to Develop and Document Personas and Scenarios
      -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 Desigers, Product Managers who are interested in furthering their skills and knowledge of 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?:

  • Acquire strong foundation of knowledge and skills to apply to design, marketing, and product planning
  • Increase your credibility with others by proving the attainment of foundational skills and knowledge

Free Online Resources


Learn About persuasion and design with videos from our YouTube channel and presentations from our Slideshare channel.

Testimonials


Fun and Practical Lessons Teach You How to Engage Users and Customers –Design for Engagement is excellent. For the uninitiated, the course provides a useful introduction to basic principles in psychology such as concession, reciprocity, and social validation and key human factors concepts such as affordance, progressive disclosure, and the limitations of human memory. With this information in hand, new designers will be well equipped to begin creating usable interfaces that real people will understand. For the experienced designer and human factors professional, the sections on stories, habits, and tricks of the mind provide fresh insight into the mystery of the human brain and how to ethically nudge users and customers to your desired call to action.
Learn the psychology of user experience – If you’re curious how you can apply persuasion triggers in user interface design, then this is the course for you. Dr Weinschenk shows you how to apply the latest psychological research to make your interfaces more engaging, more memorable and more compelling. As someone who had already read Dr Weinschenk’s excellent book, “100 Things Every Designer Needs to Know About People”, it was great to see this world expert “in the flesh” talking about these issues in depth. Thoroughly recommended.
Great mix of conceptual and hands-on for personas and scenarios! – This course has a nice mix of conceptual and hands-on work. Susan does well with explanations and examples. Thanks.
This course is given by a person with a lot of experience in the field. The enthusiasm of Susan is really inspiring.
The missing link in Design! –Dr Weinschenk’s course is the best practical method I found (and I was searching for it for ages!) for the part in the design process between mental models and how to make your decisions about how to organize information and entice user actions. Worth mentioning: it can be used effectively for non-linear designs as well.
A useful course not only for designers – I work as an interaction designer and i found this course very useful because I got another insight into pre-design processes what help to design intuitive and useful products. A lot of techniques what Susan talks about I know and use so i would recommend this course for everyone who would like to start (or for everyone who needs to improve his knowledge) with designing of websites and web applications but with design of almost everything.
Easy to understand with examples on conceptual model – Creating a conceptual model of your users is a very important phase in user analysis. Though I had read about conceptual models earlier, the faculty’s ability to explain the conceptual model in a simple way with practical examples made me understand it in a better way. Thanks, Susan!
…great course for BAs…Use Case, Requirements and Process Flows are made more exacting by pulling out user task flows from those documents. It will also help to convey why it’s critically important that the UX consultant/associate be brought to the table from the very beginning of a project!


Consulting

Understand, Predict, and Direct Behavior


Audits


Behavioral Psychology 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 Psychology Audit.

We will:
  • Apply research in psychology 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.

Audience Psychographic Research


If you want more than just an audit, and want to understand, predict, and direct the behavior of your target audience from a scientific and data-driven basis, we offer Audience Psychographic Research. Based on what you need to know, we will 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 decisions about products, services, and designs because you'll have the deep data on your target audiences.
If you have a need that isn't addressed by an audit or audience research, let us know. We can customize our consulting to get you answers. Call 847.909.5946, or email us at info@theteamw.com and tell us what you need.


Companies Who Have Hired Dr. Weinschenk For Consulting and Teaching:

Companies Who Have Hired Dr. Weinschenk For Consulting and Teaching

Testimonials


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.



Speaking

Schedule or Attend a Talk By Dr. Susan Weinschenk

Upcoming Talks


Event Location Date
UXi Live Tel Aviv June 17-18, 2014
European Union Commission Brussels June 26, 2014
UX Week San Francisco September 10-11, 2014
Making Web 2.14 Conference Remote Presentation in Oslo September 24-25, 2014



Do You Need A Speaker?


To book Dr. Susan Weinschenk to speak at your event, call us at 847.909.5946, or email us at info@theteamw.com.

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.


Companies Who Have Hired Dr. Weinschenk For Speaking:

Companies Who Have Hired Dr. Weinschenk For Speaking

Testimonials


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.

Books

Explore Dr. Susan Weinschenk's Latest Books


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:
Amazon
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:
Amazon
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:
Amazon
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:
Amazon
Pearson (Coupon Code "theteamw")
Barnes and Noble



About

Weinschenk Institute Logo People and organizations come to the Weinschenk Institute when they need to learn about and apply research in psychology and brain science to understand, predict, and direct human behavior. Clients are Fortune 1000 companies, start-ups, non-profit agencies, and educational institutions. We consult, mentor, and teach.

About Susan Weinschenk, the Founder and Principal of Weinschenk Institute, LLC 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 psychologist. 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, Director of Business Development Guthrie Portrait
Guthrie has dual degrees in Economics and International Studies from the University of Wisconsin, Madison. He is also currently pursuing his J.D. (law degree) from the Loyola University School of Law in Chicago.

He has had a life long interest in technology. As Director of Business Development he guides 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 Weinschenk Institute. Guthrie currently lives in Chicago, IL.



Contact Us:

Weinschenk Institute, LLC
625 N. 4th Ave.
Edgar, WI 54426
Phone: (847) 909-5946
Email: info@theteamw.com

Creation:

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

Please see our humans.txt file, and visit humanstxt.org for more information.


© Weinschenk Institute, LLC, 2013