We Love Brain Science

We love brain science, research, and economics. We like to use that combination, plus our experience, to make people and organizations smarter and able to communicate more effectively. You’ll get deeper insights into the how and why of human behavior, and how to leverage those insights to reach your goals.

Free Newsletter

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

Have Questions?

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

Twitter Google+ Facebook LinkedIn Youtube Email


Online Courses, In-Person Workshops, Certificates, and More

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.

Online Courses

Courses at Courses.TheTeamW.com

Learn at your own pace, whenever and where ever you want to learn. You can take one course or an entire curriculum. Our courses cover user experience (UX), brain and behavior science, and business development. Each course has videos, quizzes, exercises and handouts. You can even send us your exercises for review and comment. You can preview all of our online video courses at our courses page.

Certificate Program

About The Team W User Experience (UX) Certificate

The Team W 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.

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.

We are happy to announce that The Team W Certificate Program has been selected as one of the Top 50 Alternative UX Design Programs of 2016!

For more information please contact us at info@theteamw.com, or ask us a question.

Who Is the UX Certificate For?

The UX Certificate is 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 Makes The Team W UX Certificate Valuable?

  • You will acquire a strong foundation of knowledge and skills to apply to design, marketing, and product design
  • You will increase your credibility with others by proving the attainment of UX skills and knowledge
  • Our lessons are in depth and concise. Every course is taught by Dr. Susan Weinschenk who has over 30 successful years of experience in the field
  • There are lots of exercises and quizzes so you can practice what you have learned
  • Your exercises can be reviewed by Dr. Susan Weinschenk personally (with feedback)
  • The price is very competitive.

Requirements For The UX Certificate

  1. Take the four required courses (online or in-person)
  2. Take two electives: Any two additional Courses from our curriculum, either online or in-person
  3. Pass the UX Certificate Exam (online)
All course requirements can be completed in-person or online.

UX Certificate Course Bundle

We have bundled together the four required courses plus two of the most popular electives into a UX Certificate Course bundle. With one purchase you have all the courses you need plus the UX Certificate Exam fee.

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 info@theteamw.com, or ask us a question for information about our special onsite, in-person UX Certificate curriclum.

Advanced UX Certificate

In addition to the UX Certificate we offer an Advanced certificate. The Advanced Certificate requires that you first obtain the UX Certificate. Then, to earn the Advanced Certificate, you have an additional six hours of customized, one-on-one mentoring with Dr. Susan Weinschenk (may be done in-person or via online conferencing). The Advanced Certificate includes the mentoring session, plus homework and reading assignments. Click here to learn more.

In-Person Workshops

About Our In-Person Workshops

Bring us in to teach a workshop on brain and behavior science, designing for engagement, or user experience. Our in-person workshops are packed with 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.

In-Person Workshops We Offer

Learn how to apply the latest research in brain and behavior science to increase the engagement of your digital products. Research includes:
  • Vision
  • Decision Making
  • Cognition
  • Human Motivation
  • Human/Computer Interaction
What does the latest brain and behavior research tell us about how to get people to take action? Learn how to apply the latest research to your marketing, ads, videos, content marketing, and campaigns, including, how people decide, the power of stories, the critical role of peripheral vision, how confidence triggers action, and much more.
We all want people to do stuff. Get people to want to do the stuff you want them to do. Learn the 7 drivers of motivation and how to apply them:
  • The Need To Belong
  • Instincts
  • The Power of Stories
  • Habits
  • Rewards
  • Tricks of The Mind
  • The Desire for Mastery
Pioneered by Stanford University and IDEO, Design Thinking is not just a way of thinking; it's also a process that results in new ideas about how to meet the needs and wants of your target audience.

In this workshop you will learn the core concepts and the process by DOING, and trying it out from beginning to end on an actual design. This is a workshop format of a semester class taught at the University of Wisconsin.
This workshop covers the brain and behavioral science of persuasive messages, body language, visuals, and speech. Whether you are an experienced, polished, presenter, or someone who avoids speaking to a group, this workshop will take you to the next level and dramatically improve your presentation ideas, skills, and delivery.
A major reason that product designs fail is because of assumptions your design team makes about your target audience; who they are, what they want to do, and how they want to do it.

In this workshop you will learn how to create, personas, scenarios, and task analyses to verify your critical assumptions.
Designing a conceptual model isn’t a mysterious creative process. In this workshop you will learn a straightforward way to design a conceptual model that is intuitive and usable. Included in the workshop: conceptual and mental models, information architecture, card sorting, object maps and screen flow diagrams.
The UX Detailed Design workshop teaches the usability and user experience principles of designing detailed interface elements such as pages, forms, and controls, and the human factors issues of vision and cognition. You will learn and practice drafting a user interface including common page layouts, common controls, and principles for smartphone design, and prototyping.
In this workshop you will learn about the different types of user testing, including in–person, remote, formal, and informal, how to decide on the number of users you need to test, how to recruit test participants, how to plan and conduct a user test, how to write test scenarios and instructions, and how to analyze and report on your test findings.
How do you evaluate the usability or user experience of an existing products? In this workshop you will learn how to use a UX scorecard to evaluate navigation, layout, information architecture, interaction, and visual design. And, you get to keep the scorecard!
In this workshop you will learn how to storyboard and sketch critical user interface ideas and elements before you start your prototype. The workshop includes:
  • what is a storyboard and why is it so important in creating a usable experience
  • who should be involved in the storyboarding process
  • how to conduct a storyboard session
  • how to document a storyboard
  • how to use your storyboard in the rest of your design process
  • what is a UI prototype
  • how a UI prototype is different from other types of prototypes
What is a user-centered design process, how do you follow it, and how do you know if it is worth doing? You will learn:
  • how to add time and budget to your project for user-centered design
  • who should be involved
  • how to calculate the return on investment of following a user-centered design process
  • how user-centered design fits with Agile
  • the 7 Success Factors
  • where user-centered design should be located in the organization
  • what steps in a user-centered design process are critical and which are optional
In this workshop you will learn:
  • why inbound content marketing is the best way to build relationships with prospective customers
  • how inbound content marketing is different
  • why inbound content marketing is so effective
  • step by step how-to implement an inbound marketing campaign
  • inbound marketing tools
Scared to start your own small business because of fear of the unknown? Fear of not being able to make enough money? We will walk you through all the steps you need to take to start your own small business.

We tackle practical challenges you will face and provide lots of useful information. We know because we have created our own successful small business, and crafted this course to teach you what we've learned from our hands on experience.

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 info@theteamw.com, 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.


We Use Brain Science and Analytics To Solve Problems

We are experts at solving problems for large companies, startups, non-profits, and government agencies. We offer decades of experience in Brain and Behavioral Science, User Experience, Economics, Econometrics, and Mentoring.

Call 847.909.5946, email us at info@theteamw.com, or ask us a question and tell us what you need.

Here is a list of the different types of consulting that we offer:

In a Behavioral Science Audit we evaluate your digital product (website, app, software) or your marketing or ad campaign and make recommendations for changes based on brain and behavioral science so that your audience will take the action that you want them to take. During a Behavioral Science Audit we:
  • 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

Behavioral Science Audits typically range from $7,500 - $18,500 (USD).
In a User Experience Audit we evaluate your product and make recommendations for changes based on best practice guidelines for user experience and usability so that your product will be easier to use. We focus on the information architecture, navigation, user task flow, wording, and page layout. During a User Experience Audit we:
  • 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

User Experience Audits typically range from $7,500 - $18,500 (USD).
Target Audience Behavioral Science research is an exploratory study of your target audience. During one-on-one interviews with your target audience we uncover insights about their expectations, impressions, problems, and motivations regarding your product, service, and/or brand. During the research we:
  • Meet in person or by teleconference to discuss your product, the target audience, and the questions, issues, and answers you need from us
  • Assist in the recruit for target audience participants
  • Plan one-on-one interview sessions to collect data
  • Conduct the interview sessions with participants
  • Analyze the data and prepare our insights and findings
  • Present our insights and findings in a presentation to your team either in person or via teleconference
  • Focus the research project on the questions and concerns you have

Behavioral Science Audits typically range from $25,000 - $55,000 (USD).
An Anthro-System Investigation is a problem-solving study into the causes of, and solution for, a targeted problem within your organization. The Investigation focuses on both “people” issues and/or “systems” issues that are affecting the problem, and searches for actionable solutions. Examples of 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?”

Anthro-Systems Investigation typically cost $25,000 (USD) but can vary depending on the size of the investigation.
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.

Inbound Marketing Campaigns typically range from $5,500 - $9,500 (USD).
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

Small To Medium Business Growth Strategies typically range from $3,500 - $7,500 (USD).
We can work one-on-one as a coach and mentor with you as you work through changes in your career or your business.

For mentoring from Dr. Susan Weinschenk, we charge $300/hour, with a minimum block of 10 hours purchased at a time.
Need ongoing guidance on anything or everything? Keep us on retainer. Retainer fees are flexible based on your need.
If you have a need that isn't listed above, let us know. We customize our consulting to get you answers. Call 847.909.5946, email us at info@theteamw.com, 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 The Team W

Do You Need A Speaker?

If you need a speaker at your event, call us at 847.909.5946, email us at info@theteamw.com, or ask us a question.

Each keynote and conference workshop is customized for your event and your audience. Below is a list of our most popular keynotes. If what you are looking for is not on the list, just ask! We can customize for almost any occasion.

Brain and behavioral science research is exploding with new and sometimes strange insights about how people perceive, pay attention, think, learn, and take action. We share our top 5 things you need to know about people, including surprising research on vision, unconscious mental processing, and what triggers our brains to make a decision.
Computer hardware and software has advanced to the point where industrial robots, driverless cars, sociable robots, and virtual reality are real possibilities. Designers will be designing the relationships between machines and people. Get a glimpse of the near (3-5 year) future and what that future means to the design of our interactions with technology.
How do generational differences affect expectations when using technology, apps, or devices? In this talk we will share the truths and myths about generations (backed up by research), and how you can use these insights to better understand your target audience and improve your product’s design.
How do you design so that people will take the target action you want them to take? How do you design so that they want to take that action? We’ll show you how with the science behind the 7 drivers of motivation:
  • Need to Belong
  • Power of Stories
  • Tricks of the Mind
  • Habits
  • Rewards
  • Instincts
  • Desire for Mastery
Everyone likes stories, and recent brain research shows us why. Stories engage our brains in unique ways, and the right story told in the right way makes our brains believe that we are the main hero in the story. Stories can trigger certain brain chemicals that cause us to take certain actions. When you know the research you’ll know how to craft compelling stories that persuade your audiences to pay attention and take action.
You need to get the higher-ups to approve your target audience research budget. Or maybe you need the project managers and developers to go along with your research plans. User Experience work usually involves having to convince someone, and often, many people. We’ll show you how to calculate the ROI of your proposed projects in a way that will impress your boss.
If you have a design team then you’ve probably encountered all the design methodologies. Are they really different? Which one should you use? We’ll walk you through the pros and cons of the Big 3 and show you how to decide which one is right for your organization.
You’ve always dreamed of one day striking out on your own and starting your own business. We’ll walk you through the process and get you inspired to start making the dream a reality.
You’ve got a small to medium size business going and it’s doing ok. But could it do more? How do you grow and evolve without risking the success you have? How do you grow and evolve when you’re already working overtime with the business you have now? We’ll show you how to grow by working smarter and give you a 10-point plan for taking your business to the next level.
Inbound Content Marketing is the secret weapon you need to get more customers and get the customers you have to buy more stuff. We’ll walk you through what inbound content marketing is, why it’s so powerful and how you can get it working for you.

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:
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:
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:
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:
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.

Managment Team

About Susan Weinschenk, the Founder and CEO 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 100 Things Every Designer Needs To Know About People, 100 MORE Things Every Designer Needs To Know About People, How To Get People To Do Stuff, 100 Things Every Presenter 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. She is an adjunct Professor at the University of Wisconsin, Stevens Point.

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. 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.

As the Chief Operations Officer and Behavioral Economist at The Team W, he is in charge of business administration, product development and business strategy. He consults, speaks, and teaches on Business Strategy, Economic Analysis, and Technology Integration, and is the host of the (hit) podcast Human Tech. Guthrie currently lives in Chicago, IL.

Contact Us:

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


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.

© The Team W, Inc. 2015