Susan Weinschenk, Ph.D.

Dr. Susan Weinschenk is a behavioral scientist and psychologist specializing in human motivation, neuroscience, and user experience design. With a Ph.D. in psychology and more than 30 years of experience, Weinschenk has focused her career on applying brain science to understand and predict human behavior in professional and organizational settings. Known as "The Brain Lady," she leverages research in cognitive psychology and neuropsychology to explain what motivates people and how they behave.

While completing her doctorate, Weinschenk conducted research on brain hemispheres and later served as a psychology professor at State University of New York Oswego before transitioning into consulting. Her early work centered on cognitive psychology—specifically, how people think, remember, and perceive—to improve technology usability. She has since expanded her research to include unconscious mental processing, decision-making, persuasion, and emotion, integrating the latest findings from neuroscience. Weinschenk is Chief Behavioral Scientist and CEO at The Team W, Inc., and a former professor at University of Wisconsin.

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," "Neuro Web Design: What Makes Them Click?" and "100 MORE Things Every Designer Needs To Know About People." Her publications translate complex neuroscience and behavioral science into actionable strategies for designers, marketers, and business leaders. She also shares her expertise as co-host of the HumanTech podcast and through a column for Psychology Today online.

Weinschenk consults, teaches, and mentors individuals and teams on the design of websites, software, medical devices, television ads, physical devices, experiences, and physical spaces to enhance usability, motivation, and persuasiveness. Her clients include Disney, Amazon, Mayo Clinic, Zappos, the Federal Trade Commission, and the European Commission. More than 100,000 people have participated in her online video training courses. As an international keynote speaker, Weinschenk presents insights on behavioral science, user experience, and motivation to audiences worldwide.