Susan Weinschenk has a Ph.D. in Psychology and over 30 years experience as a behavioral scientist. She applies research in behavioral 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, and 100 Things Every Designer Needs To Know About People. Her work includes applying behavioral science to the design of websites, software, medical devices, TV ads, physical devices, experiences, and physical spaces. Her clients include Walmart, Disney, The Mayo Clinic, Charles Schwab, and Best Buy. Her clients call her “The Brain Lady” because she reads and writes about brain and neuro science works. Dr. Weinschenk is the founder of the Team W, and is an Adjunct Professor at the University of Wisconsin.