Wednesday, October 22, 2014 from 9:00 AM to 4:30 PM CDT
Add to Calendar 


230 West Monroe Street
Suite 550
Chicago, IL


Weinschenk Institute, LLC

Course Pricing

Regular Price Ticket - $295

Bulk Ticket Prices

For bulk ticket prices, apply one of these coupons at registration to unlock special bulk ticketing prices. 

5 Tickets 
10% discount
Coupon Code : FIVETICKETS 

10 Tickets 
15% discount
Coupon Code : TENTICKETS 

20 Tickets 
20% discount


Payment is required in advance but it is refundable, less a $50 processing fee, if your cancellation is received three full business days before the course. If you fail to attend and do not notify us in advance, the fee is not refunded. Substitutes are welcome.

You will receive a ticket you can print and present at the door.

Our courses are 100% guaranteed. If you attend a session and decide it was not of value to you we will refund your course fee.

About The Instructor

The Instructor of this Course is Susan Weinschenk. 

Susan Weinschenk is the founder and principal of the Weinschenk Institute.  She has a Ph.D. and over 30 years as a behavioral psychologist. She applies research in psychology to predict, understand, and explain what motivates people and how they behave. Her clients call her  “The Brain Lady” because she reads and write about how the brain works. Dr. Weinschenk writes a popular blog: www.blog.theteamw.com, is a regular blogger with Psychology Today (Brain Wise: Work better, work smarter), and is an international keynote speaker.

Dr. Weinschenk is the author of several books, including How to Get People To Do Stuff100 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? 






Design For Engagement: How to design so people take action

Does your website, software, or app engage your audience? Does it persuade people to take action? Recent research in neuroscience and the brain provides insights into how people think, how people decide, and what motivates people to take action. Do you know how to apply this science to the design of your product so that your audience will be engaged and persuaded to take action? That’s what you will learn in this intensive, fast-paced, hands-on course.

Here are some of the things you will learn:
  • The 7 motivational drivers of human behavior
  • How to implement the drivers in your design
  • How to evaluate a product for engagement
  • What engagement strategies to apply to a particular product and audience
  • Recent research in psychology and neuroscience that apply to engagement and persuasion

Materials You Will Take Home

  • Persuasion and Engagement Checklist
  • Two books by Dr. Susan Weinschenk: How To Get  People To Do Stuff and 100 Things  Every Designer Needs To Know About People
  • Summary of content

Detailed Course Outline

Introduction to the Course and to Persuasion and Engagement

Reading and Vision

  • Vision and the brain
  • Capital letters
  • Headings
  • Fonts
  • Line length
  • Reading level
  • The fusiform facial area
  • Color
  • Curves

Cognition and Memory

  • Progressive disclosure
  • The myth of 7 + or – 2
  • Human factors loads
  • Our relationship with technology

Exercise: Evaluate a design based on Reading, Vision, Cognition and Memory Principles

The Need to Belong

  • Social validation
  • Reciprocity
  • Concession
  • Trust
  • Nouns vs. verbs
  • Competition
  • Going viral


  • Choices
  • Fear of loss
  • Dopamine

The Power of Stories

  • Stories and the brain
  • Using self-stories to instigate action
  • Story-prompting
  • Commitment

Tricks of the Mind

  • System 1 and system 2 thinking
  • Anchoring

Exercise: Evaluate a product, decide on changes, and re-design to increase engagement and persuasion

Next Steps

  • Applying persuasion and engagement principles to a project
  • What to do next
  • For more information, learning, and reading