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. From her book, 100 Things Every Designer Needs To Know About People, Dr. Susan Weinschenk has picked her favorite “things” about people that you need to know in order to design intuitive and engaging websites and applications that match the way people think, work, and relate.
How to be an effective communicator
How to remain calm around difficult personality types
Techniques to ensure a successful launch
aka The Brain Lady
Susan Weinschenk has a Ph.D. in Psychology and over 30 years of experience as a behavioral psychologist. She applies research in psychology to predict, understand, and explain what motivates people and how they behave.
Dr. Weinschenk is the author of several books, including 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? Her newest book, due out in March, 2013 is How To Get People To Do Stuff.