The workshop is intense, informative, full of science and a lot of fun. You will learn and practice how to apply behavioral psychology and behavioral economics to the design of your products, services, and spaces so that people will be engaged and persuaded to take specific action.

• Use what we know about human vision to grab and hold attention
• Apply the latest research on how people make decisions to influence behavior
• Take generational differences into account in your designs
• Avoid your own cognitive biases when you design
• Understand how the cognitive biases of your target audience affects their behavior
• Use social norms to impact behavior
• Choose the best motivator to use depending on the target audience and what behavior you are looking to change
• Use rewards effectively and when not to use them at all
• Use self stories for long term behavior change
• Encourage the desire for mastery
• Use the Behavioral Design Process to ensure your behavioral design outcomes

Who Is This For?

This is a full workshop, delivered in five 2-hour long sessions with lots of time for Q&A.

UX Designers, Product Designers, Product Managers, and anyone who wants to learn how to influence behavior through design.

You’ll walk away from this workshop with a solid foundation on how to practically apply behavioral science research to your product designs.

About Susan and Guthrie

Susan Weinschenk has a Ph.D. in Psychology and is the Chief Behavioral Scientist and the CEO at The Team W, Inc. She is a consultant to Fortune 1000 companies, start-ups, governments and non-profits. 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, and How to Get People to Do Stuff.

Guthrie Weinschenk is a Behavioral Economist and the COO of The Team W, Inc. He has a degree in Economics, a law degree, and is a licensed attorney. He consults on Behavioral Science and Behavioral Economics, teaches workshops and gives keynote speeches at business and design conferences. Guthrie is the author of I Love You, Now Read This Book. (It’s About Human Decision Making and Behavioral Economics).

Time & Schedule

This workshop is split over five days. Our virtual doors open at 8:45, we start at 9 AM PT.

The workshop sessions will run on the following days:

• Wed, November 3, 09:00 – 11:30 AM PT (17:00 – 19:30 CET)
• Thu, November 4, 09:00 – 11:30 AM PT (17:00 – 19:30 CET)
• Wed, November 10, 09:00 – 11:30 AM PT (18:00 – 20:30 CET)
• Thu, November 11, 09:00 – 11:30 AM PT (18:00 – 20:30 CET)
• Thu, November 17, 09:00 – 11:30 AM PT (18:00 – 20:30 CET)

Day 1: Vision and Design

8:45 am PT
Virtual doors open, registration, chat and introductions

9:00 am – 11:00 am
Vision and Design: The pre-attention area visual cortex and implications for visual design to grab attention, the geon theory of object recognition and implications for icon design, the fusiform area of the mid brain and its affect on images of faces, the critical role of peripheral vision, truth vs. myths about fonts, line length and reading

11:00 am – 11:30 am
Q&A with Susan and Guthrie on the day’s material. Networking!

Day 2: Decisions

8:45 am PT
Virtual doors open, registration, chat and introductions

9:00 am – 11:00 am
Decisions: The role emotions play in decision making, habit vs. goal directed decisions, how many choices are too many choices, grouping and partitioning, progressive disclosure

11:00 am – 11:30 am
Q&A with Susan and Guthrie on the day’s material. Networking!

Day 3: Mental Models

8:45 am PT
Virtual doors open, registration, chat and introductions

9:00 am – 11:00 am
Mental models: Generational differences in the use of technology, mental and conceptual models that affect behavioral design, balancing cognitive, visual, and motor loads for optimal engagement

11:00 am – 11:30 am
Q&A with Susan and Guthrie on the day’s material. Networking!

Day 4: Motivation, Part 1

8:45 am PT
Virtual doors open, registration, chat and introductions

9:00 am – 11:00 am
Motivation, Part 1: The 7 drivers of motivation and how to use them to encourage specific behaviors, including the need to belong, cognitive biases, and instincts

11:00 am – 11:30 am
Q&A with Susan and Guthrie on the day’s material. Networking!

Day 5: Motivation, Part 2 and the Behavioral Design Process

8:45 am PT
Virtual doors open, registration, chat and introductions

9:00 am – 11:00 am
Motivation, Part 2 and the Behavioral Design Process: Habits, rewards, the power of stories and the desire for mastery, how to state behavioral outcomes, how to decide on the best behavioral design strategies for a particular situation and target audience, how to follow a process to ensure the cognitive biases of the team don’t derail your behavioral design outcomes

11:00 am – 11:30 am
Q&A with Susan and Guthrie on the day’s material. Networking!