Dr Susan Weinschenk has a Ph.D. in Psychology with over 30 years experience as a behavioral scientist. She is an Adjunct Professor at the University of Wisconsin and the founder of The Team W, holding the position of CEO and Chief Behavioral Scientist. Her work includes applying behavioral science to the design of websites, software, medical devices, TV ads, physical devices, experiences, and physical spaces. Some of her clients include Walmart, Disney, The Mayo Clinic, Charles Schwab, and Best Buy. She is also the author of several books, including "How To Get People To Do Stuff", and "100 Things Every Designer Needs To Know About People" and is known as “The Brain Lady” because she reads and writes about brain and neuro science works.