Book Review: "100 Things Every Designer Needs to Know About People” by Susan Weinschenk

This book is a comprehensive and practical guide that explores the psychological principles behind human behavior and how they can be applied to design. In this book, Weinschenk presents 100 key insights about human behavior, backed by research, that you can leverage to create more effective and engaging experiences.

One of the strengths of this book is its organization and accessibility. Each insight is presented in a concise and easy-to-digest format, making it a valuable reference. Weinschenk covers many topics, including perception, memory, decision-making, emotions, and social behavior. By explaining the psychological underpinnings behind these topics, she equips designers to understand better how users think and behave, enabling them to create designs that resonate with their target audience.

Another standout feature of the book is the practical application of each insight. Weinschenk provides specific examples and actionable advice for how to apply psychological principles to product design. The book offers practical techniques and strategies, whether designing intuitive interfaces, creating persuasive calls-to-action, or fostering social engagement.

Additionally, Weinschenk emphasizes the importance of empathy and user-centered design. She suggests putting yourself in the users' shoes and considering their needs, motivations, and limitations. By incorporating this user-centric approach, you can create experiences that are more intuitive, enjoyable, and meaningful for your intended audience.

The book also addresses the impact of technology on human behavior and discusses the challenges and opportunities that arise in the digital age. Weinschenk provides insights into designing for mobile devices, websites, and other digital platforms, considering factors such as attention span, multitasking, and information overload. This makes the book particularly relevant for people working in the digital space.

In conclusion, this book is an invaluable resource for people seeking to understand the psychological aspects of human behavior and how they can be leveraged to create more effective designs. By incorporating the principles outlined in this book, you can create designs that resonate with users, drive engagement, and ultimately enhance the user experience.

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My flexible pricing model

Working with traditional freelancer/agency pricing can get complicated. My pricing model is simpler.

Simply hire me by the month at a fixed cost starting at $3k.

Need to pause the work? That’s fine. Since there aren’t any long-term contracts, we can pick things up later when the time is right.

Schedule a consultation call to discuss my other rate tiers, go over any questions you have, and walk through the next steps.

A little about me

My Niche

As a Product Design Lead, I specialize in unraveling UX to provide an unmatched UI with hands-on design for companies around the globe.

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My purpose

Everything I do is centered around helping people live fuller lives — a driver for what gets me up each morning. That can take many shapes, such as pro-bono work for non-profits, mentoring other designers, or designing life-changing products.

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Life-altering moment:

In 2016, I suffered a life-altering traumatic brain injury and lost my ability to do much of anything. Without the ability to fully comprehend language, living with constant vertigo and depression, and the loss of my creative problem-solving skills — my life was turned upside down.

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Fast-forward to today. I consider myself one of the lucky few who fully recovered from something like that.

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My superpowers

Simplifying the complex, pinpointing a person's hidden pain, and breathing new life into outdated UIs.

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Some facts:

I live in Portland, Oregon, once had a 30-person design agency for over a decade, launched my own SaaS products, and am raising 3 boys (the latter being the hardest but most rewarding!).

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Next steps & process

Once a pricing tier has been selected, we’ll coordinate a start date. What I do next is dependent on your needs:

Create a product from the ground up

I’ll start with deep research into your industry, including investigating what competitors are doing well or not. 

After synthesizing those findings, I will create a flow diagram, mapping every step of the customer journey. 

From there, I focus on wireframing every core screen of the experience. 

After collaborating to refine the UX, I move into UI designs, where I visually bring the product to life.

Often, creating a Design System at this stage is essential. If needed, I also create interactive prototypes for user testing and feedback. 

Once we’re happy with the design direction, I’ll finish designing as many screens as we need for a successful developer hand-off.

Revitalize or iterate an existing product

I’ll start with deep research into your product, including investigating what competitors are doing well or not. 

After synthesizing those findings, I will create a flow diagram, mapping every step of the customer journey. 

From there, I focus on wireframing every core screen of the experience. 

After collaborating to refine the UX, I move into UI designs, where I visually bring the product to life.

Often, creating a Design System at this stage is essential. If needed, I also create interactive prototypes for user testing and feedback. 

Once we’re happy with the design direction, I’ll finish designing as many screens as we need for a successful developer hand-off.

Audit an existing product

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