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.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

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.

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 specific rates, go over any questions you have, and walk through the next steps.

A little about me

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

FAQ

Do you have a team of people or is it just you?

When we work together, I will be the one designing your product and your sole point of contact.

My ideal client prefers working with an individual rather than an agency or team. They want someone experienced who focuses on their project and communicates directly with them — without the bureaucracy or cost of a large team.

From time to time, I'll bring in additional specialists to the project for unique deliverables like branding, illustration, animation, etc. In those cases, I will direct the creative and ensure it's on-brand and at the quality I'm known for.

What is your pricing model?

My pricing model is based on a monthly engagement rather than an hourly rate or a long-term project contract. My clients love this model because they don’t get nickel-and-dimed for changes or feel beholden to a woefully outdated contract.

As you’ve likely experienced, when building a product there are multiple changes, discoveries, and pivots that can occur. That requires a flexible pricing model that can ebb and flow with you.

Within my model, I offer four pricing tiers, starting at $1,500/month (USD). You choose from one of the monthly pricing tiers depending on the amount of work and types of deliverables needed in that given month.

Can you work within a fixed budget amount?

While my model is based on a monthly engagement to optimize my client’s budgets, I have made exceptions in the past. Some of my clients have had fixed budgets that they need to work within, and in certain cases, I can work within that structure. Let’s talk more about your situation and see if it will work.

How happy are your clients?

What tells me my clients are happy (and see value in my work) is that I have 100% client repeat rate — something I strive for — which is reflected in my approach, style, and work ethic.

This means that every client has come back a second time to continue our work together. They wouldn’t do that if they didn’t see value or weren’t happy.

How do you manage projects and communication?

I use a platform called ClickUp to manage and communicate project updates. It also hosts documentation, Gantt charts, and Kanban boards.

Slack is the primary communication tool for me and my clients, though I can potentially use other tools like Teams.

Often my clients have their own platforms, like Jira, Monday, or Trello. I’ve used those and many others and am happy to explore what it would look like for me to use your tools.

What do you deliver?

What I deliver can vary depending on your needs. The most common deliverables are flow diagrams, wireframes, and dev-ready Figma design files (including Design System documentation.)

Secondary deliverables include items such as interactive prototypes, animated UI concepts, custom icons, and audits/user research documentation.

Do you specialize in our industry?

Over the past 25 years, I have worked in dozens of industries versus specializing in just one. My ideal client values this because they want fresh ideas and someone thinks differently. They want their product to be unique and innovative, not follow the same tired strategies.

When we collaborate, I take a deep dive into your business and industry, understanding it thoroughly. This way, I can provide insights that significantly enhance your product's design and user experience.

We need designs yesterday — can you help us?

I hear this often and I totally get it. You have a real sense of urgency and could already be behind on your goals due to one factor or another.

As you’ll see, I can turn around designs very quickly and we can get some quick wins if need be. But to make a product that really stands out, one that meets your goals, and users love, takes time, thought, and research. And while I do have a thorough process for getting us there, my process is designed to be flexible for getting quick wins and long-term success.

Why wouldn’t we just hire a cheap designer from one of those freelancer sites?

Sure, you can hire a designer on platforms like Fiverr or Upwork, but they likely won’t meet your expectations and you’ll typically get what you pay for.

Some clients I've spoken to tried that route before working with me. They found that the design quality was not up to par, and the designers mainly followed instructions without offering innovative ideas. It’s a gamble.

My clients need someone who will deeply engage with their project, show enthusiasm for their product, and propose creative solutions, rather than simply executing tasks as instructed.

Consultation Call

How to get the ball rolling.

01

Consultation Call

Schedule your consultation call to discuss your product, goals, challenges, and how I can help.

02

Choose Pricing

If after our call you feel I'm a good fit, you'll sign my client agreement and choose a tier from my pricing model.

03

Next Steps

Since every product is unique, I'll tailor my thorough design process to meet your specific needs.

Some of my favorite projects.