100 Things Every Designer Needs to Know About People audiobook cover - The essential guide for every designer from a behavioral psychologist
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100 Things Every Designer Needs to Know About People

The essential guide for every designer from a behavioral psychologist

Susan M. Weinschenk

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100 Things Every Designer Needs to Know About People
Vision & Perception+
Memory & Information Processing+
Long-Term Memory & Storytelling+
Empathy & Social Interaction+
Attention & Flow States+
Motivation & Dopamine+
Choice & Decision Making+

Quiz — Test Your Understanding

Question 1 of 8
Why is it highly effective for advertisers to place ads at the sides of a web page?
  • A. Users naturally focus their central vision on the margins of digital screens.
  • B. People primarily use their peripheral vision to gather information about a scene.
  • C. The human brain processes text faster when it is placed outside the central line of sight.
  • D. Side placement triggers mirror neurons which create an empathetic connection to the ad.
Question 2 of 8
When breaking down information into 'bite-sized chunks' for a user, what is the optimal maximum number of elements per group?
  • A. Three
  • B. Four
  • C. Seven
  • D. Ten
Question 3 of 8
Why is storytelling such a powerful tool for making information stick in a user's long-term memory?
  • A. Stories provide a chronological narrative that implies causation, which perfectly suits the brain's desire to find patterns.
  • B. Stories bypass the short-term memory entirely and directly alter the neural pathways of the brain.
  • C. Stories eliminate the need for progressive disclosure, allowing the brain to process all details at once.
  • D. Stories prevent the brain from utilizing the mechanism of forgetfulness.
Question 4 of 8
How does the psychological concept of 'social rules' apply to digital product design?
  • A. Users expect digital products to behave unpredictably to simulate human spontaneity.
  • B. Users expect online interactions to follow the same rules as human interactions, such as responding quickly and sensibly.
  • C. Users prefer websites that ignore social etiquette so they can focus purely on data consumption.
  • D. Users require explicit social media integration before they can empathize with a product.
Question 5 of 8
Which of the following conditions is absolutely necessary for a user to enter a 'flow state'?
  • A. Allowing their mind to wander for at least 30 percent of the time.
  • B. Being presented with a profusion of dissimilar choices.
  • C. Working toward a specific, doable goal with minimized distractions.
  • D. Receiving large, dense blocks of text to maintain deep focus.
Question 6 of 8
Which of the following scenarios best utilizes the 'goal-gradient effect' to motivate users?
  • A. A loyalty card with 10 empty boxes that must be stamped to earn a reward.
  • B. A loyalty card with 12 boxes, where two boxes are given as 'already stamped' upon receiving it.
  • C. A system that offers random, unpredictable rewards regardless of how many purchases are made.
  • D. A progress bar that hides the final goal until the user is 90% finished.
Question 7 of 8
When it comes to offering choices to users, what is the most effective strategy for a designer to employ?
  • A. Provide as many vastly different options as possible to maximize the user's sense of control.
  • B. Remove all choices completely so the user never experiences decision fatigue.
  • C. Provide the illusion of plentiful choice through variations that ultimately lead to the same basic outcome.
  • D. Hide all choices in peripheral menus to keep the central vision clear of clutter.
Question 8 of 8
According to the final summary, why should designers incorporate elements of unpredictability into their products?
  • A. It forces the user to rely on their central vision rather than their peripheral vision.
  • B. It stimulates the production of dopamine, making the user more likely to return to the product.
  • C. It slows down the user's interaction time, ensuring they read all provided text.
  • D. It prevents the user from entering a flow state, which can be dangerous if maintained too long.

100 Things Every Designer Needs to Know About People — Full Chapter Overview

100 Things Every Designer Needs to Know About People Summary & Overview

100 Things Every Designer Needs to Know About People (2011) is an essential guide for every designer. Combining research and practical examples, the book illustrates how important it is for designers to know, among many other things, how consumers make decisions and how memory is integral to good design.

Who Should Listen to 100 Things Every Designer Needs to Know About People?

  • Product managers and developers
  • Design or psychology students
  • Consumers who want to improve their awareness

About the Author: Susan M. Weinschenk

Susan M. Weinschenk is a behavioral psychologist who, for the last 30 years, has applied her expertise to the fields of design and user experience. She also runs the popular blog whatmakesthemclick.net. This is her second book.

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