World Usability Day with UXPA Cleveland 2012

The eighth annual World Usability Day (WUD) event will be celebrated globally on November 8th, in over 40 countries around the world.  Join NEOUPA at the Cleveland Public Library for a FULL DAY of informative sessions, networking, UX vendor booths, and fun!


  • 8:45 - 9:15 Registration (continental breakfast)
  • 9:15 - 9:30 Opening Announcements
  • 9:30 - 12:30 Susan Weinschenk Workshop: How to Get People To Do Stuff
  • 12:45 - 1:45 Lunch (provided)
  • 2:00 - 3:00 Ian Everdell, Manager of UX & Research at Mediative
  • 3:15 - 5:00 Panel Discussion & Networking (light refreshments provided)


  • NEOUPA members:    $99 WUD only 
  • Non-Members:         $130 WUD only

Parking Options:

Hyatt on Superior Ave. (directly across the street from the Library)

There are also two garages on Rockwell (one street north of Superior) between E. 6th and E. 9th. The are behind the Federal Reserve Building. Please note that Rockwell is one way and you must enter from E. 9th Street.

Special Thanks to Our Sponsors:

Platinum Sponsors:

Hyland Software

Precision Dialogue
Gold Sponsors:

American Greetings
Kent State University IAKM

Silver Sponsors:

Gale, Cengage Learning
Medical Mutual
Progressive Insurance

Follow all the WUD updates on twitter: #NEOWUD12

How To Get People To Do Stuff

How do you motivate your customers, your colleagues, your employees to take action? Why does it seem so hard to get people to do things? How can you make your point and influence others? Getting people to do stuff is not about you becoming more powerful. It’s really about understanding the intrinsic needs, motivations, instincts and reactions that others have. In this workshop Dr. Susan Weinschenk distills the latest psychology research on human motivation and shows you how to apply it to motivate the people around you to take the actions that you want or need them to take. You will learn how to use these ideas to be more effective as a project manager, and to implement in your usability and user experience projects and even your design decisions. The workshop is interactive and hands-on. Come with a list of things you want to get people to do, and/or a design project you want to work on.

You will learn:

  • How the need to belong is a powerful motivator
  • When competition works and when it doesn’t
  • What makes ideas and products “go viral”
  • How to become the leader in the room in a few seconds
  • How to use self-personas to change behavior
  • The role of small commitments in behavior change
  • What casinos know that you need to know
  • How to create a product that people want to use again and again
  • How to pick the right “reward”
  • How to create a habit in less than a week that sticks forever
  • How the desire for mastery motivates
  • The cognitive biases that people have based on how the brain works and what you can do about them

About Dr. Susan Weinschenk:

Susan Weinschenk has a Ph.D. in Psychology and over 30 years of experience as a behavioral psychologist. She applies research in psychology to predict, understand, and explain what motivates people and how they behave. Dr. Weinschenk is the author of several books, including 100 Things Every Presenter Needs To Know About People, 100 Things Every Designer Needs To Know About People, andNeuro Web Design: What makes them click?  Her newest book, due out in March, 2013 isHow To Get People To Do Stuff. 

Dr. Weinschenk’s work includes applying psychology to the design of websites, software, medical devices, TV ads, physical devices, experiences, and physical spaces. She is a consultant and keynote speaker for Fortune 1000 companies, start-ups, non-profit agencies, educational institutions, and conferences. Her clients include Walmart, Disney, The Mayo Clinic, Charles Schwab, and Best Buy. Her clients call her  “The Brain Lady” because she reads and write about how the brain works. Dr. Weinschenk writes a popular, is a regular blogger with Psychology Today (Brain Wise: Work better, work smarter), and is an international keynote speaker. She is the founder of the Weinschenk Institute.


About Ian Everdell


Ian Everdell is the Manager of UX & Research at Mediative. With a background in neuroscience, web design and eye tracking, Ian thrives off helping clients improve the online experience for their potential customers.

Ian has been involved with user experience, market research, SEO, and SEM for projects ranging from quick-win audits for small B2B companies to long-term digital strategies for multi-billion dollar corporations. He is the project manager for Mediative's ongoing search engine and buyer behavior research, which has led to industry-standard publications such as the Google Golden Triangle and The BuyerSphere Project.

Ian has also taught Interface Design to up-and-coming web designers, and likes to think that his semi-regular blog posts about UX and related stuff are read (and even enjoyed, maybe) by at least a few people.

Ultimately, he feels that online experience comes down to two things: being found, and being good. If you aren't doing both, your online presence (or lack thereof) is doing you a disservice.

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