Susan Weinschenk first used a computer in the mid-1970’s, in graduate school. "I wrote and ran my first computer program, and the printer spit out a piece of paper that said 'JOB ABORTED'. Rather than being discouraged I was fascinated! What would happen when 'normal people', not computer scientists, interacted with these things called computers?" She thus started a 30-year career in applying psychology to the design of technology. A popular speaker and presenter, her nickname is "The Brain Lady". She is Chief of User Experience Strategy at Human Factors International. Susan has a Ph.D. in Psychology and has written four books on designing the user experience. Her newest book, published by New Riders, is Neuro Web Design: What makes them click?, It applies the latest research on neuroscience and unconscious mental processing to the design of web sites to improve persuasion. She also writes a popular blog: www.whatmakesthemclick.blogspot.com