The Team W understands how human psychology drives UX. After all, founder and CEO Susan Weinschenk holds a Ph.D. in Psychology and serves as an Adjunct Professor at the University of Wisconsin. This makes The Team W's expertise uniquely valuable to their clients, who are trying to optimize their offerings to guide customer behavior and interactions. But how do we know when we're nearing an ethical boundary, where optimization approaches manipulation? Susan joins Brett Kistler and Brian Gupton on the podcast to talk about The Team W's approach to ethics. She shares the ethical calculator that her son Guthrie Weinschenk created, and gets real about what it means to manage and grow a business as a parent-child team.

theteamw.com

ethicalformula.com