The Team W
The Team W is a bootstrapped UX and CX consulting firm applying behavioral science and psychology to user experience design for Fortune 1000 enterprises, startups, non-profits, and government, with consulting, workshops, a Skilljar course platform, six published books, and a podcast.
- Company typePrivate
- Founded2012
- HeadquartersEdgar, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What The Team W does
The Team W is a privately held, bootstrapped UX and customer experience consulting firm founded in 2012 and headquartered in Edgar, Wisconsin. The firm applies brain science, behavioral economics, and psychology research to user experience design, strategy, and behavioral design for Fortune 1000 enterprises, startups, non-profits, educational institutions, and government bodies. The company's core products include expert consulting engagements (with optional staff augmentation of vetted UX contractors), interactive workshops, keynote speaking, and a comprehensive online training platform hosted on Skilljar offering 55+ video courses and seven certificate bundles covering UX Design, UX Methods, UX Strategy, Ethics, Behavioral Economics, and Brain and Behavioral Science. Content products include six published books (notably the '100 Things Every Designer Needs To Know About People' series), the Human Tech podcast with 175+ episodes, and a blog active since 2008.
The Team W monetizes through multiple revenue streams: professional services consulting and workshops; subscription-based online training (annual individual subscription at $995, enterprise packs of 10/50/100 seats at $7,995-$49,995 with 20-50% volume discounts); individual course purchases ($25-$55) and certificate bundles ($295); a $2,500 one-on-one mentoring program with the founder; a $495 Facilitators add-on subscription; and book royalties via Amazon. Go-to-market combines a community-led inbound model (extensive free content, blog, podcast, free courses) with direct-to-consumer self-serve course sales and direct enterprise sales for consulting and team subscriptions. The leadership consists of Founder and CEO Susan Weinschenk (Ph.D. in Psychology, former University of Wisconsin professor, UXPA-accredited) and COO Guthrie Weinschenk (J.D., specializing in behavioral economics), making it a female-majority owned small business. The firm reports 100,000+ cumulative learners trained and 15,000+ active students on its course platform.
The Team W firmographics
Firmographics- Name
- The Team W
- Legal name
- The Team W, Inc.
- Website
- https://theteamw.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Team W is a bootstrapped UX and CX consulting firm applying behavioral science and psychology to user experience design for Fortune 1000 enterprises, startups, non-profits, and government, with consulting, workshops, a Skilljar course platform, six published books, and a podcast.
- Ownership category
- akta.pro rank
The Team W industry classification
Industry- Product category
- UX Consulting and Behavioral Science Training
- NAICS
- Management Consulting Services (54161), Professional and Management Development Training (61143)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Mentorship, Coaching & Office-Hours Platforms (MPACALAG)
- akta.pro secondary industries
- Coaching, Feedback & Mentoring Skills (EDABAMAM), Remote/Hybrid Leadership & Distributed Team Management (EDABAAAN)
Keywords
Where The Team W is headquartered
LocationHeadquarters
- HQ city
- Edgar
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Team W business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Consulting Services: UX and CX consulting engagements, including staff augmentation with vetted UX professionals placed directly in client organizations.
- Online Training Subscriptions: Subscription-based access to video courses and certificates. Individual annual subscription $995, team packs ranging from 10 to 100 seats at discounted rates.
- Individual Course Sales: Individual course purchases and certificate bundles ranging from $25 to $295 for specific topic areas.
- Mentoring Program: One-on-one mentoring with Dr. Susan Weinschenk at $2,500 per program.
- Speaking Engagements: Keynote speaking at conferences and corporate events.
- Book Sales: Published books including '100 Things Every Designer Needs To Know About People', '100 MORE Things', 'How To Get People To Do Stuff', and others sold through Amazon.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | One Year Annual Subscription - Full access to all certificates |
| Subscription | Annual | UX Design Certificate Bundle |
| Subscription | Annual | UX Methods Certificate Bundle |
| Subscription | Annual | Behavioral Economics Certificate Bundle |
| Subscription | Annual | Brain and Behavioral Science Certificate Bundle |
| Unit Pricing | Pay-as-you-go | Individual Courses |
| One time/ perpetual license | Pay-as-you-go | One-on-One Mentoring |
| Subscription | Annual | 100-Seat Annual Everything Subscription Pack |
| Subscription | Annual | 50-Seat Annual Everything Subscription Pack |
| Subscription | Annual | 10-Seat Annual Everything Subscription Pack |
| Freemium | Pay-as-you-go | Free Resources |
| Subscription | Annual | Facilitators Everything Add-On Subscription |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
The Team W product offering
Product offeringCore offering
The Team W provides expert user experience and customer experience research, strategy, and behavioral design consulting to enterprises, governments, startups, and non-profits. It also delivers an online video training platform with certificates in UX, behavioral economics, ethics, and brain and behavioral science, plus workshops, keynotes, mentoring, and published books.
Product overview
The Team W is a UX and Product consulting firm offering a multi-product portfolio centered around expertise in user experience design, customer experience research, and behavioral science. The core offering includes consulting services, workshops, and keynote speaking engagements. Educational products include an online video training platform hosted on Skilljar with 55+ courses and 100,000+ enrolled students, featuring multiple certification bundles (UX Design, UX Methods, UX Strategy, Ethics, Behavioral Economics, Brain and Behavioral Science, and Brain and Behavioral Science for Leaders). Content products include six published books, the Human Tech Podcast (175+ episodes), and a blog with regular posts. The company also offers a mentoring program, free resources, and enterprise subscription packs for teams of 10-100 seats at discounted rates.
Differentiator
Problem solved
Functional benefit
Products and services
- UX and CX Consulting Services Expert UX and CX research, strategy, and behavioral design consulting delivered to Fortune 1000 companies, startups, non-profits, governments, and educational institutions, including staff augmentation with vetted UX contractors embedded in client teams.
- Workshops Interactive team workshops combining practical ideas and examples with solid scientific research on brain and behavioral science, created using best instructional design techniques for immediate application.
- Keynote Speaking Keynote speaking services featuring Susan and Guthrie Weinschenk for corporate events and conferences, delivering dynamic talks on UX, behavioral science, and related topics.
- Online Video Training Courses Online video-based training platform hosted on Skilljar with 55+ courses covering UX, Behavioral Science, Behavioral Economics, Ethics, and related topics, plus free resources.
- Published Books Six published books by Susan and Guthrie Weinschenk: 'I Love You, Now Read This Book', 'How To Get People To Do Stuff', '100 Things Every Designer Needs To Know About People', '100 MORE Things Every Designer Needs To Know About People', '100 Things Every Presenter Needs To Know About People', and 'Neuro Web Design: What Makes Them Click?' — sold through Amazon.
- Human Tech Podcast Podcast exploring the intersection of humans, brain science, and technology, hosted by Guthrie and Dr. Susan Weinschenk, with 175+ episodes available on iTunes, Stitcher, and other podcast platforms.
- One-on-One Mentoring Program One-on-one mentoring opportunity with Dr. Susan Weinschenk, priced at $2,500 per program for individual professional development.
Quantifiable outcome
- Over 100,000 people trained through online video courses
- +1 more outcomes
Companies that use The Team W
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
The Team W technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
The Team W partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
The Team W competitors and assessment
Company assessmentDirect peers
- Nielsen Norman Group: Nielsen Norman Group is the leading UX research, training, and consulting firm, offering paid reports, workshops, and certification programs — directly comparable to The Team W's UX research, consulting, and certification business model.
- Cooper: Cooper (founded by Alan Cooper, 'the father of Visual Basic') is a UX design consulting and training firm offering workshops and courses, comparable to The Team W's blend of UX consulting and creator-led certification programs.
- IDEO U: IDEO U is the online learning arm of IDEO, offering design thinking and UX courses to professionals and enterprise teams — directly comparable to The Team W's online certificate programs and behavioral science curriculum.
- Interaction Design Foundation: Interaction Design Foundation runs a large-scale online learning platform with UX design courses, certificates, and memberships, closely mirroring The Team W's course subscription and certificate bundle approach.
- UX Mastery: UX Mastery is an online UX education platform offering courses, articles, and community resources for UX practitioners, comparable to The Team W's subscription-based course platform and free content strategy.
Others
- UXPA (User Experience Professionals Association): UXPA is a professional membership association that issues UX certifications (held by The Team W's founders) and runs conferences for the UX community, serving as an adjacent ecosystem organization that shapes the same practitioner audience.
- Interaction Design Association (IxDA): IxDA is the global membership organization for interaction designers, hosting events and community resources for the same UX practitioner audience that consumes The Team W's training and podcast content.
Broad incumbents
- Coursera: Coursera is a large-scale online education platform offering UX, design, and behavioral economics courses and certifications from universities and companies, serving as a broader incumbent comparable to The Team W's self-serve course subscription business.
- IDEO: IDEO is a globally established design and innovation consultancy serving Fortune 500 clients, overlapping with The Team W's UX/CX consulting practice but operating at significantly larger scale across a broader portfolio.
- LinkedIn Learning: LinkedIn Learning is a broad online learning subscription platform offering UX, design, and business courses, competing for the same professional learner and enterprise L&D budgets that The Team W targets with its certificates and team packs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
The Team W social profiles
Digital presenceThe Team W financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Team W leadership team
Management profileNumber of profiles
Profiles2 records
The Team W funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Team W M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Team W
What does The Team W do?
The Team W provides expert user experience and customer experience research, strategy, and behavioral design consulting to enterprises, governments, startups, and non-profits. It also delivers an online video training platform with certificates in UX, behavioral economics, ethics, and brain and behavioral science, plus workshops, keynotes, mentoring, and published books.
Is The Team W a public or private company?
The Team W is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Team W founded?
The Team W was founded in 2012. It employs 1 to 10 people.
Where is The Team W based?
The Team W is headquartered in Edgar, United States, in the North America region.
How does The Team W make money?
Six revenue lines are on record. Consulting Services are the primary driver. The others are online Training Subscriptions, individual Course Sales, mentoring Program, speaking Engagements and book Sales.
Who are The Team W's main competitors?
Direct peers on record are Nielsen Norman Group, Cooper, IDEO U, Interaction Design Foundation and UX Mastery. Others are UXPA (User Experience Professionals Association) and Interaction Design Association (IxDA). Broad incumbents are Coursera, IDEO and LinkedIn Learning.
Does The Team W have an API?
No public API is recorded for The Team W.
What industry is The Team W in?
The Team W's product category is UX Consulting and Behavioral Science Training. Its primary akta.pro industry code is MPACALAG, Mentorship, Coaching & Office-Hours Platforms, with a secondary code of EDABAMAM, Coaching, Feedback & Mentoring Skills. Its NAICS code is 54161 and its SIC code is 8742.