Hi
The maximum apparent weight F = Fg + ma = m (g+a), when you start the trip from 3rd to 1st floor you are accelerating down, so F = m (g-a)= 10 (10-1) = 90 N, when traveling at a constant speed F = 10 (10 - 0) = 100 N, and when slowing down at the bottom F = 10 (10 - (-1)) = 110 N. So the maximum apparent weight is when you are slowing down and is 110 N.
Cheers
Mitchell