The connectivity between neuroscience and UX (User Experience) is not a new concept. After all, we've been trying to tap into human emotions with web designs since the origin of the web. However, the concept has become even more important than ever before, thanks to advancing technology and growing competition. 

Let’s explore more about neuroscience and its role in the UX space so that you can design award-winning websites and apps.

What is Neuroscience?

Neuroscience or natural science is the study of the nervous system – what it does, how it works, and its structure. It involves the study of our brain, cognitive functions, and behaviour. The process of applying the principles of neuroscience to UX designing is called ‘neurodesign’. 

As we know, understanding the customer journey is a critical part of the UX designing process. Neurodesign helps observe the customer journey, enabling you to determine what's going on for the audience at the cognitive level. So, this approach lets designers look at the brain triggers that lead to positive customer experience. They can make informed design decisions according to human trends, customer behaviour, and overall customer or company interactions.

Put simply, by understanding how our brain processes information and makes decisions, you can design user-friendly websites and apps that improve digital user experiences.

Real-World Examples of Neuroscience’s Application in UX Design

Starbucks: The Starbucks mobile app does well for appealing to multiple senses of its users. Using the app, users can pay for their orders via phone scan using a prepaid account. So, by understanding how users use technology, the coffeehouse created an application that triggers connections with our human brains. 

Amazon: Our brains are programmed to want to fit in. So, by offering product reviews, Amazon fulfils our social needs by understanding our connectedness with other shoppers. The more reviews a product gets, the better – even if the reviews are bad.

How can Designers use Neuroscience to Improve their Designs?

In the world of designing, human brains boast a remarkable ability to perceive and discern patterns from the external world. This behaviour enables people to engage quickly with various elements. Over the years, many theories have emerged, focusing on how humans perceive and recognize these elements.

One seminal study by David Hubel and Torsten Wiesel reveals that specific cells in the visual cortex exclusively respond to horizontal lines, while others react solely to vertical lines. In addition, certain brain cells are attuned to edges, while others specialize in perceiving specific angles. This research provided valuable insights into the ability of pattern recognition within the human brain.

Another theory suggests that the human brain has a large memory bank that stores countless things. When encountering an object, the brain diligently compares it against every item stored in the memory bank until the correct shape is recognized. 

Conclusion

By applying the neuroscience of user experience (UX), designers can leverage the power of pattern recognition to optimize their creations. Understanding how the human brain processes and responds to visual stimuli enables designers to craft more impactful and engaging experiences for their intended audience.