Improving User Experience with Neurodesign.
The Emotional Brain
The brain comprises different evolutionary layers with distinct functions: the brain stem (300 million years old) regulates basic functions, the limbic system (200 million years old) handles emotions, the neocortex (200,000 years old) interprets conscious thought, and the prefrontal cortex (30,000 years old) distinguishes humans with reason and intellect.
Considering that a significant portion of our brain easily responds to factors beyond text, many companies still prioritize textual content on their websites. Why is this, and how can we design experiences that resonate with the second oldest brain layers?
Humans are emotional beings, which means emotions are the drivers of behavior’s, most humans easily feel before reason, due to the brain evolution over 100 million years old. At almost every point in time an emotion is expressed (internally or externally), which influences the decision of the individual. Neurodesign (Neuroscience + UX Design) acknowledges the importance of creating experiences that resonate with the older brain layers, emphasizing the role of emotions in shaping a positive customer experience. Neuroscience and UX design are closely related because they both focus on understanding how people think, feel, and behave. By applying insights from neuroscience to UX design, designers can create products that are more intuitive, engaging, and effective.
This article centers its attention on the limbic system, which is often referred to as the emotional or feeling brain. We will explore how understanding the ,emotional brain can empower designers to create products tailored for various users, including first-time visitors, return users, bounce instances, and loyal customers. The overarching goal is to enhance the overall user experience, consequently fostering business growth. But first lets explore the neuroscience of emotions.
The Neuroscience of Emotions
As mentioned earlier the limbic system, nestled deep within the brain, is the seat of our emotions, shaping our responses to the world around us. It comprises of several interconnected structures, including the amygdala, hippocampus, hypothalamus, and thalamus. Each plays a distinct role in orchestrating our emotional experiences. The amygdala serves as an emotional alarm system, swiftly evaluating and interpreting incoming stimuli, categorizing them as threatening or safe.
When a user interacts with a website for the first time, various neural processes come into play, involving both the limbic system and the neocortex. Let’s break down the neuroscience behind this interaction:
- Upon viewing the website, the user’s thalamus filters visual information and directs it to both the limbic system and the prefrontal cortex.
- The amygdala promptly assesses the website’s design, colors, layout, and other elements, determining its appeal, trustworthiness, and relevance. This evaluation influences the user’s emotional state and engagement level.
- The hippocampus compares the website to past experiences, forming a memory that affects future recall and recognition.
- The hypothalamus links the user’s emotional state to physiological responses, impacting arousal and attention.
- The prefrontal cortex analyzes content, functionality, usability, and value proposition, making rational judgments about staying on the website.
The reward system, comprising the ventral tegmental area (VTA) and the nucleus accumbens (NAc), activates when the user experiences something rewarding, such as positive feedback or useful information. Neurotransmitters, such as dopamine, serotonin, and oxytocin**,** with dopamine being the main neurotransmitter associated with pleasure, is released and binds to receptors in the NAc, creating feelings of reward and reinforcing the user’s behavior. The prefrontal cortex connects pleasure with the original stimulus and action, optimizing future reward-seeking behavior.
How Neurotransmitters Influence Emotions.
Neurotransmitters are chemical messengers that regulates emotions. Three of the most important neurotransmitters that influence emotions are dopamine, serotonin, and oxytocin.
Dopamine is often referred to as the “reward chemical” neurotransmitter because it is associated with feelings of pleasure and reward. It is released when we experience something pleasurable, such as winning, getting a reward, easily purchasing a product you love. Dopamine also plays a role in motivation and goal-directed behavior, which help’s in goals achievement and feeling a sense of accomplishment. When we engage in activities that we find satisfying, our brains release dopamine, reinforcing the behavior and encouraging users to repeat certain pleasurable actions.
Serotonin is another neurotransmitter that is involved in regulating our emotions. It is often referred to as the “happiness” neurotransmitter because it is associated with feelings of well-being and contentment. Serotonin is released when users feel safe and secure, and also helps in mood regulation.
Oxytocin is sometimes called the “love” hormone because it is released when we feel close to someone else, such as a romantic partner or a close friend. It is associated with feelings of trust, bonding, and social connection. Oxytocin also plays a role in reducing stress and anxiety, which helps users feel more relaxed, at ease, connect and empathy. It plays a vital role in forming and maintaining strong social relationships.
Dopamine, serotonin, and oxytocin within the limbic system shapes our emotional experiences. Dopamine motivates us to seek out pleasurable experiences, while serotonin contributes to feelings of well-being and relaxation. Oxytocin fosters social connections and promotes feelings of love and empathy.
Employing visually appealing elements, personalized interactions, storytelling, and seamless user journeys can trigger the release of dopamine, serotonin, and oxytocin, leading to increased engagement, satisfaction, and brand loyalty.
How Emotions Affect Users Behavior and Decision Making
Emotions play a significant role in shaping our thoughts, behaviors, and decision-making processes. This is especially true in the context of product design, where users’ emotions can significantly impact their interactions with and perceptions of a product.
When a user encounters a product, their initial emotional response can set the tone for their subsequent interactions. A product that evokes positive emotions, such as excitement, curiosity, or trust, is more likely to engage and retain users. Conversely, a product that triggers negative emotions, such as anxiety, frustration, or boredom, is more likely to be abandoned or dismissed. These emotions are tied to predictive behaviors, that can inform design decisions, such as;
1. Fear and Risk Aversion
When we feel fear or anxiety, we tend to become more risk-averse, preferring familiar options over those that seem uncertain or risky. For instance, we may avoid trying new restaurants or taking on challenging projects due to fear of failure or potential negative consequences.
Example: A customer may be hesitant to make a purchase online from an unfamiliar retailer due to concerns about security or product quality. They may be more likely to choose a well-established brand with a proven track record, even if the product is slightly more expensive or has fewer features.
2. Joy and Impulsive Buying
Positive emotions, such as joy and excitement, can lead to impulsive buying behavior. When we feel happy or excited, we may be more likely to make unplanned purchases, driven by a desire for immediate gratification.
Example: A shopper who feels a surge of happiness while browsing a clothing store may be more likely to impulse-buy an item that they hadn’t originally planned to purchase, simply because they feel good in it and want to capture that feeling.
3. Trust and Brand Loyalty
Emotional connections with brands can foster trust and loyalty. When we feel positive emotions towards a brand, we are more likely to repurchase their products, recommend them to others, and defend them in the face of negative criticism.
Example: A customer who has had positive experiences with a particular brand, such as excellent customer service or consistently high-quality products, may develop a strong emotional attachment to that brand. This emotional connection can lead to continued loyalty and repeat business.
4. Frustration and Abandonment
Negative emotions, such as frustration and anger, can lead to website abandonment and a decrease in customer satisfaction. When users encounter obstacles, such as slow loading times, confusing navigation, or buggy features, they may become frustrated and abandon the site altogether.
Example: A user who struggles to find the information they need on a website or repeatedly encounters errors while trying to complete a task may become frustrated and leave the site without completing their desired action. This can lead to lost sales, reduced user engagement, and a negative perception of the brand.
5. Gratitude and Customer Support
Expressing gratitude to customers can evoke positive emotions and foster strong relationships. When companies acknowledge and thank their customers for their business, they create a sense of appreciation and loyalty.
Example: A company that sends a personalized email to thank a customer for their recent purchase is demonstrating gratitude and reinforcing the positive emotional connection with the customer. This can lead to increased customer satisfaction, repeat business, and positive word-of-mouth.
In progress : Understanding First-time User Emotions on web products…
