Neurodesign: Why Brilliant Product Designers Study People not Trends
We know less about the human brain than the universe. Though much remains unknown, we’ve gathered clues about how our thinking works. It’s a blend of focus, memory, and logic.
To be a brilliant designer is to realize that good design is more than simply functionality. It’s about connection. The true essence of a product lies not in its features but in its ability to evoke emotions.
As Maya Angelou eloquently stated:
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
The harsh truth
Functionality and usability are easy. We’ve got that down, thanks to countless heuristics and proven design patterns. The real challenge designers need to face is to go beyond mere functionality and craft experiences that resonate emotionally.
The 3 pillars of neurodesign
Neurodesign taps into our brain’s wiring to craft simpler, more joyful, and action-driven experiences. According to Norman there are 3 main pillars that shape user experiences:
Visceral Design
A visceral reaction is our immediate response to a sensory experience, setting the tone and first impression that guides our exploration.
Focuses on initial impact and aesthetic appeal.
Evokes immediate emotional response based on looks.
Behavioral Design
Behavioral reactions encompass our emotions during product use, focusing on our responses to interactions and the value we gain.
Centers on usability and the experience of using the product.
Creates satisfaction through effective functionality.
Reflective Design
Reflective reactions focus on our feelings and memories after engaging with an experience. It shapes our lasting impressions and influences our desire to revisit or avoid the experience in the future.
Involves personal significance and the meaning behind the experience.
Encourages deeper thought, evoking long-term emotional connections.
Always remember that different products across industries need a unique approach. Consider what key emotions you want to evoke. For example:
Personal Banking App: Safety, Trust.
Fitness App: Motivation, Reward.
Educational App: Curiosity, Achievement.
When designing an experience you should ask yourself:
What emotions do I want the user to experience?
What do they want to see at this stage?
What will make them feel satisfied?
So why should you study people?
Because learning how the brain works is key to creating a lasting connection with users. A product that taps into users’ emotional needs is more likely to be remembered and recommended to others. Adopting neurodesign heuristic can breed a sense of loyalty and trust, which will lead to higher engagement and likely turn your users into raving fans 🤩
Cheers for reading!
Next up I’ve be covering 7 actionable neurodesign tips
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