Neurodesign: why brilliant product designers study people not trends

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.

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 heuristics can breed a sense of loyalty and trust, which will lead to higher engagement and likely turn your users into raving fans.

The brain and our emotions

Though much remains unknown about the brain, 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 an emotional response.

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 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

A visceral reaction is our immediate response to a sensory experience, setting the tone and first impression that guide our exploration.

• Focuses on initial impact and aesthetic appeal.
• Evokes an immediate emotional response based on looks.

Key benefits of strong, positive first impressions:

• Users are more forgiving of later issues.
• Lay a positive groundwork for future interactions.
• Spark immediate affection & and ignite a passion for spreading the word.

Behavioral

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.

Key benefits of positive behavioral responses:

• Users feel empowered.
• Personalization leads to increased satisfaction.
• Trust and reliability through predictable outcomes.
• Higher engagement rates are due to the desire for consistent delight.

I highly recommend Nir Eyal’s book — How to build habit forming products.

Reflective

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.

• It involves personal significance and the meaning behind the experience.
• Encourages deeper thought, evoking long-term emotional connections.

Key benefits of positive reflections:

• Instill a strong sense of belonging and identity.
• Generate a buzz through user satisfaction.
• Encourage users to spread the word.

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.

I’ll be covering a step-by-step approach to identifying the key emotions you want your product to elicit in a future article.

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?
• How do I make the user feel special?

The best part is that when you study people, you:

• Improve stickiness and engagement
• Boost your conversion rates
• Reduce the cognitive load
• Breed love for your brand