Seemingly all business processes in the modern market depend on user experience. It is the key to success for everything from product design to customer conversion rates. The better a brand meets a client’s expectations, the better the feedback it will receive, and the more clients it will win over. Good user experience also seriously affects customer retention rates. In other words, UX is one of the most critical factors embedded in today’s company-client relationships. The question is: how can you improve these experiences and withhold a positive image in the long run? This is what neuromarketing deals with.
When it comes to making decisions, humans are far from rational. Many things get in the way, such as emotions, recognition, and a ton of unconscious factors, all of which significantly affect a person’s buying decisions. And when it comes to user experience, people walk the same road even if they do not acknowledge it.
But, since UX is crucial for modern businesses and their digital products, designers and agencies have to continually evolve and learn new things to be on the front line of design solutions and win users for products they design. Humans are complicated, and neuroscience is trying to make sense of all that makes us that way – why we act in this way or that, how we react to verbal or non-verbal stimuli, etc. UX design agencies and their employees, as well as stand-alone designers, have to admit the fact that digital products have become more than just a simple tool – they are a collection of triggers, beautiful, and practical solutions that fulfill users’ needs. UX design requires neuroscience because it has all the necessary data for the creation of excellent digital products.
User Experience as a Part of Design Process
User-friendly UX design that prompts the user’s proper emotions allows them to overcome a lot of obstacles in their minds. When the use of a digital product leads to a positive experience, the user gets additionally motivated. Both the product design team and the strategic unit can use the application of neuroscientific principles and findings for new achievements.
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The customer journey is one of the universally recognized ways of figuring out client behavior. The goal is to investigate and make sense of what happens at the cognitive level in the user’s head while they are going through their customer journey. It includes finding out and understanding the emotions that evoke particular steps and how they can be addressed positively.
Elements of design play a crucial role in one’s journey through the digital product. As the latest studies have shown, users get around with multimedia content much better than with text. If you want to communicate complex data in the most efficient way, it’s best to use images or sounds for that. However, the text is still an essential part of the process. Size font and color can prompt particular feelings and associations in the user’s mind, altering how they make their decision.
Make Sure to Put the SCARF on Your Product
The SCARF model deals with five dimensions that activate the user’s reward center and, thus, provide control over their experience when using the product. These dimensions are:
- It describes one’s perception of their position as compared to other persons involved in the process. The more significant the user believes they are, the more the reward center is stimulated. This is where UX agencies can resort to some gamification and enhance this principle;
- The user craves certainty about their future. Transparency of user ‘journey steps’ communication guarantees positive user experience. One of the ways to do this is by adding a progress bar during checkout in an online store – this way the user will know what step they’re at and at the same time will get a feeling of accomplishing something;
- You have to provide users with a controlled environment during their journey. The more flexibility the user has and the more responsibility attributed to their actions, the better they perceive their journey;
- People love to belong to some social group. The feeling of loneliness can prompt negative associations. By letting the user interact with other users and leave or read comments, for example, you are making them feel part of the group. It somewhat resembles sociology-demographic relatedness in terms of emotions.
- Users expect a fair exchange whenever they start using a digital product. Provide a possibility to compare prices and let the user choose the seemingly best – cheapest – option.
The SCARF model shows that neuroscience has a lot to say about how users can be handled and guided through the customer journey. A combination of customer needs with practical design principles leads to the creation of digital products that can provide users with long-term solutions to their needs, along with enjoyable use. Neuroscience is a potent tool, if used wisely and applied correctly, especially when it’s incorporated into UX design.