The user experience is what you get when users interact with your product, service or application. Through research and observation of users we can acquire knowledge of the different types of audiences for which it is designed.
Without a deep understanding of the psychological principles of human behaviour, there is a risk of designing an experience that does not "engage" the customer.
Under the philosophy of user-centred design and with the latest neuromarketing technologies, results are obtained that allow the generation of ideas, the design of interfaces and the analysis of interactions that help to determine what sensations the different external stimuli provoke in people.
Through these technologies, monitoring is carried out to measure and evaluate human behaviour in the face of different external stimuli: analysis of contextual, biometric and cognitive data such as attention, memorisation or emotional reactions.
CONTENTS
- To showcase these neuroscience technologies applied to marketing (as this is the area where they have been most used) and to other different areas (industry, transport, health, etc.).
- To analyse the studies that use these technologies
- To present case studies where they have been applied
TARGET AUDIENCE
All kinds of professionals who want to objectively learn how an experience is perceived by people in terms of:
- degree of attraction experienced
- attention (cognitive resources used)
- impact and emotional activation produced by a stimulus
- memorisation (memory formation)
- visual attention
- engagement
- level of association between concepts
- movement of people indoors (hot zones)
LECTURER
- Ana Moya - ICT area researcher
- Sara Sillaurren - ICT area researcher