Cognitive science and UX

Let’s start by defining cognitive science. It is the study of the human mind through different sciences that serve as support, such as neuroscience, psychology, anthropology, computer science, linguistics, and philosophy. Understanding how the mind works and what the mechanism is for certain actions can lead us to create better user experiences and thereby really connect with people.

From the perspective of psychology, we can analyze how the design of a product can modify emotions or empathize with users depending on the purpose of our service or product. We should consider that the set of elements that make up an interface are not just objects to fill a space, and how these are positively received can generate, as a whole, loyalty and positive reactions.

“Emotion-based design can profoundly affect the overall user experience, as emotions influence decision-making, affect attention, memory, and generate meaning”

[Van Gorp, T., and Adams, E. (2012). Design for Emotions. Waltham, MA: Elsevier.]

Cognitive science can help us improve UX in different ways that contribute to making it a more optimal process. These are:

Focused attention: direct the user’s attention to key elements while minimizing distractions.

Optimized work: provide concise and accurate information for users to carry out the tasks to be performed.

Emotions applied to design: Design interfaces that evoke specific emotional responses that create deeper connections between the user and the platform. Go beyond the visual, incorporate sound and/or movement interactions.

Personalization of the experience: using neuroscience techniques to personalize the user experience, adapting to individual needs and preferences. This is achieved by allowing them to customize their process in some way.

Cognitive Data Science

Cognitive data science aims to replicate and expand human cognitive functions through data-based methodologies, improving the capabilities of AI systems to learn, reason, and make decisions similar to human thought processes.

Applications

Natural Language Processing (NLP): Refers to how machines process all types of language used by humans, interpret it, and then can communicate with users more naturally as if we were talking to another person. Understanding how we communicate in each culture and country allows AIs to perform different types of tasks in the area of language.

Personalized recommendations: Personalized recommendation systems, based on cognitive data science, allow understanding users’ interests and behaviors. These systems are used in e-commerce, entertainment, and social networks to provide content and product suggestions that fit their preferences. Thus, the user doesn’t have to search among multiple options, but receives personalized recommendations that adapt to their tastes and needs, improving their online experience.

Human-Computer Interaction (HCI): “By integrating HCI principles into ergonomic practices, professionals can develop easy-to-use interfaces, systems, and products that meet the diverse needs and capabilities of users. From designing intuitive user interfaces to ensuring smooth interaction between humans and AI”

Per Ola Kristensson — Professor of Interactive Systems Engineering at the Department of Engineering, University of Cambridge

Neurodesign in UX

Neuroscience is the science of studying the brain and nervous system. The brain is responsible for our thoughts, emotions, and intelligence, as well as our physical movement, breathing, heart rate, and sleep. Neurodesign is like designing with UX in mind by applying this science and psychology, which leads us to create products that feel easy and intuitive to use.

From the decision-making point of view, this helps users follow a path we desire without effort, without using elements like “dark patterns”. To do this, we analyze what we will transmit with the colors to be used, what emotional responses we will generate with certain elements, and how we will allow all that information not to be overwhelming and feel light.

Cognitive science offers valuable perspectives for improving the user experience (UX) in product and service design. By incorporating principles of cognitive science, such as focused attention, optimized work, and emotion-based design, designers can create more intuitive and satisfying interfaces. Furthermore, cognitive data science and neurodesign are emerging as promising approaches to develop more sophisticated AI systems and more personalized and effective user experiences. These applications of cognitive science have the potential to revolutionize the way we interact with technology, creating deeper connections between users and digital platforms.

Bibliography and references

• Developing Emotional Design: Emotions as Cognitive Processes and their Role in the Design of Interactive Technologies
• Procesamiento del lenguaje natural (NLP)
• Cognitive Data Science — Bridging Minds and Technology
• The Intersection of Humanity and Technology: Unconventional Applications of Human–Computer Interaction
• The British Neuroscience Association (BNA)
• Neuroscientific Insights for User Interface Design

This is my first article, thanks for reading.😊