How the brain engages with design
How the brain engages with design
There’s a growing understanding of how our brains respond to various elements of the online experience. Factors like gamification and social interactions can significantly enhance the enjoyment and engagement of using websites and apps.
Through the lens of neuroscience, we gain insights into why certain features captivate our attention and sustain our interest.
Let’s take a look into how certain user scenarios elevate our online experiences by exploring their neurological effects.
1. Gamification and incentive types
Gamified scenarios involve integrating game elements, such as points, rewards, or challenges, into a non-game context, such as applications or learning platforms, to increase engagement and motivation among users.
a. Reward systems
Reward systems trigger the release of dopamine, a neurotransmitter associated with pleasure and motivation.
When users earn points or badges, their brains respond with a surge of dopamine, reinforcing the behavior and encouraging further engagement. This mechanism drives sustained participation and enjoyment for users.
b. Leveling up
Achieving goals and unlocking new levels triggers the release of endorphins. Whether users complete tasks, conquer obstacles, or enter a state of “flow” where challenges match their skill level, the resulting endorphin release reinforces positive emotions and enhances enjoyment.
c. Leaderboards
Leaderboards, through rewarding achievements and attention, stimulate serotonin release in the brain. Achieving top spots validates effort, triggering serotonin surges for satisfaction.
Dynamic displays of active participants foster community and friendly competition, motivating improvement and further serotonin production.
d. Time pressure/Competition
Elements of time pressure and competition in gamified scenarios can trigger the release of cortisol, commonly known as the “stress hormone.” While controlled releases of cortisol can enhance focus and motivation, prolonged exposure to high levels may lead to stress and anxiety.
In the above example, Nike Run Club has time pressured goals every month that get users to jump into action to finish a goal within a time window even if they don’t want to run.
Designers must carefully balance competitive elements and time constraints to ensure that cortisol release remains within healthy limits, promoting positive engagement without causing undue stress for players.
2. How do emotional scenarios enhance the user experience?
Emotional scenarios refer to user experiences that provoke or acknowledge a range of emotions, including joy, frustration, anxiety, or such. Incorporating emotional scenarios can enrich the user journey by imbuing the product or service with empathy, understanding, and a human touch.
a. Empathetic language in error messages
When error messages express empathy, they trigger a sense of understanding and support in our brains. This can help reduce stress and frustration, making us feel better about the situation.
Plus, when we feel understood, our brains release hormones like oxytocin, which promote feelings of trust and connection.
So, using empathetic language not only improves the user experience but also helps build a positive relationship with the product.
b. Imagery in onboarding sequences
Images and visuals in onboarding sequences capture our attention and make information easier to remember. When we see something visually appealing, it can trigger the release of dopamine, a feel-good hormone, in our brains.
This makes the onboarding process more enjoyable and helps us feel more excited about using the product or service.
3. Societal factors and individual response
Social scenarios in design involve interactions between users within a product or service, such as commenting on posts, sharing content, collaborating, or being a part of community.
a. Community-oriented design
Social interactions trigger the release of oxytocin, often referred to as the “bonding hormone.” Oxytocin fosters feelings of trust and social connection, promoting a sense of belonging within the user community.
This hormone is released when users interact with friends, family, or even strangers through the product or service, enhancing the overall user experience.
b. Positive social interactions
Social interactions activate the brain’s reward pathways. Positive social interactions, such as receiving likes, comments, or acknowledgments from other users, lead to the release of dopamine, a neurotransmitter associated with pleasure and reinforcement. This reinforcement mechanism encourages users to engage further with the product, as they seek to replicate the rewarding social experiences.
However, it’s essential to recognise that the social factor can also potentially have negative impact. For instance, as highlighted here, a fitness enthusiast quits Strava, due to excessive social comparison and pressure to keep up with the metrics, goals, and leaderboards. It led to feelings of inadequacy and stress, negatively affecting the user’s overall experience.
Understanding and respecting this balance is crucial in designing such user experiences, ensuring positive engagement while mitigating potential negative consequences.
c. Collaboration and reciprocity
The brain’s mirror neuron system activates when people observe or imitate others’ actions. This happens when users interact or observe social interactions within a product or service. The firing of mirror neurons allows individuals to comprehend and empathize with others’ emotions and behaviors. This process fosters emotional connection and enhances the sense of community and collaboration.
Design elements go beyond UI
Examining neural responses and psychological mechanisms is crucial for creating engaging user experiences. By incorporating insights from neuroscience and psychology, designers can move beyond mere functionality. They can create digital interactions that profoundly connect with users on an emotional level.
Originally posted at muz.li