Neuroscience and how to design brand driven UX.
The rules behind the perception of digital products and how to use them to translate brand values into UX/UI design.
User Experience is Brand Experience. Digital products are one of the most important touch points of interaction with a brand. Be it a banking app or thermostat, you literally touch the brand behind the product several times a day. Every product you put out there tells a story through the way it is designed: the way it looks, the way it behaves, the way it speaks. This story should be your brand’s story.
Neuroscience shows us how to take advantage of the fact that characteristics, shape, size and behavior of an object trigger a mental concept - they transmit an object’s meaning and influence the user’s judgement. It helps us take the gut feeling out of design and allows us to argue almost every pixel with a brand value. This eventually makes the process of designing and reasoning of UI/UX design more efficient and ensures a coherent perception of brands and digital products.
> Duration: 45 min
Felix van de Sand
Following attaining his master’s degree in Industrial Design from Bauhaus-University Weimar, Felix worked for one of Europe's largest design agencies as a Design Strategist. He switched to the digital side when he founded UX/UI design agency COBE with three partners in 2012. At COBE, Felix is responsible for aligning the User Experience of digital products with a company's brand positioning.