Unveiling the User Experience: A Synthesis of Cognitive Neuroscience Methods in Digital Product Design

In the competitive realm of consumer-driven markets, companies strive to meet rising expectations by creating digital products that not only meet functional needs but also evoke authentic emotional responses. In this article, we integrate cognitive neuroscience methods with user experience research, citing them as powerful tools for uncovering users’ subconscious responses and unconscious preferences. Techniques such as eye tracking, GSR, EEG and facial coding combined with traditional UX research methods provide a comprehensive understanding of the user experience. Despite implementation challenges, a review of 64 experiments conducted between 2017 and 2022 highlights the growing use of these methods. A generalized procedure based on these experiments is proposed for designing and conducting UX research using cognitive neuroscience methods. By sharing best practices, this article serves as a valuable guide for researchers exploring the evolving intersection of cognitive neuroscience and UX design, facilitating the creation of impactful experiments in this emerging field.