Design and Neuroscience: Potential shifts in product design tools. Design for All Vol-14 No-5 | May 2019

With the goal to improve the Product Design tools, in the Emotional Design approaches, we investigated if the designers can interpret neurophysiological responses analyzed by means of Cognitive Neurosciences’ tools. For this purpose, and to facilitate the dialogue between these two disciplines, we defined the tool and method named AlPha Matrix and Cards. With the latter, designers can integrate their specific knowledge and skills with new information gathered by Cognitive Neurosciences, to understand even better the user's response. We describe the application of the Cards, used to interpret neurophysiological data related to 2 real stimuli, from the perspective of the designer. The research is part of the PhD thesis of the Author.