A Neurodesign Case Study: Measuring the Emotional Index for Redesign

Cognitive neuroscience can measure a user’s neurophysiological activities during a product experience with portable and noninvasive tools. The data collected is summarized in three indices, which express the user’s affective and cognitive states during the performance of a specific action within an authentic context. This data can represent additional helpful information for product development. However, it is first necessary to find a link between neuroscience and design to help designers benefit from this new data. One of the indices measured by neuroscience is the so-called emotional index, a synthesis of “valence” and “arousal.” Principles of interpretation of the emotional index from the designer perspective are proposed to guide the designer in improving an existing product and designing a new one from scratch. The results show how it is possible to identify the design aspects responsible for emotional index variations. The research limitations lie in the need for further and subsequent neurotests to build a reference case history.