Emotional Design and Neuroscience: definition and application of a tool for designers.

The study evaluates whether it’s possible to interpret the neurophysiological responses of the User Experience from the design perspective. Cognitive Neurosciences are providing an increasing body of knowledge about the user response, however this information is dense and not easily accessible or usable for designers. Therefore it is necessary to provide the designer with a tool to interpret the neurophysiological response. We conducted a study, both by reviewing the Emotional Design Research’s literature and by participating to in-laboratory experiments together with neuroscientists. The tool of methods CARDS have been defined, that makes neurophysiological data interpretation readily and accessible for designers. The article describes the CARDS’s definition and their usage. By conducting interviews with professional designers and researchers, the group have largely agreed on the following possible uses of Cards: 1) interpreting the neurophysiological data elicited by a given design product; 2) designing a brand new design product with the goal to leverage on a specific neurophysiological index; 3) alter a design product, and by redesigning it, leveraging on emotional aspects not considered before in the original design. This is the first beta version and the cards will be evaluated through a design-in-use study. Finally, CARDS could be also used as teaching tool in design courses, to raise awareness of future designers on both the cognitive and affective needs of the users, seen from a different perspective.