Neurodesign: the science behind unforgettable experiences
The Neurodesign series:
1) Why brilliant product designers study people not trends
2) 7 tips for deeper emotional engagement
3) Step-by-step guide to weaving emotions into your designs
°°°
4) The science behind unforgetable experiences ← you are here
Most experiences are forgettable
Dull.
Trivial.
Cookie cutter.
Lacking imagination.
The list goes on.
Our brains are designed to forget
They’ve evolved to forget unnecessary details to save energy and space. We prioritize information that is relevant or emotionally significant.
Memory is expensive.
To be a brilliant designer is to learn how to craft products that resonate so deeply that they occupy a special space in the mind.
Are there strategies to memorable product design?
Absolutely.
To nail it, your experience needs to skip the ordinary.
Make it emotional.
Make it connects the dots.
Make it spark the imagination.
Let’s dive into exactly how.
End with a Bang 💥
This is simple idea that comes from how we remember experiences. A memorable ending can make utterly ordinary experiences feel — amazing.
Example: e-commerce checkout flow
The moment you click Complete Checkout is arguably the most important moment on an e-commerce site. The final step of a purchase should always be a memorable event.
Why?
It’s an opportunity to validate their purchase decision, spike their emotions and make them feel good. A customer feeling valued and pleasantly surprised is always good for business.
Why this works: the Science
The peak-end rule, a concept from behavioral economics, suggests that people judge an experience largely based on how they felt at its peak (the most intense point) and its end, rather than the total sum or average of every moment of the experience.
Create a positive and impactful ending, to ensure that the last memory of the experience is a strong, memorable one. Some of best examples I’ve seen have been videos from the founder of the brand speaking directly to you — we are hardwired to trust faces, and this instantly creates a personal connection.
Key benefits:
- Loyalty: A strong, positive end to an interaction boosts customer satisfaction and increases the likelihood of repeat business.
- Sharing: Delightful experiences are more likely to be shared, expanding reach organically. Word of mouth is the best marketing.
- Higher Customer Lifetime Value: increased spending and retention.
Utilize Embodied Cognition 👁️
Create interfaces that mimic and enhance physical moments. This will make your experiences infinitely more engaging, memorable, and satisfying.
Example: slice to donate
The MISEREOR Social Swipe billboard. A credit card swipe through the poster donated 2 euros and triggered an interactive experience: the card cut a slice of bread from a loaf, illustrating that the money donated was providing a daily meal for a family in Peru.
Why this works: the Science
Our actions and thoughts are connected. When you swipe your card and immediately see bread being sliced, you can truly understand how your donation helps someone.
This campaign was a huge success because it was designed to connect on an emotional level.
Emotion enhances our ability to remember by modulating the encoding process, making information more salient and memorable – Dr. Larry Cahill, Neuroscientist
Some have argued this billboard is manipulative. There may be some truth to that. I’m curious what you think.
Key benefits:
- Engagement: Multi sensory experiences make interactions more immersive and enjoyable. Here is another cool example.
- Emotional connection: Aligning physical interactions with personal impact will deepen the bond between the user and your product.
Leverage the Endowment Effect 🤌🏼
Allow and encourage people to personalize their experience. It will enhance their sense of ownership and perceived value.
Example: personalized shoes
Consider Nike’s customization options for shoes. By allowing customers to choose colors, materials, and even add text, Nike has created a deeply personal and memorable shopping experience. It slaps, try it here.
Why this works: the Science
The endowment effect, a concept in behavioral economics, suggests we tend to value things more because we own them. Personalization taps into this by giving users a sense of ownership even before the purchase is completed.
Ownership creates a psychological attachment, leading to increased satisfaction and a higher likelihood of repeated engagement – Dr. Dan Ariely, Professor at Duke University
Key Benefits:
- Increased engagement: Personalized products are more memorable because they reflect the user’s individual preferences and identity.
- Better conversion rates: When you feel a personal connection to a product or experience, you’re more likely to complete the purchase.
- Emotional connection: Personalization fosters bond with the brand, leading to repeat business and long-term loyalty.
Build anticipation & surprise 🫧
Design experiences that build anticipation and deliver delightful surprises. Injecting a positive emotional charge is the secret to making your experience unforgettable.
Example: Duolingo’s mystery streak rewards
Duolingo offer unexpected bonuses after maintaining a streak for several days, adding an element of surprise and delight.
Why this works: the Science
Anticipation is proven to release dopamine in the brain.
Duolingo take this a step further and introduce variable rewards.
Variable being the key word here.
If users begin to anticipate a reward, they lose interest.
They don’t come back.
Variability activates the reward system in our brain.
Variability creates that wanting, desiring response.
Anticipation and surprise are powerful emotional triggers that enhance memory retention and overall satisfaction.
– Dr. Paul Zak, Professor of Economic Sciences
Key benefits
- Increased engagement: Building anticipation and throwing in variable surprises makes your experience fun and memorable.
- Word of mouth: Features that make a user feel good about themselves are more likely to be shared. We all have that friend who brags about their 300 day streak 🙃 and dreams of having a streak party.
- Loyalty: We gravitate and stay loyal to experiences that connect with us on an emotional level.
Create rituals ✨
Incorporate rituals into your product experience. Our brains crave structure and familiarity. Rituals can make an experience feel special and meaningful.
Example: Strava’s monthly challenges
Strava have nailed making their app both engaging and memorable by hosting monthly challenges for their users. It pushes people to participate so they develop a routine of setting and achieving fitness goals.
The feature is focussed on fostering 2 primary things:
- Community
- Accomplishment
Why this works: the Science
Monthly challenges keep users hooked.
We all know setting goals and smashing them releases dopamine.
The community aspect is what sets Strava apart. Seeing others sweat and strive makes you want to join in. This mix of your own personal achievement and the social vibes is what makes the experience special and always top of mind.
Creating memorable experiences through goal achievement and community support is key to fostering long-term engagement.
— Dr. Richard Ryan, Professor of Psychology
Key benefits
- User Retention: effective rituals creates lasting habits.
- Higher satisfaction: rituals that help people feel good and achieve their goals are likely to be remembered.
- Word of mouth: Shared goals within a community creates a strong sense of belonging. When we feel part of something larger than ourselves we tend to share it with those around us.
Final thoughts
These strategies are just the beginning.
There are countless ways to create memorable moments.
Limited only by your creativity and willingness to experiment.
Tap into what makes us human.
Design for our emotions.
Our need for connection.
Our desire for variability.
Ask yourself
How might we create an experience that leaves a lasting impression?
Key Benefits
Yes. These are repetitive.
I used to struggle to speak the language of key stakeholders.
The right words will help you advocate for your designs.
Your work is only as good as your ability to get it shipped.
BTW: I’ve got a whole Notion page on how to get buy in from stakeholders and make people give a f*ck. Because it’s quite long and scenario driven, I decided to leave that part out. But let me know in the comments if you want to hear it.
Your Neuro Nuggets:
- End with a Bang: Make endings memorable.
- Utilize Embodied Cognition: Mimic physical moments
- Use the Endowment Effect: Make every experience uniquely theirs.
- Build anticipation & surprise: Overdeliver on delight.
- Create rituals: Encourage routines that stick.
Want to remember these strategies? I’ve create a free cheatsheet packed with neuro nuggets. Download it here.
Credit: screenshots are from Mobbin’ — where top designers go for inspiration.
