B 2 C

B 2 B

Estera Kaszen

Managing & New Business Director 

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User Experience (UX), or UXytocin, to make it shorter, design plays a critical role in creating satisfying and memorable experiences for users.

Designers often focus on creating intuitive and easy-to-use interfaces, but what if UX design could also influence the user's hormonal response? Research has shown that the hormone oxytocin, often referred to as the "love hormone," can be increased by certain design elements, leading to a more positive and memorable user experience.

First, let's understand basic differences between the famous Three:

The hormone

Oxytocin is a hormone that is released in the brain in response to positive social interactions, including physical touch, eye contact, and bonding. It is associated with feelings of trust, empathy, and social connection. When it comes to UX design, certain design elements can trigger the release of oxytocin and create a more positive and engaging user experience.

One way to increase oxytocin in users is to incorporate social elements into the UX design. For example creative ones, like when brand has some social purpose or fight for an imporant cause embedded into it and brand's website contains some motivational ready-made posts to be shared by the visitors with inspirational, cause-oriented claims and imagery.

Also social media platforms often use features such as: wall of relevant content, comments, likes, and shares to create a sense of community and social connection among users. This type of social interaction can increase the release of oxytocin and create a more positive user experience.

UX elements and ideas that have been suggested to positively influence oxytocin levels

Personalization 

Personalized experiences that are tailored to the user's preferences and needs can foster a sense of connection and trust. By tailoring the user experience to the individual user, designers can create a more personal and intimate experience that can increase the release of oxytocin. For example, e-commerce websites often use personalized recommendations, even using AI shopping assistant like this from Zalando and product suggestions to create a more personalized shopping experience for users. Other example is using the user's name, remembering their preferences, and recommending content based on their previous behavior can create a more personalized experience.

Social cues

Talking heads, embedded Instagram Feed or TikToks to a website, introductory team videos, live streaming elements from the given company office, social cues, such as facial expressions, tone of voice, and body language, can influence oxytocin levels by signaling trust and empathy. UX designers can incorporate social cues into their designs by using images of people or incorporating conversational language.

Positive feedback

Positive feedback, such as rewards and recognition, can activate the brain's reward system and stimulate the release of oxytocin. For example, a game that rewards the user for completing tasks or a social media platform that highlights the user's accomplishments can create a sense of achievement and social bonding.

Sense of community

Creating a sense of community can also stimulate the release of oxytocin. This can be achieved through features such as forums, chat rooms, and user groups that allow users to connect and share experiences.

User empowerment

Giving users a sense of control and autonomy can also stimulate the release of oxytocin. For example, allowing users to customize their experience or providing them with tools to achieve their goals can create a sense of empowerment and increase trust.

Dopamin and serotonin are also part of the UX game

In addition to oxytocin, other hormones and brain chemicals can also play a role in the user experience. For example, dopamine is a neurotransmitter that is associated with pleasure and reward. When users complete a task or achieve a goal, the release of dopamine can create a sense of accomplishment and motivation. By incorporating feedback mechanisms such as rewards, progress bars, and achievements, designers can create a sense of accomplishment and motivate users to continue using the product.

Serotonin is another brain chemical that is associated with mood and well-being. By incorporating calming and relaxing elements into the UX design, such as soothing colors and imagery, designers can create a more calming and enjoyable experience for users. This can lead to increased levels of serotonin and a more positive user experience.

UX design has the potential to influence the release of hormones and brain chemicals in users, creating a more positive and engaging user experience. By incorporating social elements, personalization, feedback mechanisms, and calming elements into the design, designers can create an experience that triggers the release of oxytocin, dopamine, serotonin, and other brain chemicals that contribute to a positive and memorable user experience.

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