NeuroScience Inspired Design
Held in conjunction with Singapore Design Week

Attention, “nudges” and user experience are some of the key factors that will enable designers to develop meaningful concepts, and for marketers to devise captivating campaigns, as shared by the speakers at the “Neuroscience Inspired Design” forum. The forum, which was held on 15th March 2018, saw over 80 attendees to gain knowledge on how they can integrate neuroscience findings into their marketing and design efforts.

Prof Gemma Calvert, who is the Director for Research & Development at ACI, started the forum with a talk on “What makes things memorable”. Citing some campaigns and examples, her presentation covered on the approaches on how behaviours can be influenced by the use of neuroscience.

Arif Cemil Ozcanlar, who is the General Manager of Objective Experience, walked through the use of eye-tracking in the forum, and how it can be utilised in achieving better user experience and reaching business goals at the same time.

Asst Prof George Christopoulos from the Division of Strategy, Management and Organisation at Nanyang Business School, Nanyang Technological University, Singapore, shared his insight on how choice architecture aims to “nudge” a person into a decision-making process, and how it can help to alter the way a choice is presented, thus helping humans to make better and well-informed decisions.

The session concluded with a Q&A session, where the floor was open for attendees to ask questions to the speakers. They were also given a chance to experience first-hand the use of eye-tracking in a Virtual Reality environment.

The forum was held in conjunction with the Singapore Design Week 2018.

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