A Novel Application of Neuromarketing for Designing User Interface Mockups to Enhance User Experience in Software Development

Neuromarketing, also known as consumer neuroscience, reveals the subconscious consumer decision-making process. Mockup Development in software engineering leads to the creation of a prototype that is close to being the real implementation and is used for getting feedback on the final implementation. In spite of neuromarketing giving effective marketing results, enterprises restrict the usage of such research in their marketing activities, thus resulting in the under usage of this technique. Mockup creation is a time-consuming process, being complicated for consumers to understand design concepts within a few seconds, thus becoming difficult to design a perfect consumer-preferred website. This paper proposes an idea that helps in designing mockups with the help of neuroscience and leads to a reduction in time consumed by giving the accurate design to build a website. This novel idea focuses upon using neuroscience which gives the exact consumer reaction for mockups that are used as design tools virtually everywhere a new product is designed. The usage of Neuroscience in mockup development leads to the creation of exact and accurate mockups at a much faster rate leading to heavy cost savings for any software development organization.