The Web neurodesign and user experience. Analysis of a practical case: Zara

Abstract

Introduction: It is proposed that neuroscience offers a theoretical framework to understand and improve user interaction with websites, influencing their decisions and behaviors. This study aims to explore whether the application of neuroscientific principles to web design can significantly enhance the user experience, using the Zara website as a case study. Methodology: Qualitative and observational, based on a literature review and a detailed analysis of the design and functionality of Zara's website. The theoretical foundations are built upon key works in neuroscience and neurodesign, including those by Lisa Feldman Barrett and Daniel Kahneman. The analysis focuses on observing how design elements, such as images, visual simplicity, and information organization, affect user perception and behavior. Results: They reveal that applying neuroscientific principles to Zara's web design generates a positive user experience. Elements such as the use of large editorial images and minimalist design help capture and maintain user attention, promoting intuitive and efficient navigation. Heat maps indicate that users focus their attention on key areas of the page, suggesting careful design planning to maximize visual and emotional impact. Discussion and Conclusions: It is confirmed that web neurodesign can improve user experience and increase conversions. It is concluded that, although these techniques can be highly effective, it is crucial to apply them ethically to avoid user manipulation. The study also highlights the need for future research that integrates more advanced neuroscientific tools, such as eye tracking, to validate and extend these findings. Finally, it is recognized that while neurodesign offers great potential, its implementation must balance the benefits for the user and the commercial objectives of the company.