Neuroscience app interfaceanalysis.

Abstract: The Neurologyca company received a request from a client, Orange, on how to improve its appinterface, Orange TV, to be more user-friendly. The project's main purpose is to evaluate the userexperience and optimal design of the interface, focusing on qualitative and quantitative research toanalyze the consumer emotional reaction while using the app. It requires knowledge of people’s mood,emotional and cognitive state, criteria for decision making, preferences and behavior. To accomplish this analysis, a campaign is required to collect data such as consumer’s attention level,engagement, comprehension, and frustration level among others. As a result of data collection andanalysis, different application usability, design, and user experience improvements will berecommended to increase intuitiveness, efficiency and understanding of the interface. According to thespecifications, this project does not pretend to redesign the app but provide the client, Orange,effective approaches to improve the app in order to make it more user-friendly. This analysis shows that the app provides a positive user experience with a low level of frustration dueto its ease of use and speed of execution. In addition, unconscious emotions indicate a positiverelationship with the brand. During the interface navigation, an increasing understanding of the designpath is detected, which decreases frustration levels and the time it takes for the user to locate itspurpose. In contrast, users have found difficulty finding its goal during navigation, resulting in anincrease in navigation time and negative emotions. Overmore, a significant number of non-correctclicks are found, confirming the poor intuitiveness of the app at first glance. There are somesuggestions and improvements that can be made to resolve these issues.