Opinion article by Teresa Deus, UX / UI Unicorn at Key Services, originally published in Meios & Publicidade.

Which shoe did you tie first? The right or the left?
Most of the choices we make daily may seem like the result of deliberate decisions, but they're actually habits. Which shoe we tie first, what we eat at a meal, how often we exercise, whether we save or spend money - these are examples of how we organize our thoughts and our work routines. Although each habit means relatively little on its own, over time it has a huge impact on our health, productivity, financial security, and happiness.

How can habits be influenced?
Our habits are defense mechanisms to save time (we can't spend an hour deciding which shoe to tie first), yet human beings also react spontaneously and immediately.

It is in this spontaneous space that there is freedom to activate the consumer's brain by presenting different contexts as it reacts to outside stimuli. Our brain translates these responses into behaviors and decision-making processes.
The consumer experience runs through our entire lives, and we can find it more specifically in 2 places: the physical store and the virtual store.

The physical store, a world of sensory stimuli

When we walk into a store, we're hit by various stimuli such as the smell of perfume in the air, the colors of the products, the display of products strategically placed in the window, and even the type of basket we choose - all of these are part of the in-store experience. All these stimuli seek to activate the areas of the brain responsible for memory, attention, and emotion.
The growth of online consumption has revolutionized the communication channel between retailers and consumers, causing a shift in consumer behavior that influences purchases.

There's no "Buy" button in the brain - consumer preference is a cognitive process and isn't limited to a single brain area. A purchase decision is tied to a context, a perception, an emotion, a deliberation, and finally, a decision.

The virtual store: impacting and driving purchases with visual emotions

In the virtual store, the use of images and videos to convey concepts and ideas is an important communication channel for creating feelings and empathy with the consumer - images are processed by our brain 60,000 times faster. Imposing a time limit or a limited quantity of units is another tool that encourages purchases, creating the feeling that we belong to a privileged group of people who manage to get something rare. Finally, making the payment activates areas of the brain related to pain. It's at this moment that emotional involvement gives way to the rational, and the simpler and more painless this step is, the greater the consumption.

If we consider the internet as a distribution channel, brands must convey information and create stimuli constantly. That's why it's important to analyze website design and track the consumer's emotions.

Where do consumer experience and technology connect?

It's in the creation of opportunities and smart solutions that we can see technological innovation. Personal Artificial Intelligence (AI) assistants, such as Amazon Alexa or Google Home, are increasingly used. The ease with which we can communicate by voice with technology makes us feel emotionally accompanied.

Coca-Cola celebrated its 100th anniversary using a facial recognition solution. An experience was created in which the camera identified the person's gender and age, as well as the age of the Coca-Cola bottle they were holding. The focus of this campaign wasn't selling product, but bringing the brand closer to its consumers through the use of cutting-edge technology, elevating the emotional bond to keep the brand trending.

Information Technologies (IT) offer the ability to adapt to market needs. With the digital excellence we're achieving in the technology world, we'll increasingly see more business opportunities arise from implementing AI solutions.
Today, the use of technology gives us the advantage of getting to know our consumers and allows us to provide a pleasant experience, activating emotional triggers that generate returns for our clients' businesses. Staying attentive to the needs pointed out by the market is essential. I believe that business strategy, a focus on marketing, design thinking methodology, and technological excellence are the pillars for creating a multi-channel digital experience.