Behavioural Neuroscience Ă— User Experience
I design and run mixed-methods studies that uncover how people focus, decide, and engage with interactive systems – from games and sports tech to digital health tools. Below are case studies that show how I use data, engagement, insights, and innovation (DEII) to: 1) translate research into practical product impact, or 2) evaluate the effectiveness of a product through rigorous research.
What This Portfolio Shows
This portfolio highlights my work at the intersection of behavioural neuroscience, cognitive psychology, and UX research. Each case study walks through how I:
- Frame a problem in terms of user behaviour, experience, digital health, and incorporating AI
- Design and run studies (quantitative + qualitative)
- Analyse complex data (eye-tracking, behavioural logs, self-report)
- Translate findings into clear, actionable recommendations for design and strategy
HoopLight: Multisensory Feedback during Basketball Practice
How can real-time audiovisual feedback change the way athletes experience practice? In this project, I used behavioural and self-report measures of immersion to understand how HoopLight’s cue patterns influenced focus, motivation, and perceived performance during basketball shooting.
Domain: Sports tech
Methods: Experimental design, behavioural metrics, questionnaires
Role: Lead researcher and study designer (end-to-end)
Eyes on the Game: Attention, Cues, and Immersion in Slot Machine Play
Using a realistic multi-line slot machine simulation and mobile eye-tracking (Pupil Labs), I examined:
- where people look and how long they look for during play
- how audiovisual cues shape immersion and gaze
- the bi-directional relationship between gaze and immersion.
Domain: Slot Machine Gambling
Methods: Eye-tracking, behavioural logging, mixed-effects modelling, experimental manipulation
Role: Lead researcher
Pacing the Spin: How Audiovisual Feedback Shapes Player Behaviour Over Time
In this study, I treated spin initiation latency (SIL) as a behavioural UX metric. I analysed how different outcomes (wins, losses, losses disguised as wins) and cue intensities (low, medium, high) influenced latency between trials, revealing if audiovisual cue feedback can help users pace their response times.
Domain: Behavioural UX ·
Methods: Mixed-effects models, experimental manipulation, behavioural logging
Role: Lead Researcher
Fiza Arshad 