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Tushar Deshmukh

Tushar A. Deshmukh is a seasoned UX leader, entrepreneur, and founder of UXExpert, UXUITrainingLab, UXUIHiring, UXTalks, and AethoSys — ventures dedicated to advancing human-centered and ethical design. With over 25 years of experience in design and development, he has mentored thousands of professionals and shaped digital transformation initiatives across industries. He now also serves as the Design Director at SportsFan360, where he brings his deep expertise in UX psychology, usability, and product strategy to craft next-generation fan engagement experiences.

The Cortex-First Approach: Why UX Starts Before the Screen

  • Cognition, Design Psychology, Psychology, Psychology and Human Behavior, User Experience, User Research, UX Design

Explore why psychology, not pixels, decides whether users flow effortlessly or freeze in confusion, and how understanding cognition changes everything about UX design.

Article by Tushar Deshmukh
IDEAS IN BRIEF
The Cortex-First Approach: Why UX Starts Before the Screen
  • The article explains why UX design fails when it ignores what users’ brains are already doing before they even see the interface or click the first button.
  • The piece shows how aligning design with users’ mental models and emotional states creates effortless experiences, while violating them causes hesitation even in “perfect” interfaces.
  • It outlines the Cortex-First approach, showing how great UX starts by understanding cognitive patterns, emotional responses, and subconscious expectations rather than visual aesthetics.
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