2. Why Human Psychology in Product Design
• Humans are logical creatures
• Series of decisions leads to final action
• Avoid thoughtless clicking/scroll on site/app
• Understand human emotions & needs
• How humans Interpret, See, Choose to Act
• After understanding human it’s easy to design
Layout
Fonts
Colors etc
5. 1 second delay
in page response can result in a
7% reduction in conversions
6. Characteristics of Good Design
• Discoverability
Figure out possible actions and where and how to perform them
• Understanding
Meaning of components
How it is supposed to be used?
Meaning of different controls & settings
• Visibility & Communication
Relevant component must be visible
Communicate right message
7. We are biased on attractiveness
• Attractive people, places and objects
draws more attention
• What makes them Standout – Physical
Attractiveness
• Useful for drawing Initial Attention
8. Users are biased on your Product Design
• Good Looking Design Vs Poor Looking
Design
• First Impression is Necessary
• Content is Important
• Good Content – Poor Design
No User Attention
• Poor Content – Good Design
Attract User Attention
• Good Content – Good Design
User Arrested! Success!!
9. Customer Understand More than you Think
• The human mind tends to organize visual elements into groups and
create a meaningful visual on its own.
• Negative Spaces
13. How Brain Works?
Better User Experience Sense of Achievement
Feels Rewarded
Dopamine
Motivates user to take action
Brain looks for Instant Gratification
Result: Task Accomplishment by the User
Restlessness, difficult to focus etc
Brain Craves Addiction
Result: More Returning Users
LOOP
More Less
14. How Brain Response to Loop
• User become obsessed with pleasure seeking experiences
• Engage in compulsive behavior
e.g:
• Scrolling news feed on social media
• Checking emails
• Coupon Search on internet
• Gambling online etc
15. Caution 1
• Dopamine is less responsive to familiar rewards
• Keep innovating
• Keep updating your product
• Dominos: 20 new pizzas introduced over 20 weeks
• Flipkart: Experiments with product detail page
20. Caution 2
• Dopamine is more effective on reward seeking behavior
• Keep User Journey More Excited
21. Psychology of Social Influence
• Authority: We trust experts and those of high status or power
22. Psychology of Social Influence
• Scarcity: The less available a resource, the more we want it.
23. Psychology of Social Influence
• Social Proof: We look to other to guide our behaviors
24. Psychology of Social Influence
• Liking: The more we like the Brand. The more we want to say yes to
them.
25. How Human Visual System Works
Fluid Motion of Visuals
• Brain process visual signal received
from eyes
• Speed of images displayed
directly proportional to
Fluid motion of visuals
• Min requirement: 10-12 FPS
Human mind starts perceiving
motion from FlipBook
• Lack of smoothness
26. How Human Visual System Works
Fluid Motion of Visuals
• 24 FPS
• Allows eye to see Fluid Motion
• Fast enough to show motion
• Sweet Spot for Film Industry
• 60 FPS
• Fluid Motion is smooth
• Pleasurable to human eyes
• Recommended by Google
• Eyes are responsive to change in FPS: Drop in engagement
• App : 60 FPS
1000 ms / 60 frames
16.666 ms / frame
27. Conclusion
• The online market is crowded
• Competition to stand out and building customer stickiness is stronger
than ever
• Big pocket brands are spending heavily to retain users
• But this can also be achieved easily by applying some basic
psychology principal
• By considering human psychology while designing product users are
more likely to perform the actions you want them to perform
• Build habit forming products