3. 40%
Users abandon a website that takes more than 3
seconds to load
Source: Akamai
4. 1 second delay
in page response can result in a
7% reduction in conversions
#ArrestYourUser Source: Akamai
5. New Innovation Improved version
- Completely new
innovation
- Major Challenges:
Educating Users
- Improved version of
existing solution
- Major Challenges:
adoption
User Stickiness
#ArrestYourUser
6. How Brain Works?
Core Drives
+
Triggers
Feels
Rewarded
Dopamine
Responsible to
create a Habbit
#ArrestYourUser
7. 3. Empowerment of
Creativity & feedback
- Users are engaged in creative
process
- Figure out new things
- Multiple combinations
- Users like to see result of creativity
- Legos, DIY products, dashboards etc
4. Ownership &
Possessions
- When a user feels ownership over
something they consistently want
to increase and improve what
they own
- CIBIL score, LinkedIn profiles, etc
1. Great Meaning &
Calling
- Doing something greater than
themselves
- Contributing to Wikipedia
- Helping communities
- Writing reviews
2. Development &
Accomplishment
- Motivation for making
progress, developing skills,
achieving mastery and
overcoming challenges
- Cashback on 3rd, 5th & 7th
transaction
Core Drives
#ArrestYourUser
8. 7. Unpredictability &
Curiosity
- Brain don’t know what will happen
next
- Work like machine
- Learns from past experiences
- Regular pattern recognition cycle
- Brain pays attention
- Gaming, lottery, movies etc
8. Loss & Avoidance
- Avoid losing previous work
- Fantasy games, stock investment
etc
5. Social Influence
- Actions of user based on
actions of nearby people
- Decisions are influenced by
authority
- Buying same phone that your
friend have
- Childhood memories, sense of
nostalgia increases chance of
purchase
6. Scarcity & Impatience
- Wanting something because it
is extremely rare, exclusive or
immediately not available
- Invite only programs
Core Drives
Authority: We trust experts and those of high status or power
#ArrestYourUser
9. #ArrestYourUser
Scarcity & Impatience
Social Influence
Unpredictability & Curiosity
Loss & Avoidance
Development & Accomplishment
Great Meaning & Calling
Empowerment of Creativity & Feedback
Ownership & Possessions
8
Core Drives
10. Core Drives
Core Drive Factors
Great Meaning & Calling - Connect with influencers
- Finding dream job
Development & Accomplishment - Profile progress bar
- Recommendations
- Skill endorsement
- Social Selling Index
Empowerment of Creativity & Feedback - Share your thoughts
Ownership & Possession - Digital footprint of your work
- Create your own circle of followers
- Accumulate more contacts
Social Influence - X – people viewed my profile
- Social proof: Skill endorsement
- Social Treasure: Recommendations
Scarcity & Impatience - Premium Upgrade: Who viewed your profile
Unpredictability & Curiosity - Are recruiter searching my profile
- How many people viewed my profile
Loss & Avoidance - Avoiding loss of career
- Avoiding bad reputation
#ArrestYourUser
11. How Brain Works?
Core Drives
+
Triggers
Feels
Rewarded
Dopamine
Motivates user to take decision/action
Brain looks for Instant Gratification
Result: Task Accomplishment by the User
Restlessness, difficult to focus etc
Brain Craves Addiction
Result: More Returning Users
More Less
New
Addiction
Old
Addiction
Obsessed with pleasure seeking experiences | Engage in compulsive behavior
12. 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
#ArrestYourUser
17. Caution 2
• Dopamine is more effective on reward seeking behavior
• Keep User Journey More Excited
#ArrestYourUser
18. 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
• #ArrestYourUser
