1. Role of Human Psychology in
Design

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

3. Average Human Attention Span
8 Seconds

4. 40%
Users abandon a website that takes more than 3
seconds to load

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

10. Customer Understand More than you Think

11. Colour Theory
Authority, Power
Innocence, Peace, Purity
Physical energy, Stamina, Passion, Stability, Love, Desire
Nature, Wealth, Calm, Relax
Trust, Reliable, Dependable
Royalty, Luxury

12. Colour Theory

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

16. Flipkart Mobile Product Detail Page -1

17. Flipkart Mobile Product Detail Page -2

18. Flipkart Mobile Product Detail Page -3

19. Flipkart Mobile Product Detail Page -4

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

28. Thank You!
@ProductChamp