1) The average human attention span is 8 seconds and users abandon websites that take more than 3 seconds to load. A 1 second delay in page response can result in a 7% reduction in conversions. 2) The brain is motivated by core drives like meaning, development, creativity, ownership, social influence, scarcity, unpredictability, and loss/avoidance to take actions that release dopamine and become addicted to products. 3) To arrest users and increase stickiness, product designers should continually innovate, update experiences, and make the user journey exciting to stimulate the brain's reward system through dopamine responses to familiar and sought after rewards.

1. LoveKshitij
#ArrestYourUser
Consumer Psychology for Digital Products

2. Average Human Attention Span
8 Seconds
#ArrestYourUser Source: Microsoft Research

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

13. Flipkart Mobile Product Detail Page -1
#ArrestYourUser

14. Flipkart Mobile Product Detail Page -2
#ArrestYourUser

15. Flipkart Mobile Product Detail Page -3
#ArrestYourUser

16. Flipkart Mobile Product Detail Page -4
#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

19. Thank You!
@ProductChamp
/in/ProductChamp
LoveKshitij Suryavanshi
#ArrestYourUser