Role of human psychology in design
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Unlocking the secret behind Human Psychology in design by UXploration Mentor : Lovekhsitij Suryavanshi
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Role of human psychology in design
- 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