Dark UX patterns
How to be a light in the darkness for our users
former Head of Design
Product Manager
Lisa Gringl
Basically, better, fairer and more sustainable coffee for everyone.
What are dark UX patterns?
Features of interface design crafted to trick users into doing things they might not want to do, but which benefit the business.
- UX Specialist Harry Brignull
www.darkpatterns.org
Antipattern vs. dark UX pattern
How to be a light in the darkness for our users?
Be able to spot dark UX design pattern & shame the companies that use them
1
2
Follow the happy path
3
Know facts about dark UX pattern
4
Be able to categorize them on a scale
Misdirection
Dark UX pattern 1
Disguised Ads
Dark UX pattern 2
Bait and switch
Dark UX pattern 3
Roach Motel
Dark UX pattern 4
Roach Motel
Dark UX pattern 4
Cancellation of membership not possible on the phone*
* Except when you know the "Request desktop site" in your web browser
Forced Continuity
Dark UX pattern 5
Trick question
Dark UX pattern 6
Privacy Zuckering
Dark UX pattern 7
Price comparison prevention
Dark UX pattern 8
Hidden costs
Dark UX pattern 9
Sneak into basket
Dark UX pattern 10
Confirmshaming
Dark UX pattern 11
Confirmshaming
Dark UX pattern 11
Friend Spam
Dark UX pattern 12
Friend Spam
Dark UX pattern 12
Scarcity inflation
Dark UX pattern 13
https://twitter.com/OphirHarpaz/status/1184486445039411201
Scarcity inflation
Dark UX pattern 13
How to be a light in the darkness for our users?
Be able to spot dark UX design pattern & shame the companies that use them
1
Be able to categorize them on a scale
2
It's not just black & white
Categorize Dark UX
Categorize Dark UX
Immediate monetary value
Categorize Dark UX - Example
Categorize Dark UX - Example
Be aware: they don't remind you about it - on purpose
Categorize Dark UX - Example
How to be a light in the darkness for our users?
Be able to spot dark UX design pattern & shame the companies that use them
1
Be able to categorize them on a scale
2
Follow the happy path
3
Start with the user
Follow the happy path
Good UX design
... yes but:
I work in a company that uses dark UX patterns, I can't really do anything as UX designer / developer, as they already made the decision.
How to be a light in the darkness for our users?
Be able to spot dark UX design pattern & shame the companies that use them
1
Be able to categorize them on a scale
2
Follow the happy path
3
Know facts about dark UX pattern
4
Dark UX pattern lead to KPI improvements
Facts against dark UX pattern
Only short term effect! Long term effect: customer lifetime decreases.
You will lose customers - forever!
Dark UX pattern lead to KPI improvements
Push for metrics
Facts against dark UX pattern
Help to argue against the #1 argument:
- How many customers convert
- How many customers of the converted ones ares still with your business after 3 months
Help to show long-time business value:
- A lower number of customers will convert
- Your customers will stay longer (or return)
The UI option that holds a dark UX pattern shows the best results in A/B testing
Facts against dark UX pattern
Yes: The number of sign-ups in an A/B test will be higher - it doesn't matter as you bullied or tricked them into it.
Decreases your user experience, the brand perception and the credibility of your service.
The UI option that holds a dark UX pattern shows the best results in A/B testing
All the big companies are doing it: Facebook, Amazon, ....
Facts against dark UX pattern
Yes, but it still does not mean it works for your company - e.g. some of them have a Monopoly
Times change, employees can make a difference
Long-term:
Facts against dark UX patterns
-
You will lose customers
-
You have a hard time making new customers
-
You will lose money
... yes, but I don't think the company I work in will change...
Be conscious and aware of what you’re endorsing with your time, not only for the welfare of others but for your own sense of self.
The work you choose to take on defines you.
- Interaction designer Stephen P. Anderson
How to be a light in the darkness for our users!
Spot dark UX pattern & shame companies that use them
1
Being able to categorize them on a scale
2
Follow the happy path
3
Facts against dark UX pattern
4
- Questions?
Lisa Gringl, @kringal, www.cropster.com
Thank you!