Dark PatternsA designers guide to being evil

What Dark Patterns are…

Dark Patterns are…..Intentional persuasive patterns, different from anti patterns Dark Patterns use psychographics, and ethnography to create a emotional resonance with it subjects.

• Designed with a good knowledge of human psychology• Designed to manipulate or deceive the user• Tricks, traps and pitfalls

*The casino industry is the largest practitioner of Dark Patterns.

Psychology of Dark Patterns“Tools of the trade”

Psychological Triggers

Invoking Dark Patterns

Machiavellianism

This archetype is compelled by the following Psychological factors and cognitive triggers.

• Personal gain• Manipulation• Exploitation• Deception• Obscurity• Inflated Self Worth• Esoteric • Visionary• Embellishments

Cognitive Biases

People’s tendencies to think a certain way, sometimes influences them to make irrational decisions.

• Heuristics - hard wiring in the brain• Motivators• Beliefs• Emotions• Persuasive

Additional Psychological Patterns

• Bias blind spot• Illusory correlation• Gambler’s Fallacy• Post-Purchase Rationalisation• Neglecting Probability• Projection Bias• Pareidolia

Why Dark Patterns are UsedWhy good designers go bad

Why Dark Patterns are Used• Aggressive environments and targets• Focus on simple & complex KPIs• More clicks• More sign-ups• More sales• More views• Profit• Increase conversation ratios• Program beliefs• Close the gap with unrealistic goals• Subvert authenticity with persuasion• Create false trust

Dark PatternsUnderstanding the methods and tactics

Dimensional Aspects of Dark Patterns

• Define an Archetype• Create the victim Persona• Establish or select a Dark Pattern• Create some success measurement criteria• Consistently measure and rebaseline

The formula

Archetype + Persona + Pattern & Method Equal Tangible Result

Methods

Roach Motel

Easy to get in. Hard to get out.An interface that makes it easy, and often enticing, for the user to get into a situation, but difficult for them to get out.

Roach Motel

Example - Email newsletters• Make it very easy for a user to subscribe toan email newsletter• Make the unsubscribe option difficult to find• Bad navigation• Confusing forms• Missing opt-out options

Forced Continuity

Cancel at any time during the free period

Forced Continuity

Misdirection

• The flipping of the ok and cancel buttons?

Hidden Costs

WTF is ‘Taxes andfees’? Add-ons.?

The practice of adding on costs and charges atthe end of a checkout process, that were notpreviously detailed.

Hidden Costs

• Facility charge• Convenience charge• Order processing fee• $2.50 to print out my own tickets!

Trick QuestionTick this box to opt-out of not opting-in

A question, when glanced upon briefly, appearsto ask one thing, but on closer inspection, is asking something else.

Disguised AdsDownload buttons, download buttonseverywhere.

Adverts disguised as UI elements in order totrick users into clicking on them.

Clever ad for Pay Pal Signup

Other Examples

Gambling• Fruit machine design (Slot Machine, style)• Advertising• Retail• Inkjet printers• Banks and Credit Cards

Incentivized money trailing-chasing bad money

Free to PlayGames

Video games that are free to acquire and play, but offer virtual items, currency, gameplay enhancements, and shortcuts for a price.

Microtransactions

In concept there is nothing wrong with micro transactions, However when they follow a Gamblers Fallacy they become addictive.

The Big QuestionShould we leverage Dark Patterns

in our work?

Persuasion vs. Empathy

Dark Patterns are….

Empathy

Persuasion

Less empathetic and tip the scale on persuasion

Consider Using Dark Patterns

When persuasion is the motivating factor Dark Patterns can be leveraged in a simplistic manner. (There is always the ability

for the designer to create a new Dark Pattern to drive customer goals and outcomes)

Influencing the user isn’t always evil

• HFI -PET Design• Persuasion, Emotion, Trust

Should we use these techniques?

• User Experience should put the user first and that might mean being persuasive to guide, shift and define the experience.

Twit Poll

Thank You • Twitter

• @raymonaco• raymond.monaco@designit.com• For more information on Dark Patterns

• www.darkpatterns.org

See you on the Dark Side