Mandel uxpa 2015 - good-evil

© 2015 Theo Mandel, PhD

Using your UX Design Super Powers for

Good or Evil

Theo Mandel, Ph.D. June 23, 2015

Theo Mandel, Ph.D.

[email protected] www.theomandel.com linkedin.com/in/theomandel theomandel

• M.A., Ph.D., Cognitive/Quantitative Psychology • IBM – Senior user interface architect (OS/2) (11 years) • Independent UX & Usability consultant (20+ years) • Author of two books (Van Nostrand Reinhold, John Wiley & Sons) • Many keynote presentations on “Golden Rules of UX Design”

Presentation will be available on SlideShare, from the conference, or contact me directly


Using Your UX Design

Super Powers for Good or Evil

Theo Mandel, Ph.D. © 2015 Theo Mandel, PhD

Using Your UX Design

Super Powers for Good or Evil

Theo Mandel, Ph.D.

Evil Design Example – Text Changes


USING YOUR

UX Design SUPER POWERS

for GOOD OR Evil

Theo Mandel, Ph.D.

Evil Design Example – Text Changes


“It must be true – I read it on the Internet!” “In a report 'Truth, Lies and the Internet’ (2011), a think tank found that a third of teens polled in the UK believe any information found online was true without qualification

Even more staggering is that 15 percent of that group admit to making a decision about the truthfulness of content of a web page based on appearance alone”

Why are we talking about this topic?


Using UX for Good

Persuasive

Design

Evil Design & Dark Patterns


Using UX for Good

UX design powers should be used to do

Good things for users not

Bad things to users

Understand user behavior, needs and goals • UX guidelines, standards & patterns • “Golden rules of UX design”


UX Guidelines and Standards • Industry/platform, Web, mobile guidelines • Key industry players – Apple, IBM, Microsoft,

Google, Yahoo, etc. • My background, starting at IBM (1982-1993)


“About 90% of usability guidelines from 1986 are still valid, though several guidelines are less important because they relate to design elements that are rarely used today.”

Jakob Nielsen (January 17, 2005)

Durability of Usability Guidelines


Ray Kurzweil, futurist and entrepreneur, considers pattern recognition so important that in his 2013 book, How to Create a Mind, he argued that pattern recognition and intelligence are essentially the same thing

Importance of UX Patterns


Golden Rules of UX Design 3 major areas:

• Place users in control

• Reduce user’s memory load

• Make the experience consistent See my SlideShare Presentation


Place Users in Control Modeless Flexible Interruptible Helpful Forgiving Navigable Accessible Facilitative Preferences Interactive


Place Users in Control – Flexible

Planes

Trains Automobiles


Place Users in Control – Flexible

Customers / Cashier want

to order in any order!


Place Users in Control – Accessible


Place Users in Control – Accessible


Reduce Users’ Memory Load

Remember Recognition Inform Forgiving Frequency Intuitive Transfer Context Organize


Reduce Users’ Memory Load – Recognition

Recall is difficult Recognition is easier © 2015 Theo Mandel, PhD

Reduce Users’ Memory Load – Inform Users should always be able to answer these four questions: Who I am? (Login info)

Where can I go?

Where have I been? Where I am? © 2015 Theo Mandel, PhD

Reduce Users’ Memory Load – Context Progressive Disclosure!


Make the User Experience Consistent

Continuity Experience Expectation Attitude Predictable


Make the User Experience Consistent?

Don Norman – Affordances (1988)


Make the experience consistent

Make the User Experience Consistent??


Make the User Experience Consistent?


Using UX for Good

Persuasive

Design



Persuasive Design

B.J. Fogg – Founder, Persuasive Technology Lab, Stanford University


Fogg Behavior Model


When 2 elements converge, likeliness increases

Fogg Behavior Model


When 3 elements converge, Behavior happens

Fogg Behavior Model


8-Step Persuasive Design Process

1st four steps can be worked on in various order, not necessarily sequential


Key: Test & iterate quickly!


8-Step Persuasive Design Process

Persuasive Design Example 1. Choose a simple behavior to target


Persuasive Design Example 2. Choose a

receptive audience


Persuasive Design Example

3. Find what is preventing the target behavior


Persuasive Design Example 4. Choose an appropriate

technology channel

Textual Physical


Persuasive Design Example 5. Find relevant examples of persuasive technology


Persuasive Design Example 6. Imitate successful

examples


Persuasive Design Example

Spillage rates dropped 80%!!

7. Test & iterate quickly


Persuasive Design Example 8. Expand on

success


Persuasive Design – Consumer Options

Triggers – Middle Options:

Overpriced top-tier option makes users feel the middle product is a bargain.

© 2015 Theo

Mandel, PhD

Persuasive Design – Real World

Motivation?

Ability?

Trigger!!


Desired behavior takes place when Motivation, Ability and Triggers converge (B=MAT)

In order to boost conversion you need to: • Help people do what they already want to do

(Motivation) • Tap into the right motivators (money, status, rewards,

etc.) • Make taking action as easy as possible (Ability) • Focus on simplification (KISS) • GOAL: Put hot triggers on the path of motivated,

able people

Persuasive Design – Takeaways


Obsess about triggers – your business depends on them

• Don’t be afraid to use triggers – a trigger is not a nag – you’re helping users.

• If you trigger then when they lack ability, they’ll get frustrated

• If you trigger people when they don’t have motivation (e.g. asking people to shop for Christmas presents in June), you’re annoying them

• Ultimately, if you trigger people at the right time, in the right way, they will thank you!

Fogg’s Behavior Wizard – www.behaviorwizard.org

Persuasive Design – Takeaways


http://www.behaviorwizard.org/

Human Factors International (HFI)

PET Methodology is based on social psychology, existing marketing principles and research on how users interact with information • Persuasion: Principles used to encourage or

discourage a users behavior during a process • Emotion: Principles used to encourage any

emotional response during a process such as achievement, empathy or surprise

• Trust: Principles used to establish confidence during a process, for example: confidence, security and credibility

Persuasion, Emotion and Trust (PET)


Persuasion, Emotion and Trust



Persuasion, Emotion and Trust

Using UX for Good

Persuasive

Design



Using UX for Evil

• Make users do things they don’t know they’ve done or they don’t want to do

• Poor design is not intentionally deceptive, but dark UX design is!!

• Dark Patterns – producing user interfaces using UX techniques designed precisely to trick people



• Pride • Sloth • Gluttony • Anger

• Envy • Lust • Greed

EvilByDesign.info Seven Deadly Sins (chapter on each sin)


Envy 1. Examples Kickstarter – business model is making people feel ownership before they’ve bought a product, or indeed, even before it’s even been made. You pledge money and become a backer of a proposed creative project. Obviously, if the project doesn’t meet funding goals you aren’t billed. If you want the product, it’s in your best interest to persuade as many other people as you can that they too should get involved

2. Principles In his book Emotional Design, Don Norman states that we are much more emotionally attached to products for which we feel some involvement. This is true even before we own the product. Clever sites invite us in and make us feel like a member of the family before we even part with our cash

3. How to encourage ownership before purchase • Show people how your product will apply to their lives so that they get excited and

remain excited about it through the pre-purchase phase. • For products that have yet to be released, provide frequent status updates, teases and

reveals (“leaks”). However, never over-promise! • AND MORE…


Dark Patterns – DarkPatterns.org


Dark Patterns – Examples

• Interfaces easy to get in, hard to get out of • Free trials/subscriptions aren’t easy to

cancel • Hidden costs added on at the end of

process • Trick questions/deceptive form design • Text effects & text contrast


Easy to Get In, Hard to Get Out

How do users log out?



How do users log out?




Free Trials that aren’t Easy to Cancel








2010

$27.00

$44.95

Persuasive techniques: emotion & motivation


Hidden Costs at End of Process

Hidden Costs at End of Process

0$27.00

$40.20

$44.95

Ticketmaster’s CEO, Nathan Hubbard – “You don’t like service fees.” You just want to know UP FRONT in the buying process how much of your hard earned money you are being asked to pay for a given seat. The problem is historically we haven’t told you how much you have to pay for a given seat until very late in the buying process. Our data tells us this angers many of you to the point that you abandon your purchase once you see the total cost, and that you don’t come back. The data also says (and this is the important piece) that if we had told you up front what the total cost was, you would have bought the ticket! So by perpetuating this antiquated fee presentation, fans are getting upset, while we and our clients are losing ticket sales.


The “New” Ticketmaster


The “New” Ticketmaster


Upsell!


More Upsell!


Even More Upsell!!


Finally – Hidden Cost


Then, Even More Upsell!


Trick Questions / Form Design


Text Effects – Reading Difficulty • Small fonts

• All capital letters

• Poor contrast

• Text as graphic


Text Contrast – ContrastRebellion.com


Persuasive Design vs. Evil Design

• Persuasion • Marketing tactics • Open & transparent • Upfront about intent • “Nudging”

• Manipulation/Coercion • Deceptive/Fraudulent • Disregards users’ interests • Hidden information /

devious intent • “Shoving”

Persuasive Design Evil Design


“Two-thirds of shoppers are unhappy with their online customer experience” • Research reveals shoppers’ frustrations with

e-commerce, as 40% of UK consumers bemoan the difficulty of buying on mobile (Information Age, February 16, 2015)

• This poor experience could explain why over a third (36%) of UK consumers say they don’t plan to make any purchases from mobile devices this year

Online Consumer Experience


• Consumer confidence is essential to the growth of online commerce. The Internet must provide consumers with clear, accurate information and give sellers an opportunity to fairly compete with one another for consumers’ business

• Investigation by the Senate Committee on

Commerce, Science, and Transportation found abundant evidence that aggressive sales tactics companies use against their online customers undermine consumer confidence in the Internet and thereby harm the American economy

Online Consumer Experience


Complexity of Privacy Statements


So, what is being done to guard against Evil design

on the Web and to protect consumers?


Federal Trade Commission


FTC .Com Disclosures (2013)

• Original guidelines released in 2000 • Updated advertising guidelines take into

account challenges created by rapid growth of mobile and online advertising platforms, particularly small screen size and other space constraints

• New FTC guidelines seek to help businesses apply many of the same principles to modern technologies and marketing channels

www.FTC.gov (53-page document) © 2015 Theo Mandel, PhD

FTC Effectiveness Factors – 4 P’s Clear and Conspicuous Requirements 1. Prominence: whether the qualifying information is

prominent enough for consumers to notice it and read (or hear) it

2. Presentation: whether the qualifying information is presented in easy to-understand language that does not contradict other things said in the ad and is presented at a time when consumers’ attention is not distracted elsewhere

3. Placement: whether the qualifying information is located in a place and conveyed in a format that consumers will read (or hear)

4. Proximity: whether the qualifying information is located in close proximity to the claim being qualified


Effectiveness Factors – Proximity Good Bad



Effectiveness Factors – Proximity, Placement


Effectiveness Factors – Placement, Presentation

4


Effectiveness Factors – Placement, Presentation

FTC ROSCA Restore Online Shoppers’ Confidence Act (2010): • Focus on 3rd party sellers who use a free trial

period to enroll members, after which they periodically charge consumers until consumers affirmatively canceled the memberships.

• Use of ‘‘free-to-pay conversion’’ and ‘‘negative option’’ sales that takes advantage of consumers’ expectations that they have an opportunity to accept or reject the membership club offer at the end of the trial period.


FTC ROSCA NO NEGATIVE OPTIONS, unless: 1. Provide text that clearly and conspicuously

discloses all material terms of the transaction before obtaining the consumer’s billing information

2. Obtain consumer’s express informed consent before charging consumer’s credit card, debit card, bank account, or other financial account for products or services through the transaction

3. Provide simple mechanisms for a consumer to stop recurring charges from being placed on the consumer’s credit card, debit card, bank account, or other financial account


FTC ROSCA – Good Example


FTC ROSCA – Good Example


EU Consumer Rights Directive

• European Union law (June 2014) Law applies to anyone selling goods, services, or digital products online and offline.

• "Web Designer's Guide to the Consumer Rights Directive" book is written for website designers, web developers, site administrators, and e-commerce managers to teach them how to make websites compliant.


EU Consumer Rights Directive


Where to go for more

information on these

topics © 2015 Theo Mandel, PhD

• Usability.gov – Research-based guidelines • Mandel “Golden Rules” presentations (SlideShare) • UI-Patterns.com – UI patterns • Mobile UX: Patterns to Make Sense of it All (book) • Yahoo Design Pattern Library (+ list of patterns) • Apple IOS Human Interface Guidelines • Nielsen’s Usability Heuristics Podcast – Part 1

www.designreviewpodcast.com/02/10/2015/episode-16-nielsens-usability-heuristics-part-1/

• Nielsen’s Usability Heuristics Podcast – Part 2 www.designreviewpodcast.com/02/25/2015/episode-17-nielsens-usability-heuristics-part-2/

References – “Good Design”


• BJ Fogg – BJFogg.com, FoggMethod.com • Stanford Persuasive Tech Lab • Persuasion, Emotion, Trust Methodology, HFI • Changing Behavior through Persuasive Design

(Matt Danna, 2014 SlideShare) • How to Get People to Do Stuff

(Susan Weinschenk, 2013 book) • Designing for Behavior Change: Applying

Psychology and Behavioral Economics (Stephen Wendel, 2013 book)

• Mobile Persuasion Design (Aaron Marcus, 2015 book)

References – Persuasive Design


• Evil by Design: Interaction Design to lead us into Temptation (Chris Nodder, 2013 book)

• Evil by Design – EvilbyDesign.info • Dark Patterns – DarkPatterns.org

Government Consumer Rights Efforts • FTC .Com Disclosures • FTC Restoring Online Shoppers Confidence Act • EU Consumer Rights Directive

References – Evil Design, Dark Patterns


Are you a UX Design Super Villain?


UX Villains = Unhappy Users


Or, are you UX Design Super Heroes?


UX Super Heroes = Happy Users


Thank You!


[email protected] www.theomandel.com linkedin.com/in/theomandel theomandel

Questions?

Presentation will be available on SlideShare, from the conference, or contact me directly
