Dark patterns and mobile UX design - Emilia Ciardi - Codemotion Amsterdam 2017

THE POWER OF THE DARK SIDEDark patterns and Mobile UX Design

Emilia Ciardi

AMSTERDAM 16 - 17 MAY 2017

Hi, I’m Emilia

@2014 Sparkling Labs 2

Emilia [email protected]

❝

The 10 Golden Rules of Mobile UX 3

A Dark Pattern is a type of user interface that appears to have been carefully crafted to trick users into doing things which are not in their interest and is usually at their expense.

Harry Brignull

❝


A Dark Pattern is a type of user interface that appears to have been carefully crafted to trick users into doing things which are not in their interest and is usually at their expense.

Harry Brignull

VS

Anti-PatternDoesn’t work

Counter-productive

Plain bad design

Poorly executed

Easily identified with metrics

Never intentional

Works…. In its own way

Productive for one party

Exploits human weaknesses

Carefully crafted

Difficult to identify

Not always intentional


Dark Pattern

❝


From a business perspective, as designers, our job is to compel people to do what we want them to do.

Robert Hoekman Jr. - Designing the obvious


We have become accustomed to grey persuasive tricks

Science says…Manipulation and trickery are in our nature

by age 4, 90% of children know how to lie

60% of people can't go 10 minutes without lying

90% of people looking for a date online lie in their profile

humans are lied to as many as 200 times a day8

Apple used to make privacy related

information hidden and tricky…


…currently it’s just tricky


Forced Continuity: free trial silently rolls-over into a

monthly paid service unless the consumer intervenes


Forced Continuity: free trial silently rolls-over into a

monthly paid service unless the consumer intervenes


Definitely

DARK!

Sneak into cart


Sneak into cart


Definitely

DARK!


…in the real world

Smart default or Forced

Continuity?


Smart default or Forced

Continuity?


GREYISH

Organ Donation

Johnson & Goldstein (2003) 18

So… should we embrace the dark

side of the force?

19

#1 Busy call center

20

#2 Public shaming

21

#3 Short term profit, long term

damage

22

What happened to

CreditExpert?


Established brands have a lot to

loseSo why do they bother? high pressure work environment

huge emphasis on metrics

social proof

not automatically detectable

24

Why do we bother talking about

them?Dark patterns are an astonishing — but nonetheless surprising — way to learn more about good design.

25


Notification NightmareUsing notifications against the user’s interests

27

Notification NightmareUsing notifications against the user’s interests

Put the user in control

Granular level settings

Smart default

Make notification personal28

Permission Machine GunFiring away permission requests

29

Permission Machine GunFiring away permission requests

30

Lazy permission requests

Permission priming

Permission priming


Bait and SwitchThe oldest trick in the book

32

Hotels.com - Web


Ho

tels

.com

–

Mo

bile

Ap

p


Friend Spamaka Growth Hacking

35

MisdirectionConfusing the user for profit

37

38

Why do the Yankees always win? The other team can’t stop looking at the pinstripes.

Frank W. Abagnale Sr.

Days.a

mapp


Days.a

mapp

Price Comparison Prevention

41

Papa J

ohn’s

Piz

za

Ap

p


Papa J

ohn’s

Piz

za

Ap

p


Road BlockRestrict or stop the completion of a user’s task with

something else

44


Reviews ManipulationFunnel bad reviews away from the store

46

Revie

ws

The 10 Golden Rules of Mobile UX 47Apple’s review-on-delete dialog

(2008)

Appirater

(2009)

Appsfire


Em

ber


Circa

Manipulation/Coercion

Deceptive

Disregard user interest

Shoving

Persuasion

Transparent

Upfront about intent

Nudging

Thanks,and may the Force be with you.

@sparklinglabs

[email protected]

www.sparklinglabs.com

Technology

Dark patterns and mobile UX design - Emilia Ciardi - Codemotion Amsterdam 2017