Evil By Design: Leading Customers Into Temptation (SXSW Version)

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Draft copy of my talk for South By South West 2014: "Evil By Design: Leading Customers into Temptation"

I'm going to show you how to make your customers happy using techniques that are normally employed by the lowest of the low; con-men, pick-up artists, used car salesmen, and as-seen-on-tv marketers.

You'll learn that it's OK to deceive people, and that in fact we do it all the time already. Using examples from the web and the real world, I'll show that not all deception is bad. In fact, there's a continuum from evil, through commercial and motivational to charitable deception. Customers themselves are often complicit in the deception - they *want* to be deceived!

Rather than the futile task of trying not to deceive, instead ask what your motives are for deceiving. Learn the design patterns, notice when they are being used against you, and most of all, when you design products make sure you are deceiving for good, not for evil.

This is a lighthearted yet serious dissection of dark patterns with a focus on the ethics of persuasive design and practical tips for delighting customers.

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  • http://www.gettyimages.com/detail/news-photo/british-film-actor-peter-cushing-stars-for-the-fifth-time-news-photo/3418933
  • http://www.smh.com.au/articles/2002/11/01/1036027034458.htmlhttp://www.telegraph.co.uk/news/obituaries/culture-obituaries/tv-radio-obituaries/8718897/John-Howard-Davies.html1948 film Oliver Twist
  • Sloth = not performing to one’s true capacityPride = Desire to be more important or attractive than othersEnvy = Uncontrollable urge to possess something that someone else has which you do not (+ wish to deprive the other of it)Greed = Acquisition of wealthLust = excessive thoughts or desires of a sexual natureWrath = uncontrolled feelings of hate or anger – how about subconscious feelings? WE can manipulate behavior by appealing to the subconsciousGluttony = overconsumption to the point of waste. Our brains have consumed so many web pages that we ignore most of the content and make assumptions about the rest.Seven deadly sinsleast resistancefearexclusivitygreeddesireangeroverfamiliarity
  • Pride = Desire to be more important or attractive than othersSloth = not performing to one’s true capacityPride = Desire to be more important or attractive than othersEnvy = Uncontrollable urge to possess something that someone else has which you do not (+ wish to deprive the other of it)Greed = Acquisition of wealthLust = excessive thoughts or desires of a sexual natureWrath = uncontrolled feelings of hate or anger – how about subconscious feelings? WE can manipulate behavior by appealing to the subconsciousGluttony = overconsumption to the point of waste. Our brains have consumed so many web pages that we ignore most of the content and make assumptions about the rest.
  • Envy = Uncontrollable urge to possess something that someone else has which you do not (+ wish to deprive the other of it)Sloth = not performing to one’s true capacityPride = Desire to be more important or attractive than othersEnvy = Uncontrollable urge to possess something that someone else has which you do not (+ wish to deprive the other of it)Greed = Acquisition of wealthLust = excessive thoughts or desires of a sexual natureWrath = uncontrolled feelings of hate or anger – how about subconscious feelings? WE can manipulate behavior by appealing to the subconsciousGluttony = overconsumption to the point of waste. Our brains have consumed so many web pages that we ignore most of the content and make assumptions about the rest.
  • Greed = Acquisition of wealth above what is required - hoardingSloth = not performing to one’s true capacityPride = Desire to be more important or attractive than othersEnvy = Uncontrollable urge to possess something that someone else has which you do not + wish to deprive the other of itGreed = Acquisition of wealth above what is required - hoardingLust = excessive thoughts or desires of a sexual natureWrath = uncontrolled feelings of hate or anger – how about subconscious feelings? WE can manipulate behavior by appealing to the subconsciousGluttony = overconsumption to the point of waste. Our brains have consumed so many web pages that we ignore most of the content and make assumptions about the rest.
  • Lust = excessive thoughts or desires (of a sexual nature)Sloth = not performing to one’s true capacityPride = Desire to be more important or attractive than othersEnvy = Uncontrollable urge to possess something that someone else has which you do not + wish to deprive the other of itGreed = Acquisition of wealthLust = excessive thoughts or desires (of a sexual nature)Wrath = uncontrolled feelings of hate or anger – how about subconscious feelings? WE can manipulate behavior by appealing to the subconsciousGluttony = overconsumption to the point of waste. Our brains have consumed so many web pages that we ignore most of the content and make assumptions about the rest.
  • Wrath = uncontrolled feelings of hate or angerSloth = not performing to one’s true capacityPride = Desire to be more important or attractive than othersEnvy = Uncontrollable urge to possess something that someone else has which you do not + wish to deprive the other of itGreed = Acquisition of wealthLust = excessive thoughts or desires of a sexual natureWrath = uncontrolled feelings of hate or angerGluttony = overconsumption to the point of waste. Our brains have consumed so many web pages that we ignore most of the content and make assumptions about the rest.
  • Gluttony = overconsumption to the point of waste. Our brains have consumed so many web pages that we ignore most of the content and make assumptions about the rest.Sloth = not performing to one’s true capacityPride = Desire to be more important or attractive than othersEnvy = Uncontrollable urge to possess something that someone else has which you do not + wish to deprive the other of itGreed = Acquisition of wealthLust = excessive thoughts or desires of a sexual natureWrath = uncontrolled feelings of hate or anger – how about subconscious feelings? WE can manipulate behavior by appealing to the subconsciousGluttony = overconsumption to the point of waste. Our brains have consumed so many web pages that we ignore most of the content and make assumptions about the rest.
  • Your aims determine your approach. In it for the cash? Create happy customers? Motivate users to improve themselves? Encourage them to give to others?Measure of evilness: Could you do the same thing elsewhere without the penalties incurred by using this service? If not, the service has an evil niche.Measure of sustainable evilness: can other companies create a similar product in this niche?Swoopo = penny auction site. Pink ribbon = Susan G Komen foundation (breast cancer awareness). 21 Habit = set goals for achieving new skill (21 days to familiarity)
  • Your aims determine your approach. In it for the cash? Create happy customers? Motivate users to improve themselves? Encourage them to give to others?Measure of evilness: Could you do the same thing elsewhere without the penalties incurred by using this service? If not, the service has an evil niche.Measure of sustainable evilness: can other companies create a similar product in this niche?Swoopo = penny auction site. Pink ribbon = Susan G Komen foundation (breast cancer awareness). 21 Habit = set goals for achieving new skill (21 days to familiarity)
  • Your aims determine your approach. In it for the cash? Create happy customers? Motivate users to improve themselves? Encourage them to give to others?Measure of evilness: Could you do the same thing elsewhere without the penalties incurred by using this service? If not, the service has an evil niche.Measure of sustainable evilness: can other companies create a similar product in this niche?Swoopo = penny auction site. Pink ribbon = Susan G Komen foundation (breast cancer awareness). 21 Habit = set goals for achieving new skill (21 days to familiarity)
  • Your aims determine your approach. In it for the cash? Create happy customers? Motivate users to improve themselves? Encourage them to give to others?Measure of evilness: Could you do the same thing elsewhere without the penalties incurred by using this service? If not, the service has an evil niche.Measure of sustainable evilness: can other companies create a similar product in this niche?Swoopo = penny auction site. Pink ribbon = Susan G Komen foundation (breast cancer awareness). 21 Habit = set goals for achieving new skill (21 days to familiarity)
  • The cover alone is pretty cool, but what’s inside that will fascinate you.
  • Evil By Design: Leading Customers Into Temptation (SXSW Version)

    1. 1. BY DESIGN Leading customers into temptation Chris Nodder (@uxgrump)
    2. 2. Is deception always bad?
    3. 3. Evil Commercial Motivational Charitable deception
    4. 4. Accidental ≠ evil Evil: Following a specific plan, goal well defined Accidental: No planning, just ignorance (still effective sometimes) Peter Cushing, “Frankenstein Must Die” (1969); Mob, “Young Frankenstein (1974)
    5. 5. Good versus Evil: a blurry line Good: Fostered countless children, gave them all great jobs Evil: Trust fund kid uses emotional manipulation to get his way Alec Guinness, John Howard-Davies “Oliver Twist” (1948)
    6. 6. Google Street View
    7. 7. sloth pride envy greed lust wrath gluttony = evil
    8. 8. hotelchocolat.com
    9. 9. pride
    10. 10. bestmadeco.com lowes.com
    11. 11. remadeco.org
    12. 12. hipsterlogo.com
    13. 13. envy
    14. 14. greed
    15. 15. thefunproject.com
    16. 16. lust
    17. 17. evilbydesign.info twitter.com
    18. 18. blogger.com
    19. 19. anger
    20. 20. trollhunterfilm.com
    21. 21. glassdoor.com
    22. 22. gluttony
    23. 23. “In order to make a man or a boy covet a thing, it is only necessary to make the thing difficult to attain. ” Mark Twain, The Adventures of Tom Sawyer Photo: Bruce Tognazzini
    24. 24. humblebundle.com
    25. 25. How ethical is all this?
    26. 26. Who benefits? Designer User Society
    27. 27. Who benefits? Designer User Society
    28. 28. Who benefits? Designer User Society
    29. 29. Who benefits? Designer User Society
    30. 30. Good ≠ accidental Evil
    31. 31. Chris Nodder (@uxgrump) Get more at evilbydesign.info/sxsw Persuasive Design course on Lynda.com

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