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BY DESIGN
Leading customers
into temptation

Chris Nodder (@uxgrump)
Is

deception
always bad?
Evil
Commercial
Motivational
Charitable

deception
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)
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)
Google Street View
sloth
pride
envy
greed
lust
wrath
gluttony

= evil
hotelchocolat.com
pride
bestmadeco.com lowes.com
remadeco.org
hipsterlogo.com
envy
greed
thefunproject.com
lust
evilbydesign.info twitter.com
blogger.com
anger
trollhunterfilm.com
glassdoor.com
gluttony
“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
humblebundle.com
How

ethical
is all this?
Who benefits?

Designer

User

Society
Who benefits?

Designer

User

Society
Who benefits?

Designer

User

Society
Who benefits?

Designer

User

Society
Good ≠ accidental
Evil
Chris Nodder (@uxgrump)

Get more at evilbydesign.info/sxsw

Persuasive Design course on Lynda.com
Evil By Design: Leading Customers Into Temptation (SXSW Version)

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

Editor's Notes

  1. http://www.gettyimages.com/detail/news-photo/british-film-actor-peter-cushing-stars-for-the-fifth-time-news-photo/3418933
  2. 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
  3. 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
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. 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.
  9. 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.
  10. 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)
  11. 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)
  12. 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)
  13. 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)
  14. The cover alone is pretty cool, but what’s inside that will fascinate you.