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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 effe...
Good versus Evil: a blurry line

Good: Fostered countless children,
gave them all great jobs

Evil: Trust fund kid uses em...
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, ...
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)
Evil By Design: Leading Customers Into Temptation (SXSW Version)
Evil By Design: Leading Customers Into Temptation (SXSW Version)
Evil By Design: Leading Customers Into Temptation (SXSW Version)
Evil By Design: Leading Customers Into Temptation (SXSW Version)
Evil By Design: Leading Customers Into Temptation (SXSW Version)
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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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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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