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Dark times for dark patterns @ Leeds Digital Festival

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This talk was given in April 2018 at Leeds Digital Festival (based on a talk originally given at SXSW in 2016).
Dark patterns are interfaces designed to trick users into doing something that they were not planning to. Designers should avoid these unethical solutions: This presentation offers ethical and effective alternatives to dark patterns.

Published in: Design
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Dark times for dark patterns @ Leeds Digital Festival

  1. 1. DARK TIMES FOR DARK PATTERNS #LeedsDigi18 Senior UX Designer Cyber-Duck @CrVigano CRISTINA VIGANÒ
  2. 2. DARK TIMES FOR DARK PATTERNS Senior UX Designer Cyber-Duck @CrVigano CRISTINA VIGANÒ #LeedsDigi18
  3. 3. Dark patterns are interfaces designed to trick users into taking actions they may not choose otherwise. – UX Companion
  4. 4. ryanair.com, July 2015
  5. 5. HOW TO IDENTIFY DARK PATTERNS
  6. 6. HANLON’S RAZOR
  7. 7. – Hanlon’s Razor “Never attribute to malice that which can be adequately explained by stupidity.”
  8. 8. alistapart.com/article/design-white-lies-ethics
  9. 9. alistapart.com/article/design-white-lies-ethics
  10. 10. WHITE LIES
  11. 11. – Dan Turner White lies should move the
 user toward their desired outcome. alistapart.com/article/design-white-lies-ethics
  12. 12. SocietyUserDesigner / Business Evil Commercial Motivational Charitable Ryanair Evil by Design, Chris Nodder, evilbydesign.info Selfish Altruistic
  13. 13. WHAT ALTERNATIVES DO WE HAVE?
  14. 14. – UX Companion Persuasive design: Designing interactions to influence the behaviour and decisions of users.
  15. 15. WWF - Marketing campaign by Saatchi & Saatchi http://adsoftheworld.com/media/ambient/wwf_paper_dispenser
  16. 16. PERSUASIVE DESIGN VS DARK PATTERNS
  17. 17. RAISE AWARENESS CONVERT RETAIN
  18. 18. RAISE AWARENESS CONVERT RETAIN
  19. 19. PROMOTE SOCIAL SHARING Raise awareness
  20. 20. FRIENDS SPAM Dark Pattern download.com
  21. 21. FRIENDS SPAM Dark Pattern download.com
  22. 22. PUBLIC COMMITMENT Persuasive principle Facebook posts from Runtastic (runtastic.com) and Strava (strava.com)
  23. 23. CONVERT RETAIN RAISE AWARENESS
  24. 24. GET PEOPLE TO BUY Convert
  25. 25. SNEAK INTO BASKET Dark Pattern sportsdirect.com
  26. 26. sportsdirect.com SNEAK INTO BASKET Dark Pattern
  27. 27. URGENCY Persuasive principle made.com
  28. 28. ANCHORING Persuasive principle apple.com
  29. 29. GET PEOPLE TO SIGN UP Convert
  30. 30. HIDDEN OPTIONS Dark Pattern sportsdirect.com
  31. 31. HIDDEN OPTIONS Dark Pattern Windows 8.1, Feb 2014
  32. 32. gathercontent.com/pricing-plans TRY BEFORE YOU BUY & SOCIAL PROOF Persuasive principle change.org
  33. 33. CONVERT RETAIN RAISE AWARENESS
  34. 34. KEEP PEOPLE ENGAGED Retain
  35. 35. PRESELECTED OPTION Dark Pattern asos.comryanair.com, July 2015Walmart
  36. 36. REINFORCEMENT Persuasive principle
  37. 37. STOP PEOPLE FROM LEAVING Retain
  38. 38. ROACH MOTEL Dark Pattern asos.com
  39. 39. ROACH MOTEL Dark Pattern asos.com
  40. 40. LOSS AVERSION Persuasive principle change.org
  41. 41. TAILORING Persuasive principle lynda.com
  42. 42. WHY DARK PATTERNS SHOULD BE AVOIDED
  43. 43. theguardian.com/business/2014/feb/17/ryanair-easyjet-fined-travel-insurance
  44. 44. ftc.gov/news-events/press-releases/2005/06/childrens-book-publisher-pay-710000-settle-charges-it-violated
  45. 45. fastcodesign.com/3051906/fast-feed/after-lawsuit-settlement-linkedins-dishonest-design-is-now-a-13-million-problem
  46. 46. IDENTIFY DARK PATTERNS SEARCH FOR ALTERNATIVES ADVOCATE ALTERNATIVES
  47. 47. Persuasive Technology B. J. Fogg 100 Things Every Designer Needs to Know About People Susan Weinschenk Hooked: How to Build Habit-Forming Products Nir Eyal Evil by Design Chris Nodder darkpatterns.org Harry Brignull
  48. 48. DARK TIMES FOR DARK PATTERNS Senior UX Designer Cyber-Duck @CrVigano CRISTINA VIGANÒ #LeedsDigi18

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