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Dark Patterns : la contre-attaque du pire (ParisWeb 2014)

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Dans une galaxie lointaine, d’obscures forces sont à l’œuvre pour créer des stratégies perverses piégeant les internautes.

Nous explorerons en détail et à travers de nombreux exemples ces techniques qui ont pris le nom de « Dark patterns ».

Que ce soit dans l’e-commerce, dans les sites web, dans la publicité, une multitude de méthodes -toutes moins recommandables les unes que les autres- sont élaborées afin d’induire l’utilisateur final en erreur afin de maximiser les profits ou de biaiser les statistiques.

Quelles sont les motivations qui poussent les entreprises à duper leurs utilisateurs ? Quelles sont les conséquences que cela induit ? Que peut faire l’utilisateur pour éviter les pièges et se rebeller contre ces pratiques ?

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Dark Patterns : la contre-attaque du pire (ParisWeb 2014)

  1. 1. DARK PATTERNS Clément Hardoüin17 octobre 2014 La contre-attaque du pire
  2. 2. Dans le web depuis + de 10 ans, à différents postes : chef de projet, responsable de production, et maintenant lead devfront* chez Suivez-moi sur Twitter @fastclemmy
  3. 3. Darkpattern: n.m.procédévisantàtromperl’utilisateurouleclientafindemaximisersonprofit. Synonymes : ‘duperie’, ‘escroquerie’, ‘arnaque’
  4. 4. ‘ Don’tbeevil’
  5. 5. #lol
  6. 6. Des darkpatterns partout traduction du schéma de darkpatterns.org
  7. 7. #lol
  8. 8. e-commerce Pour rentabiliser son site Exemples
  9. 9. rueducommerce.com Bonus #lol
  10. 10. rueducommerce.com impose Bonus #lol
  11. 11. ryanair.com «Choisissez votre pays de résidence» qui entraîne des frais d’assurance supplémentaires. Bonus #lol
  12. 12. jetstar.com Des options payantes sélectionnées par défaut : via @designspoke Bonus #lol
  13. 13. hotwire.com La réduction indiquée n’est pas celle de l’hôtel mais un différentiel moyen par rapport à des «hôtels environnants» de même catégorie sur des sites concurrents (non publiés). via @laurieskelly
  14. 14. via @goetter voyages-sncf.com Le prix le plus bas n’est pas celui que vous croyez…
  15. 15. via @arstechnica ashleymadison.com Le retour de la lignede flottaison…
  16. 16. publicité Pour faire cliquer sur sa Exemples
  17. 17. les «habillages» Tout l’espace blanc à gauche et à droite de la zone de contenu est cliquable
  18. 18. l’auto-rechargement Même site, il se recharge automatiquement, permettant étonnamment d’augmenter le nombre de pages vues ? Bonus #lol
  19. 19. les boutons de téléchargement Grand jeu : devinez quel est le bouton «Téléchargement» qui correspond à l’action que vous en attendez.
  20. 20. les boutons «fermer» Malin ! via @angelcreative
  21. 21. les boutons «fermer» A chaque démarrage de l’application Programme TV, le bouton fermer apparaît aléatoirement dans un des coins de l’écran et non toujours en haut à droite…
  22. 22. le «panier garni» Bonus #lol
  23. 23. d’information Pour rentabiliser son site Exemples
  24. 24. lemonde.fr En fait, je voulais juste lire un article.
  25. 25. slate.com La faute à qui ?
  26. 26. bostonglobe.com Note pour plus tard, utiliser une fenêtre de navigation privée.
  27. 27. application Pour rentabiliser son Exemples
  28. 28. Dungeon KeeperiOS/Android Le ‘free-to-play’ jusqu’à la nausée
  29. 29. Dungeon KeeperiOS/Android Comment obtenir des évaluations 5* en 2 écrans.
  30. 30. iPod Back, back, back, STORE ! via @YS
  31. 31. Bornes métro new-yorkais (MTA) Charger 9$ et avoir 0,45$ «bonus» = 3 x 2,5$ + 1,95$ restants sur la carte, soit pas assez pour le dernier trajet… < Optimisation du solde via @IQuantNY
  32. 32. donnée Pour collecter de la Exemples
  33. 33. Royal Mail via @jakecausby Bonus #lol Optinet optoutsur la même page
  34. 34. matmut.fr La Matmut, elle s’assure que tu sois bien opt-in… via @geoffrey_crofte
  35. 35. linkedin.com Étape 2, un ascenseur cachépersonnalisé ! via @mark_nugent Bonus #lol> Étape 1 : un ascenseur personnalisé
  36. 36. windows8
  37. 37. apple.com via @simevidas L’opt-in, mais version premium
  38. 38. Apple iOS 5- Nom de code : «La faille de sécurité de San Andreas»
  39. 39. #lol
  40. 40. marketing Le dévoiement du Analyse
  41. 41. du permission marketing au darkpattern Théorisé par Seth Godin(à l’époque chez Yahoo!). «Un darkpattern, c’est obtenir la permission de l’utilisateur, mais avec un pistolet sur la tempe.»
  42. 42. mesure La dictature de la Analyse
  43. 43. NHS(agence de santé anglaise) (ou comment augmenter artificiellement le taux de «prise en charge») La«HelloNurse», chargéesimplementdedirebonjour.
  44. 44. régulation Un problème de Analyse
  45. 45. des règles variées Difficiles à gérer à l’échelon international Propices à l’utilisation des plus permissives.
  46. 46. pas vu, pas pris !
  47. 47. #lol
  48. 48. comment s’en prémunir ? Vigilance Évangélisation Contre-attaque Information Mentions légales, offres «recommandées», options sélectionnées Services clients, réseaux sociaux
  49. 49. #lol
  50. 50. Hope A new Perspective
  51. 51. Éducation, habitudes
  52. 52. Name & shame sdq
  53. 53. «Toujours en mouvement est l'avenir.»
  54. 54. le «fangating» sur Facebook Clap de fin le 5 novembre !
  55. 55. Des évolutions dans la législation Directive européenne sur le commerce électronique transposée en Francedans la loi Hamon.
  56. 56. A nous ! Méchants du côté obscur Nous
  57. 57. A nous ! Méchants du côté obscur Nous #merci …des questions?
  58. 58. https://www.flickr.com/photos/hobby_blog/2985797658 https://www.flickr.com/photos/kalexanderson/6699989495 https://www.flickr.com/photos/jdhancock/6151250051 https://www.flickr.com/photos/jdhancock/6206667510 https://www.flickr.com/photos/blackzack00/10726150653 https://www.flickr.com/photos/kalexanderson/7171589318 https://www.flickr.com/photos/st3f4n/3752994778 https://www.flickr.com/photos/kalexanderson/6874356751 https://www.flickr.com/photos/jdhancock/3803857187 https://www.flickr.com/photos/kalexanderson/6709759539 https://www.flickr.com/photos/kalexanderson/7130927313 https://www.flickr.com/photos/st3f4n/4286044406 https://www.flickr.com/photos/chrisandholley/14139468943 https://www.flickr.com/photos/st3f4n/3681491833 https://www.flickr.com/photos/estherase/148699240 https://www.flickr.com/photos/arthur-caranta/2634189202 Remerciements Harry Brignull Christelle Mozzati Auteurs des photos en CreativeCommons :

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