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UXU - The Dark Side of UX

This edition of UXU is about ethics in design and how to avoid dark patterns. How can we continue to respect our users in a time where conversion and money are often prioritized?

- Introduction The Dark Side of UX by Floor
- History of Dark Patterns by Rico
- Psychology and UX by Jasper
- Conversion and UX by Sjoerd

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UXU - The Dark Side of UX

  1. 1. The Dark Side of UX WELCOME TO WIFI Conclusion Guest UXUmeetup@conclusion pp57cr53nc USERNAME PASSWORD 18:00 Food & Drinks 18:40 Welcome 18:45 Company introduction Conclusion by Lorna Goulden 19:00 Introduction The Dark Side of UX by Floor 19:15 Topic: History of Dark Patterns by Rico 19:45 Short Break 20:00 Topic: Psychology and UX by Jasper 20:30 Topic: Conversion and UX by Sjoerd 21:00 Wind-up
  2. 2. The Dark Side of UX INTRODUCTION
  3. 3. Floor van Riet Lead UX at One Shoe
  4. 4. Ethics
  5. 5. Art of Persuasion
  6. 6. Behavioural Design
  7. 7. Dark Patterns
  8. 8. A**hole designs
  9. 9. 2005 2007 2014 2014 2013
  10. 10. When does it become Dark?
  11. 11. Designing the right things, designing the things right
  12. 12. Trick you into something Building trust 
 & loyalty VS
  13. 13. Warm-up examples
  14. 14. Dark Chocolates
  15. 15.
  16. 16.
  17. 17. Dark Cookies
  18. 18. Opt-in?
  19. 19. Confirshaming
  20. 20. Confirshaming
  21. 21. Dirt
  22. 22. Notification badge
  23. 23. Return the favor. Are you social or not?
  24. 24. TRISTAN HARRIS Google Design Ethicist, Time Well Spend “Technology is hijacking our minds and society.”
  25. 25. Snap-
  26. 26. Choose your side!
  27. 27. Dark Patterns HISTORY OF
  28. 28. A little bit of history
  29. 29. Rico van der Sloot UX director at Acato
  30. 30. Harry Brignull However, there’s another kind of bad design pattern, one that’s been crafted with great attention to detail, and a solid understanding of human psychology, to trick users into do things they wouldn’t otherwise have done. This is the dark side of design, and since these kind of design patterns don’t have a name, I’m proposing we start calling them Dark Patterns.
  31. 31. “An interface carefully crafted to trick users into doing things”
  32. 32. Dark Supermarkets
  33. 33. Why are fruit and vegetables first?
  34. 34. Why is bread placed At the back?
  35. 35. 2018
  36. 36. Dark Casinos
  37. 37. No clocks Soothing music Free drinks No natural light
  38. 38. Slot machines
  39. 39. Near miss!
  40. 40. Supermarkets are darker than casinos Discussion
  41. 41. Dark UX is in its infancy; crude and unpolished Discussion
  42. 42. Psychology and UX NEURO
  43. 43. Jasper Griepsma UX strateeg at Daily Creations
  44. 44. Are we in control?
  45. 45. …All this might leave you wondering What control the conscious mind really has. David Eagleman, Neuroscientist ..Even when decisions seem spontaneous, they don’t exist in isolation.
  46. 46. ‘Possible control mind maybe is’
  47. 47. The power of now Options right in front of us tend to be valued higher than those we merely simulate.
  48. 48. Power of now
  49. 49. Power of now
  50. 50. Put that baby to work! Advertisers have known for decades that pictures of babies attract attention and hold the viewer’s gaze.
  51. 51. Designing behaviour?
  52. 52. Social motivation Social motivation is the idea that people in general have a motivation to engage with other people. Peer pressure the effect on an individual who gets encouraged to follow their peers by changing their attitudes, values or behaviors to conform to those of the influencing group or individual.
  53. 53. Social motivation or peer pressure?
  54. 54. Social motivation or peer pressure?
  55. 55. Social motivation or peer pressure?
  56. 56. Over pressure?
  57. 57. Hobson’s choice is a free choice in which only one thing is offered. Because a person may refuse to accept what is offered, the two options are taking it or taking nothing. Paradox of choice We want more and more options to choose from. We associate it with freedom. What we don’t realise is that having more choices makes us unhappy and in many cases – paralyses us from choosing anything at all.
  58. 58. The solution! Hobson +1
  59. 59. The solution! Hobson +1
  60. 60. The solution! Hobson +1
  61. 61. How little we know about the brain
  62. 62. Modern neuroimaging is like asking an astronaut in space to look out the window and judge how America is doing. David Eagleman, Neuroscientist
  63. 63. Modern neuroimaging is like asking an astronaut in space to look out the window and judge how America is doing. David Eagleman, Neuroscientist
  64. 64. Nice job Sjoerd! With the famous Star Wars movie quote!
  65. 65. We must take into account the ethical aspect of design, as to what the user wants from our products, not just what we want from them.
  66. 66. Choose your side!
  67. 67. Design in it’s essence is already about changing behaviour.
  68. 68. We cannot draw an exact line between light and dark patterns
  69. 69. Convert to the Dark Side with Sjoerd Dijkstra
  70. 70. Conversion
  71. 71. The process of changing or causing something to change from one thing to another conversion
  72. 72. conversion A B
  73. 73. conversion A B
  74. 74. conversion A B UX
  75. 75. We control human behaviour. What people remember of the experience is what makes them come back… UX
  76. 76. Tech & Business
  77. 77. Unlimited power!
  78. 78. We control human behaviour. With commercial pressure and endless technologic possibilities it’s not easy to take a stand… UX Light Dark Business Technology Design
  79. 79. Now what!?
  80. 80. Design is becoming more active in strategic decision making. Make sure UX has a ‘seat at the table’. You!Dev QA Analist PM
  81. 81. Continue Let’s go! Welcome aboard new recruit! You are about to embark on a galactic journey. Invite your friends and rule the galaxy! • Think in systems • Design for scale & long term • Utilise tech that’s available • Work with playbooks • Control the narrative Hello, Let’s go, Welcome, Hi there!….
  82. 82. Billion Dollar Valued Companies by Quarter The number of unicorns increased from fewer than 10 in 2009 to over 200 in 2017.  The majority of them are leveraging technology, and are focussed on user experience.
  83. 83. Use technology to create truly personal experiences tailored to what your users need, want & deserve. Keep ethics in mind, design for long term success. Business success will follow! UX
  84. 84. Thank you! Next job Starting in 42 days UX Designer @
  85. 85. More rules & laws will make things better Discussion
  86. 86. Ethics are great, but we are here to make money Discussion
  87. 87. Designers are responsible for doing the ‘right thing’ for the users Discussion
  88. 88. A big thanks to… Thank you!
  89. 89. See you next time Thank you!