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Deception
Stephen Hay, FOWD 2015, London
The Art of
THOUGHTS ON D EC EPTI ON IN WEB DE SI GN
–DARW IN ORTIZ
“People tend to see what they expect to see.”
The Art of Deception
The Art of Deception
The Art of Deception
The Art of Deception
The Art of Deception
The Art of Deception
The Art of Deception
The Art of Deception
The Art of Deception
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The Art of Deception
The Art of Deception
People who stand to gain something
from you have motive to deceive.
I ♥ Deception
The Art of Deception
The Art of Deception
Principles, Techniques, and Ethics of Stage
Magic and Their Application to Human
Interface Design
Bruce “Tog” Tognazzini (1993)
–BRU CE “ TOG” TOGNAZZI NI
“A trash can instead of a dialog requesting track and sector
identification for zero-overwrite is simulation.”
Benevolent Deception in Human
Computer Interaction
Eytan Adar (University of Michigan), 

Disney S. Tan (Microsoft Research), Jaime Teevan (Microsoft Research), 2013
Deception can be found in UIs
all around us.
https://www.flickr.com/photos/roboppy/7364621250/
The Art of Deception
The Art of Deception
Good vs Evil
Dark Patterns
darkpatterns.org
“Roach Motel”
http://darkpatterns.org/at-twitch-tv-more-colors-means-give-us-money/
“Bait & Switch”
The Art of Deception
The Art of Deception
The Art of Deception
The Art of Deception
€
Why people use dark patterns
Rather than deceiving users, enable
them to do what you’d like them to do.
–BJ FOGG
“By focusing on simplicity of the target behavior, 

you increase Ability.”
A behavior model for persuasive design:
behaviormodel.org
–DARW IN ORTIZ
“The audience must never be made to work.”
Clarifying techniques
Use fewer props
Add only the necessary to your UI
todoist.com
Use a memory hook
Be consistent
The Art of Deception
Visually clarify the props
Make it clear what everything does
The Art of Deception
Visually clarify the layout
(That says it all)
The Art of Deception
Make the hidden visible
If it needs to be there, put it there.
The Art of Deception
Eliminate time lags
Design for performance
Eliminate interruptions
Avoid distractions from the task at hand
The Art of Deception
The Art of Deception
Procedural directness
Design fluid procedures
The Art of Deception
Delight vs Frustration
:-) :-(
–HENNING N EL MS, M AGIC AND SH OWM AN SH IP
“…some deceptions are permissable, others are unforgivable. No
one expects a poker player to tell the truth about the cards he
holds. However, if you try to deceive by dealing from the bottom
of the deck, you may got shot and will certainly be shunned.”
Thank you!
@stephenhay
the-haystack.com
responsivedesignworkflow.com

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