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DARK TIMES
FOR DARK PATTERNS
#LeedsDigi18
Senior UX Designer
Cyber-Duck
@CrVigano
CRISTINA VIGANÒ
DARK TIMES
FOR DARK PATTERNS
Senior UX Designer
Cyber-Duck
@CrVigano
CRISTINA VIGANÒ
#LeedsDigi18
Dark patterns are interfaces
designed to trick users into taking
actions they may not choose
otherwise.
– UX Companion
ryanair.com, July 2015
Dark times for dark patterns @ Leeds Digital Festival
HOW TO IDENTIFY
DARK PATTERNS
Dark times for dark patterns @ Leeds Digital Festival
HANLON’S RAZOR
– Hanlon’s Razor
“Never attribute to malice that
which can be adequately
explained by stupidity.”
alistapart.com/article/design-white-lies-ethics
alistapart.com/article/design-white-lies-ethics
WHITE LIES
– Dan Turner
White lies should move the

user toward their desired outcome.
alistapart.com/article/design-white-lies-ethics
SocietyUserDesigner / Business
Evil
Commercial
Motivational
Charitable
Ryanair
Evil by Design, Chris Nodder, evilbydesign.info
Selfish Altruistic
WHAT ALTERNATIVES
DO WE HAVE?
– UX Companion
Persuasive design:
Designing interactions to influence the
behaviour and decisions of users.
WWF - Marketing campaign by Saatchi & Saatchi http://adsoftheworld.com/media/ambient/wwf_paper_dispenser
PERSUASIVE DESIGN
VS
DARK PATTERNS
RAISE
AWARENESS
CONVERT RETAIN
RAISE
AWARENESS
CONVERT RETAIN
PROMOTE SOCIAL SHARING
Raise awareness
FRIENDS SPAM
Dark Pattern
download.com
FRIENDS SPAM
Dark Pattern
download.com
PUBLIC COMMITMENT
Persuasive principle
Facebook posts from Runtastic (runtastic.com) and Strava (strava.com)
CONVERT RETAIN
RAISE
AWARENESS
GET PEOPLE TO BUY
Convert
SNEAK INTO BASKET
Dark Pattern
sportsdirect.com
sportsdirect.com
SNEAK INTO BASKET
Dark Pattern
URGENCY
Persuasive principle
made.com
ANCHORING
Persuasive principle
apple.com
GET PEOPLE TO SIGN UP
Convert
HIDDEN OPTIONS
Dark Pattern
sportsdirect.com
HIDDEN OPTIONS
Dark Pattern
Windows 8.1, Feb 2014
gathercontent.com/pricing-plans
TRY BEFORE YOU BUY & SOCIAL PROOF
Persuasive principle
change.org
CONVERT RETAIN
RAISE
AWARENESS
KEEP PEOPLE ENGAGED
Retain
PRESELECTED OPTION
Dark Pattern
asos.comryanair.com, July 2015Walmart
REINFORCEMENT
Persuasive principle
STOP PEOPLE FROM LEAVING
Retain
ROACH MOTEL
Dark Pattern
asos.com
ROACH MOTEL
Dark Pattern
asos.com
LOSS AVERSION
Persuasive principle
change.org
TAILORING
Persuasive principle
lynda.com
WHY DARK PATTERNS
SHOULD BE AVOIDED
theguardian.com/business/2014/feb/17/ryanair-easyjet-fined-travel-insurance
ftc.gov/news-events/press-releases/2005/06/childrens-book-publisher-pay-710000-settle-charges-it-violated
fastcodesign.com/3051906/fast-feed/after-lawsuit-settlement-linkedins-dishonest-design-is-now-a-13-million-problem
IDENTIFY DARK PATTERNS
SEARCH FOR ALTERNATIVES
ADVOCATE ALTERNATIVES
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
Dark times for dark patterns @ Leeds Digital Festival
DARK TIMES
FOR DARK PATTERNS
Senior UX Designer
Cyber-Duck
@CrVigano
CRISTINA VIGANÒ
#LeedsDigi18

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