A presentation for Techlahoma that covers the basics of design patterns and then goes in depth on dark patterns and how they are used to manipulate users.

1. Design Patterns and
Business Goals
OKC Design+Tech
Dodzidenu Y Dzakuma

2. OKC Design+Tech Anniversary
Thanks to EVERYONE for helping make
our community AWESOME!
Possible celebration tomorrow!

3. Faces of Change
Gaia Boyd
UX Designer @ Oracle
Tory Schwaner
UX Designer @ Clevyr
Alec Danz
UX Designer @ LegalShield

4. About Me
• Dodzi (DOUGH-jee)
• Techlahoma – Volunteer
• Interaction Design
Foundation – Local Leader

5. The Interaction
Design Foundation
• Several in-depth courses on UX
and HCI
• An international community
• Issue industry recognized
certificates per course
• All courses are free with
membership
https://ln.nexocentric.com/join-idf

6. Agenda
Learn the Basics of Design Patterns
Examine some Design Patterns
Talk about Business Goals
Design Patterns and Business Goals
Discussion

7. Design Patterns

8. A recurring
solution to a
problem in a
context.
What are
design
patterns?

9. Why are they important?

10. How do they help?
• Faster way to communicate
• Promote ideation
• Help with problem solving
• Have already been proven

11. Patterns and Pattern Names

12. Exploring Design Patterns

13. Digital Design Patterns

14. Maximizing for Screen Real-Estate
• Off-Screen Menus
• Accordion Menus
• Pagination
• Endless Scroll
• Lazy / Dynamic Loading

15. Information
Collection, Consent,
Confirmation
• Input form
• API permissions
• Checkbox for consent
• Confirmation on
destructive action

16. Increasing Information
Scent / Affordances
• Muted elements
• Breadcrumbs
• Material Design

17. Service Design Patterns

18. Support / Technical Support
• Phone
• Forums
• FAQ
• Service Ticket

19. Queue
• Line – Physical and Service
• Ticket – System
• Phone (Queue)
• Rush the Bar

20. Social Proof

21. Physical Design Patterns

22. Signs / Wayfinding

23. Touchscreens and Touch Panels

24. Containers

25. Connector Cables
• Power
• Connection between devices
• Fastener

26. Business Goals

28. Why?
• Every business exists to solve problems
• Solving problems requires money
• If not directly for the people solving the
problems

29. Will this EVER change?
Only in a non-scarcity future…

30. To understand business goals we have to
understand the channels and methods
used to make money…

31. Channels (indirect)
• Email Collection / Sign Up
• Ad Click Through Revenue / Affiliation
• Attention
• Having Empty Customer Support Channels
• Customer Peace of Mind
• Repairs and maintenance
• Warranties and Insurance

32. Methods (direct)
• Selling customer data
• Selling advertisements
• Selling Subscriptions
• Upgrades
• Repeat Sales
• Replacements

33. Maximizing for Profit
Business maximize for their channels and
sales methods by leveraging design
patterns to their benefit.

35. THE AVERAGE
CONSUMERS

37. BILLON DOLLAR
CORPORATIONS

39. Believe Me…
Things are going to get a little
dark

40. Business
Goals
User
Needs
Product
Design
ideal product
dark patterns
frustrating
design

41. Discussion Rules
• Wait for the mic to speak
• When speaking make sure to say how
the dark pattern is a design pattern and
manipulates the user
• Tie this to a business goal

42. DISCLAIMER
• I have a Macbook
• I use Microsoft products
• I have an iPad and an Android Phone
• I shop at Whole Foods (sometimes)
I’m only criticizing these things for discussion
and because I am a USER myself…

43. Free Trial / Forced Enrollment (Adobe
Stock)
• Where are the
terms and
conditions?
• Will I remember to
cancel?

44. Fill ‘er Up (Whole Foods / Grocery
Stores)

45. The Guilt Trip / Confirmshaming
(Facebook)

46. Hard to Cancel (Various
Subscriptions)

47. It’s Thinner and Lighter (Apple)

48. It’s On Sale (Sweetwater / Online
Stores)

49. It’s Waterproof (Android)

50. Pot o’Gold at the End of the Rainbow
(Twitter / LinkedIn Feed / YouTube)

51. Round We Go!
Website
Phone
Support
Forums

52. Vying for Your Attention

53. More is More

54. Any others?

55. References
1. Princeton - Dark Patterns at Scale - https://bit.ly/2Fvsxt2
2. Interaction Design Foundation – Design Patterns for
Successful Software - https://bit.ly/2rnavUs
3. Nielsen Norman Group – Needy Design Patterns -
https://bit.ly/22dBv10
4. Extra Credits – How Games Condition People to Play More -
https://bit.ly/1JZdWT8
5. UX Booth – Manipulinks and Confirmshaming -
https://bit.ly/2HqjGcX
6. USNI News – US Navy Reverts Back to Physical Throttles -
https://bit.ly/2Ts0QH3
7. Vox – How Drug Companies Make You By More Medicine -
https://bit.ly/2gt8Fxl

56. References
8. Diana MacDonald - Practical UI Patterns for
Design Systems
9. @darkpatterns on Twitter

57. Let’s Get Coffee!
Email: dodzidenu.dzakuma@nexocentric.com
Twitter: @dodzidzakuma
LinkedIn: https://ln.nexocentric.com/linkedin