Using your User Experience (UX) Super Powers for Good or Evil - Theo Mandel, Ph.D.
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Invited presentation at the IUE2014 User Experience Conference, Phoenix, AZ on June 11, 2014. My well-known presentation, "The Golden Rules of User Experience Design," has over 12,000 views (2013 and 2009 versions). This new presentation takes a slightly different view on the golden rules of design and focuses on how user experience can be used for purposes of deception and fraud. Poor design is not intentionally deceptive, but EVIL design is! For more information, contact: Theo Mandel, Ph.D. theo (at) theomandel.com www.theomandel.com
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Using your User Experience (UX) Super Powers for Good or Evil - Theo Mandel, Ph.D.
- 1. Using your UX design super powers for Good or Evil Theo Mandel, Ph.D.
- 2. Using your UX design super powers for Good or Evil Theo Mandel, Ph.D. Title Page – Evil design using low contrast
- 3. USING YOUR UX designSUPER POWERS forGOOD OR Evil Theo Mandel, Ph.D. Title Page – Evil design using text effects
- 4. “In a report 'Truth, Lies and the Internet’ (2011), think tank Demos found that a third of teens polled in the UK believe any information found online was true without qualification. Even more staggering is that 15 percent of that group admit to making a decision about the truthfulness of content of a web page based on appearance alone.” Users decide trust in a site based on its appearance
- 7. Super heroes – historically
- 8. Super villains – historically
- 9. Super heroes – real-life UX designers
- 10. Super villains – real-life UX designers
- 12. Complex user experience - deadly
- 13. • Bomb Bay – bomb! Simple user experience - deadly
- 14. Simple user experience - deadly • Bomb Bay – warning sign!
- 15. Using UX for Good Persuasive Design Dark Patterns
- 16. Using UX for good UX design powers should be used to do Good things for users not Bad things to users • Usability guidelines and standards • Golden rules of UX design
- 17. Usability guidelines and standards • Good Patterns vs. Dark Patterns • Key industry players – Apple, IBM, Microsoft • My background, starting at IBM (1982-1993)
- 18. Golden rules of UX design • Standards/guidelines PLUS years of collective research and experience • Since the 1970’s (see Golden Rules presentation) • My books and presentations for 20 years • Keynote presentation – User eXperience Russia, 2009 • Over 14,000 views - Slideshare (top 3% of views 2013)
- 19. Golden rules of UX design • Place users in control • Reduce user’s memory load • Make the experience consistent
- 20. Place users in control Modeless Flexible Interruptible Helpful Forgiving Navigable Accessible Facilitative Preferences Interactive
- 21. Place users in control - workflow Planes Trains Automobiles
- 22. Place users in control - workflow Customers / Cashier want to order in any order!
- 23. Reduce users’ memory load Remember Recognition Inform Forgiving Frequency Intuitive Transfer Context Organize
- 24. Reduce users’ memory load Recognition is better Recall is worse
- 25. Make the experience consistent Continuity Experience Expectation Attitude Predictable
- 26. Make the experience consistent??
- 27. Make the experience consistent Make the experience consistent??
- 28. Make the experience consistent??
- 30. When 3 elements converge: • Motivation • Ability • Triggers Fogg behavior model
- 31. B.J. Fogg – 8-step persuasive design process
- 32. B.J. Fogg – 8-step persuasive design process
- 33. Persuasive design – real world 1. Choose a simple behavior to target
- 34. Persuasive design – real world 2. Choose a receptive audience
- 35. Persuasive design – real world 3. Find what is preventing the target behavior
- 36. Persuasive design – real world 4. Choose an appropriate technology channel
- 37. Persuasive design – real world 5. Find relevant examples of persuasive technology
- 38. Persuasive design – real world 6. Imitate successful examples
- 39. Persuasive design – real world Spillage rates dropped 80%!! 7. Test & iterate quickly
- 40. Persuasive design – real world 8. Expand on success
- 41. Persuasive design – real world
- 42. Persuasive design – user options
- 43. Dark Patterns / Evil by Design People don’t kill people, user experiences kill people
- 45. Using UX for Evil • Goal: Do bad things to users • Dark Patterns – producing user interfaces using UX techniques designed precisely to trick people • Poor design is not intentionally deceptive, but dark UX design is!!
- 47. Federal Trade Commission DotCom Disclosures (2013) Updated advertising guidelines take into account challenges created by rapid growth of mobile and online advertising platforms, particularly small screen size and other space constraints. New FTC guidelines seek to help businesses apply many of the same principles to modern technologies and marketing channels. www.FTC.gov
- 48. FTC Effectiveness Factors – 4 P’s 1. Prominence: whether the qualifying information is prominent enough for consumers to notice it and read (or hear) it; 2. Presentation: whether the qualifying information is presented in easy to-understand language that does not contradict other things said in the ad and is presented at a time when consumers’ attention is not distracted elsewhere; 3. Placement: whether the qualifying information is located in a place and conveyed in a format that consumers will read (or hear) 4. Proximity: whether the qualifying information is located in close proximity to the claim being qualified.
- 51. “Tom said to himself that it was not such a hollow world, after all. He had discovered a great law of human action, without knowing it — namely, that in order to make a man or a boy covet a thing, it is only necessary to make the thing difficult to attain.” Mark Twain The Adventures of Tom Sawyer, 1876 Evil by Design
- 52. Seven deadly sins (chapter on each) • Pride • Sloth • Gluttony • Anger • Envy • Lust • Greed
- 53. Gluttony UK Agriculture Minister John Gummer “enjoying” a burger with his 4-year old daughter, Cordelia. Who could possibly doubt his intentions? Height of Mad Cow disease scare in UK, 1990. If customers want to cancel, instill doubt by tapping into loss aversion.
- 55. DarkPatterns.org
- 56. Dark Patterns • Interfaces easy to get in, hard to get out of • Free trials/subscriptions aren’t easy to cancel • Hidden costs added on at the end of process • Presenting multiple options • Trick questions/deceptive form design • Phishing websites and email • Text effects
- 57. Easy to get in, HARD to get out How do users log out?
- 58. Easy to get in, HARD to get out How do users log out?
- 59. Easy to get in, EASY to get out! How do users log out?
- 60. Free trials that aren’t easy to cancel
- 61. Free trials that aren’t easy to cancel
- 62. Free trials that aren’t easy to cancel
- 63. Free trials that aren’t easy to cancel
- 64. Free trials that aren’t easy to cancel
- 65. Violations of Effectiveness Factors • Prominence • Presentation • Placement • Proximity
- 66. Hidden costs at end of process 2010 $27.00 $40.20 $44.95
- 67. Hidden costs at end of process 2010 0$27.00 $40.20 $44.95 “We get it,” wrote Ticketmaster’s CEO, Nathan Hubbard. “You don’t like service fees.” He continues, “You don’t like them mostly because you don’t understand what the heck they are for.” All of the research we’ve done, and all of our conversations with fans like you tell us that the way we present these fees in the check out process is a huge frustration for you and hurts ticket sales. You just want to know UP FRONT in the buying process how much of your hard earned money you are being asked to pay for a given seat. If we are as transparent as possible with you sooner in the purchase process, you can make the decision about how much you want to pay to go to an event. The problem is that historically we haven’t told you how much you have to pay for a given seat until very late in the buying process. And our data tells us this angers many of you to the point that you abandon your purchase once you see the total cost, and that you don’t come back. The data also says (and this is the important piece) that if we had told you up front what the total cost was, you would have bought the ticket! So by perpetuating this antiquated fee presentation, fans are getting upset, while we and our clients are losing ticket sales.
- 70. Upsell
- 71. More upsell
- 72. Even more upsell
- 73. Finally – hidden costs
- 74. Then, even more upsell
- 76. Presenting multiple options The middle option: Overpriced top-tier option makes you feel the middle product is a bargain.
- 77. Trick Questions / Form Design
- 78. Phishing websites & email May 16, 2014 – Online Trust Alliance (OTA) research shows malvertising increased by over 200% in 2013 to over 209,000 incidents, generating over 12.4 Billion malicious ad impressions.
- 79. Phishing websites & email
- 80. Phishing websites & email
- 81. Text effects – difficult to read • Small fonts • All capital letters • Poor contrast, italics • Text as graphic
- 82. Persuasive vs. evil design • Persuasion • Transparent • Upfront about intent • “Nudging” • Manipulation/Coercion • Deceptive • Disregards user interest • “Shoving” Persuasive Design Evil design
- 83. Good or evil?
- 84. Bruce Mau • Famous Canadian architect/designer • Founder of Bruce Mau Design • 1998 – Amsterdam Conference An Incomplete Manifesto for Growth 43 suggestions and admonitions, such as "Make mistakes faster," "Allow events to change you," and "Ask stupid questions."
- 86. Super heroes – you!
- 87. UX super heroes = happy users
Editor's Notes
- B-24 Liberator Bomber – Strategic bomber in WWII. Built in 1944
- Planes, Trains and Automobiles (1987) Steve Martin and John Candy
- 1980’s Researchers installed a ‘fly’ onto urinals across different airports around the world: The presence of a fly in a urinal literally changes human behavior. How come? Apparently men have an instinct to aim. When flies were introduced at Schiphol Airport in Amsterdam, spillage rates dropped 80 percent (don’t want to know how they measured it). This is a clear case of getting people to do what you want without using words. Persuasive design in action.
- 1980’s Researchers installed a ‘fly’ onto urinals across different airports around the world: The presence of a fly in a urinal literally changes human behavior. How come? Apparently men have an instinct to aim. When flies were introduced at Schiphol Airport in Amsterdam, spillage rates dropped 80 percent (don’t want to know how they measured it). This is a clear case of getting people to do what you want without using words. Persuasive design in action.
- 1980’s Researchers installed a ‘fly’ onto urinals across different airports around the world: The presence of a fly in a urinal literally changes human behavior. How come? Apparently men have an instinct to aim. When flies were introduced at Schiphol Airport in Amsterdam, spillage rates dropped 80 percent (don’t want to know how they measured it). This is a clear case of getting people to do what you want without using words. Persuasive design in action.
- 1980’s Researchers installed a ‘fly’ onto urinals across different airports around the world: The presence of a fly in a urinal literally changes human behavior. How come? Apparently men have an instinct to aim. When flies were introduced at Schiphol Airport in Amsterdam, spillage rates dropped 80 percent (don’t want to know how they measured it). This is a clear case of getting people to do what you want without using words. Persuasive design in action.
- 1980’s Researchers installed a ‘fly’ onto urinals across different airports around the world: The presence of a fly in a urinal literally changes human behavior. How come? Apparently men have an instinct to aim. When flies were introduced at Schiphol Airport in Amsterdam, spillage rates dropped 80 percent (don’t want to know how they measured it). This is a clear case of getting people to do what you want without using words. Persuasive design in action.
- 1980’s Researchers installed a ‘fly’ onto urinals across different airports around the world: The presence of a fly in a urinal literally changes human behavior. How come? Apparently men have an instinct to aim. When flies were introduced at Schiphol Airport in Amsterdam, spillage rates dropped 80 percent (don’t want to know how they measured it). This is a clear case of getting people to do what you want without using words. Persuasive design in action.
- 1980’s Researchers installed a ‘fly’ onto urinals across different airports around the world: The presence of a fly in a urinal literally changes human behavior. How come? Apparently men have an instinct to aim. When flies were introduced at Schiphol Airport in Amsterdam, spillage rates dropped 80 percent (don’t want to know how they measured it). This is a clear case of getting people to do what you want without using words. Persuasive design in action.
- 1980’s Researchers installed a ‘fly’ onto urinals across different airports around the world: The presence of a fly in a urinal literally changes human behavior. How come? Apparently men have an instinct to aim. When flies were introduced at Schiphol Airport in Amsterdam, spillage rates dropped 80 percent (don’t want to know how they measured it). This is a clear case of getting people to do what you want without using words. Persuasive design in action.
- It later turned out that Mr. Gummer knew of the dangers but was scared of the economic outcome if the news spread. He was thus prepared to risk his daughter’s health for political gain. This act didn’t seem to hurt his political career, as he is now a life peer in the House of Lords. However, he did leave a legacy because now when other politicians try similar PR tactics in the UK, it’s described as “doing a Gummer.”