The UX Dark Patterns
Hey great one, hope you had a chilling day? Today I will be writing on the dark patterns in user experience design. Grab a popcorn and a chilled bottle of soft drink while you read this.
What is UX Design Pattern?
UX design patterns are recurring solutions to common design problems encountered during the development of digital interfaces. UX design patterns serve as reusable templates or guidelines that designers can leverage to solve similar problems across different projects.
Aspects of UX patterns includes and are not limited to;
Consistency, Efficiency, Familiarity, Usability, Flexibility.
By leveraging UX design patterns effectively, cohesive, and user-friendly interfaces can be created to meet user needs and expectations while also promoting efficiency and consistency across digital products and experiences.
When UX design patterns are leveraged to the disadvantage of users and with the benefits of the product owners in view, then can say the UX patterns are Dark Patterns.
What are Dark Patterns?
Dark Patterns refers to the deceptive design techniques employed in user interfaces (especially software based) to manipulate users into taking actions they might not otherwise choose to take. These patterns exploit psychological principles and cognitive biases to encourage users to make decisions they may not fully understand or desire to take.
Dark patterns are fashioned to subtly force users take certain decisions in a product, such as buying overpriced insurance with their purchase or signing up for recurring bills, disclosing some information you don’t want to disclose etc.
Dark patterns on one end is geared towards the benefit of owners of a product and to the other end to the disadvantage of a user interest.
Why do People Follow Dark UX Patterns?
People may follow dark UX (User Experience) patterns for several reasons, which include;
- Short-term Gain: Dark UX patterns often focus on immediate benefits, such as increasing conversions or maximising profits. These patterns can be tempting for companies looking to achieve quicker results, even if they come at the expense of user trust or long-term relationships.
- Lack of Ethical Consideration: In some cases, individuals or organisations may prioritise their own interests over ethical considerations. They may be willing to use manipulative tactics to achieve their goals without considering the negative impact on users.
- Competitive Pressure: In competitive industries, there may be pressure to adopt dark UX patterns in order to keep up with rivals who are using similar tactics. Fear of falling behind or losing market share can drive companies to engage in questionable practices.
- Misaligned Incentives: Incentive structures within organisations may inadvertently encourage the use of dark UX patterns. For example, employees might be rewarded based on short-term metrics like conversions or click-through rates, rather than long-term user satisfaction.
- Pressure to Meet Targets: In environments where there are strict targets or deadlines to meet, there may be a temptation to resort to dark UX patterns as a means of achieving those targets more quickly or easily
- Perceived Effectiveness: Some designers or businesses may believe that dark UX patterns are more effective at driving desired user behaviors, such as making a purchase or signing up for a service.
Examples of These Dark Patterns
- Disguised Ads as Contents: This have to do with blending advertisements so seamlessly with content that users inadvertently click on ads, mistaking them for genuine content.
- Forced Continuity: Forced Continuity is a dark pattern in which the user signs up for a free trial but has to enter their credit card details. When the trial ends, they start getting charged. There’s no opportunity to opt out, no reminder, and no easy way to cancel the automatic charging of their credit card (Brignull, 2010).This usually found on a large number of subscription based websites that give out free trial.
- Hidden Costs: Concealing additional charges or fees until the final stages of a transaction is a common dark pattern aimed at increasing profits. Users may only discover these hidden costs after committing to a purchase, leading to frustration and distrust. Techniques like “sneak into basket” or “hidden subscription” exploit users’ lack of awareness.
- Bait and Switch: Bait and switch tactics lure users with enticing offers or features, only to present them with different, often inferior, options upon closer inspection. This deceptive practice erodes trust and undermines user confidence in the integrity of the platform. Examples include advertising a product as “free,” only to reveal hidden limitations or charges.
- Confirmshaming: Confirmshaming manipulates users into feeling guilty or embarrassed for choosing not to engage in a particular action. Dialog boxes may utilize language that subtly coerces users into opting-in or subscribing by framing refusal as socially undesirable. Such tactics exploit psychological triggers to influence decision-making.
- False Urgency: Creating a false sense of urgency through countdown timers, limited stock notifications, or time-sensitive offers pressures users into making rushed decisions. By exploiting users’ fear of missing out (FOMO), designers manipulate behavior and drive impulsive actions, often resulting in regrettable purchases.
- Social Proof Manipulation: Leveraging social proof to manipulate user behavior involves fabricating or exaggerating social signals, such as user reviews or endorsements, to instill trust and credibility. However, these testimonials may be misleading or entirely fabricated, deceiving users into believing in the legitimacy of a product or service.
- Privacy Zuckering: Named after Facebook CEO Mark Zuckerberg, privacy zuckering involves coercing users into sharing more personal information than they intended or realizing. Complex privacy settings, confusing language, or pre-selected opt-ins may manipulate users into unwittingly divulging sensitive data, jeopardizing their privacy.
- Hidden Agendas: Concealing true intentions behind seemingly innocuous actions or interfaces is a hallmark of hidden agenda dark patterns. Websites may prompt users to share personal data under the guise of improving user experience or offering personalized recommendations, while in reality, this information is exploited for targeted advertising or data mining.
There are way more dark patterns than the above listed employed by crafty product owners to their best interests, it will be wise we look out for these and avoid them while we navigate the web.
Conclusion
UX dark patterns represent a breach of trust between designers and users, eroding the principles of ethical design and user empowerment.
By understanding and actively avoiding these manipulative techniques, designers can cultivate positive user experiences founded on transparency, honesty, and respect for user autonomy.
Upholding ethical standards not only fosters trust and loyalty but also contributes to the long-term success and sustainability of digital platforms.
Have a blissful day!!
