The phrase “Dark UX” has become more prevalent in recent years among the user experience design community.
In this blog, we will explore some of the most common Dark UX patterns, their impact on users, and some examples :
1. Forced Continuity:
Forced continuity is a technique in which users are enrolled in a subscription or recurring payment plan without their explicit consent. This is achieved by burying the terms and conditions in small print or displaying pre-checked boxes that users may not notice.
>One of the most infamous examples of forced continuity was the FreeCreditReport.com website. The website provided visitors with a free credit report but asked them to sign up for a credit monitoring service that charged $14.99 per month. Many users were unaware they had signed up for the service and were surprised to see the charges on their credit card statements.
2. Misdirection:
Misdirection is a tactic that directs individuals to perform an activity that is not in their best interests. This can be accomplished by employing deceptive buttons or links that appear to perform one function but actually conduct another.
A classic example of misdirection is the “Download” button that appears on many software download websites. Often, the actual download link is buried beneath several other buttons or ads that lead to third-party software or other unwanted downloads.
3. Roach Motel:
The Roach Motel technique is a form of forced continuity in which users are able to sign up for a service or subscription but are then unable to cancel or leave without a significant effort. This is achieved by hiding the cancellation process or making it difficult to find.
One example of the Roach Motel technique is the Adobe Creative Cloud subscription service. Users can join up for the service online, but they must cancel by calling customer care.
This procedure can take up to an hour to complete and requires users to negotiate a complicated phone tree structure.
4. Hidden Costs:
Hidden costs are fees or charges that are not clearly disclosed to users at the time of purchase. This can be achieved through the use of small print or by burying the costs in the terms and conditions.
An example of hidden costs can be found in the airline industry. Many airlines advertise low ticket prices but charge additional fees for checked baggage, seat selection, and other services. These fees are often not disclosed until the user reaches the final stages of the booking process.
5. Friend Spam:
"Friend spam" is a practice in which a service or program distributes invites to a user’s contacts without their express permission. This might be accomplished by employing pre-checked boxes or making it tough for users to opt out of the functionality.
An example of friend spam can be found in the social media platform LinkedIn. LinkedIn allows users to connect with acquaintances and colleagues, but it also distributes invites to those connections without the user’s explicit permission.
This has led to many users receiving unwanted invitations and spam messages.
6. Confirmshaming:
"Confirm shaming" is a technique in which a user is shamed or guilt-tripped into taking a particular action. This can be achieved through the use of negative language or by suggesting that the user is making the wrong choice.
An example of confirm-shaming can be found on many e-commerce websites. You can see a notice asking, “Are you sure you want to miss out on this amazing deal?” when a user tries to abandon their shopping cart without making a purchase. Users who receive this kind of message may decide to make the purchase because it makes them feel guilty or anxious about their choice.
7. Sneak into the Basket:
"Sneak into Basket" is a technique in which a company adds an additional product or service to a user’s shopping cart without explicit consent. This can be achieved through the use of pre-selected checkboxes or by hiding the add-on product or service in a bundle.
An example of "Sneak into Basket" can be found on the website of the online retailer Amazon. You may see a notice asking, “Are you sure you want to miss out on this amazing deal?” when a user attempts to abandon their shopping cart without making a purchase. Users may decide to finish the transaction if they receive this kind of message since it makes them feel guilty or apprehensive about their choice.
8. Misleading Copy:
A strategy known as “misleading copy” involves a business purposefully using wording that is confusing or obscure in order to deceive customers about the item or service being promoted.
This can be achieved through the use of buzzwords or claims that are technically true but misleading in practice.
An example of misleading copy can be found on the website of the energy drink company Red Bull. Red Bull, according to the website, “gives you wings” and “improves performance.” The product has not been scientifically demonstrated to improve physical performance, despite the fact that these claims are theoretically correct.
9. Bait and Switch:
An advertising strategy known as “bait and switch” is offering a product or service at a cheap price in order to draw customers, but then attempting to upsell them on more expensive options. This can be accomplished by using misleading advertising or delaying the inclusion of the extra charges until after the sale.
The automobile sector is an example of Bait and Switch. Many car dealerships advertise low prices on cars to attract customers, but then add on additional fees or try to sell the customer on a more expensive model.
10. Hidden Agendas:
Hidden Agendas are design techniques that are intended to manipulate users into taking actions that they may not have intended to take. This can be achieved through the use of dark patterns or by hiding information that would be relevant to the user’s decision-making process.
An example of Hidden Agenda can be found in the online gambling industry. Many online casinos use design techniques to encourage users to keep playing, such as displaying misleading win-loss statistics or offering bonuses that are difficult to cash out
The Impact of Dark UX on Users The use of Dark UX patterns can have a significant impact on users. Users may feel deceived, frustrated, or violated by the company’s actions. In some cases, Dark UX patterns can even lead to financial or legal consequences for the user.
In the instance of Forced Continuity, for instance, consumers may be signed up for a subscription or recurring payment plan that they did not want to sign up for. This might result in unexpected charges on their credit card bills, leading them to discontinue the service or file a dispute with their credit card issuer.
Similarly, in the instance of misdirection or bait-and-switch, people may be misled into making purchases or acting in ways that are not in their best interests. This might result in feelings of remorse, irritation, or even rage against the corporation.
Overall, the use of Dark UX patterns can erode trust between users and companies, leading to long-term consequences for both parties.
Conclusion
"Dark UX" refers to design methods and patterns that are meant to trick users into performing behaviors that they may not have planned to perform.
These techniques are often used to achieve business goals at the expense of the user’s best interests.
In this blog post, we have explored some of the most common Dark UX patterns, including Forced Continuity, Misdirection, Roach Motel, Hidden Costs, Friend Spam, Confirmshaming, Sneak into Basket
and Misleading Copy, Bait and Switch, and Hidden Agendas. These techniques can have a significant impact on users, leading to feelings of deception, frustration, and violation.
Dark UX patterns can also erode trust between users and companies, leading to long-term consequences for both parties. Users may be less likely to do business with a company that they feel has deceived them, and companies may suffer from negative reviews, lost sales, or even legal consequences.
Designers and developers must be aware of the impact that their design decisions may have on customers.
By avoiding Dark UX patterns and focusing on user-centered design, we can create products and services that are both effective and ethical.
In conclusion, by understanding the dangers of Dark UX patterns, we can work towards creating a better, more trustworthy digital ecosystem for all users.
