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What are Dark Patterns?
UX dark patterns refer to deceptive or manipulative UI/UX design techniques used to trick or mislead users into taking certain actions or making decisions they may not have intended to make.
Dark patterns exploit human psychology and cognitive biases to steer users towards outcomes that benefit the business or organization behind the design, often at the expense of the user's best interests.
As UX designers, we need to shun manipulative tactics and steer towards ethical, user-first design.
This guide will help you identify seven prevalent dark patterns in UX design, and equip you with practical tips on how to sidestep these traps.
Let’s dive in 🚀
#1 Trick questions
Trick questions are designed to confuse users into taking an action they didn't intend.
For example, during a signup process, a checkbox might read, "Uncheck this box if you don't want to receive emails."
Avoidance tip:
Strive for transparency and simplicity.
Ensure all forms, checkboxes, and terms are clearly understood and actions do not lead to unintended consequences.
#2 Sneak into Basket
Online stores often add additional products or services into users' shopping carts.
The users may not notice these extras until the checkout stage, and some might proceed to payment without realizing.
Avoidance tip:
Respect your user's decisions.
Do not add items to their basket without explicit permission.
Be upfront about costs and ensure users have a clear understanding of what they're purchasing.
#3 Roach Motel
This dark pattern makes it easy for users to get into a situation but hard to get out.
For example, subscription services make it easy to sign up but difficult to cancel.
Avoidance tip:
Make processes symmetrically simple.
If it's easy to start a service, make it equally easy to stop it.
Offer clear, accessible options for users to change or end services.
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#4 Forced Continuity
Users are offered a free trial but are required to enter their payment details first.
They're then charged without explicit consent or reminder when the trial ends.
Avoidance tip:
To steer clear of this, always remind users before their free trial ends.
Give them the option to continue or cancel the service.
Be transparent about the billing cycle and cost after the trial period.
#5 Bait and Switch
Users intend to perform one action, but another takes place.
For instance, a software update might change default settings, causing the user to unknowingly share more information than they intended.
Avoidance tip:
Avoid this by communicating changes clearly and obtaining explicit consent
Before implementing any changes that might affect the user's privacy or control.
#6 Privacy Zuckering
Named after Facebook's CEO, this dark pattern tricks users into sharing more personal data than they would otherwise be comfortable with.
Often by hiding privacy-related information within complex terms and conditions.
Avoidance tip:
Make your privacy policies clear, concise, and accessible.
Be transparent about how user data is used and stored.
Make it easy for users to manage their privacy settings.
#7 Confirm Shaming
This dark pattern manipulates users into opting for a particular option by shaming them if they don't.
For example, pop-ups saying "No, I don't want to save money" if you decline an offer.
Avoidance tip:
Avoid this by respecting your users' choices.
Do not use negative language or emotionally manipulate users into making decisions.
Instead, clearly explain the benefits of the options available and let the users decide.
Key takeaways
Avoiding dark patterns in UX design is essential to build trust, foster positive user experiences, and uphold ethical design principles.
By understanding and recognizing these 7 dark patterns, you can create more transparent, user-centric designs that prioritize user needs and expectations.
As UX designers, our responsibility lies in designing with integrity and empowering users to make informed choices.
Happy designing, see you next week 🙌
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