In this above video explained about dark pattern that kills user experience. Product owner how they manipulate users to get benefit for them and frustrated users.
While designing website and mobile apps, we structure and organize content and design elements to access easily by end user to be completed desired action efficiently. In contrast, some product owners define manipulative design that take advantage of the people should do something that they didn’t intend to. This manipulative design approach is defined as Dark pattern by Harry Bringull a user experience specialist.
A dark pattern is a type of user interface that appears to have been carefully crafted to trick users into doing things that are not in their interest and is usually at their expense.
Thus, we can say that the dark patterns are manipulative which force a user into performing an action that suits their interest.
It is about playing and inducing users mental model and brain reward system out of self interest misleading the user into performing specific actions that are not in their goal.
Some common types of Dark Patterns which can be avoided, let me list out here.
1.Bait and Switch
Misleading users by showing fake information asking them to click take forward to do some actions that they are not intended to do.
Showing information something else and a different action gets performed upon clicking ·
2. Hidden Costs
When a specific price is displayed for a product or a service, and the price shockingly increases when they proceed to pay. Ex, (taxes and delivery charges included )
3. Forced Continuity
When you want try a free tool , asking credit card detail mandatory for signup and download. Or Making a mandatory newsletter subscription when register. Or you need to enter your email to continue using a website or an app.
4. Confirm shaming
This dark pattern was extremely popular a few years ago. The goal was to get the user to opt into doing something, like sharing their email or signing up for a newsletter, by restricting alternative choices.
5. Disguised Ads
A disguised advertisement banner on the website looks similar to useful content that makes falsely click that then realize later that they have been spammed.
Roach Motel
Your entrance is an easy one-two step process, making it look worth it. However, the exit is painstaking and impossible. For example, subscribing is easy, but when it comes to cancelling the subscription — the option is neither findable nor discoverable.
7. Asking More than Intended
Asking for personal information from a user more than they intend to tell is the biggest mistake that costs losing customer trust. This dark UX pattern that has existed online in the name of “knowing your users/Knowing your customers (KYC).”
8. Triggering Fear
In these types of dark design patterns, a user is suggested not to opt-out of a subscription or a feature selection as it can lead to negative consequences.
9. Social Proof
When you influence user actions and behavior by telling them a success story/ user rating/ reviews of other similar users who purchased products and services.
10. Triggering FOMO (Fear of Missing Out)
You can see this dark pattern in eCommerce websites, when browsing product and view, there will me mentioned only a few left in product quantities, it means they are creating fear to buyers to check out fast. The ultimate goal is to product seller to increase sales.
Why we should avoid dark patterns
Through dark patterns, users are misled, doing things they were not interested, and finally, they are frustrated and ruined their experience. If we care about user experience to be good, the dark patterns and their practices should be avoided.
- Increased Abandonments
- Loyalty and Trust Will Take a Back Seat
- Dark Patterns are Illegal
- Hurts Brand Image
Conclusion
Causes of user experience is critical in these days which would directly impacts conversion rate. Dark pattern manipulative design needs to be carefully crafted to manage business need and user experience so that keep users enjoyable on visited our products.
