You thought we were done with the dark side… well, we’re not.
In this final post on dark patterns (designs that take advantage of your cognitive biases to manipulate you or deceive you) we continue to explore (Part 1, Part 2, and Part 3!) what these patterns are and how they're being used, the cognitive bias' they may be leveraging, and how to avoid using them in your designs.
But before we start talking about our final three patterns, I'd like to discuss how this relates to generative AI. The words/technology on everyone's minds these days is generative AI - how to use it to accelerate work, what it can/can't do, whether it can "replace" humans, and the ethical considerations around it. This is true for many areas of software, including design. When we think about how generative AI determines it's responses, we must remember that while it has a vast sea of data to draw from, ultimately it lacks context and the judgement that accompanies that context.
Dark patterns are manipulative but they are also very effective. AI-generated designs are likely to suggest dark patterns - perhaps even favor them - because it lacks the context of a human to determine WHY the patterns are effective and whether that is a good approach in the long term. Asking AI to create a consumer funnel that optimizes conversions is likely to result in a funnel with no exits. Effective? Yes. Good design that encourages repeat customers? No. This issue underlines the importance of understanding WHY certain design patterns are effective so that the designers can make good, informed decisions on when, where, and how to use them.
But enough on that - let's get into our final three:
Trick questions
"To opt out of emails from us, please do not select any of the following options:"
People only read about 20% of the text on a given web page. Trick questions take advantage of this lack of attention (known as inattentional blindness) by using our daily information overload to make us think we are agreeing to one thing when, in fact, we are agreeing to the opposite. Inattentional blindness occurs when we are focused on one thing and are unable to process unexpected events.
Trick questions use this bias by presenting language or selections in a familiar way but reversing the meaning. Using double negatives, convoluted language, presenting choices that are the opposite of the expected (select your email address to opt out of emails) are all examples of trick questions. To avoid trick questions, ensure you are using plain language that clearly states the options and consequences your users will have from selecting those options at a 6th grade reading level or lower. Use standard, expected design patterns to support decision making without relying entirely on text. Remember, your audience may have your primary language as a second language, may be neurodiverse, or may have competing demands on their attention when dealing with your form (like THAT ever happens....).
SAAS billing
The advent of SAAS (Software as a Service) brought with it the idea of "renting" software services - that is, having a recurring charge/subscription that affords you access to a feature or set of features rather than buying, downloading and owning an instance of the software outright. This practice has brought a lot of flexibility and accessibility for both users and creators, paving the way for frequent updates and feature additions that do not require lengthy downloads and potential rewrites of custom configurations as well as lower prices and commitment to a given platform or service.
Unfortunately, it also brought the practice of autorenewal and billing. With autorenewal, you are automatically charged at a given interval (monthly, yearly, etc.) for a service, under the assumption that you wish to continue using that service. If you do, in fact, want to continue using it, that's great! However, if you do not and if you have, perhaps, forgotten that you signed up for the service in the first place, it can be annoying and upsetting. These services often do not alert the user each time they get billed, relying on the forgetfulness of those users to get more money. Unwanted recurring charges are so common now, that some banking software programs have added features to detect and review recurring charges to help users control the potential drain. Being proactive and alerting users of upcoming charges and how to cancel is an easy way to avoid this dark pattern.
Rogue malware
Malware - programs that invade your computer to steal or delete your data - are the new bogeymen of our time. The very real threat they present can be felt at the country, company or individual level, and the damage they do is devastating. In January 2024, Russian hackers stole 2.5 million documents from the Australian government. Malware has been used by both Russia and the Ukraine to attack infrastructure in the opposing country during the war. Companies have spent millions in dealing with the fallout of these types of attacks, in money, time, and loss of reputation. Individuals are also often targeted - having their data, identity, and/or money stolen.
The recent movie, The Beekeeper, deals directly with this type of threat (albeit in a satisfyingly, if unrealistically, kick-ass way) when the main character's friend is subjected to a malware attack and the main character proceeds to go on a rampage against the shadow corporation responsible. While not an accurate depiction of malware attacks (and the response to them), this popular movie demonstrates how much this threat has become a very real part of our every day lives.
When it comes to malware and dark patterns, we are talking about a very specific type of malware called Rogue Malware. Rogue malware tricks users into thinking their computer has become infected with a virus and then charges them to remove the non-existent virus. This pattern does not rely on a cognitive bias per se (although the patterns used in the malware may use bias' such as the illusory truth effect in which something is perceived as true if it has been stated multiple times or is easy to process) but rather relies on our fear of malware and the loss of data that could be incurred.
Dark patterns are everywhere.
They are used to manipulate our behavior to the advantage of someone else, usually a company looking to get us to buy more of their product or service. As users, it's important that we understand these patterns so that we can make informed decisions about what we want to do and not allow ourselves to be manipulated.
As designers, it's incumbent on us to ensure we understand why our designs work on a cognitive level, as well as the context in which our designs are being used. In this way, we can be both more effective in our design work and thoughtful, ensuring that our designs do not go to the dark side. Yoda was right - the dark side is quicker, easier, and more seductive because it will get you fast results. But it is not stronger - dark patterns are quick fixes with immediate returns, but they will anger your users and discourage them from coming back.
Stay in the light, young Padwan, and may the Force be with you.