Dark patterns and why they should be avoided at all cost.
Or how all UX theories point towards avoiding unethical design.
One of the foundational principles of good UX is usability. Usability — is the principle under which people can quickly and organically learn the pattern of a product. When downloading a new app — users should be able to figure out its flow from a designer’s cues. If the app is well built — users won’t have to look into the “help section” to understand the website’s features.
Usability can be measured through three different lenses.
- Learnability, the ability to learn a pattern.
- Memorability, the customer’s ability to remember the way, and,
- Satisfaction, the overall feeling left by the design’s interaction.
When all three are present a great product is available. When any of the three pillars are intentionally avoided, the problems start.
Good Design reduces cognitive loads by guiding the user through transparent objects, actions and options. Today’s technology allows designers to create smart forms retaining information. The underlying assumption is that the user should not have to remember all the information from one part of a flow to the next. However, some websites using dark patterns ask you intentionally tricky questions to complete an unsubscription. Abusive design can sometimes play with the concept of memorability.
Learnability also implies that users can learn to recognize patterns that work against their interests. Dark patterns might initially help retain an audience by fooling them into subscriptions— however, the benefits never last. The more a deceptive technique is used, the easier it is recognized. For example, a user might learn to carefully review terms and conditions or read other users reviews online before committing. As the old adage states, fool me once…
Recent business trends prioritize customer experience over price and product. According to a market study published by the Temkin Group, businesses that invest in customer experience are likely to grow exponentially in the coming years. The use of Black Pattern has the potential to terribly impact the customer experience of your users. Using Black Patterns is not only unethical but also business unsavvy.
Whistleblowers are continually updating articles online to fight Dark Patterns. Various independents are coming together to expose deceptive users online, like this Dark Pattern “Hall of Shame” on Twitter.
Adblocks is said to have been a revolt against excessive online advertisements. Similarly, there is now a rise in apps offering services to counter the use of these deceptive methods. True bills, Digit, Unroll. me etc.… are built to circumvent shady designs intentionally.
Overall, the best practice for business is to prioritize effective and ethical design. In order to build a strong and loyal customers base— honesty is always the winning game.
