Ethics must be a primary consideration while designing product experiences. While many designers prioritize creating user experiences and smooth interactions, there is an often-overlooked aspect of design that can significantly impact users: dark patterns. These manipulative design techniques have the potential to deceive users, erode trust, and damage your brand’s reputation. In this exploration of patterns, we will delve into what they are, why they pose problems, and how designers can safeguard user trust and promote ethical design.
Understanding Dark Patterns
Dark patterns are constructed interfaces that manipulate people into making choices or taking actions they wouldn’t normally make. These deceptive design patterns can range from omissions to falsehoods, but all share a common element. They undermine users’ intentions and may result in them spending time or money unintentionally.
To get hold of the seriousness of patterns, it’s crucial to acknowledge that they exploit aspects of human psychology. They capitalize on biases and triggers in behavior to steer users toward actions that serve the interests of the designer or the business at the expense of the user.
The Issue with Dark Patterns
Dark patterns raise concerns within the core of user-centered design.
They intentionally manipulate users, encouraging them to act against their interests. Such practices are not just morally wrong. It can also be considered illegal. A study conducted by Princeton University in 2019 shed light on the prevalence of patterns, revealing that 11% of the shopping websites surveyed employed aggressive, misleading, deceitful, and potentially unlawful tactics.
The consequences of utilizing patterns are severe. They result in customers who lose trust in a business. According to PwC customer experience plays a role in shaping purchase decisions, with a majority of customers considering it one of the important factors. Dark patterns lead to a customer experience that ultimately leads to customer attrition. It’s an equation. Dark patterns equal a customer experience that equals loss of customers.
How Designers Can Counteract
Designers have a role in preventing the spread of these dark patterns. It is our responsibility to educate clients about what dark patterns are and why they should be avoided. There may be instances where clients believe that incorporating tactics will boost customer retention and profits. However, it is incumbent upon designers to push and explain that these strategies often result in frustration, negative reviews, and long-term damage to the brand’s reputation.
When it comes to design, designers should always prioritize creating user experiences that are transparent and empower customers to make informed decisions. Finding the balance between business objectives and user experience can be a challenge. It’s crucial to understand that using manipulative tactics is never the right approach.
Key Considerations for Ethical Design
To ensure that your designs truly prioritize ethical considerations, it’s important to ask yourself the following questions;
1. Does this design genuinely have the interest of the customer in mind? Make sure your design serves the user’s needs and genuinely benefits them rather than taking advantage of their vulnerabilities.
2. If I were in the customer's shoes, would I feel that I’m being treated honestly? Put yourself in the user’s position to evaluate how honest and transparent your design choices appear.
3. Could this design pattern harm my client's reputation in any way? Consider the long-term impact of your design on your client's brand image and customer trust.
4. Is this design in compliance with laws and regulations? Be aware of aspects related to design practices so you can avoid engaging in activities that may have consequences.
Ethical Approaches as Alternatives to Dark Patterns
Ethical design doesn’t mean discarding techniques, instead, it involves ensuring that these techniques align with users’ interests and intentions.
Here are some ethical alternatives to commonly used patterns:
1. Transparent Information
Instead of hiding details or making them hard to find, present them clearly and prominently to users. Being clear fosters trust.
2. Opt In Choices
Give users the option to choose services or features to automatically include them and make users opt out. Respecting users' autonomy and preferences is key.
3. Honest Language
Use honest wording in your communication. Avoid using deceptive language that can confuse users.
4. Easy Account Management
Ensure that it’s easy for users to manage their accounts, cancel subscriptions, or delete their profiles. Avoid complicating these actions.
5. Clear Unsubscribe Options
When users want to unsubscribe from emails or notifications, provide an easily accessible option for them to do so. Making users search for this option is considered to be manipulative.
6. Accessible & Inclusive Design
Ethical design is not just about honesty. It’s also about accessibility and equity. Make sure these patterns work for users with disabilities, different devices, and varying levels of digital literacy
7. Periodic Consent Renewal
For long-term services like subscriptions, personal data storage, or usage, ask users to reconfirm or withdraw their consent periodically.
Dark Patterns Undermine Customer Trust
While it might be tempting to resort to patterns in order to increase user engagement, subscriptions, or sales, in the term the long term, repercussions can be severe. Incorporating manipulative techniques erodes customer trust. It may diminish your user base over time. Prioritizing experiences that genuinely serve the interests of your customers is both smart and ethical. It also safeguards your business reputation in the long run.
To sum up, it is our duty as designers to uphold design principles and safeguard user trust. By refusing to employ tactics that promote transparency and prioritize users' needs, we can develop user experiences that not only benefit businesses but also cultivate trust, loyalty, and a positive reputation among customers. In today's era, where user trust holds importance, ethical design paves the way for progress.
7 Alternatives to Dark UX Patterns was originally published in UX Planet on Medium, where people are continuing the conversation by highlighting and responding to this story.
