Dark UX Patterns in Product

We get it: You want people to use your product. You want to make money. You want to maximize the money you make. You want to make it as quickly and easily as possible. But be warned -- cutting corners to get there at the expense of your user, through the use of deceptive "dark patterns" in your product or service, could backfire in big ways, including permanent user loss, negative reviews, legal action, and damaged brand reputation.

Below are 12 common "dark" UX and UI patterns to look out for when designing, creating, or evaluating a product:

1. Bait and Switch: This happens when a user is promised one thing but receives something entirely different. For example, a user might be offered a free trial but is then automatically enrolled in a paid subscription without clear disclosure.
2. Hidden Costs: This occurs when a user is led through a checkout process, only to discover additional fees or charges at the final step. We're talking to you @airbnb
3. Roach Motel: This is a design pattern that makes it easy for a user to get into a certain situation, but difficult for them to get out of it. An example would be a subscription service that's easy to sign up for, but hard to cancel.
4. Misdirection: This involves drawing attention away from something important, often to prevent the user from noticing it. For example, a pop-up ad might have a small, hard-to-see 'x' button to close it, while the rest of the ad is easy to click.
5. Confirm-shaming: This is when a user is made to feel guilty for not opting into something. For example, a newsletter signup form might have a checkbox that says "No thanks, I don't want to stay updated with our latest offers."
6. Disguised Ads: These are advertisements that are designed to look like part of the website or app's content, making it difficult for users to distinguish between the two.
7. Privacy Zuckering: This is when a user is tricked into sharing more personal data than they intended. This could be through confusing privacy settings, or by making the privacy-conscious choice more difficult to find or understand. Wonder who this one was named after ...
8. Fake urgency and scarcity:? Countdown timers or messages saying "Only a few left!" create a sense of panic and push you to buy before you miss out.
9. Trick Questions: Phrasing questions or options in a way that confuses users or leads them to make unintended choices.
10. Sneak into Basket: Adding extra items to a user's shopping cart without their explicit consent.
11. Obstruction: This is when a user tries to perform a certain action, but the interface makes it difficult or impossible. For example, a website might make it easy to sign up for a newsletter, but very difficult to unsubscribe.
12. Interface Interference: This is when a user interface is designed to interrupt or distract the user from their intended task. For example, a website might display a large pop-up ad when the user tries to close the window.

The Consequences

Some consequences of using dark patterns in UX design include:

• Loss of user trust: When users realize that they have been misled or manipulated, they are likely to lose trust in the product or service and stop using it altogether.
• Negative brand reputation: The use of dark patterns can permanently damage a company's reputation, as it can be seen as unethical and dishonest. This can lead to negative word-of-mouth, poor reviews, bad press, and a decrease in customer loyalty.
• Legal and regulatory consequences: In some cases, the use of dark patterns may violate laws and regulations related to consumer protection, data privacy, and accessibility. This can result in legal action, fines, and other penalties.
• Decreased user satisfaction: In this competitive product market, user satisfaction is obligatory. Dark patterns have the opposite effect, creating frustrating, disorienting, and confusing experiences.
• Reduced conversion rates: Users are not dumb. While dark patterns may lead to short-term gains in conversion, they will likely lead to a decrease in conversion rates over time, as users become savvier and learn to avoid them.
• Increased support costs: Dark patterns can lead to an increase in support requests and complaints from users who feel deceived or trapped, resulting in increased support costs for the company.

In short, while dark patterns may provide near-term gains, they can have significant negative consequences for both your user and your company in the long run. It is of fundamental importance for both product creators and UX designers to prioritize ethical design practices to unlock trust, buyers, and loyalty.

The bottom line on dark patterns: Don't do it.