The Not-So-Dark Side of Bad Web Design, Grey Tactics

In the vast and ever-evolving landscape of web design and user experience, there’s a term that often creeps into the conversation – “grey tactics.” These design choices or user experience manoeuvres may not always be intentional dark patterns, but they can leave users scratching their heads or even feeling a bit tricked. In this article, we’ll explore what grey tactics are, provide examples of real sites that have had their fair share of such tactics, and emphasize the importance of avoiding them to maintain user trust.

Unpacking Grey Tactics

Grey tactics can be defined as design or user experience choices that are not necessarily dark patterns but can unintentionally confuse or frustrate users. They’re like the puzzling riddles of web design that might make you wonder if you’re missing something. Here are a few examples:

The Overly Complicated Checkout Process

You’ve just found the perfect product online, and you’re eager to make a purchase. However, the checkout process seems never-ending. There are unexpected upsells, lengthy forms, and unclear progress indicators. This is an example of a grey tactic that can inadvertently make users abandon their carts out of frustration.

Misleading “Download” Buttons

Have you ever been on a website trying to download a file or a piece of software, only to find that the prominent “Download” button isn’t the real deal? This is a classic example of a grey tactic – the download button might lead you to an entirely different page or an ad.

Ambiguous Privacy Settings

Online privacy is a top concern for users. Websites with ambiguous or convoluted privacy settings can unintentionally create mistrust. Users may question what data is being collected and how it’s being used, ultimately affecting their perception of the site.

Examples from Real Sites

While grey tactics may not always be intentional, real websites have been known to incorporate elements that can leave users perplexed. Let’s take a look at a few examples:

E-commerce “Forced” Additions

Some e-commerce websites have a habit of adding extra items to your cart without your explicit consent. For instance, you select a single item, and suddenly, your cart contains several more. This can make users feel like they’re being pushed into buying more than they intended.

Unclear “Accept Cookies” Banners

In the era of data privacy, websites often have “accept cookies” banners. However, some sites make it challenging to decline cookies or access more information. Users might feel cornered into accepting something they’d rather not.

The Dangers of Grey Tactics

While grey tactics may not be as malicious as dark patterns, they can still have significant negative consequences:

1. Trust Erosion: Users today are more cautious and discerning than ever. When they sense that a website is employing tricky tactics, their trust can erode quickly.
2. Reputation Damage: In the digital realm, your reputation is invaluable. Encounters with grey tactics can lead users to share their frustrations and stories, potentially tarnishing your online reputation.
3. Conversion Roadblocks: Effective web design should guide users seamlessly towards their goals. Grey tactics, on the other hand, can hinder conversions, turning your website into a labyrinth of frustration.

Avoiding Grey Tactics

To ensure your website maintains a user-centric and trustworthy approach, consider these strategies:

1. Transparency: Prioritize transparency in your design. Be clear about your intentions and provide users with all the information they need to make informed decisions.
2. User-Centered Design: Always put yourself in the user’s shoes. Prioritize their goals over clever tricks or puzzling manoeuvres.
3. User Testing: Regularly conduct user testing to identify and correct issues that could unintentionally resemble grey tactics. Use this feedback to refine your design and user experience.

In a world where user trust is paramount, it’s crucial to avoid grey tactics that can leave users feeling puzzled or deceived. While these tactics might bring momentary gains, the long-term cost in terms of reputation and trust is rarely worth it. Instead, aim for design and user experiences that are clear, transparent, and centred on your users’ needs.