How to Identify and Avoid Deceptive Design Patterns in UX
In the digital age, user experience (UX) design has become a crucial factor in shaping how people interact with websites and applications. However, not all UX design practices are created equal. Deceptive design patterns, also known as dark patterns, have emerged as a concerning trend in the field. These manipulative techniques exploit cognitive biases and user behavior to trick people into taking actions they might not otherwise choose, often to the benefit of the company behind the design.
As the online landscape continues to evolve, it has become increasingly important for users and designers alike to recognize and avoid these deceptive practices. This article delves into the world of deceptive design patterns, exploring their rise in UX, categorizing different types of manipulative techniques, and providing strategies to identify them. Additionally, it offers guidance on implementing ethical UX practices to create user-friendly designs that prioritize transparency and user autonomy, ultimately fostering trust and long-term customer relationships.
The Rise of Deceptive Design in UX
The concept of deceptive design patterns, also known as dark patterns, emerged in 2010 when user experience designer Harry Brignull coined the term 1. These patterns are user interfaces carefully crafted to trick users into taking unintended actions, often benefiting companies at the expense of user autonomy 1. The rise of A/B testing has played a significant role in the proliferation of these patterns, as companies use data-driven decision-making to optimize conversions 2. This practice, combined with the imitation of competitors’ designs, has led to the widespread adoption and perceived legitimization of deceptive patterns across the digital landscape 2. In 2022, a European Commission report revealed that 97% of the most popular websites and apps used by EU consumers deployed at least one dark pattern 1.
Categories of Deceptive Patterns
Deceptive design patterns can be categorized into several types, each employing different tactics to manipulate user behavior. Confirm shaming is a common technique that uses guilt-inducing language to influence user choices 3. Forced action patterns compel users to perform undesired tasks to achieve their goals 4. Hard-to-cancel patterns make opting out of services or data collection significantly more difficult than opting in 4. Nagging involves repeatedly asking for consent, while obstruction patterns deliberately slow down processes for users who opt out of data processing 4. Preselection patterns present default options that may not align with users’ best interests 4. Some patterns withhold or obscure crucial information, making it challenging for users to make informed decisions 4.
Let’s take a closer look at some common deceptive patterns you might encounter in your work as a UX designer.
Forced Continuity:
Forced continuity is the practice of charging a user for membership without providing any warning or reminder.
Imagine a user signing up for a free trial in an app, thinking it’s a risk-free offer. They check a box, assuming there are no strings attached, only to later discover that their credit card has been charged — and to make matters worse, they can’t easily find a way to cancel the membership. This is a prime example of forced continuity, where users are left feeling trapped and deceived.
As a UX designer, it’s crucial to prioritize transparency and fairness. Here’s how you can avoid forced continuity in your designs:
- Send a Reminder Before Charging: Always notify users before their free trial ends and before any charges are applied. For instance, if a user signs up for a one-month free trial, send them an email a few days before the trial ends, reminding them of the upcoming charge.
- Make Cancellation Simple: Ensure that users can easily cancel their membership. Avoid hiding the cancellation process in a maze of settings or pages. Instead, provide a straightforward path to cancel. For example, include a “Cancel Membership” button in the user’s account settings.
- Direct Links to Cancellation: Offer a direct link that guides users through the cancellation process. This could be as simple as including a clear, visible “Cancel Subscription” link in the reminder email, which takes users directly to the cancellation page.
- Clear Labeling of Buttons: Ensure that the visual elements in your designs, like buttons, are clearly labeled. For instance, if a button finalizes a purchase or continues a subscription, label it accordingly — like “Start Paid Membership” instead of a vague “Continue” — so users know exactly what action they’re taking.
By following these practices, you not only build trust with your users but also create a more user-friendly experience, avoiding the pitfalls of deceptive patterns like forced continuity.
Refer: think design
Sneak into basket
Sneak into basket is a deceptive pattern where an extra item or service is automatically added to a user’s shopping cart during checkout, or when an additional plan is pre-selected for purchase, forcing the user to manually remove it if they don’t want it.
For example, imagine a user is purchasing a laptop online. They go through the checkout process, only to find that a protective case or an extended warranty has been automatically added to their cart. The user may not notice this added item, and they end up paying for something they didn’t intend to buy.
To avoid this deceptive practice in your designs, ensure that no items or services are pre-selected during the checkout process. If the user is considering an additional item or service, they should actively choose to add it themselves.
For instance, instead of automatically adding an extended warranty to the cart, simply present the option with a clear “Add Warranty” button, leaving the choice entirely up to the user. This way, users have a transparent shopping experience without any surprises in their cart.
Refer: Think Design
Hidden Cost
Surprise fees are extra charges that pop up at the end of buying something online catching buyers off guard.
Picture this: You’re buying shoes on the internet. The price looks normal as you shop. But when you’re about to pay extra fees like shipping or handling show up out of nowhere. You might feel annoyed, but you might still buy the shoes just because you don’t want to start over on another website.
To steer clear of this trick in your designs, make sure all prices are clear from the start. One good way to do this is to add a tool that figures out the total cost while people are shopping. This can help them guess things like taxes or shipping before they’re ready to buy. For example, you could add a button that says “Figure Out Total Cost.” This gives shoppers a heads-up on what they’ll pay, so there are no shocks at the end.
Confirm-shaming
Confirm-shaming refers to a misleading strategy that aims to make users feel guilty or embarrassed when they choose not to participate in something.
Picture a pop-up that asks users to sign up for a newsletter. The button to say no has a manipulative message like, “No thanks, I don’t want to stay in the loop.” This wording tries to make users think they’re making a bad choice by not signing up pushing them to subscribe because they don’t want to miss out.
To steer clear of confirm-shaming in your designs, pay attention to the words you put on buttons and confirmation screens. Instead of using phrases that make people feel bad, like “No thanks, I’ll skip these great deals,” use neutral words such as “No thanks” or “Not interested.” This way, users can decide without feeling pressured.
Refer : https://www.deceptive.design/types/confirmshaming
Urgency
Attempting to convince users to purchase an item before they run out of time and miss today’s “amazing” price.
An example of urgency can be when a pop up opens on a website to promote a deal just for the next hour or a coupon that expires in thirty minutes. The goal of urgency is to rush the user into making a purchase in a limited amount of time, otherwise they’ll miss an amazing deal and have to pay full price.
Urgency is not just about offers and deals that are limited, it’s about adding increased pressure on the user to commit to a purchase quickly. In your designs, think about how you are utilizing urgency and ensure you aren’t using this deceptive pattern to manipulate your users into making sales quickly.
Conclusion
The world of UX design is ever-changing, with deceptive patterns posing a significant challenge to user autonomy and trust. By understanding these manipulative techniques and their impact on user behavior, both designers and users can work towards creating and demanding more ethical digital experiences. This awareness has a crucial role in fostering a digital landscape that prioritizes transparency, user well-being, and long-term relationships over short-term gains.
Moving forward, the responsibility lies with designers, companies, and users alike to push for ethical UX practices. Designers should strive to create interfaces that empower users rather than exploit them, while companies need to recognize the long-term benefits of prioritizing user trust over immediate conversions. At the same time, users can play their part by staying vigilant, recognizing deceptive patterns, and supporting businesses that embrace ethical design principles. By working together, we can shape a digital future that respects user autonomy and fosters genuine value creation.
FAQs
What are deceptive patterns in UX design?
Deceptive patterns, also known as dark patterns, are manipulative design tactics used in websites and applications that coerce users into actions they might not have intended, such as making purchases or signing up for services.
How can deceptive design patterns be avoided?
To avoid deceptive design patterns, organizations should adopt fair design practices. This includes presenting privacy options in a neutral manner, using similarly styled and sized ‘accept all’ and ‘reject all’ buttons, setting privacy-friendly defaults, and ensuring that user choices are made without manipulation.
What methods are used to identify issues in UX design?
Identifying problems in UX design typically starts with gathering initial insights from stakeholders, analyzing analytics, conducting surveys, and collecting user stories. Further in-depth research includes conducting user interviews, usability tests, and detailed data analysis to understand user interactions and pain points.
Why is it difficult to disregard deceptive patterns?
Deceptive patterns are challenging to ignore because they are designed to manipulate users into taking actions that may not be in their best interests, such as making unintended purchases. These patterns are widespread and effective at increasing conversions, making them prevalent across various online platforms.
References
[1] — https://en.wikipedia.org/wiki/Dark_pattern
[2] — https://www.nngroup.com/articles/deceptive-patterns/
[3] — https://www.iodigital.com/en/history/raak/confirm-shaming-the-dark-side-of-copywriting?srsltid=AfmBOorWNkJUin6puXmH7irq5raTt5SpYVyQ3ToB2nMYvXaluNn2VU3R
[4] — https://www.osano.com/articles/dark-pattern-examples
[5] — https://raw.studio/blog/designing-with-integrity-the-ethical-designers-handbook-on-dark-patterns/