Juliana Serna Mesa I Dark Data 2023
Digital Trust: Unmasking Deceptive Patterns
In today's digital age, there is a need to raise awareness about how interfaces are meticulously designed to subtly influence behavior, often leading individuals to engage in tasks they might not have otherwise considered. The intricate world of the web is fascinating, with its strategies crafted to tap into psychological tendencies and towards specific behaviors, raising ethical questions about the balance between user engagement and cyber manipulation.
darkweb
Confirmshaming
Fake Urgency
Forced Action
Hard to Cancel
Obstruction
Visual Interference
Sneaking
Hidden Costs
Nagging
Trick Questions
Misdirection
Roach Motel
Sneak into Basket
Bait-and-Switch
Have you experienced online deception?
Are we actually capable of avoiding deceptive patterns?
STAGE ONE
Realization
"What are Deceptive Patterns"
A manipulative design scheme is a pattern that encourages users to perform an action advantageous to the company.
This is achieved through deceiving, misdirecting, shaming, or obstructing the user’s ability to make another
(less profitable) choice.
These tactics are particularly effective when targeting vulnerable users, including children and those with lower
digital literacy.
This exacerbates the ethical concerns surrounding such practices.
Deceptive patterns harm users by causing cyber exhaustion, anxiety, loss of privacy, and data exposure.
data matters
our
because
FAKE NEWS
Disseminating false information with the intent to mislead or manipulate public opinion.
64% of
adults
believe
in fake news
Causing a great deal of confusion as 23% said they had shared or fabricated fake stories themselves to gain popularity.
Close to 40% of respondents to a study by Statista admitted to having accidentally shared fake news with friends in 2022.
HIDDEN FEES
Concealing additional costs or fees until a user is committed to a transaction.
Food delivery apps often lead to unexpected and undesirable outcomes such as subscription models, in-app purchases, limited free trials, and extra business and service costs. These companies can charge hidden fees of up to 24% of the order's cost. Fees can almost double the price of an order when tips are added.
78% of web services carry hidden fees
TRICK QUESTIONS
This type of pattern is purposefully crafted to confuse, by using different language artifices, such as intricate wording and double negatives in order to nudge the user into taking the desired action.
Have been preselected by online abusers to hack bank accounts and social media accounts. Sneaky tracking mechanisms, such as hidden cookies or unclear privacy policies, can compromise user privacy without their knowledge.
3 in 5 web subscribe
services utilize tricky wording
And confusing UI to persuade users not to opt out of services such as subscription-based models, memberships, and newsletter emails.
Trick content and difficult language irritate customers as they delay the action.
SNEAKING
Deceptive websites might mimic the appearance of legitimate websites, especially those of banks, social media platforms, or email providers. Users may unknowingly enter credentials, which are then captured by attackers
1 in 4 young users have been targeted by abusers
Compromising user privacy and financial security without their knowledge.
FAKE URGENCY
With the intention of misleading users into making an immediate purchase or taking swift actions that could result in a purchase. This may involve presenting inaccurate indications of a product's popularity and inflating claims about limited availability.
65% of shoppers claimed feeling pressured
And reported having anxiety symptoms after making decisions quickly, due to impulsive behaviour and unnecessary purchases.
82% of
senior adults
trust in promotional pop-ups
While acquiring products or engaging in services. This statistic underscores the significance of these particular elements in influencing the decision-making process of the senior demographic.
MISDIRECTION
It is when the design purposefully focuses users' attention on one thing to distract attention from another.
Misdirection is the sneakiest type of pattern because it exists in a grey area.
Numerous deceptive patterns exist, and ample literature from UX professionals, educators, and legal rights experts delves into categorizing them.
Due to the abundance of these patterns on our web landscape and the varied terminologies used, it is impractical to cover all in this space.
The most infamous examples are highlighted below:
and
other awful & unlawful
behaviors
Negatively affect our digital experiences on a daily basis.
STAGE TWO
Awareness
"Origin & Evolution"
The concept of deceptive pattern (found as “dark patterns”) was coined by Harry Brignull in 2010. Harry is a user experience director, passionately committed to exposing deceptive design practices, and a lawsuit advocate involved in these practices.
Deceptive patterns are prolific on the web and in digital design. A 2019 study by researchers from Princeton University and the University of Chicago found deceptive design patterns were present on over 10% of a sample of 11,000 popular e-commerce sites on the web. Another study by researchers from the University of Zurich in 2019 found that deceptive patterns were present in 95% of 240 free, trending apps sampled from the Google Playstore, and over half of these apps had an average of 7 deceptive patterns.
- Nielsen Norman Group
recognition
What Makes Something
a Deceptive Pattern?
Social Proof
Misdirection
Tactics
3 people bought this item last week!
Commonly used while on retail stores
5338 people viewed this in the last hour
Used while booking a hotel room
Jane in Brooklyn, just purchased
Habitual in ecommerce
4 sold in the last 5 hours
Recurrent in any online service
72 viewing this product right now!
Used while booking a hotel room
Favored by: 400 people!
Used while booking a hotel room
85 have it in their cart
Commonly while purchasing furniture
No thanks, I don't want a free gift
Used in renewal membership plans
I don't like to save money
Commonly used by car rental agencies
No thanks, I will pay the full price
Used in cable and IT providers
STAGE THREE
Change
"Future & Onwards"
What does a future without a web deception look like?
how to do
Best?
probably
Design x Humanity
Involves prioritizing transparency, user empowerment, accessibility, consent, and ethical considerations. By providing clear information, respecting user choices, being aware of the surrounding emotions and experiences, ensuring accessibility, and considering the broader impact of design decisions on nature and human well-being, businesses can avoid deceptive patterns. Emphasizing empathy and delivering a service that is beneficial for both parties, in the long run, contributes to positive and ethical digital experiences, fostering trust, user satisfaction, and ultimately achieving company goals.
Calm Technology
Creates experiences and services that are unobtrusive, minimally distracting, and seamlessly integrated into users' lives.
By prioritizing subtle notifications, context/nature-aware design, and user empowerment, Calm Tech contributes to more natural and enjoyable long-lasting interactions. This approach emphasizes well-being, mental health, and seamless integration of technology. Ultimately, the goal is to provide technology that enhances users' lives without causing unnecessary stress or disruption.