Dark UX Patterns: How to avoid them and improve the user experience.

1. What is dark UX?
2. How does it work?
3. Examples of dark UX
4. Avoiding dark UX patterns

🤔 What is dark UX?

Dark UX patterns, often concealed beneath sleek interfaces and enticing visuals, represent a pervasive and controversial facet of modern digital design. In the realm of user experience (UX), they are the proverbial black sheep, designed with a distinct purpose: to manipulate users into taking actions they didn't intend or desire. This surreptitious manipulation is a deviation from the principles of ethical design, as it often serves the interests of businesses at the expense of user clarity and autonomy.

At its core, dark UX is a collection of design techniques deliberately crafted to deceive or coerce users. These patterns exploit psychological quirks and behavioral tendencies, guiding individuals down paths they might not choose willingly. The outcomes can range from unintended purchases and involuntary subscriptions to invasive data collection and, ultimately, eroding trust in digital interfaces. Understanding the mechanics of dark UX is crucial for designers and consumers alike, as it empowers us to recognize and combat these insidious tactics in our increasingly digital lives.

🤷‍♂️ How does it work?

Dark UX patterns leverage a variety of psychological triggers and cognitive biases to manipulate user behavior. Here's a deeper look at how these may patterns work...

• Misdirection and Distraction: Dark patterns often employ misdirection and distraction techniques. They may use flashy visuals, exaggerated animations, or attention-grabbing elements to divert users' focus away from their original intent. For example, a website might display a pop-up ad just as a user is about to click on the "unsubscribe" button, making it easy for the user to accidentally subscribe instead.
• Urgency and Scarcity: Creating a false sense of urgency or scarcity is a common dark pattern. Websites may display countdown timers or claim that an offer is available for a limited time only, pressuring users to make quick decisions without fully considering their choices. This can lead to impulse purchases or sign-ups.
• Forced Continuity: Forced continuity is a dark pattern that tricks users into signing up for a subscription service. For example, a website might offer a free trial but require users to enter their credit card information before they can access the trial. The user may forget to cancel their subscription before the trial ends, resulting in an unexpected charge on their credit card statement.
• Hidden Costs and Obligations: Dark UX patterns often hide additional costs or obligations from users. For instance, during the checkout process, they may pre-select options like "subscribe to our newsletter" or "buy protection plan" without the user's consent. Users may not notice these selections until it's too late.
• Privacy Intrusion: Some dark patterns manipulate users into sharing more personal information than they intend to. They may use confusing language or design choices to make it difficult for users to opt out of data collection or sharing. This can compromise user privacy and trust.

📱 Examples of dark UX today

Dark UX patterns are everywhere, from e-commerce sites to social media platforms. Here are some examples of dark UX patterns you may have encountered in your daily life:

• Cancelation Difficulties: Some companies make it difficult for users to cancel their subscriptions or accounts. They may require users to call a customer service number or send an email, which can be time-consuming and frustrating. This can lead to users paying for services they no longer want or need.

👇 Planet Fitness Cancelation

• Hidden Costs: Many e-commerce sites use dark patterns to hide additional costs from users. For example, they may display a low price on the product page but add shipping and handling fees at checkout. This can lead to unexpected charges on the user's credit card statement.

👇 Pricing / Checkout with Progressive Insurance

💙 Avoiding dark UX patterns

Dark UX patterns are unethical and can damage your brand's reputation. Here are some tips to help you avoid them:

• Be Transparent: Make sure users know what they're signing up for. If you're offering a free trial, clearly state how long it will last and what happens after the trial ends. If you're collecting personal information, explain why you need it and how you'll use it. Transparency builds trust and reduces the risk of dark patterns.
• Make it Easy to Cancel: If you offer subscriptions or memberships, make it easy for users to cancel them. Provide clear instructions on how to cancel and offer multiple ways to do so (e.g., phone, email). This will reduce the risk of users paying for services they no longer want or need.
• Don't Trick Users: Don't use misleading language or design choices to trick users into taking actions they don't intend to take. For example, if you're offering a free trial, don't require users to enter their credit card information before they can access the trial. This will reduce the risk of users forgetting to cancel their subscriptions before the trial ends.
• Don't Hide Information: Don't hide important information from users. For example, if you're collecting personal information, don't bury it in the fine print. Make sure users can easily find out what data you're collecting and how you'll use it. This will reduce the risk of users feeling like their privacy is being violated.
• Don't Use Misleading Visuals: Don't use misleading visuals to trick users into taking actions they don't intend to take. For example, if you're offering a free trial, don't use a countdown timer to create a false sense of urgency. This will reduce the risk of users feeling pressured to make quick decisions without fully considering their choices.