What are dark patterns in interaction design?
Interaction design, an essential discipline for creating effective user experiences, looks at how products and users respond to each other. However, there is a lesser-known aspect: dark patterns. These are strategies designed to direct user behavior toward specific actions, often confusing the user. Thus, designers sometimes employ two main tactics: bait-and-switch, and distraction.
How is bait-and-switch used in interaction design?
The bait-and-switch pattern originates when a design leads the user to perform a different action than expected. Often a sense of manipulation is generated, as the user is faced with an unwanted choice. An example is the website "Libros Gratis VIP". When trying to download a book such as "Game of Thrones", the user is redirected to an advertisement instead of the desired file, which can be solved by indicating that it is an advertisement with the label "AD" (Advertisement).
Another example is LinkedIn, where when attempting to access premium features, the user is invited to a one-month free trial. Although the button makes it clear that it is a free trial, moving forward, options to switch to Premium are presented, which may subconsciously induce an unintended subscription. Clarity and transparency in these buttons could mitigate this situation.
How do you implement distraction in design?
Distraction in interaction design focuses the user's attention on one element, diverting it away from another. This is usually achieved by highlighting one option so that the alternative goes unnoticed. An example is found on the LATAM Airlines ticket purchase page, where the seat selection service with additional cost is a secondary element that is not highlighted.
One solution would be to incorporate clear and visible buttons on the seat options. For example, a "do not choose seats" button should specify that there is no cost, accompanied by another "choose later" option, both visible to the user.
A positive example is the Azul Airlines site, which gives users the freedom to decide by clearly displaying fares and avoiding pre-set selections. This emphasizes transparency and trust in the purchasing process.
How to avoid falling into dark patterns?
To prevent dark patterns, it is essential to:
- Be clear and transparent: Clearly state whether an option involves cost and detail the actions that a click will trigger.
- Play fair in the interaction: Always show all options in a fair and accessible way.
- Respect the user's informed decision: Ensure that the user understands all possibilities before making a decision.
Discovering and understanding these obscure practices can transform the way we experience and design digital products. Incorporate these principles into your ongoing learning and contribute to a more ethical and accessible digital environment. Do you have personal examples or ideas for improvement? Share and learn as a community.
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