A design pattern is a device embodied in user interfaces that people interact with so much, that it becomes a habitual action they perform without giving it too much thought. While all users of interfaces prefer interacting with great UX patterns that benefit their overall experience, many patterns found online are designed specifically to trick the user into making a decision that will not necessarily benefit them, but rather the business behind the interface. These are known as dark patterns in UX. Sometimes, dark patterns are disguised as good UX patterns. Because we are creatures of habit, we might perform a task or action on an interface without putting too much thought into it, only for the action to result in a decision that we did not intend to make, tricking us into being manipulated. Other times, dark patterns are so shamefully obvious that is downright ridiculous in nature, like taking advantage of our kind nature to make us feel bad for making a different decision.
Dark patterns are found everywhere online, but nowhere is it as critical to avoid as when it comes to affecting a user’s monetary needs, like in E-Commerce systems. Some businesses’ only goal is to garner as much cash through conversions as possible, even at the expense of their customer. Even if there are no functions to stop these businesses from operating online, us as designers can be smarter and more ethical to advise against dark patterns.
Below are some familiar dark patterns often found in E-Commerce websites and what can be done to avoid manipulation tactics.
Best practices for Cookies
Lessen irritation for the user by:
- Don’t prioritize the accept button over the decline button, and rather showcase both buttons on the same visual level
- Don’t make content too wordy or difficult to understand. Many times, dark patters are disguised through confusing text that is easily misinterpreted by the user
- Don’t create cookies that give access to the user’s data while the popup is still present
Pre-selection
A dark pattern occurs when an item or action is pre-selected for a customer by the interface, for example when an interface automatically opts in a user for marketing notifications without user action. This can harm the relationship of trust between the business and customer when notifications become overbearing and turn the user away. Designers should be weary of spamming customers with marketing subscription requests. This can lower potential customer engagement substantially and can result in them clicking away from the website.
Sneaking
When a business sneaks an item or hidden costs into the customer’s basket without them noticing, it is a clear use of a dark pattern. Should the business require a method of upselling, it is the designer’s duty to recommend the best pattern to benefit both the customer and business and insist on suggesting items in the user’s checkout journey.
Newsletters of little value
Many businesses use newsletters to generate email leads for future communication. However, emailers can be a hindrance or irritation for the customer when they add little to no value with generic content. Businesses can perform research about their target audience for the emailer to be sent and only send relevant content to those customers that will find it valuable, when it matters.
Newsletter popups might not be the best pattern to use to gain email leads. While it is impossible to miss for the customer, it can be a nuisance when they need to dismiss it every time they visit the website. Static newsletter modules can be added in a non-intrusive space on the website instead, where it will always be available should a customer be interested.
Confirmshaming
Businesses can use newsletters to manipulate customers to subscribe by using a dark pattern called confirmshaming. For example, a company that offers a discount for an initial purchase through newsletter subscription, could manipulate the user’s decision by insinuating that clicking ‘No’ means the customer like to buy items at full price.
No guest checkout available
Always ensure a guest checkout is available as some customers don’t want to go through the hassle of registration just to quickly buy an item and could potentially click away.
Donation shaming
Allowing for donations can show customers that a business cares about values other than just conversions. Even though this can add value, it is important not the shame the customer should they choose not to donate.
As interface designers, we should steer clear of dark patterns and always remember we are user advocates, their voice when they can’t speak up. When creating interfaces for businesses, we should advise the best patterns to use for certain flows and components and remember to always put yourself in the shoes of the user.