Have you ever checked the box in an app thinking it was a free trial with no catch only to discover later that your credit card had been charged? And even worse, there wasn’t an easy way to cancel the membership? Perhaps you’ve used a file-transferring mobile app to share some files, only to discover that after sharing an app, additional unrelated files were transferred. It occurs to everyone!
These experiences are examples of deceptive patterns. Deceptive patterns trick users into inadvertently completing an action online. Deceptive patterns can include a variety of visual, interactive, audio, or motion elements that are incorporated into designs in order to deceive users. Although the term “dark patterns” is commonly used in the industry, we designers frequently use the phrase “deceptive patterns” to avoid referring to something potentially problematic as “dark” and “bad.” Instead, the term “deceptive” refers to the tactic itself, which tricks users into doing or purchasing something they would not have done or purchased otherwise.
Harry Brignull, a User Experience specialist with a background in psychology and research, first identified deceptive patterns in 2010. He identified 11 patterns: Trick questions, Sneak into basket, Roach motel, Privacy Zuckering, Price comparison prevention, Misdirection, Hidden costs, Bait and switch, Confirmshaming, Disguised ads, Forced continuity, and Friend spam.
The majority of these patterns are self-explanatory, but we will only cover two of the 11 types of deceptive patterns.
Forced continuity:
The practice of charging a user for a membership without a warning or reminder.
Consider the following scenario: a user clicks a box on an app, believing they are receiving a free trial with no strings attached, only to discover that their credit card has been charged and there is no easy way to cancel the membership.
Sneak into basket:
Refer to the previous example: when an extra app is transferred in the process of sharing some specific files via a mobile file transfer app, or When a user must remove an item from their cart if they do not wish to purchase it, which is an extra step that is easily overlooked.
When an extra item is added to a user’s shopping cart while checking out, this is an example of sneak into basket, and so is when an extra plan or service is pre-selected as “add to my cart” during the checkout process.
What can you do to avoid falling prey to these patterns?
As internet users, we appear to be excited most of the time while browsing our favorite online store or simply attempting to complete a task quickly, losing attention to minor and critical details in the process. Here are some pointers to avoid forced continuity and sneak into basket patterns.
• Pay close attention to minor details.
• Read FAQs to gain a better understanding of how a product works; don’t make assumptions.
• Research and read reviews on products you want to become a member of.
• Look for a membership cancellation process before entering credit card information.
• Check that no boxes that add items to your cart are pre-selected.
• Before checking out, thoroughly review your shopping cart.
Deceptive patterns are designed to deceive us, and their psychological effects continue to affect many consumers because they are difficult to identify and even more difficult to ignore than traditional forms of advertising. So, how do we protect ourselves from these perilous patterns?
Our best defense against deceptive patterns, according to Brignull, is to be aware of them and shame the companies that employ them.
Finally, design is the medium through which we interact with the internet; it is the language in which we read it. It is reasonable to expect that language to be understandable and truthful. Take note of these patterns as you browse the web today.
