Photo: Unsplash
After days of mental conflicts, I have discovered Dark Patterns, a niche website that furnishes us with myriads of design schemes.
Sounds fascinating?
Indeed, my jaw fell to the ground when I first circumvented the dark patterns.
I bet you would fantasize the website exploration would be awesome and inspiring. However, when we bifurcate the world, there are many not-so-decent tricks that escape our awareness.
In Harry Brignull’s own words,
Dark Patterns are tricks used in websites and apps that make you buy or sign up for things that you didn't mean to.
Intentional ad-clicks, incessant pop-ups and indefatigable spam emails are crippling our patience and tolerance.
Needless to say, the chaos that 2017 Alipay Annual Report has brought about in the light of privacy and legitimacy are recent expressions of Dark Patterns.
It stipulates the Agreement in tiny words and auto-checks Yes without our consent. Later, their apology seems unconvincing and impromptu, which still casts a shadow on their motive.
It then dawns on me that in a world pivoting on survival, there is little room left for good products.
A tinge of respect and integrity would make a difference.
The logic behind the harsh reality is quite explicit.
On one hand, almost every early bird is dying to catch the worm with some plausible solutions. When they begin swarming into the blue sea, business interests become top priorities. With generous investments, every player would somehow ignore the ethics. In their eyes, only the survivors could be the rule-makers.
For the record, I am not suggesting that money is evil, but simply advocating that making money with decent means are much glorified than doing business with irrespectable tricks.
On the other hand, companies have failed to digest the true relationship between products and users. A product is all about establishing values and delivering value, which is contrarian to those amateurs' views. In the end, products are perfect epitomes of human needs, ranging from the basic needs for food and entertainment to the higher needs for love and success.
Excellent products speak for themselves. Instead of promoting and snatching the newcomers, we should bear in mind that every chance of user interaction and product demonstration is as precious as elevator speeches.
Show respect and walk the talk.
It is what brand awareness and business trust rely on.
Our team recently has been devoted to creating a brand-new product and our first move is to learn and analyze the best works in the world.
It is widely acknowledged that product managers are destined to get a smattering of everything about the Internet.
Then, I am desperately to tap into the eleventh types of Dark Patterns， whose purpose is to spread awareness and to shame companies that use them.
It also becomes a timely reminder of how we build and deliver our products.
If you have seen more, please enlighten me in the comment section.
Before exploration, there are two questions that are swirling in my mind.
How we fall prey to Dark Patterns?
What are the psychological explanations?
Let’s cut to the chase and be in awe with the Hall of Shame.
When we browse the web, we skim read and make assumptions about the content to optimize our attention. Consequently, we are more susceptible to hundreds of malicious intentions.
1) Bait and Switch
This scenario normally appears when we decide to remove an app. Closing and continuing the process without alerts would amount to conquering the Alps. 360 once became censured for their undesirable uninstallation.
2) Disguised Ads
This trick is often employed in information feeds, such as WeChat Moments and Daily News. Ads are designed on purpose to loosen our guard thanks to our mechanism of elimination and classification.
Photo: WeChat Moment Ads
3) Forced Continuity
This typical scheme can be found in our three telecom giants where we are, more often than not, clueless as to why the monthly package has become even higher in some mystical events.
Photo: China Mobile SMS
4) Friend Spam
The most famous example of this dark pattern was used by LinkedIn, which resulted in them being fined $13 million dollars as part of a class action lawsuit in 2015.
5) Hidden Costs
You get to the last step of the checkout process, only to discover some unexpected charges have appeared, e.g. delivery charges, tax, etc.
Even you notice before closing the deal, there is nothing more to be done other than replacing it with another platform.
6) Misdirection
The design purposefully focuses your attention on one thing to distract your attention from another.
7) Price Comparison Prevention
The retailer makes it hard for you to compare the price of an item with another item, so you cannot make an informed decision.
8) Privacy Zuckering
In theory your profile could result in your turmoil with insurance or loans services. Our privacy could not be more cautious. Every location, every photo and every device are devouring pieces to depict the whole persona.
9) Roach Motel
The design makes it very easy for you to get into a certain situation, but then makes it hard for you to get out of it (e.g. a subscription).
10) Sneak into Basket
You attempt to purchase something, but somewhere in the purchasing journey the site sneaks an additional item into your basket, often using an opt-out radio button or checkbox on a prior page.
11) Trick Questions
Many products are inclined to cover their newsletters options without our consent, and formulate bizarre instructions for more victims. HR and financial products are excellent examples.
Photo: Aliyun Email Ads
I have to admit, those designers are masters of manipulating human weaknesses, such as laziness and mental labeling.
After centuries of evolution, we have established shortcuts to adjust to the environment without consuming much energy. Our genes clearly define our actions, and our actions lead us to abysses in some extreme circumstances.
At the same time, our visual structure and mechanism are no exceptions. Sensitive to all objects and potential dangers, we quickly respond to the flashy pop-ups and flamboyant scrolling banners.
However, even these could be effective strategies to capture our valuable attention, it is a point of honor that we put them into right avenues.
Tech neutrality is a trend, unprecedented business evolution is on the way, and all players are striving to stay alive.
Although it is highly possible that there will be days when monopolists sneak into our backyard and try to deprive us of freedom of choice, I sincerely hope that even when our hands are tied, anger and rejection could be our weapons or at least, we can make our voices heard and be brave enough to break the shackles.
I truly believe this is our right attitude and what we call Responsibility.
Hope you are all inspired.
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