This edition of UXU is about ethics in design and how to avoid dark patterns. How can we continue to respect our users in a time where conversion and money are often prioritized? - Introduction The Dark Side of UX by Floor - History of Dark Patterns by Rico - Psychology and UX by Jasper - Conversion and UX by Sjoerd

1. The Dark Side of UX
WELCOME TO
WIFI
Conclusion Guest UXUmeetup@conclusion pp57cr53nc
USERNAME PASSWORD
18:00 Food & Drinks
18:40 Welcome
18:45 Company introduction Conclusion by Lorna Goulden
19:00 Introduction The Dark Side of UX by Floor
19:15 Topic: History of Dark Patterns by Rico
19:45 Short Break
20:00 Topic: Psychology and UX by Jasper
20:30 Topic: Conversion and UX by Sjoerd
21:00 Wind-up

2. The Dark Side of UX
INTRODUCTION

3. Floor van Riet
Lead UX at One Shoe

5. Ethics

6. Art of Persuasion

7. Behavioural Design

8. Dark Patterns

9. A**hole designs

10. 2005 2007 2014 2014 2013

11. When does it become Dark?

20. Designing the right things,
designing the things right

21. Trick you into
something
Building trust
& loyalty
VS

22. Warm-up examples

23. Dark Chocolates

24. darkpatterns.org

25. darkpatterns.org

26. Dark
Cookies

27. Opt-in?

28. confirmshaming.tumblr.com
Confirshaming

29. confirmshaming.tumblr.com
Confirshaming

30. Dirt

31. Notification
badge

32. Return the
favor. Are you
social or not?

33. TRISTAN HARRIS
Google Design Ethicist, Time Well Spend
“Technology is
hijacking our minds
and society.”

39. Snap-
streaks🔥🔥

42. Choose your side!

43. Dark Patterns
HISTORY OF

44. A little bit of history

45. Rico van der Sloot
UX director at Acato

46. Harry Brignull
However, there’s another kind of bad
design pattern, one that’s been crafted
with great attention to detail, and a
solid understanding of human
psychology, to trick users into do
things they wouldn’t otherwise have
done. This is the dark side of design,
and since these kind of design patterns
don’t have a name, I’m proposing we
start calling them Dark Patterns.

47. “An interface carefully crafted to trick users into doing things”

48. Dark Supermarkets

49. Why are fruit and
vegetables first?

50. Why is bread placed
At the back?

53. 2018

56. Dark Casinos

57. No clocks
Soothing music
Free drinks
No natural light

58. Slot machines

59. Near miss!

64. Supermarkets are darker
than casinos
Discussion

65. Dark UX is in its infancy;
crude and unpolished
Discussion

66. Psychology and UX
NEURO

67. Jasper Griepsma
UX strateeg at Daily Creations

68. Are we in control?

69. …All this might leave you
wondering
What control the conscious
mind really has.
David Eagleman, Neuroscientist
..Even when decisions seem
spontaneous, they don’t exist in
isolation.

70. ‘Possible control mind maybe is’

71. The power of now
Options right in front of us tend
to be valued higher than those
we merely simulate.

72. Power of now

73. Power of now

74. Put that baby to work!
Advertisers have known for
decades that pictures of babies
attract attention and hold the
viewer’s gaze.

75. Designing behaviour?

76. Social motivation
Social motivation is the idea that
people in general have a
motivation to engage with other
people.
Peer pressure
the effect on an individual who
gets encouraged to follow their
peers by changing their
attitudes, values or behaviors to
conform to those of the
influencing group or individual.

77. Social motivation or peer pressure?

78. Social motivation or peer pressure?

79. Social motivation or peer pressure?

80. Over pressure?

81. Hobson’s choice
is a free choice in which only one
thing is offered. Because a
person may refuse to accept
what is offered, the two options
are taking it or taking nothing.
Paradox of choice
We want more and more options
to choose from. We associate it
with freedom.
What we don’t realise is that
having more choices makes us
unhappy and in many cases –
paralyses us from choosing
anything at all.

82. The solution!
Hobson +1

83. The solution!
Hobson +1

84. The solution!
Hobson +1

85. How little we know
about the brain

86. Modern neuroimaging is
like asking an astronaut
in space to look out the
window and judge how
America is doing.
David Eagleman, Neuroscientist

87. Modern neuroimaging is
like asking an astronaut
in space to look out the
window and judge how
America is doing.
David Eagleman, Neuroscientist

88. Nice job Sjoerd!
With the famous Star
Wars movie quote!

89. We must take into account the ethical aspect of
design, as to what the user wants from our
products, not just what we want from them.

90. Choose your side!

91. Design in it’s essence is already about
changing behaviour.

92. We cannot draw an exact line between
light and dark patterns

93. Convert to the Dark Side
with Sjoerd Dijkstra

94. Conversion

95. The process of changing or causing something to change from one thing to another
conversion

96. conversion
A B

97. conversion
A B

98. conversion
A B
UX

99. We control human behaviour.
What people remember of the
experience is what makes them
come back…
UX

101. Tech & Business

104. Unlimited power!

106. We control human behaviour.
With commercial pressure and
endless technologic possibilities
it’s not easy to take a stand…
UX Light Dark
Business
Technology
Design

107. Now what!?

108. Design is becoming more active in strategic decision making.
Make sure UX has a ‘seat at the table’.
You!Dev
QA
Analist
PM

109. Continue
Let’s go!
Welcome aboard new recruit!
You are about to embark on a
galactic journey. Invite your
friends and rule the galaxy!
• Think in systems
• Design for scale & long term
• Utilise tech that’s available
• Work with playbooks
• Control the narrative
Hello, Let’s go,
Welcome, Hi there!….

111. Billion Dollar Valued Companies by Quarter
The number of unicorns increased from fewer than 10 in 2009 to over 200 in 2017.
The majority of them are leveraging technology, and are focussed on user experience.

112. Use technology to create truly personal
experiences tailored to what your users need,
want & deserve.
Keep ethics in mind, design for long term success.
Business success will follow!
UX

113. Thank you!
Next job Starting in 42 days
UX Designer @

114. More rules & laws will
make things better
Discussion

115. Ethics are great, but we are
here to make money
Discussion

116. Designers are responsible
for doing the ‘right thing’
for the users
Discussion

117. A big thanks to…
Thank you!

118. See you next time
Thank you!