My talk for dsgnday 2015, Amsterdam.

1. Deception
From
to
Clarity
Stephen Hay, dsgnday Amsterdam
THOUGH TS ON DE CE PTIO N I N WE B DESIGN

3. –DARW IN ORTIZ
“People tend to see what they expect to see.”

4. Design decisions.

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22. People who stand to gain something
from you have motive to deceive.

23. I ♥ Deception

26. Principles, Techniques, and Ethics of Stage
Magic and Their Application to Human
Interface Design
Bruce “Tog” Tognazzini (1993)

27. –BRU CE “ TOG” TOGNAZZI NI
“A trash can instead of a dialog requesting track and sector
identification for zero-overwrite is simulation.”

28. Benevolent Deception in Human
Computer Interaction
Eytan Adar (University of Michigan),
Desney S. Tan (Microsoft Research), Jaime Teevan (Microsoft Research), 2013

29. Deception can be found in UIs
all around us.

30. https://www.flickr.com/photos/roboppy/7364621250/

33. Good vs Evil

34. Stupid Patterns

36. Dark Patterns

37. darkpatterns.org

39. “Roach Motel”

40. http://darkpatterns.org/at-twitch-tv-more-colors-means-give-us-money/
“Bait & Switch”

45. €

46. Why people use dark patterns

47. Rather than deceiving users, enable
them to do what you’d like them to do.

48. Deceit is the low-hanging fruit
of persuasion

49. –BJ FOGG
“By focusing on simplicity of the target behavior,
you increase Ability.”

50. A behavior model for persuasive design:
behaviormodel.org
Motivation Ability

51. –DARW IN ORTIZ
“The audience must never be made to work.”

52. Clarifying techniques

53. 1. Use fewer props
Add only the necessary to your UI

54. rijksmuseum.nl

55. rijksmuseum.nl

56. 2. Use a memory hook
Be consistent

58. 3. Visually clarify the props
Make it clear what everything does

59. “Don't stand in the elevator
when sheets of paper are flying around
to the side of the elevator.”

61. 4. Visually clarify the layout
(That says it all)

63. 5. Make the hidden visible
If it needs to be there, put it there.

65. We make cars.
SCROLL DOWN PAST THIS MODERN VARIATION OF A FLASH INTRO TO FIND SOME ACTUAL CONTENT.

66. 6. Eliminate time lags
Design for performance

69. 7. Eliminate interruptions
Avoid distractions from the task at hand

72. 8. Procedural directness
Design fluid procedures

75. Delight vs Frustration
:-) :-(

76. –HENNING N EL MS, M AGIC AND SH OWM AN SH IP
“…some deceptions are permissable, others are unforgivable. No
one expects a poker player to tell the truth about the cards he
holds. However, if you try to deceive by dealing from the bottom
of the deck, you may got shot and will certainly be shunned.”

77. Thank you!
@stephenhay
the-haystack.com
responsivedesignworkflow.com