Design is always a balance of user needs and business needs. As good designers, we strive to put the user first and make things that are usable and useful. A big part of what we want to do is help people to achieve what they need to do, avoiding pain or seeking reward. In this talk, Gareth and Ben explore the idea of ’persuasive design’, where elements of cognitive psychology are employed to influence a change of user behaviour, for good and evil.

1. Cover page
under the influence
dark patterns and the power of
persuasive design

2. A long time ago, in a design studio far,
far away…

8. Ben and Gareth

12. dark patterns

14. • Bait and Switch
• Disguised Ads
• Faraway Bill
• Forced Continuity
• Forced Disclosure
• Friend Spam
• Hidden costs
• Misdirection
• Privacy Comparison Prevention
• Privacy Zuckering
• Roach Motel
• Road Block
• Sneak Into Basket
• Trick Question
www.darkpatterns.org

15. Trick question

19. Bait and Switch

23. Friend Spam

24. Example

25. Designers
Taste
Companies
Interests
Users Needs
& Wishes
Functionality, Efficiency
& Desirability
Profit &
Reputation

26. persuasion
dark patterns

27. B.J. Fogg

28. Triggers
Fail here
Triggers
Succeed here
Action
Line
Motivation
AbilityHard to do Easy to do
LowMotivationHighMotivation
B mat
Fogg Behaviour Model
-
Behaviour = Motivation Ability Trigger
at the same moment
-

29. • Time
• Money
• Effort
• Cognitive load
• Social acceptance
• Routine
Elements of ability

33. Motivation

34. desire for completion
and order

35. eg

37. delight and
emotional connection

39. variable rewards

47. @thirststudios@tollady @groberts1212
Some more reading for you:
www.darkpatterns.org
www.bjfogg.com
www.nirandfar.com
http://getmentalnotes.com
http://evilbydesign.info/