Using yourUX design

super powersfor Good or Evil

Theo Mandel, Ph.D.

Using yourUX design

super powersfor Good or Evil

Theo Mandel, Ph.D.

Title Page – Evil design using low contrast

USING YOUR

UX designSUPER POWERS

for GOOD OREvil

Theo Mandel, Ph.D.

Title Page – Evil design using text effects

“In a report 'Truth, Lies and the Internet’ (2011), think tank Demos found that a third of teens polled in the UK believe anyinformation found online was true without qualification.

Even more staggering is that 15 percent of that group admit to making a decision about the truthfulness of content of a web page based on appearance alone.”

Users decide trust in a site based on its appearance

Super heroes – historically

Super villains – historically

Super heroes – real-life UX designers

Super villains – real-life UX designers

Complex user experience - deadly

• Bomb Bay – bomb!

Simple user experience - deadly

Simple user experience - deadly

• Bomb Bay – warning sign!

Using UX for Good

Persuasive Design

Dark Patterns

Using UX for good

UX design powers should be used to do

Good things for users

not

Bad things to users

• Usability guidelines and standards

• Golden rules of UX design

Usability guidelines and standards

• Good Patterns vs. Dark Patterns

• Key industry players – Apple, IBM, Microsoft

• My background, starting at IBM (1982-1993)

Golden rules of UX design

• Standards/guidelines PLUS years of collective research and experience

• Since the 1970’s (see Golden Rules presentation)

• My books and presentations for 20 years

• Keynote presentation – User eXperience Russia, 2009

• Over 14,000 views - Slideshare (top 3% of views 2013)

Golden rules of UX design

• Place users in control

• Reduce user’s memory load

• Make the experience consistent

Place users in control

ModelessFlexibleInterruptibleHelpfulForgivingNavigableAccessibleFacilitativePreferencesInteractive

Place users in control - workflow

Planes

Trains

Automobiles

Place users in control - workflow

Customers / Cashier want

to order in any order!

Reduce users’ memory load

RememberRecognitionInformForgivingFrequencyIntuitiveTransferContextOrganize

Reduce users’ memory load

Recognition

is better

Recallis worse

Make the experience consistent

Continuity

Experience

Expectation

Attitude

Predictable

Make the experience consistent??

Make the experience consistent

Make the experience consistent??

Make the experience consistent??

Persuasive design

When 3 elements converge:

• Motivation

• Ability

• Triggers

Fogg behavior model

B.J. Fogg – 8-step persuasive design process

B.J. Fogg – 8-step persuasive design process

Persuasive design – real world

1. Choose a simple behavior to target

Persuasive design – real world

2. Choose a receptive audience

Persuasive design – real world

3. Find what is preventing the target behavior

Persuasive design – real world

4. Choose an appropriate technology channel

Persuasive design – real world

5. Find relevant examples of persuasive technology

Persuasive design – real world

6. Imitate successful examples

Persuasive design – real world

Spillage rates dropped 80%!!

7. Test & iterate quickly

Persuasive design – real world

8. Expand on success

Persuasive design – real world

Persuasive design – user options

Dark Patterns /Evil by Design

People don’t kill people,user experiences

kill people

Using UX for Evil

• Goal: Do bad things to users

• Dark Patterns – producing user interfaces using UX techniques designed precisely to trick people

• Poor design is not intentionally deceptive, but dark UX design is!!

1940Movie

Censorship

Federal Trade CommissionDotCom Disclosures (2013)

Updated advertising guidelines take into account challenges created by rapid growth of mobile and online advertising platforms, particularly small screen size and other space constraints.

New FTC guidelines seek to help businesses apply many of the same principles to modern technologies and marketing channels.

www.FTC.gov

FTC Effectiveness Factors – 4 P’s

1. Prominence: whether the qualifying information is prominent enough for consumers to notice it and read (or hear) it;

2. Presentation: whether the qualifying information is presented in easy to-understand language that does not contradict other things said in the ad and is presented at a time when consumers’ attention is not distracted elsewhere;

3. Placement: whether the qualifying information is located in a place and conveyed in a format that consumers will read (or hear)

4. Proximity: whether the qualifying information is located in close proximity to the claim being qualified.

2013 EvilByDesign.info

“Tom said to himself that it was not such a hollow world, after all. He had discovered a great law of human action, without knowing it — namely, that in order to make a man or a boy covet a thing, it is only necessary to make the thing difficult to attain.”

Mark TwainThe Adventures of Tom Sawyer, 1876

Evil by Design

Seven deadly sins (chapter on each)

• Pride

• Sloth

• Gluttony

• Anger

• Envy

• Lust

• Greed

Gluttony

UK Agriculture Minister John Gummer “enjoying” a burger with his 4-year old daughter, Cordelia. Who could possibly doubt his intentions? Height of Mad Cow disease scare in UK, 1990.

If customers want to cancel, instill doubt by tapping into loss aversion.

DarkPatterns.org

Dark Patterns

• Interfaces easy to get in, hard to get out of

• Free trials/subscriptions aren’t easy to cancel

• Hidden costs added on at the end of process

• Presenting multiple options

• Trick questions/deceptive form design

• Phishing websites and email

• Text effects

Easy to get in, HARD to get out

How do users log out?

Easy to get in, HARD to get out

How do users log out?

Easy to get in, EASY to get out!

How do users log out?

Free trials that aren’t easy to cancel

Free trials that aren’t easy to cancel

Free trials that aren’t easy to cancel

Free trials that aren’t easy to cancel

Free trials that aren’t easy to cancel

Violations of Effectiveness Factors

• Prominence

• Presentation

• Placement

• Proximity

Hidden costs at end of process2010

$27.00

$40.20

$44.95

Hidden costs at end of process2010

0$27.00

$40.20

$44.95

“We get it,” wrote Ticketmaster’s CEO, Nathan Hubbard. “You don’t like service fees.”

He continues, “You don’t like them mostly because you don’t understand what the heck they are for.”

All of the research we’ve done, and all of our conversations with fans like you tell us that the way we present these fees in the check out process is a huge frustration for you and hurts ticket sales. You just want to know UP FRONT in the buying process how much of your hard earned money you are being asked to pay for a given seat.

If we are as transparent as possible with you sooner in the purchase process, you can make the decision about how much you want to pay to go to an event.

The problem is that historically we haven’t told you how much you have to pay for a given seat until very late in the buying process. And our data tells us this angers many of you to the point that you abandon your purchase once you see the total cost, and that you don’t come back.

The data also says (and this is the important piece) that if we had told you up front what the total cost was, you would have bought the ticket! So by perpetuating this antiquated fee presentation, fans are getting upset, while we and our clients are losing ticket sales.

The “new” Ticketmaster

The “new” Ticketmaster

Upsell

More upsell

Even more upsell

Finally – hidden costs

Then, even more upsell

Presenting multiple options

Presenting multiple options

The middle option:Overpriced top-tier option makes you feel the middle product is a bargain.

Trick Questions / Form Design

Phishing websites & emailMay 16, 2014 – Online Trust Alliance (OTA) research shows malvertising increased by over 200% in 2013 to over 209,000 incidents, generating over 12.4 Billion malicious ad impressions.

Phishing websites & email

Phishing websites & email

Text effects – difficult to read• Small

fonts

• All capital letters

• Poor contrast,italics

• Text asgraphic

Persuasive vs. evil design

• Persuasion

• Transparent

• Upfront about intent

• “Nudging”

• Manipulation/Coercion

• Deceptive

• Disregards user interest

• “Shoving”

Persuasive Design Evil design

Good or evil?

Bruce Mau

• Famous Canadian architect/designer

• Founder of Bruce Mau Design

• 1998 – Amsterdam Conference

An Incomplete Manifesto for Growth43 suggestions and admonitions, such as "Make mistakes faster," "Allow events to change you," and "Ask stupid questions."

Super heroes – you!

UX super heroes = happy users

Theo Mandel, Ph.D.

theo@theomandel.com

www.theomandel.com

linkedin.com/in/theomandel

theomandel

visit Slideshare.net