Using your User Experience (UX) Super Powers for Good or Evil - Theo Mandel, Ph.D.
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Transcript of Using your User Experience (UX) Super Powers for Good or Evil - Theo Mandel, Ph.D.
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.
www.theomandel.com
linkedin.com/in/theomandel
theomandel
visit Slideshare.net