Deceptive by Design: Is Your Company Being Unethical?

In the fast-paced digital age, companies are constantly competing for our attention. The goal is simple: create seamless, user-friendly experiences. But sometimes, in their quest for engagement, some companies cross a line. They resort to something rather unsavoury called deceptive design, also known as dark patterns.

These sneaky little tactics are designed to manipulate users into taking actions they might not otherwise choose. Think of it as digital trickery; the sort that leaves users feeling a bit cheated. Not only are these practices unethical, but they can also be disastrous for a brand’s reputation in the long run.

In this article, we’ll explore what deceptive design really means, why some companies use it, and how to spot it before it catches you out. We’ll also look at how you can avoid falling into the dark pattern trap when designing your own user experiences.

What is Deceptive Design?

Deceptive design is when user interfaces are deliberately crafted to trick users into taking actions they may not want to take. Sometimes it’s a gentle nudge; other times, it’s downright manipulative. UX designer Harry Brignull coined the term “dark patterns” back in 2010 to highlight these unethical tactics.

Think of it as the digital equivalent of a dodgy salesman who convinces you to buy a product you neither need nor want. It’s about exploiting cognitive biases or emotions to manipulate decisions, rather than guiding users honestly.

The Psychology of Deceptive Design

Many dark patterns work because they tap into human psychology. They exploit our natural tendencies; like the fear of missing out or our aversion to loss. By playing on these instincts, companies can nudge users into actions they didn’t consciously choose.

But here’s the thing: while these tactics might give a short-term boost to metrics, they often result in long-term damage. Users lose trust. Brands lose credibility. Everyone loses in the end.

Common Types of Dark Patterns

Now that we know what deceptive design is, let’s look at some of the most common culprits.

1. Bait and Switch

This is when you’re promised one thing, but given something entirely different. Think of a “free trial” that sneakily asks for your card details, only to charge you after a week without so much as a warning.

Or those enticing online ads for cheap flights, only for you to discover hefty fees added at checkout. It’s frustrating, misleading, and a surefire way to lose customer loyalty.

2. Confirm Shaming

Ever seen a pop-up asking if you want to save money, with the “No” option saying something guilt-inducing like, “No, I prefer to waste cash”? That’s confirm shaming; making users feel bad for choosing the “wrong” option.

It’s not just tacky; it’s manipulative. People shouldn’t be shamed into signing up for newsletters or buying products.

3. Friend Spam

This one’s a classic. A platform asks for access to your contacts, claiming it’s just to “help you find friends”, but then it spams everyone with invites from you. It’s not just invasive; it’s downright embarrassing.

LinkedIn was famously called out for this when it automatically sent invites to users’ entire contact lists. Cue a lot of awkward conversations and a hefty lawsuit.

4. Hidden Costs

You’ve probably encountered this while shopping online. The item is on sale, you’re ready to buy, but at the last minute, extra charges like delivery fees or processing costs suddenly appear.

This kind of trickery not only leads to abandoned carts but also erodes trust in the brand.

5. Disguised Ads

Ads that look like real content are the worst. You think you’re clicking on an article, but surprise; it’s a cleverly disguised advertisement. It’s irritating and disrupts the user experience.

6. Privacy Zuckering

Named after Facebook’s Mark Zuckerberg, this one’s all about tricking users into sharing more data than they intended. Confusing settings or default options that enable data sharing fall into this category. It’s sneaky and a bit underhanded, to say the least.

Why Do Companies Use Deceptive Design?

Let’s be honest: it’s usually about quick wins. Higher conversion rates, more data, or increased engagement; whatever the goal, deceptive design seems like an easy shortcut.

But here’s the kicker: it’s not sustainable. Sure, you might get an initial boost, but as users catch on, trust takes a nosedive. What’s worse, you could even find yourself on the wrong side of the law.

Legal Implications

Some deceptive practices aren’t just unethical; they’re illegal. Misleading advertising, hidden costs, and data privacy violations can result in hefty fines and legal battles. Plus, it’s a PR nightmare.

How to Design Ethically

The key to avoiding dark patterns is to put users first. Design with transparency and honesty in mind. Here are a few tips:

• Be Transparent: Make sure users know what they’re signing up for.

• Offer Real Choices: Don’t manipulate users into clicking the desired option.

• Respect Privacy: Clearly explain why you’re collecting data and how it will be used.

• Test Your Designs: Get feedback from real users to spot any confusing or misleading elements.

The Future of Ethical Design

As more users become aware of dark patterns, they’re becoming less tolerant of shady practices. Companies that prioritise transparency and user-centric design are more likely to build lasting relationships.

Ethical design isn’t just the right thing to do; it’s also good for business. Happy, informed users are more likely to stick around.

Final Thoughts

Dark patterns might seem like a shortcut to success, but they’re ultimately a dead end. Building user trust takes time, and it’s worth every effort. Design with integrity, be transparent, and your users will thank you, and they’ll keep coming back.

If you’re keen to learn more about ethical design and user engagement, check out our courses. We’ll show you how to create user experiences that build trust and loyalty; no tricks involved.