What is dark UX?

User experience (UX) is the design and optimization of interactions between individuals and digital interfaces. While its primary goal is to improve usability and satisfaction, a shadowy facet known as dark UX or dark patterns in UX has emerged over the years. Dark UX refers to intentional design choices that manipulate and deceive users into unintended actions.

In this Answer, we will explore the origins, impact, and prevalent examples of these dark patterns in modern applications.

Origins and impacts

The term dark patterns was coined in 2010 by Dr. Harry Brignull to describe designs that deceive users into unwanted actions. These patterns arise from the relentless push for digital engagement, conversion, and monetization. Some designers use tactics that leverage users’ cognitive biases and psychological vulnerabilities in the quest for profit and user interaction. These designs are rooted in behavioral economics and persuasive design, often valuing short-term benefits over lasting user trust. Their prevalence is alarming; therefore, it is imperative that users are cognizant of these patterns to understand how dark UX might be affecting their experience on the internet.

In the next section, we will review other common dark UX techniques businesses use to lure unsuspecting users.

Examples of prevalent dark patterns

Roach motel

The roach motel design refers to how certain applications make it easy for users to purchase a service or subscription but extremely difficult to cancel or unsubscribe. Many users have encountered this in subscription-based services where the cancellation process is intentionally convoluted.

Confirmshaming

Confirmshaming uses guilt or peer pressure to push users into making a particular choice. For instance, a dialog box might use language that makes users feel guilty for choosing the “No” option, pushing them to proceed with an undesirable or unwanted action.

An example of confirmshaming can be seen below, where the “No” option is presented as an undesirable choice.

Preselection

Preselection refers to how certain applications manipulate user behavior by establishing particular options or settings as defaults within digital interfaces. This can ultimately lead users down a path they might not have consciously chosen.

An example of preselection can be seen below, with the more profitable option having been selected as the default.

Disguised advertisements

This pattern refers to how applications subtly blur the line between advertising and native content or navigation options. This can trick users into engaging with the promotional material under the guise of content on the application.

Conclusion

Dark patterns in UX design signify a troubling departure from the core principles of user-centered design. Although businesses might secure short-term gains by exploiting these manipulative tactics, the enduring consequences on user trust and loyalty are profoundly damaging. In the evolving digital landscape, designers, businesses, and policymakers must place ethical design practices at the forefront, enriching user experience rather than resorting to deceit or manipulation. As users, we can amplify awareness of this issue by actively sharing instances of encountered dark patterns. Together, we can foster an environment of transparency and accountability to contribute to improved user experiences for all.