Ethics in design

Ethics in Design
WHERE TO DRAW THE
LINE AND WHO IS TO
DRAW IT?
burcuarsoy@gmail.com
Burcu Arsoy
IxDA Malmö
31.03.2017
Senior User Experience Designer @ Designit CPH

DESIGNER
I am a
FACILITATOR
DOER
LEARNER
OBSERVER

EVER EXPANDING
WORLD OF DESIGN

Complexity
in ethics
Scale of abstraction
Digital interfaces
Services
Innovation

• Do you think it creates a better world?
• To who?
• How?
• Why?
SOME QUESTIONS FOR MORALITY TEST

UX DARK
PATTERNS
In digital interfaces
Digital interfaces

• More clicks
• Sign-ups
• Personal information
• Sales
WHY DARK PATTERNS ARE USED

1. Forced continuity: Cancel at any time during the free period
2. Misdirection: The design focuses your attention on one thing in order to distract your
attention from another.
3. Roach motel: Easy to get in. hard to get out
4. Hidden costs: Nice little add-ups to the initial price offered to you
5. Disguised adds: Download buttons opening up all irrelevant advertisement pages.
6. Bait and switch: The user sets out to do one thing, but a different, undesirable thing
happens instead.
DIFFERENT TYPES OF DARK PATTERNS

7. Friend spam: The product asks for your email or social media permissions stating that
it will be used for a desirable outcome (e.g. ﬁnding friends), but then spams all your
contacts in a message that claims to be from you.
8. Price comparison prevention: The retailer makes it hard for you to compare the
price of an item with another item, so you cannot make an informed decision.
9. Sneak into Basket: You attempt to purchase something, but somewhere in the
purchasing journey the site sneaks an additional item into your basket, often through the
use of an opt-out radio button or checkbox on a prior page.
10. Trick Questions: You respond to a question, which, when glanced upon quickly
appears to ask one thing, but if read carefully, asks another thing entirely.
DIFFERENT TYPES OF DARK PATTERNS

Misdirection
The design purposefully focuses your
attention on one thing in order to distract your
attention from another. Most Dark Patterns
use this trick in some way.
Seen mostly in
low-cost airlines’ booking systems and games
Usually achieved by
• showing optional options as obligatory
• hiding the option to skip a step to the bottom of a
web page
• playing with the button styles -using primary CTA
button style for up-sell

Example
UX DARK PATTERNS > MISDIRECTION

Example
Does not end here.
There is also a returning
flight which is through a
connecting flight
Great, now I
selected my
seat.

Example
Wow, I’m charged for
both flights

Example
even more questions
and options to add.
pﬀ where is the continue
button????
Oh, there we go.
At the bottom of the
page!

Example
It added up too much. I
want to cancel my seat
reservation. Hope I can do
it here.
Guess, just need to click on
the plus icon!

Example
NOPE!! I can’t cancel it.
Do I have to go all the way
back?? Already spent too
much time.

Example
in case you go back in
the form, this is the
only way to deselect
the seat.
The button seems
pretty inactive, right?
Almost impossible!

But how do you skip selecting a seat option in the ﬁrst place?
first time you’re
prompted this screen,
you scroll all the way
down and try clicking
‘Continue’ ?

Cancel does not move you
forward, you stay on the
same page.
OK, redirects you to
select seat screen for
your return flight. Not
that easy to get out of it.

You should have clicked
this seemingly
unimportant button at
the very bottom of the
page to get out of this
super dark pattern

• Be fully awake (not even tipsy)
• Keep your eyes on the target
NEXT TIME YOU WANT TO BOOK A FLIGHT

Example
You are asked to click on the green
button throughout the game. It is
the primary action button style you
learn.
When you lose a round, the alert for
in-app purchase to buy more moves
is also displayed with the same
style.
Our brain is hardwired to click on it.

Example
They redeem themselves a bit on
the next screen because ‘Cancel’
button is prominently displayed
for not to move forward due to
an accidental click on ‘Buy
moves’ button.

Forced continuity
A user signs up for a free trial of a service, but is
asked for credit card details up front. Once the
trial period is over, the customer is automatically
billed. The user is not notiﬁed beforehand and
some make it difﬁcult to cancel.
Seen mostly in
all kinds of digital services
Usually achieved by
• unclear/deceptive communication when signing up
• hidden cancel subscription buttons OR complicated
processes

Example
UX DARK PATTERNS > FORCED CONTINUITY

GENERALIZING
APPROACH
In services
Services

• Based on biases
• Trivialising and paternalistic
• Snarky tone
BUT
• Behaviour change is psychological and emotions are involved
ALGORITHMIC DECISION MAKING

In innovation
Innovation
MULTIPLE
PERSPECTIVES

• To who?
• How?
• Why?
RETHINK THE EARLIER QUESTIONS

• To who?
• How?
• Why?
• Is someone's good someone else's bad?
RETHINK THE EARLIER QUESTIONS

Is someone's good someone else's bad?
RIDERS
UBER DRIVERS
OTHER TAXI DRIVERS

business
humans
Users’ needs and wants
Companies interests
functionality
efﬁciency
desirability
proﬁt
reputation
Designer’s wishes
and own taste
DEGREE OF COMPROMISE

Be aware that you’re inﬂuencing
the user and always use good
judgement

Advocate the beneﬁts of
user-centred design TIRELESSLY

Educate your coworkers and
your clients TIRELESSLY

Remember you are not authority,
you are the facilitator

Ethics can’t be a side hustle
Mike Monteiro
Exponential growth devours and corrupts
DHH
Design, White Lies & Ethics
Dan Turner
The ethics of good design:
A principle for the connected age
Aaron Weyenberg
FURTHER READING

THANK YOU
burcuarsoy@gmail.com
Burcu Arsoy

Ethics in design

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