Interest in critical scholarship that engages with the complexity of user experience (UX) practice is rapidly expanding, yet the vocabulary for describing and assessing criticality in practice is currently lacking. In this paper, we outline and explore the limits of a specific ethical phenomenon known as "dark patterns," where user value is supplanted in favor of shareholder value. We assembled a corpus of examples of practitioner-identified dark patterns and performed a content analysis to determine the ethical concerns contained in these examples. This analysis revealed a wide range of ethical issues raised by practitioners that were frequently conflated under the umbrella term of dark patterns, while also underscoring a shared concern that UX designers could easily become complicit in manipulative or unreasonably persuasive practices. We conclude with implications for the education and practice of UX designers, and a proposal for broadening research on the ethics of user experience.
3. Our Concern
Ethics-focused methods are frequently bound to
academia, making practitioner access to these
conversations difficult, and activation of their
implications problematic.
5. Harry Brignull
UX practitioner
“A user interface that has been carefully
crafted to trick users into doing things…they are
not mistakes, they are carefully crafted with a
solid understanding of human psychology, and
they do not have the user’s interests in mind”
7. EXPANDINGUPONBRIGNULL
Which user or stakeholder interests are or
should be kept in mind?
What is the user being “tricked” into doing,
and with what motivation?
Are there instances where being tricked into
doing something is desired by the user?
Can interactions not designed to trick the user later become
dark patterns through tech infrastructure changes?
8. EXPANDINGUPONBRIGNULL
Which user or stakeholder interests are or
should be kept in mind?
What is the user being “tricked” into doing,
and with what motivation?
Are there instances where being tricked into
doing something is desired by the user?
Can interactions not designed to trick the user later become
dark patterns through tech infrastructure changes?
9. EXPANDINGUPONBRIGNULL
Which user or stakeholder interests are or
should be kept in mind?
What is the user being “tricked” into doing,
and with what motivation?
Are there instances where being tricked into
doing something is desired by the user?
Can interactions not designed to trick the user later become
dark patterns through tech infrastructure changes?
10. EXPANDINGUPONBRIGNULL
Which user or stakeholder interests are or
should be kept in mind?
What is the user being “tricked” into doing,
and with what motivation?
Are there instances where being tricked into
doing something is desired by the user?
Can interactions not designed to trick the user later become
dark patterns through tech infrastructure changes?
11. Aims
Connect Brignull’s typology
more strongly to existing
literature on ethics and values
Create more tractable
dark pattern categories for
practitioner use & interrogation
1
2
12. Aims
Connect Brignull’s typology
more strongly to existing
literature on ethics and values
Create more tractable
dark pattern categories for
practitioner use & interrogation
1
2
14. CORPUS GENERATION
Search Process
Researcher 2
CS Background
API Bot
Crawling #darkpatterns
Researcher 1
UX Background
Commercial Sites BlogsSearch Engines Social Media
Corpus of “dark patterns” related artifacts
15. 118 artifacts collected
from social media outlets
CORPUS GENERATION
45
from practitioner blogs40
from news outlets19
from personal product interactions10
from darkpatterns.org4
21. 2 Obstruction
Impeding a task flow, making an interaction more difficult
than it needs to be, with intent to dissuade an action.
Brignull’s “Roach Motel”SUBTYPES
Brignull’s “Price Comparison Prevention”
Intermediate Currency
DARK STRATEGIES
23. 3 Sneaking
Hiding, disguising, or delaying the divulging of relevant
information. Often intended to force uninformed decisions.
Brignull’s “Bait and Switch”
Brignull’s “Forced Continuity”SUBTYPES
Brignull’s “Hidden Costs”
Brignull’s “Sneak into Basket”
DARK STRATEGIES
25. 4 Interface Interference
Privileging specific actions over others, thereby confusing
the user or limiting discoverability of important actions.
Brignull’s “Trick Questions”
Toying with EmotionSUBTYPES
False Hierarchy
Brignull’s “Disguised Ad”
Preselection
Aesthetic Manipulation
Hidden Information
DARK STRATEGIES
26. 4 Two Dots: Muscle Memory
INTERFACE INTERFERENCE EXAMPLE
27. 5 Forced Action
Requiring users to perform a specific action to access
(or continue to access) specific functionality.
Social PyramidSUBTYPES
Brignull’s “Privacy Zuckering”
Gamification
DARK STRATEGIES
30. Qualities & Breadth of Potential “Dark”ness
Reduction in user agency or
action possibilities
Persuasion or dark patterns?
How to balance user and
shareholder value?
31. Design Responsibility & Design Character
When does a pattern become dark?
Ethics codes generally conflate
designer intent and eventual use
Opportunities for ethical
design leadership
33. UX Pedagogy & Practice
Increased ethical awareness in
design and UX education
Documentation of practice-based
ethical dilemmas
34. Criticality & HCI
Further integration and expansion
of value-centered methods in UX
Focus on applied, pragmatist
views of ethics in HCI research
and practice
35. THANK YOU
COLIN M. GRAY
colingray.me | uxp2.com
gray42@purdue.edu
This research was funded in part by National
Science Foundation Grant No. #1657310