hello ello ello it's lovely to see youall and yes I'm the second British person to today this is probably thelast time you're going to see us in Europe but enjoy it while it lasts rightum is everybody ready for a good rant I like a good moan don't you one of thethings that it's frustrating me most about the web these days is darkpatterns right and we've all experienced dark pants but just in case you're notfamiliar with the term dark patterns a user interface elements that have beencarefully crafted to trick you into doing things that you might nototherwise do usually using psychological manipulation right does everybody knowthe kind of thing I mean yeah right so we're talking about things like this onEtsy where it goes it's almost gone there's only one item left right welleverything on Etsy is single items isn't it as a whole point at the platform itsays right there handmade item there is only going to be one right and thenthree people are looking at the cart right now you don't act it's all gonnago horribly wrong I hate this kind of stuff and it really annoys me but it'sreally easy if you ever want to design with manipulation in mind it's so simplecheck out this design that I mocked up I'm selling people insurance with theirshoes because you want insurance when you buy a pair of shoes don't you andI've done it very easily I'm not I'm not lying I'm not doing anything like thatbut basically I put two buttons at the bottom we've got this button that saysadd to basket without insurance and this one that says add to basket withinsurance it's clearly labeled isn't it right it's not my fault if people arestupid and click the bright green button that points onwards really that's a darkpattern in action but the trouble is is we kind of all know they're dirty don'twe yeah right um you feel like you won't have towash your hands after every time you do a dark pattern but you're often bouncedinto it aren't you you told you how to do it by seniormanagement and I've got a problem with articles like this right doc patentdesign is unethical and irresponsible right there it's entirely right it's notwrong I'm not claiming that this is wrong but just arguing about ethics isvery difficult when you're talking to your marketing manager who has to raiseconversion rates by the end of the year if he doesn't want to get fired righthe's gonna interpret those ethics as completely ethical after all that shoeone that I showed you let people buy it without the insurance ethics is how youdecide to interpret it in your own mind at that moment right or wrong so wecan't just make an ethical argument if we want to convince other people thatand dark pants are a bad idea so what I want to do is I want to look at threebusiness reasons solid business reasons against dark pants and then I want to isno point of just slagging off dark patterns and saying they're wrong wethen need to give an alternative so I'm going to share with you threealternatives to dark pants but let's start with looking at the three businessreasons why dark patterns suck and we shouldn't be using them reason numberone consumers are cynical they're savvy and they're spoilt for choice the worldwe live in now isn't the world of Mad Men right where consumers were a littlebit kind of naive and gullible and didn't have a much choice anyway if youput your message in front of them enough and you said it loud enough and longenough then people would believe you that's not the world we live in anymorenot only is every one of your competitors just to click away but theyknow what you're doing who's ever booked all are down booking calm right we'veall done it and we're all booked up booked a hotel on booking.
comagain you come away feeling like you've just been conned buying you a usedsalesman right for a used car you know that something a bit suspicious went onthere right you can't put your finger on it but when you see things like only sixrooms left will expire in 11 hours 21 other people looking at this page eventhough you know what's happening you go into panic mode your caveman brainsgoing I must hoard this room right and of course they know it but you knowwhat's happening don't you and you might think I'm a designer of course of courseI know I'm so much more educated than the masses right but it's actually nottrue I've done usability testing on booking.
com because I'm a country buggerand I like to find out stuff and this is one real quote I hate all thismanipulative crap trying to convince me the room is about to sell out I justignore that stuff there is a huge presumption that because dark patternswork people aren't aware that their dark patterns but that's not truedark patterns work on a subconscious level but that doesn't mean we can't beaware of them on a conscious level so yes if you use dark patterns you willsee an increasing conversion rate but just be aware that people know thatyou're manipulating them okay and that opens up all kinds of problems becauseif people know that you're manipulating them why don't they just go somewhereelse now booking.
com I asked that I asked afollow-up question which is why do you continue to use booking.
com then and theanswer is well it's really easy to use other than that right so they continueto get repeat business on my very little study admittedly based purely on theusability of their site it's the usability that overcomes thecrappiness of the dark pattern so be very careful because you will reducerepeat business and also governments to start getting involved you know it'sblindingly obvious if governments are beginning to get involved right if theyrealize there's a problem then everybody knows there's a problem so in the UKthere's a group called the CMA that have taken enforcement action to bring an endto misleading sales tactics especially on hotel booking sites right they mightas well as set booking.
com okay so this isn't going to last foreverthis dark patterns working governments are going to get involved consumers arebecoming more savvy and more cynical and the trouble is is one just onedisgruntled customer can completely undermine your brand so take for examplethe story of hashey Cameron but his name now it's gone outof my head this guy right so a guy guy guy's father lost his luggage hisluggage got lost and his son decided that he was gonna you know get theluggage back for his dad he went through all the process it was a nightmareBritish Airways was useless he got more and more frustrated and the endutter frustration he took out Promoted Tweet so anytime somebody typed inBritish Airways they got a message back saying don't fly British Airways theircustomer service is horrendous one disgruntled customer then got picked upby Mashable and TechCrunch and then the next day got picked up by the BBC TheGuardian The Telegraph and they came back in British Airways staff came backin on Monday morning this happened over a weekend and they had a major PRdisaster because of one pissed off customer so when the customer has thatmuch power let's put this together we're saying that they are aware that you'reusing dark patterns and they've got the power to screw your brand over suddenlyit's not looking like such a good idea is it but and then when lots of peopleget together it really hits the fan right well that's when Facebook ishaving to apologize for doing psychological experiments on usersand it becomes this massive issue our governments get involved it's a reallydangerous business but probably the biggest single reasonfor not using dark patterns is buyer's remorse have you ever done that if youever bought something and then gone now that was a bad idea of course we allhave own way and so it's for a variety of different reasons but sometimes itbecause you you were kind of bounced into that cell you were bounced intobuying that thing now a lot of businesses have the attitude what Idon't care those we've made the sale what does itmatter that the person is unhappy but it does matter hugely partly because theyturn around and slag you off online but there are other reasons as well thereare actually some real hidden costs that you can be totally unaware of so forexample your UX team is beavering away and actually it's doing great hey we'vemanaged to increase the conversion rate in the last quarter by having annoyingpop-up overlays and you know bait-and-switch and all of these otherthings aren't we doing well la jara meanwhile in the rest of the companyunbeknownst to their UX team things are kicking off majorly so you've got amarketing that's suddenly a finding that they're having to spend more money toget the same results from their marketing budget now they don't reallyknow why that is suddenly it seems to be much harder to persuade people to buywell it's because they're having to spend advertising budget and undoing allthe negative PR that's going on around your brand so there's an increasedmarketing cost that comes from dark pants meanwhile the support Center isgetting this huge number of calls that it didn't have before wouldn't angrierand angrier customers right every time somebody rings a call center in the UKit costs an average of 3 pounds and 21 pence for every customer right I onceworked with a custom company who sold kettles rightand they decided to do that sneaky thing where you add something to people'sshopping basket without telling them right so you add a kettle to the basketand it also added a load of filters right the expensive on-brand filtersright and so people and sure enough they solda lot more filters who would know but what they weren't aware of is thatpeople were calling the support line and moaning about it now the filters cost topound 50 and the support call cost 3 pound 20 they were losing money soyou've got to think about the broader impact across the business and then theother examples returns processing returns is massively expensive andcomplicated and time-consuming you're having to deal with calls and emails andpostage and packaging you know processing those incoming onesworking out which ones can be resold which ones have to be restocked whichones just have to be discarded it's an expensive and time-consuming business sothe last thing we want is unhappy customers unhappy customers cost ourbusiness so I hope there you can see three solid business reasons why darkpatterns are bad but we can't stop there because if you're mr.
3 percent of revenue per visitor right you will see a3.
8 percent reduction in clicks and a 1.