mandel uxpa 2015 - good-evil
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© 2015 Theo Mandel, PhD
Using your UX Design Super Powers for
Good or Evil
Theo Mandel, Ph.D. June 23, 2015
Theo Mandel, Ph.D.
theo@theomandel.com www.theomandel.com linkedin.com/in/theomandel theomandel
• M.A., Ph.D., Cognitive/Quantitative Psychology • IBM – Senior user interface architect (OS/2) (11 years) • Independent UX & Usability consultant (20+ years) • Author of two books (Van Nostrand Reinhold, John Wiley & Sons) • Many keynote presentations on “Golden Rules of UX Design”
Presentation will be available on SlideShare, from the conference, or contact me directly
© 2015 Theo Mandel, PhD
Using Your UX Design
Super Powers for Good or Evil
Theo Mandel, Ph.D. © 2015 Theo Mandel, PhD
Using Your UX Design
Super Powers for Good or Evil
Theo Mandel, Ph.D.
Evil Design Example – Text Changes
© 2015 Theo Mandel, PhD
USING YOUR
UX Design SUPER POWERS
for GOOD OR Evil
Theo Mandel, Ph.D.
Evil Design Example – Text Changes
© 2015 Theo Mandel, PhD
“It must be true – I read it on the Internet!” “In a report 'Truth, Lies and the Internet’ (2011), a think tank found that a third of teens polled in the UK believe any information found online was true without qualification
Even more staggering is that 15 percent of that group admit to making a decision about the truthfulness of content of a web page based on appearance alone”
Why are we talking about this topic?
© 2015 Theo Mandel, PhD
Using UX for Good
Persuasive
Design
Evil Design & Dark Patterns
© 2015 Theo Mandel, PhD
Using UX for Good
UX design powers should be used to do
Good things for users not
Bad things to users
Understand user behavior, needs and goals • UX guidelines, standards & patterns • “Golden rules of UX design”
© 2015 Theo Mandel, PhD
UX Guidelines and Standards • Industry/platform, Web, mobile guidelines • Key industry players – Apple, IBM, Microsoft,
Google, Yahoo, etc. • My background, starting at IBM (1982-1993)
© 2015 Theo Mandel, PhD
“About 90% of usability guidelines from 1986 are still valid, though several guidelines are less important because they relate to design elements that are rarely used today.”
Jakob Nielsen (January 17, 2005)
Durability of Usability Guidelines
© 2015 Theo Mandel, PhD
Ray Kurzweil, futurist and entrepreneur, considers pattern recognition so important that in his 2013 book, How to Create a Mind, he argued that pattern recognition and intelligence are essentially the same thing
Importance of UX Patterns
© 2015 Theo Mandel, PhD
Golden Rules of UX Design 3 major areas:
• Place users in control
• Reduce user’s memory load
• Make the experience consistent See my SlideShare Presentation
© 2015 Theo Mandel, PhD
Place Users in Control Modeless Flexible Interruptible Helpful Forgiving Navigable Accessible Facilitative Preferences Interactive
© 2015 Theo Mandel, PhD
Place Users in Control – Flexible
Planes
Trains Automobiles
© 2015 Theo Mandel, PhD
Place Users in Control – Flexible
Customers / Cashier want
to order in any order!
© 2015 Theo Mandel, PhD
Place Users in Control – Accessible
© 2015 Theo Mandel, PhD
Place Users in Control – Accessible
© 2015 Theo Mandel, PhD
Reduce Users’ Memory Load
Remember Recognition Inform Forgiving Frequency Intuitive Transfer Context Organize
© 2015 Theo Mandel, PhD
Reduce Users’ Memory Load – Recognition
Recall is difficult Recognition is easier © 2015 Theo Mandel, PhD
Reduce Users’ Memory Load – Inform Users should always be able to answer these four questions: Who I am? (Login info)
Where can I go?
Where have I been? Where I am? © 2015 Theo Mandel, PhD
Reduce Users’ Memory Load – Context Progressive Disclosure!
© 2015 Theo Mandel, PhD
Make the User Experience Consistent
Continuity Experience Expectation Attitude Predictable
© 2015 Theo Mandel, PhD
Make the User Experience Consistent?
Don Norman – Affordances (1988)
© 2015 Theo Mandel, PhD
Make the experience consistent
Make the User Experience Consistent??
© 2015 Theo Mandel, PhD
Make the User Experience Consistent?
© 2015 Theo Mandel, PhD
Using UX for Good
Persuasive
Design
Evil Design & Dark Patterns
© 2015 Theo Mandel, PhD
Persuasive Design
B.J. Fogg – Founder, Persuasive Technology Lab, Stanford University
© 2015 Theo Mandel, PhD
Fogg Behavior Model
© 2015 Theo Mandel, PhD
When 2 elements converge, likeliness increases
Fogg Behavior Model
© 2015 Theo Mandel, PhD
When 3 elements converge, Behavior happens
Fogg Behavior Model
© 2015 Theo Mandel, PhD
8-Step Persuasive Design Process
1st four steps can be worked on in various order, not necessarily sequential
© 2015 Theo Mandel, PhD
Key: Test & iterate quickly!
© 2015 Theo Mandel, PhD
8-Step Persuasive Design Process
Persuasive Design Example 1. Choose a simple behavior to target
© 2015 Theo Mandel, PhD
Persuasive Design Example 2. Choose a
receptive audience
© 2015 Theo Mandel, PhD
Persuasive Design Example
3. Find what is preventing the target behavior
© 2015 Theo Mandel, PhD
Persuasive Design Example 4. Choose an appropriate
technology channel
Textual Physical
© 2015 Theo Mandel, PhD
Persuasive Design Example 5. Find relevant examples of persuasive technology
© 2015 Theo Mandel, PhD
Persuasive Design Example 6. Imitate successful
examples
© 2015 Theo Mandel, PhD
Persuasive Design Example
Spillage rates dropped 80%!!
7. Test & iterate quickly
© 2015 Theo Mandel, PhD
Persuasive Design Example 8. Expand on
success
© 2015 Theo Mandel, PhD
Persuasive Design – Consumer Options
Triggers – Middle Options:
Overpriced top-tier option makes users feel the middle product is a bargain.
© 2015 Theo
Mandel, PhD
Persuasive Design – Real World
Motivation?
Ability?
Trigger!!
© 2015 Theo Mandel, PhD
Desired behavior takes place when Motivation, Ability and Triggers converge (B=MAT)
In order to boost conversion you need to: • Help people do what they already want to do
(Motivation) • Tap into the right motivators (money, status, rewards,
etc.) • Make taking action as easy as possible (Ability) • Focus on simplification (KISS) • GOAL: Put hot triggers on the path of motivated,
able people
Persuasive Design – Takeaways
© 2015 Theo Mandel, PhD
Obsess about triggers – your business depends on them
• Don’t be afraid to use triggers – a trigger is not a nag – you’re helping users.
• If you trigger then when they lack ability, they’ll get frustrated
• If you trigger people when they don’t have motivation (e.g. asking people to shop for Christmas presents in June), you’re annoying them
• Ultimately, if you trigger people at the right time, in the right way, they will thank you!
Fogg’s Behavior Wizard – www.behaviorwizard.org
Persuasive Design – Takeaways
© 2015 Theo Mandel, PhD
Human Factors International (HFI)
PET Methodology is based on social psychology, existing marketing principles and research on how users interact with information • Persuasion: Principles used to encourage or
discourage a users behavior during a process • Emotion: Principles used to encourage any
emotional response during a process such as achievement, empathy or surprise
• Trust: Principles used to establish confidence during a process, for example: confidence, security and credibility
Persuasion, Emotion and Trust (PET)
© 2015 Theo Mandel, PhD
Persuasion, Emotion and Trust
© 2015 Theo Mandel, PhD
© 2015 Theo Mandel, PhD
Persuasion, Emotion and Trust
Using UX for Good
Persuasive
Design
Evil Design & Dark Patterns
© 2015 Theo Mandel, PhD
Using UX for Evil
• Make users do things they don’t know they’ve done or they don’t want to do
• Poor design is not intentionally deceptive, but dark UX design is!!
• Dark Patterns – producing user interfaces using UX techniques designed precisely to trick people
© 2015 Theo Mandel, PhD
© 2015 Theo Mandel, PhD
• Pride • Sloth • Gluttony • Anger
• Envy • Lust • Greed
EvilByDesign.info Seven Deadly Sins (chapter on each sin)
© 2015 Theo Mandel, PhD
Envy 1. Examples Kickstarter – business model is making people feel ownership before they’ve bought a product, or indeed, even before it’s even been made. You pledge money and become a backer of a proposed creative project. Obviously, if the project doesn’t meet funding goals you aren’t billed. If you want the product, it’s in your best interest to persuade as many other people as you can that they too should get involved
2. Principles In his book Emotional Design, Don Norman states that we are much more emotionally attached to products for which we feel some involvement. This is true even before we own the product. Clever sites invite us in and make us feel like a member of the family before we even part with our cash
3. How to encourage ownership before purchase • Show people how your product will apply to their lives so that they get excited and
remain excited about it through the pre-purchase phase. • For products that have yet to be released, provide frequent status updates, teases and
reveals (“leaks”). However, never over-promise! • AND MORE…
© 2015 Theo Mandel, PhD
Dark Patterns – DarkPatterns.org
© 2015 Theo Mandel, PhD
Dark Patterns – Examples
• Interfaces easy to get in, hard to get out of • Free trials/subscriptions aren’t easy to
cancel • Hidden costs added on at the end of
process • Trick questions/deceptive form design • Text effects & text contrast
© 2015 Theo Mandel, PhD
Easy to Get In, Hard to Get Out
How do users log out?
© 2015 Theo Mandel, PhD
Easy to Get In, Hard to Get Out
How do users log out?
© 2015 Theo Mandel, PhD
Easy to Get In, Hard to Get Out
© 2015 Theo Mandel, PhD
Free Trials that aren’t Easy to Cancel
© 2015 Theo Mandel, PhD
Free Trials that aren’t Easy to Cancel
© 2015 Theo Mandel, PhD
Free Trials that aren’t Easy to Cancel
© 2015 Theo Mandel, PhD
Free Trials that aren’t Easy to Cancel
© 2015 Theo Mandel, PhD
2010
$27.00
$44.95
Persuasive techniques: emotion & motivation
© 2015 Theo Mandel, PhD
Hidden Costs at End of Process
Hidden Costs at End of Process
0$27.00
$40.20
$44.95
Ticketmaster’s CEO, Nathan Hubbard – “You don’t like service fees.” You just want to know UP FRONT in the buying process how much of your hard earned money you are being asked to pay for a given seat. The problem is historically we haven’t told you how much you have to pay for a given seat until very late in the buying process. Our data tells us this angers many of you to the point that you abandon your purchase once you see the total cost, and that you don’t come back. The data also says (and this is the important piece) that if we had told you up front what the total cost was, you would have bought the ticket! So by perpetuating this antiquated fee presentation, fans are getting upset, while we and our clients are losing ticket sales.
© 2015 Theo Mandel, PhD
The “New” Ticketmaster
© 2015 Theo Mandel, PhD
The “New” Ticketmaster
© 2015 Theo Mandel, PhD
Upsell!
© 2015 Theo Mandel, PhD
More Upsell!
© 2015 Theo Mandel, PhD
Even More Upsell!!
© 2015 Theo Mandel, PhD
Finally – Hidden Cost
© 2015 Theo Mandel, PhD
Then, Even More Upsell!
© 2015 Theo Mandel, PhD
Trick Questions / Form Design
© 2015 Theo Mandel, PhD
Text Effects – Reading Difficulty • Small fonts
• All capital letters
• Poor contrast
• Text as graphic
© 2015 Theo Mandel, PhD
Text Contrast – ContrastRebellion.com
© 2015 Theo Mandel, PhD
Persuasive Design vs. Evil Design
• Persuasion • Marketing tactics • Open & transparent • Upfront about intent • “Nudging”
• Manipulation/Coercion • Deceptive/Fraudulent • Disregards users’ interests • Hidden information /
devious intent • “Shoving”
Persuasive Design Evil Design
© 2015 Theo Mandel, PhD
“Two-thirds of shoppers are unhappy with their online customer experience” • Research reveals shoppers’ frustrations with
e-commerce, as 40% of UK consumers bemoan the difficulty of buying on mobile (Information Age, February 16, 2015)
• This poor experience could explain why over a third (36%) of UK consumers say they don’t plan to make any purchases from mobile devices this year
Online Consumer Experience
© 2015 Theo Mandel, PhD
• Consumer confidence is essential to the growth of online commerce. The Internet must provide consumers with clear, accurate information and give sellers an opportunity to fairly compete with one another for consumers’ business
• Investigation by the Senate Committee on
Commerce, Science, and Transportation found abundant evidence that aggressive sales tactics companies use against their online customers undermine consumer confidence in the Internet and thereby harm the American economy
Online Consumer Experience
© 2015 Theo Mandel, PhD
Complexity of Privacy Statements
© 2015 Theo Mandel, PhD
So, what is being done to guard against Evil design
on the Web and to protect consumers?
© 2015 Theo Mandel, PhD
Federal Trade Commission
© 2015 Theo Mandel, PhD
FTC .Com Disclosures (2013)
• Original guidelines released in 2000 • Updated advertising guidelines take into
account challenges created by rapid growth of mobile and online advertising platforms, particularly small screen size and other space constraints
• New FTC guidelines seek to help businesses apply many of the same principles to modern technologies and marketing channels
www.FTC.gov (53-page document) © 2015 Theo Mandel, PhD
FTC Effectiveness Factors – 4 P’s Clear and Conspicuous Requirements 1. Prominence: whether the qualifying information is
prominent enough for consumers to notice it and read (or hear) it
2. Presentation: whether the qualifying information is presented in easy to-understand language that does not contradict other things said in the ad and is presented at a time when consumers’ attention is not distracted elsewhere
3. Placement: whether the qualifying information is located in a place and conveyed in a format that consumers will read (or hear)
4. Proximity: whether the qualifying information is located in close proximity to the claim being qualified
© 2015 Theo Mandel, PhD
Effectiveness Factors – Proximity Good Bad
© 2015 Theo Mandel, PhD
© 2015 Theo Mandel, PhD
Effectiveness Factors – Proximity, Placement
© 2015 Theo Mandel, PhD
Effectiveness Factors – Placement, Presentation
4
© 2015 Theo Mandel, PhD
Effectiveness Factors – Placement, Presentation
FTC ROSCA Restore Online Shoppers’ Confidence Act (2010): • Focus on 3rd party sellers who use a free trial
period to enroll members, after which they periodically charge consumers until consumers affirmatively canceled the memberships.
• Use of ‘‘free-to-pay conversion’’ and ‘‘negative option’’ sales that takes advantage of consumers’ expectations that they have an opportunity to accept or reject the membership club offer at the end of the trial period.
© 2015 Theo Mandel, PhD
FTC ROSCA NO NEGATIVE OPTIONS, unless: 1. Provide text that clearly and conspicuously
discloses all material terms of the transaction before obtaining the consumer’s billing information
2. Obtain consumer’s express informed consent before charging consumer’s credit card, debit card, bank account, or other financial account for products or services through the transaction
3. Provide simple mechanisms for a consumer to stop recurring charges from being placed on the consumer’s credit card, debit card, bank account, or other financial account
© 2015 Theo Mandel, PhD
FTC ROSCA – Good Example
© 2015 Theo Mandel, PhD
FTC ROSCA – Good Example
© 2015 Theo Mandel, PhD
EU Consumer Rights Directive
• European Union law (June 2014) Law applies to anyone selling goods, services, or digital products online and offline.
• "Web Designer's Guide to the Consumer Rights Directive" book is written for website designers, web developers, site administrators, and e-commerce managers to teach them how to make websites compliant.
© 2015 Theo Mandel, PhD
EU Consumer Rights Directive
© 2015 Theo Mandel, PhD
Where to go for more
information on these
topics © 2015 Theo Mandel, PhD
• Usability.gov – Research-based guidelines • Mandel “Golden Rules” presentations (SlideShare) • UI-Patterns.com – UI patterns • Mobile UX: Patterns to Make Sense of it All (book) • Yahoo Design Pattern Library (+ list of patterns) • Apple IOS Human Interface Guidelines • Nielsen’s Usability Heuristics Podcast – Part 1
www.designreviewpodcast.com/02/10/2015/episode-16-nielsens-usability-heuristics-part-1/
• Nielsen’s Usability Heuristics Podcast – Part 2 www.designreviewpodcast.com/02/25/2015/episode-17-nielsens-usability-heuristics-part-2/
References – “Good Design”
© 2015 Theo Mandel, PhD
• BJ Fogg – BJFogg.com, FoggMethod.com • Stanford Persuasive Tech Lab • Persuasion, Emotion, Trust Methodology, HFI • Changing Behavior through Persuasive Design
(Matt Danna, 2014 SlideShare) • How to Get People to Do Stuff
(Susan Weinschenk, 2013 book) • Designing for Behavior Change: Applying
Psychology and Behavioral Economics (Stephen Wendel, 2013 book)
• Mobile Persuasion Design (Aaron Marcus, 2015 book)
References – Persuasive Design
© 2015 Theo Mandel, PhD
• Evil by Design: Interaction Design to lead us into Temptation (Chris Nodder, 2013 book)
• Evil by Design – EvilbyDesign.info • Dark Patterns – DarkPatterns.org
Government Consumer Rights Efforts • FTC .Com Disclosures • FTC Restoring Online Shoppers Confidence Act • EU Consumer Rights Directive
References – Evil Design, Dark Patterns
© 2015 Theo Mandel, PhD
Are you a UX Design Super Villain?
© 2015 Theo Mandel, PhD
UX Villains = Unhappy Users
© 2015 Theo Mandel, PhD
Or, are you UX Design Super Heroes?
© 2015 Theo Mandel, PhD
UX Super Heroes = Happy Users
© 2015 Theo Mandel, PhD
Thank You!
© 2015 Theo Mandel, PhD
theo@theomandel.com www.theomandel.com linkedin.com/in/theomandel theomandel
Questions?
Presentation will be available on SlideShare, from the conference, or contact me directly
© 2015 Theo Mandel, PhD
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