Are you naughty or nice?

‘Tis the season to ask, have you been naughty or nice with your designs?

Consider yourself on the naughty list if you use deceptive design patterns with your users. Deceptive design patterns are interactions that trick users into doing or providing something they didn’t intend.

But don’t fret – you can join the nice list if you fix those deceptive design patterns to interactions that give users the agency to choose and provide the information they desire.

Here are three common naughty patterns with workarounds to put you on the nice list!

Naughty Pattern #1: Your primary button action favors the company over the user

Design systems usually reserve primary buttons for the main action the user should select. For example, to confirm a purchase, to advance in a flow, or to default to a safer option. These choices benefit the user. It’s a commonplace pattern that users have a mental model that the primary button is the action they should choose.

Some UIs rely on this mental model to trick users into selecting an option that doesn’t benefit them. A typical case is the controls in cookie banners on sites. The action to accept all cookies is usually the primary button. Users might click this without thinking because it’s a primary button and end up providing personal information they didn’t want to share.

How to be nice
As you’re designing button groups, consider what options in your flow advocate the user. Make those options the primary button. Ideally, for the cookies banner, the primary button would allow users to opt-out or change their settings. If you’re redesigning your cookie banner, consider adding a third option to allow only necessary cookies.

Naughty Pattern #2: You guilt your users for their decision

Confirmshaming is a pattern of shaming users into opting for something. The design words things in a way that guilts the user into acquiescing.

You typically see this pattern when unsubscribing from a mailing list. Confirmshaming tactics make users feel bad for unsubscribing.

Sometimes, it appears in modals to sign up for discounts or newsletters.

While those examples are egregious, confirmshaming can be subtle. Sometimes, designers might even think they’re helping users out. One example might be on travel sites that try selling insurance during checkout. When given the option to add or decline insurance, they show the cost of your trip to indicate the amount you’d lose without insurance. Sometimes, they’ll even scare you into the potential hazards of your trip. While this information isn’t untrue, guilting a customer is a terrible user experience.

How to be nice
Avoid guilting or shaming users into committing to something they’re not interested in. Provide copy and button labels that are straightforward and judgment-free. If you are providing additional services that could be helpful for the user, like trip insurance, provide details in a neutral tone.

Naughty Pattern #3: You create a sense of scarcity to compel users to act

In psychology, the scarcity principle places a higher value on rare things. Sometimes it causes people to act immediately without thinking about the consequences of their actions.

In UX, limiting time and quantity are two ways to create scarcity. For example, e-commerce sites might put a timer on a deal. Sites might also tell you several shoppers have the same item in their carts. And others might tell users how many items are left (e.g., only one left in stock). All of these tactics might compel users to act quickly or miss out.

How to be nice
Disclosing scarcity isn’t always a bad thing. For instance, if you learn there’s only one room left at a hotel you like, this might motivate you to book the room. When using a scarcity tactic, ensure the intention aims to advocate for the user first.

Deceptive patterns are bad for business

All jokes aside, deceptive patterns are bad for your business. A report by PwC indicates that great customer experiences boost brand loyalty and trust. Additionally, state governments such as California, Connecticut, and Colorado are increasing regulations to protect consumers against these patterns. Deceptive patterns are catching the attention of the Federal Trade Commission. With the traction these regulations are gaining, by using manipulative patterns, your organization could be open to lawsuits.

Join the discussion

How have you avoided the naughty list? Can you think of other examples of manipulative patterns that might not be as obvious? Share your experiences on zheroes, the zeroheight Slack community.