To be honest, it is pretty evident that many websites have ulterior motives that use deceptive tactics to lure their users into things they don’t necessarily want to agree to (i.e., inverted pyramids, forced continuity, hidden costs). For instance, advertising a FREE download or access to something free only to force you into adding an email to receive the promised “gift,” which then signs you up for unsolicited marketing/promotions emails and/or texts and newsletters.
Yet, despite my awareness, I didn’t think that there were underlying methods that an ethical designer might use to design usable websites that are often tainted to benefit business owners at the expense of users. I have always hated being offered a free quiz to determine this or that but only offered the results with an email that will ultimately sign me up for unwanted emails from that platform. Or, given the option to win a gift by taking a “quick” survey, not only is the survey time-consuming, but at the end of it, you’re then directed to complete 20 tasks, some including paid subscriptions, which totally negates its free implication, in my opinion.
I remember taking a “free” psychological quiz to determine my love language, I believe it was, and after about 20 minutes of questions, I was asked to present not only an email but also to pay a fee to see the full report of my results. There wasn’t enough shared in the preview, and although the fee was small, it was the principle for me; why present a free quiz only to force someone’s hand to pay for their results? Needless to say, I didn’t sign up for their newsletter, nor did I pay to see my results. The verdict? Wasted time!
Personally, when I run into that level of deceit, I cancel. I get furious that I wasted time even answering any of the survey questions, and I regret that time wasted, but instead of providing an email or number, I just leave the page. I do the same if my credit card info is requested upfront for forced continuity; if it’s for an app or a trial, I will just uninstall or cancel my account if this information is presented in such a manipulative manner.
Of course, there are benefits to using dark patterns, such as increased conversion rates, signups, and clicks, which make for a good quarterly report; however, it comes at a cost of lost trust – a detriment to your users. Your users may feel manipulated, lied to, confused, frustrated, and bamboozled, which can lead to a tarnished reputation and poor reviews over time. I believe that it’s better to use transparency, clarity, and respect because they build authentic trust, respect, and loyalty that is long-lasting.