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Product Dark Patterns : The Shadowy Side
Hidden Fees. Guilt-tripping. Bad U/X
In the pursuit of user engagement and conversions, some companies resort to tactics that are less than ethical. These deceptive practices, known as “dark patterns,” manipulate users into making choices they wouldn’t ordinarily make. While seemingly subtle, these patterns erode trust and damage the user experience.
Imagine scrolling through your grocery delivery app, basket brimming with essentials, only to realize your iPhone is silently taxing you for the privilege of owning premium tech. Whispers turned into online roars when Zepto, an Indian quick-commerce giant, faced accusations of charging iPhone users significantly more than their Android counterparts. Suddenly, that “convenience fee” felt less like a service charge and more like a tech-based tollbooth. Is your phone brand now dictating the price of your onions? While “dynamic pricing” gets thrown around as a defense, the suspicion stings: are algorithms subtly exploiting perceived affluence, turning our smartphones into price-gouging devices? This isn’t just about a few extra bucks; it’s a chilling glimpse into a potential future where your device dictates your cost of living, and the digital divide deepens into a price divide.
Here’s a breakdown of common types of UX dark patterns applies in products :
1. Hidden Costs/Fees (Sneak into Basket):
- Adding unexpected charges during the checkout process (e.g., hidden fees, extra services).
- Adding items to the cart without explicit user consent.
2. Forced Continuity:
- Automatically charging users after a free trial ends without clear warning or easy cancellation.
3. Roach Motel:
- Making it easy to sign up for a service but difficult to cancel (e.g., complex cancellation processes, hidden “unsubscribe” buttons).
4. Confirm shaming:
- Using guilt or shame to manipulate users into opting into something (e.g., negative phrasing for the opt-out option).
5. Bait and Switch:
- Promising one outcome but delivering another (e.g., advertising a product at a certain price but charging more).
