Promoting Ethical Product Design: Rejecting Dark Patterns for a User-Centric Onboarding Experience

As a Product Manager responsible for the onboarding experience of Angel One, I firmly believe in the ethical design of our app. We prioritize the user’s needs, trust, and long-term satisfaction over short-term gains through the use of dark patterns.

In this post, I will elaborate on the detrimental effects of dark patterns and provide insights into how we, as Product Managers, can approach ethical design to create a positive user experience.

Understanding Dark Patterns

Dark patterns are manipulative user interface techniques that deceive or trick users into taking actions they would not otherwise choose to take. These patterns exploit cognitive biases, lack of attention, or information asymmetry to drive users toward unintended actions. Examples of dark patterns include sneaky opt-ins, hidden charges, forced continuity, and disguised ads.

I can give you a few well-known examples of apps that have been criticized for implementing dark patterns in the past. It’s important to note that companies may change their design practices over time, so these examples might not reflect their current state. Here are a few examples:

1. LinkedIn: In the past, LinkedIn was known for its aggressive email practices, where users would receive notifications and emails making it difficult to unsubscribe from notifications and manage email preferences.
2. Facebook: Facebook has faced criticism for various dark patterns, such as designing privacy settings to be overly complex and difficult to navigate, making it challenging for users to control their privacy preferences.
3. Booking.com: This popular travel booking platform has used tactics like creating a sense of urgency through statements like “Only 1 room left at this price!” or “5 people are looking at this hotel right now,” which can pressure users into making quick decisions.
4. Snapchat: Snapchat has been criticized for making it challenging to delete an account by hiding the account deletion option within its settings. This tactic has been viewed as a way to retain users who might otherwise choose to leave the platform.
5. Amazon: Amazon has faced accusations of using dark patterns, such as making it difficult to cancel Prime subscriptions or navigate the cancellation process by burying the option deep within the account settings.

The Pitfalls of Dark Patterns

While dark patterns may provide immediate benefits such as higher conversion rates or increased revenue, they often result in negative consequences for both users and businesses in the long run:

1. Erosion of Trust: Dark patterns erode user trust by deceiving them into engaging with a product or service under false pretenses. This undermines the foundation of a healthy user-product relationship.
2. Negative User Experience: Users who feel deceived or manipulated are likely to have a negative perception of the product or brand. This can lead to frustration, dissatisfaction, and ultimately, disengagement.
3. Reputation Damage: Dark patterns may lead to negative reviews, social media backlash, and damage to the brand’s reputation. Word spreads quickly in the digital age, and users are increasingly aware and vocal about unethical practices.
4. Legal and Regulatory Risks: Some dark patterns can violate consumer protection laws or regulations. Engaging in such practices exposes businesses to legal consequences, including fines and lawsuits.

Promoting Ethical Design

As Product Managers, it is our responsibility to champion ethical design principles and prioritize the user’s best interests. Here are some strategies to consider:

1. Transparency: Be transparent about product features, costs, and data usage. Ensure that users have access to clear and concise information to make informed decisions.
2. Informed Consent: Obtain explicit consent from users for actions that may impact their experience or involve personal data. Avoid pre-selected checkboxes and make sure users actively choose their preferences.
3. User Education: Educate users about the benefits and value of your product or service honestly. Provide clear explanations of how the product works, its limitations, and any associated risks.
4. Optimize for Long-Term Success: Focus on creating a product that genuinely fulfills users’ needs and creates value. Building long-term customer relationships based on trust and satisfaction is far more valuable than short-term gains.
5. User Feedback and Testing: Actively seek user feedback and conduct user testing to understand pain points and identify areas for improvement. Incorporate user feedback into the product development process to align with user expectations.
6. Ethical Guidelines: Establish and adhere to a set of ethical guidelines that explicitly reject the use of dark patterns. Ensure that these guidelines are communicated and embraced by the entire product team.

By rejecting dark patterns and prioritizing ethical design, we can foster a positive user experience that not only benefits users but also enhances our brand reputation and business success in the long run. As Product Managers, we have the power and responsibility to shape user interactions positively and build trust in our products.

Thanks for reading! If you’ve got ideas to contribute to this conversation please comment. If you like what you read and want to see more, clap me some love! Follow me here, or connect with me on LinkedIn or Twitter.

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