Lecture 9 Flashcards
dark patterns
- visual tricks
- sneaking
characteristics of online choice architectures for consumers
- consumers can pay for services with their personal data
- personal or other data help predict behavior
- personalized online offers
- decision-making based on algorithms
- direct results of A/B testing
online persuasion can be data-driven, personalized, and dynamic
may be advantageous to the consumer but is not always the case
ACM
ensures that markets work well for people and businesses
- deal with unfair commercial practices
- provide education about rules and rights
- promote fair markets
scarcity claims
claims on limited stock have to be factually correct and complete
- countdown timers cannot be used to falsely claim that a special offer is for a very limited period only
- businesses cannot continuously claim that a product is on ‘sale’
unfair order and presentation
- if consumers search on the bases of search criteria, businesses must display the results based on those search criteria and the sorting and filers used in the search
- businesses cannot omit or block any search results, and must deliver ‘natural’ or ‘organic’ search results that are relevant to the consumer’s search
- if businesses display products in an order based on their own interests and benefits (financial or otherwise) it must be clearly stated
default settings
- businesses cannot pre-select by default any additional costs (optional or otherwise)
- at the start of a customer relationship, businesses can pre-tick the box for receiving newsletters
- however, businesses must offer an opt-out at the start of the customer relationship and with every subsequent message sent
abuse of automatic behavior
- businesses must design their websites in such a way that during the customer journey, the texts, buttons, colors, and illustrations are consistent with their meaning
- this is to prevent that consumers take the wrong decisions by automatic clicking behavior
most important basic principles of the guidelines
- give complete, correct, and easy to understand information
- make sure the design is logical and safe
- make sure the default settings are favorable to consumers
- be mindful of vulnerable consumers
- test the effects of your online architecture
future UX designers, marketers, lawyers, and economists
need to be:
- socially responsible entrepreneurs: design fair websites and apps
- ethical professionals: discuss ethics of design and persuasion
- legally complaint: know and apply the law
