Is grabbing user attention always ethical?
In the race to capture user attention, some designs cross a critical ethical line. These manipulative tactics, often referred to as dark patterns, exploit human psychology to benefit businesses at the expense of users. Let’s dive into examples where engagement becomes exploitation and why designers must tread carefully when wielding the power of attention design.
The Netflix Gamification Experiment
Netflix once tested a feature that gamified TV watching for kids. By introducing “patches” as rewards for every show or movie watched, they encouraged children to binge content. The more they watched, the more patches they earned—a clever yet ethically questionable move. Critics argued this design preyed on children’s psychology, fostering addictive behavior under the guise of fun. After backlash, Netflix scrapped the idea.
Why It Matters:
This is a clear example of using gamification not to enhance experiences, but to trap users into spending more time on the platform.
Social Media’s Infinite Scroll
Social media platforms like Instagram and TikTok use the infinite scroll feature to keep users endlessly consuming content. This design taps into a psychological phenomenon known as the “novelty-seeking” bias – the constant pursuit of something new. As a result, users often spend hours scrolling without realizing it.
Why It Matters:
While it boosts engagement metrics, infinite scroll often leaves users feeling drained and unproductive, raising questions about its long-term impact on mental health.
E-Commerce and Fake Scarcity
Online retailers frequently use fake scarcity tactics like “Only 2 items left in stock!” or countdown timers during sales. These practices create a sense of urgency, manipulating users into making impulsive purchases out of fear of missing out.
Why It Matters:
While effective for increasing sales, such tactics can lead to buyer’s remorse and erode trust in the platform.
Mobile Game Microtransactions
Many mobile games use dark patterns to encourage spending. For instance, games often use loot boxes – randomized rewards players pay for without knowing what they’ll get. This taps into the psychology of gambling, exploiting players desires for rare or valuable items.
Why It Matters:
Loot boxes have been criticized for targeting vulnerable groups, particularly children, and leading to financial exploitation.
Positive Examples: Ethical Attention Design
Not all attention-focused designs are manipulative. Companies like Nintendo and Apple are taking steps to address attention ethics:
Nintendo: The company included built-in reminders in its consoles to encourage players to take breaks, especially in family-oriented games like Animal Crossing. (don’t know if they’re still doing it)
Apple Screen Time: iPhone’s Screen Time feature provides detailed insights into how users spend their time, empowering them to set limits and make informed decisions about their digital habits.
These examples show how design can promote healthier interactions with technology, respecting user autonomy while fostering engagement.
As designers, we hold significant influence over how people interact with technology. Let’s use it responsibly.
Literature:
Talk by Victor Yocco (UX Burlington 2019)
https://www.youtube.com/watch?v=6WBS6YYMAcE
Infinite Scroll:
https://uxdesign.cc/why-the-infinite-scroll-is-so-addictive-9928367019c5
Netflix Patch:
https://www.digitaltrends.com/movies/netflix-tests-patches-for-kids/
Good source about types of scarcity:
https://uxdesign.cc/5-types-of-scarcity-how-to-influence-anyone-using-these-7f309d328dbb
can also recommend “the social Dilemma” on Netflix
