Football, the beautiful game where skill, strategy, and sportsmanship are supposed to reign supreme. That was my belief, at least, until a recent session with FIFA 24 made me question the ethics behind the digital design of such games. As a passionate football fan and avid gamer, it was a bit of a shock to uncover some not so “ethical” design tactics embedded within FIFA 24’s User Experience.
And yes, this isn’t just about FIFA 24 but it’s a widespread issue becoming especially prevalent in many mobile free-to-play games. This eye-opening experience pushed me to write about UX/UI dark patterns, this intriguing yet morally ambiguous facet of Digital Product Design.
What Are UX Dark Patterns?
The Basics
Dark patterns in UX/UI design are like the Red Apple eaten by White Snow in the Disney movie: they look promising but lead you down a path you didn’t intend to go. Essentially, these are design elements or behaviours that trick or manipulate users’ psyche into taking actions they might not have otherwise chosen. While they can boost short-term metrics, they often do so at the expense of user trust and satisfaction.
Examples in the Wild
Let’s look at a few common types:
- Bait and Switch: Imagine clicking a button for one function, but it leads to an entirely different and often undesirable action. That’s a classic switcheroo!
- Misdirection: This involves distracting users from something important, like hiding the ‘unsubscribe’ option amidst a sea of irrelevant information.
- Forced Continuity: Ever signed up for a free trial only to be charged automatically once it ends? That’s forced continuity, trapping users into unwanted subscriptions.
- Roach Motel: Easy to get into, hard to get out – just like trying to cancel a subscription on some websites.
The Unethical Aspect
Using dark patterns is not just a bad practice; it’s an ethical minefield. It exploits psychological weaknesses, promotes addiction, and often leads to user frustration. In the long run, these tactics can damage a brand’s reputation and lead to a loss of trust among users.
The FIFA Example
In FIFA, one might notice how certain design elements subtly nudge players towards in-game purchases or make it challenging to access certain features without spending real money. This reliance on dark patterns is particularly evident in many free-to-play mobile games, where the line between encouragement and coercion is often blurred.
A Call for Ethical Design
The Responsibility of Designers
As designers, we have a responsibility to advocate for the user’s best interests. Ethical design should be at the forefront of our practice, focusing on transparency, respect, and empowering users rather than misleading them.
Encouraging Positive Change
- Transparency: Be upfront about your motives and the consequences of user actions.
- User Empowerment: Give users control over their choices, rather than cornering them into decisions.
- Sustainable Engagement: Build loyalty through positive experiences, not deceptive hooks.
In conclusion, while dark patterns might offer a quick win, they’re a dangerous game to play in the long run. Just like in football, the best victories come from skill, fairness, and respect for the game. It’s time we bring these principles back into digital product design. Let’s play fair, shall we?
