Dark patterns - presentation for tech academy

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Information about Dark patterns - presentation for tech academy

Published on May 4, 2014

Author: YanivSarig

Source: slideshare.net


מצגת שהועברה בירושלים כחלק מסדרת הרצאות על חוויית משתמש

‫האפל‬ ‫הצד‬ ‫שריג‬ ‫יניב‬ ‫של‬‫המשתמש‬ ‫חוויית‬ ‫עיצוב‬

‫מאוד‬ ‫נעים‬ ‫משתמש‬ ‫חוויית‬ ‫מאפיין‬ ‫אני‬





http://www.abtests.com/test/263001/product-for-the-corkscrew-wine-merchants 250% http://www.abtests.com/test/263001/product-for-the-corkscrew-wine-merchants

http://getmentalnotes.com/stephen Anderson


‫לצד‬ ‫הבאים‬ ‫ברוכים‬ ‫האפל‬ ‫משתמש‬ ‫חוויית‬ ‫עיצוב‬ ‫של‬

Shampanier, K, N Mazar, and D Ariely. "Zero As a Special Price: the True Value of Free Products." Marketing Science. 26.6 (2007): 742-757. Print.

¢114¢ Shampanier, K, N Mazar, and D Ariely. "Zero As a Special Price: the True Value of Free Products." Marketing Science. 26.6 (2007): 742-757. Print.

21% 79%

¢013¢ Shampanier, K, N Mazar, and D Ariely. "Zero As a Special Price: the True Value of Free Products." Marketing Science. 26.6 (2007): 742-757. Print.

71% 29%

‫כח‬‫החינם‬ #1

#1 73%‫חינם‬ ‫שמשלוח‬ ‫טוענים‬ ‫מהאנשים‬ ‫הקניה‬ ‫להחלטת‬ ‫אחת‬ ‫מספר‬ ‫הגורם‬ ‫הוא‬ ‫שלהם‬. http://www.e-tailing.com/content/wp-content/uploads/2011/10/Connected-Consumer-R3-RGB.pdf

#1 http://blog.kissmetrics.com/shopping-cart-abandonment/?wide=1 44%‫עגלת‬ ‫את‬ ‫שנוטשים‬ ‫מהאנשים‬ ‫שלהם‬ ‫הקניות‬,‫עלויות‬ ‫בגלל‬ ‫זאת‬ ‫עושים‬ ‫הובלה‬.


‫תבניתית‬ ‫חשיבה‬ #2

‫הכח‬‫מחדל‬ ‫ברירות‬ ‫של‬ #3

Johnson, EJ, and D Goldstein. "Medicine. Do Defaults Save Lives?" Science (new York, N.y.). 302.5649 (2003): 1338-9. Print.

‫איברים‬ ‫לתרומת‬ ‫בתוכנית‬ ‫חלק‬ ‫לקחת‬ ‫ברצונך‬ ‫אם‬ ‫כאן‬ ‫סמן‬ Johnson, EJ, and D Goldstein. "Medicine. Do Defaults Save Lives?" Science (new York, N.y.). 302.5649 (2003): 1338-9. Print.

‫איברים‬ ‫לתרומת‬ ‫בתוכנית‬ ‫חלק‬ ‫לקחת‬ ‫רוצה‬ ‫אינך‬ ‫אם‬ ‫כאן‬ ‫סמן‬ Johnson, EJ, and D Goldstein. "Medicine. Do Defaults Save Lives?" Science (new York, N.y.). 302.5649 (2003): 1338-9. Print.

‫הבחירה‬ ‫פרדוקס‬ #4

Cc by: Eurico Zimbres 24 options 3% 3 options 30% Iyengar, SS, and MR Lepper. "When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?" Journal of Personality and Social Psychology. 79.6 (2000): 995-1006. Print.

‫מרתיע‬ ‫בחירה‬ ‫אפשרויות‬ ‫של‬ ‫רב‬ ‫מספר‬ ‫מתן‬ ‫פעולה‬ ‫לחוסר‬ ‫וגורם‬ ‫משתמשים‬.

The New York Times, May 12, 2010 (url:http://www.nytimes.com/interactive/2010/05/12/business/facebook-privacy.html)

170‫בחירה‬ ‫אפשרויות‬ 50‫קטגוריות‬ The New York Times, May 12, 2010 (url:http://www.nytimes.com/interactive/2010/05/12/business/facebook-privacy.html)

‫מדויקת‬ ‫שליטה‬ ‫להציע‬ ‫רוצים‬ ‫אנחנו‬ ‫הפרטיות‬ ‫בהגדרות‬

‫חברתית‬ ‫הוכחה‬ #5

‫של‬ ‫לגידול‬ ‫מובילה‬ ‫העסק‬ ‫בדירוג‬ ‫אחד‬ ‫כוכב‬ ‫של‬ ‫עליה‬5-9%‫בהכנסות‬ Luca, Michael. Reviews, Reputation, and Revenue: The Case of Yelp.com. Boston: Harvard Business School, 2011. Print. 61 million monthly unique visitors 22 million local reviews

Cabral, iuĹ s, and Ali catroḨ su. The Dynamics of Seller Reputation:Theory and Evidencefrom Ebay. Cambridge, Mass: National Bureau of Economic Research, 2004. Print . ‫של‬ ‫עליה‬1%‫של‬ ‫לירידה‬ ‫מובילה‬ ‫שלילי‬ ‫בפידבק‬7.5%‫במחיר‬ 97 million active users 2000$ every second

http://nikerunning.nike.com/nikeos/p/nikeplus /en_US/products/gps_app http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/#//dashboard/

http://techcrunch.com/2010/08/17/twifficiency/ CEO of Yahoo! since July 2012

‫הסתרה‬ #7

‫אינטרנט‬ ‫ותשובות‬ ‫שאלוץ‬

‫מסגור‬ #8

Economist.com–59$ ‫באתר‬ ‫הכתבות‬ ‫לכל‬ ‫אחת‬ ‫לשנה‬ ‫מנוי‬‫האקונומיסט‬ ‫מגאזין‬Economist–125$ ‫אחת‬ ‫לשנה‬ ‫מנוי‬‫לגירסה‬‫של‬ ‫המודפסת‬‫האקונומיסט‬ Economist.com+‫מגאזין‬Economist–125$ ‫אחת‬ ‫לשנה‬ ‫מנוי‬‫לגירסה‬‫של‬ ‫המודפסת‬‫האקונומיסט‬‫ולגירסת‬ ‫האון‬-‫המגאזין‬ ‫של‬ ‫ליין‬. http://danariely.com/the-books/excerpted-from-chapter-1-%E2%80%93-the-truth-about-relativity-2/

Economist.com–59$ ‫באתר‬ ‫הכתבות‬ ‫לכל‬ ‫אחת‬ ‫לשנה‬ ‫מנוי‬‫האקונומיסט‬ ‫מגאזין‬Economist–125$ ‫אחת‬ ‫לשנה‬ ‫מנוי‬‫לגירסה‬‫של‬ ‫המודפסת‬‫האקונומיסט‬ Economist.com+‫מגאזין‬Economist–125$ ‫אחת‬ ‫לשנה‬ ‫מנוי‬‫לגירסה‬‫של‬ ‫המודפסת‬‫האקונומיסט‬‫ולגירסת‬ ‫האון‬-‫המגאזין‬ ‫של‬ ‫ליין‬. http://danariely.com/the-books/excerpted-from-chapter-1-%E2%80%93-the-truth-about-relativity-2/ 16% 0% 84%

Economist.com–59$ ‫באתר‬ ‫הכתבות‬ ‫לכל‬ ‫אחת‬ ‫לשנה‬ ‫מנוי‬‫האקונומיסט‬ Economist.com+‫מגאזין‬Economist–125$ ‫אחת‬ ‫לשנה‬ ‫מנוי‬‫לגירסה‬‫של‬ ‫המודפסת‬‫האקונומיסט‬‫ולגירסת‬ ‫האון‬-‫המגאזין‬ ‫של‬ ‫ליין‬. http://danariely.com/the-books/excerpted-from-chapter-1-%E2%80%93-the-truth-about-relativity-2/ 16% 84%

16% Economist.com–59$ ‫באתר‬ ‫הכתבות‬ ‫לכל‬ ‫אחת‬ ‫לשנה‬ ‫מנוי‬‫האקונומיסט‬ Economist.com+‫מגאזין‬Economist–125$ ‫אחת‬ ‫לשנה‬ ‫מנוי‬‫לגירסה‬‫של‬ ‫המודפסת‬‫האקונומיסט‬‫ולגירסת‬ ‫האון‬-‫המגאזין‬ ‫של‬ ‫ליין‬. http://danariely.com/the-books/excerpted-from-chapter-1-%E2%80%93-the-truth-about-relativity-2/ 68% 32% 84%



‫העקרון‬:‫מסגור‬ ‫השיטה‬:‫יותר‬ ‫נחותות‬ ‫אפשרויות‬ ‫בין‬ ‫הצעה‬ ‫מסגור‬,‫יניע‬ ‫בה‬ ‫לבחירה‬.


Links: http://www.slideshare.net/harrybr/ux-brighton-dark-patterns?from=ss_embed http://www.slideshare.net/remmerie/the-dark-side-of-userexperience http://www.slideshare.net/harrybr/dark-patterns-an-overview-for-brand-owners http://wiki.darkpatterns.org/Home http://techcrunch.com/2011/11/27/social-proof-why-people-like-to-follow-the-crowd/ http://www.wired.com/magazine/2011/06/ff_gamed/all/1 http://uxmag.com/articles/towards-an-ethics-of-persuasion http://www.metropolismag.com/html/content_0802/gla/ http://www.columbia.edu/~ss957/articles/Choice_is_Demotivating.pdf http://media.smashingmagazine.com/wp-content/uploads/2010/11/Fig-10.png http://en.wikipedia.org/wiki/File:Stimmzettel-Anschluss.jpg http://techcrunch.com/2011/11/27/social-proof-why-people-like-to-follow-the-crowd/ http://www.uxmatters.com/mt/archives/2011/05/how-the-power-of-free-and-scarcity-influence-decision-making.php http://www.uxmatters.com/mt/archives/2011/03/how-anchoring-ordering-framing-and-loss-aversion-affect-decision-making.php http://www.90percentofeverything.com/ http://uxdesign.smashingmagazine.com/2010/11/29/persuasion-triggers-in-web-design/ http://danariely.com/2009/08/10/the-nuances-of-the-free-experiment/ http://www.ted.com/talks/dan_ariely_asks_are_we_in_control_of_our_own_decisions.html ‫תודה‬

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