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Susan Mercer's talk from the UXPA 2014 Ignite session "Are you a Super Hero or a Super Villain? Using Design Psychology for Good (and Evil)." Design Psychology is a powerful tool to wield and can be used to the benefit or detriment of our users; motivating them to behave in ways that can be in their interest, or our own. Our panel of experienced professionals, each with an interest in different facets of design psychology, will choose a white hat or black hat - some taking the side of good and honest intentions, with others taking the dark side where manipulation and coercion reign. On which side will you fall?
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2014 Using Design Psychology for
Susan Mercer, Mad*Pow@susanamercer
Evil
@susanamercer @MadPow
The Evil Villains
Evil Woman Evil US Corporation
@susanamercer @MadPow
The Perfect Victim
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Eager Cavalier with technology
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Anticipating
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Desperate
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Scholarships!
@susanamercer @MadPow
Evil Trap
Social ProofSocial Proof
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Application – Step 1
“Trust Me”“Trust Me”
“Spam Me”Trick Question
“Spam Me”Trick Question
@susanamercer @MadPow
Application – Step 1
MisdirectionMisdirection
Disguised AdDisguised AdLooks like App formLooks like App form
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Application – Step 2
More ads = More $$$For Evil Corporation
More ads = More $$$For Evil Corporation
@susanamercer @MadPow
Application – Step 3
More Evil Ads!More Evil Ads!
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Application – Step 4
Final StepFinal Step
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Application – Step 4
Another $!@% AdAnother $!@% Ad
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Scholarship List
Hey $7,500!Hey $7,500!
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Scholarship Details
Friend SpamFriend Spam
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Result
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Moral of the Story
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Be Good, Not Evil
Wonder Woman
Evil Woman
@susanamercer @MadPow
References and Photo Credits
• Names of Patterns: Darkpatterns.org• Screenshots: Fastweb.com • Photo Credits:• PPG Place: http://commons.wikimedia.org/wiki/File:PPG_Place_Pitt_04.JPG• HS Classroom:
http://en.wikipedia.org/wiki/Secondary_education_in_the_United_States#mediaviewer/File:Calhan_High_School_Senior_Classroom_by_David_Shankbone.jpg
• Teen with Art: https://www.flickr.com/photos/newtonfreelibrary/5595561792/ • Teen texting: http://en.wikipedia.org/wiki/Adolescence • Purple & white gowns: https://www.flickr.com/photos/ajschwegler/525742850/in/photostream/ • University of Chicago Campus: http://en.wikipedia.org/wiki/Leo_Strauss • One Thousand Dollars: https://www.flickr.com/photos/consumerist/876139647/ • $20 in plant pots: https://www.flickr.com/photos/59937401@N07/5857531897/
• Junk mail: http://www.blogs.stopjunkmail.org.uk/diary/index.php?/archives/2008/05.html • Sad Teen: https://www.flickr.com/photos/demibrooke/2386993730/ • One Million Dollars: https://www.flickr.com/photos/tront/2189343619/
• Wonder Woman: https://www.flickr.com/photos/62100938@N02/8200660248/
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