Trends Report

Coercive And Deceptive Design Frustrates Customers — And Customers Are Telling Us Why

These Design Patterns Confuse Users And Decrease Credibility

May 27th, 2022
Gina Bhawalkar, Principal Analyst
Gina Bhawalkar Principal Analyst
Senem Guler Biyikli, PhD, Analyst
Senem Guler Biyikli, PhD Analyst
With contributors:
Ian Jacobs , Stephanie Liu , Wesley Patterson , Shayna Neuburg

Summary

Coercive and deceptive design, commonly known as “dark patterns,” frustrates customers and hurts loyalty. Many designers and customer experience (CX) professionals know their companies use these design patterns but struggle to stop it. This report shares insights from a series of usability tests we conducted to observe the impact of coercive and deceptive design on users. CX professionals and designers can use these insights to illustrate the negative impact and as a model for doing research on their own experiences.

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