Using Design Psychology for Evil (Susan Mercer)

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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?

Design

@susanamercer @MadPow
The Evil Villains
Evil Woman Evil US Corporation

@susanamercer @MadPow
The Perfect Victim

@susanamercer @MadPow
Eager Cavalier with technology

@susanamercer @MadPow
Evil Trap
Social ProofSocial Proof

@susanamercer @MadPow
Application – Step 1
“Trust Me”“Trust Me”
“Spam Me”
Trick Question
“Spam Me”
Trick Question

@susanamercer @MadPow
Application – Step 1
MisdirectionMisdirection
Disguised AdDisguised Ad
Looks like App
form
Looks like App
form

@susanamercer @MadPow
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!

@susanamercer @MadPow
Application – Step 4
Final StepFinal Step

@susanamercer @MadPow
Application – Step 4
Another $!@% AdAnother $!@% Ad

@susanamercer @MadPow
Scholarship List
Hey $7,500!Hey $7,500!

@susanamercer @MadPow
Scholarship Details
Friend SpamFriend Spam

@susanamercer @MadPow
Moral of the Story

@susanamercer @MadPow
Be Good, Not Evil
Wonder WomanEvil 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_Classroo
• 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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