Designing without dark patterns
guide for designers 6. Design and build
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→ Once the need has been defined, the economical model chosen and the journey settled, we can move on to the digital service design phase. Here’s a non-exhaustive list of best practices to apply during this phase.
6.1. Access to information
Access to information must be possible for everyone. It is important to avoid displaying information that is conditional on certain user inputs and to work on the interoperability of services.
6.2. Text formulation
The way text is formulated reflects a company’s brand image and strategy. They must be understandable, not guilt-inducing and not push people to take action.
6.3. Information presentation
The way in which information is presented determines how well it is understood by the user. The designer must not influence the user through the use of hierarchy or excessive use of capitals. Prices and formulas should be clearly displayed and the number of subscribers should not be emphasised.
6.4. Service settings
Choosing the right service settings, such as the lowest possible default options and low use of notifications, is essential for improving the user experience.
6.5. Cookies and trackers
Cookies and tracking tools are often used to profile users in order to keep their attention. Care must be taken when using them.
6.6. Personal data
This section deals with GDPR-related elements that are part of an ethical design approach.
6.7 User interaction elements
In an interface, many elements interact with the user. To be respectful of the user, you need to avoid infinite scrolling, swiping, autoplay, captchas, pushing for recurring use, and you need to use playfulness with moderation.
6.8 Interaction elements with other users
Certain elements encourage interaction with other users. Avoid using likes, encouraging sharing and highlighting the number of people viewing the content.
6.9 Forms
Forms allow users to fill in information. Ask for as little information as possible and beware of pre-selected options.
6.10 Subscription
Subscription is an important step. It's essential that this process goes as smoothly as possible for the user and respects their free will. To do this, don't push them into subscribing, make it easy for them to leave the subscription and warn them of forthcoming debits.
6.11 Newsletter
Newsletters are a way of keeping in touch and sharing information. Do not sign users up for a newsletter without their consent, leave them free to unsubscribe from one or more categories and limit trackers.
6.12 Advertising
Advertising disturbs the user experience and adds an informational layer to the user’s experience.
You need to reduce it as much as possible and follow good practice by not using invasive advertising, visually differentiate advertising from content, avoid advertising content, targeted advertising and affiliate links.
6.13 Recommendation algorithm
Recommendation algorithms are used to select the elements seen by the user. It is important to follow good practices, such as keeping control of them, limiting systems that are based on profiling, being transparent about how they work and being aware of the bubble effects.
5. Simplify the journey while introducing desirable frictions