Solution
To encourage users to engage more interactions and sync data on multiple platforms, I incorporated two new interactions that seamlessly blend into the current user flow without disrupting the user’s intention.
• By adding another notification to the UI when users leave Instagram stories without watching all the stories, it shames the user by implying that the user don’t want to watch their friend’s story. The user has to press “leave” to actually exit out of stories.
• Users are familiar with being able to view who watched their stories, adding another “view who screenshotted” function besides the viewers section encourages the user to check who screenshotted their story. But the user doesn’t get direct access to view who screenshotted, instead they have to connect to their Facebook account to get access.
Both Dark UX patterns are seamlessly applied to the current user flow without disrupting the users intentions.
App Research
Instagram is one of the most downloaded apps in the world, with 3.8 billion download times in total. It is primarily used for sharing photos and videos with followers, who can like and comment on the content. Users can also use hashtags and geotags to connect with others who share similar interests or are in the same location.
2.3 billion users worldwide
3.8 billion total downloads
Dark UX Research
Deceptive user interfaces or deliberately creating obstacles, often in the form of unnecessarily complex processes, can be tactics employed to cheat users. This can include misleading designs or intentionally making actions, like canceling a subscription, more difficult, contrary to the user's intentions but aligning with the company's objectives.
Offering-Activity-Culture Map
The offering-activity-culture map is a useful tool for businesses and designers to create user-centered products and services. It helps to identify the user's needs, desires, and preferences by analyzing their activities, the culture surrounding those activities, and the offerings available to them.
User Flow
User flow was created to identify opportunities that allows seamless integrations of new interactions without disrupting the current flow.
Opportunity
Generation Z, those born roughly between 1997 and 2012, has grown up in a world where social media platforms like Instagram are everywhere. As a result, they rely heavily on social media for communication, entertainment, and information. One of the most popular features on Instagram among Gen Z’s is the story feature. In addition to creating stories, users can also see who has viewed their stories. This feature has become an important aspect of Instagram culture as users often check who has viewed their stories.
Another key feature that sets Instagram apart from other social media platforms is the temporary nature of its stories. Stories posted on Instagram disappear after 24 hours, which creates a sense of urgency for users to check the app frequently. This creates a sense of FOMO (fear of missing out) among users, who want to stay up-to-date with the latest content posted by their friends and favorite accounts.
Branding
To ensure the UI and branding looks consistent, I used Instagram’s branding style guide and a Instagram UI tool kit sourced on Figma.
Pen & Paper Sketch
I started out with drawing pencil sketches of the existing user flows, mapping out how I would insert my dark UX patterns. I focused on the story feature because according to research it’s what users spend the most time on. Since this is low fidelity, my design was more about how the patterns would be implemented seamlessly.
Low Fi Wireframe
The low fidelity wireframes gave a general concept of the UI with the new features. There's only some additions since the user flow isn't drastically changed.
Mid Fi Wireframe
Since I'm adding a new feature, I conducted user testing on what would be the most suitable icon to show screenshot. Based on feedback, I went with the icon that's most intuitive.
High Fi Wireframe
For the final high fidelity wireframe and prototype, I implemented all the user feedbacks I received. The final user flow incorporates two seamlessly dark UX pattern that is deceptive towards the user and takes away power from them. The new features of the app doesn’t disrupt the flow of the users and attempts to make the users spend more time on the app and sync data on multi platforms.
Reflection
This project was conducted with the purpose of observing how deceptive UX is used to benefit a product/ company. As UI/UX designers, our focus is making products simple, clear, and easy to use with the right mental model for users.
Lessons Learned
Taking control from user is harmful
After learning about deceptive UX patterns, I start to notice them everywhere. They're harmful to the user experience and takes away user control. This helps me steer clear of these kind of patterns in design.
User Research
Conducting research that target's Instagram's largest audience, Gen Z, allowed me to identify several key opportunities to insert smooth deceptive patterns. By understanding the conceptual value of social media, it gave me valuable insight on what user prefers, wants, and desires.
