Lessons From the Dark Side: Good Growth Hacking with Evil Usability
Talk by Lance Loveday (CEO, Closed Loop) during WMD 2016
1. Lance Loveday, Founder/ CEO, Closed Loop
1.1. @loveday
1.2. https://www.linkedin.com/in/lanceloveday
2. 5 Lessons for Good - 5 Darsk side tactics
2.1. Evilometer (relative morality)
2.1.1. inept - anti-patterns
2.1.2. good - customer feedback
2.1.3. crafty - growth hacking
2.1.4. bad - obscuring details scuzzy design
2.1.5. evil - dark patterns
3. 1. Ambigu-Buttons
3.1. yes
3.2. also yes
3.3. under some circumstances
3.4. Example:
3.4.1. <Skip content>
3.4.2. <Get content>
4. 2. Dictatorial Upsell
4.1. Choice:
4.1.1. Product you choose: X
4.1.2. 1st upsell
4.1.2.1. more expensive truck
4.1.3. 2nd upsell
4.1.3.1. e.g. insurance at 50% premium
4.1.3.1.1. Opt out: not clear -- shading remains
4.1.4. 3rd upsell
4.1.4.1. main CTA: "add these supplies"
4.1.4.2. opt out link only
4.2. Evil Design
5. 3. Ego-crushing Opt-out
5.1. Evil Examples:
5.1.1. Yes- bulletproof my health
5.1.2. No- health means nothing
6. 4. Roach Motel
6.1. Roaches check in, but they don't check out
6.1.1. Pop up:
6.1.1.1. CTA: return to site
6.1.1.2. x i.e. close return to site
6.1.2. Unsubscribe Email:
6.1.2.1. > manage my emails
6.1.2.2. 7 clicks to unsub.
7. 5. Anglerfish
7.1. device that makes it look like something little fish want
7.1.1. "Lowest" button
7.1.1.1. BA: shaded options labeled "lowest" but are not lowest price
7.1.2. "Green" button
7.1.2.1. condition user to press "next" by pressing green button -- buy now button = green