Lessons From the Dark Side: Good Growth Hacking with Evil Usability

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. Slide Deck

4. 1. Ambigu-Buttons

4.1. yes

4.2. also yes

4.3. under some circumstances

4.4. Example:

4.4.1. <Skip content>

4.4.2. <Get content>

5. 2. Dictatorial Upsell

5.1. Choice:

5.1.1. Product you choose: X

5.1.2. 1st upsell

5.1.2.1. more expensive truck

5.1.3. 2nd upsell

5.1.3.1. e.g. insurance at 50% premium

5.1.3.1.1. Opt out: not clear -- shading remains

5.1.4. 3rd upsell

5.1.4.1. main CTA: "add these supplies"

5.1.4.2. opt out link only

5.2. Evil Design

6. 3. Ego-crushing Opt-out

6.1. Evil Examples:

6.1.1. Yes- bulletproof my health

6.1.2. No- health means nothing

7. 4. Roach Motel

7.1. Roaches check in, but they don't check out

7.1.1. Pop up:

7.1.1.1. CTA: return to site

7.1.1.2. x i.e. close return to site

7.1.2. Unsubscribe Email:

7.1.2.1. > manage my emails

7.1.2.2. 7 clicks to unsub.

8. 5. Anglerfish

8.1. device that makes it look like something little fish want

8.1.1. "Lowest" button

8.1.1.1. BA: shaded options labeled "lowest" but are not lowest price

8.1.2. "Green" button

8.1.2.1. condition user to press "next" by pressing green button -- buy now button = green