UX Dark Pattern - Hidden Costs (Cleartrip)
DARK PATTERN - HIDDEN COSTS
When the users get to the last step of the checkout process, only to discover some unexpected charges have appeared, e.g. delivery charges, tax, etc.
This is one of the many dark patterns adopted by some companies in their designs while building experiences to attract more customers. These techniques could be employed intentionally or visa versa.
These dark patterns could be beneficial at the initial phase, but do not build customer loyalty or return customers and possibly that could be the intension of the companies in the first place.
This video sheds light on one such dark pattern - hidden costs identified during the flight booking process. The initial research phase starts with positive feelings (discounts and best price), but the overall user trust significantly declines in the last steps of the booking process which could result in abandoning the journey with negative feelings.
If interested, do have a look at other types of dark patterns and comment below.
This article is published at https://www.designimpacts.com/post/da...
---
I have also created another video about Dark Pattern - Bait and Click.
You can click on any of the below links:
YouTube: • UX Dark Pattern - Bait and Switch (Happy E...
Medium: / abkprqbyq4
Published at: https://www.designimpacts.com/post/ux...
---