January 25, 2012

The Zynga Abyss

Benjamin Jackson, in an excerpt from one of the first Distance essays:

The primary characteristic of unethical games is that they are manipulative, misleading, or both. From a user-experience standpoint, these games display dark patterns, which I define as common design decisions that trick users into doing something against their will. Dark patterns are usually employed to maximize some metric of success, such as email signups, checkouts, or upgrades; they generally test well when they’re released to users.

For example, FarmVille, Tap Fish, and Club Penguin play on deep-rooted psychological impulses to make money from their audiences. They take advantage of gamers’ completion urge by prominently displaying progress bars that encourage leveling up. They randomly time rewards, much like slot machines time payouts to keep players coming back, even when their net gain is negative. And they spread virally by compelling players to constantly post requests to their friends’ walls.

If you require a short url to link to this article, please use http://ignco.de/424

designed_for_use_small

If you liked this, you'll love my book. It's called Designed for Use: Create Usable Interfaces for Applications and the Web. In it, I cover the whole design process, from user research and sketching to usability tests and A/B testing. But I don't just explain techniques, I also talk about concepts like discoverability, when and how to use animations, what we can learn from video games, and much more.

You can find out more about it (and order it directly, printed or as a DRM-free ebook) on the Pragmatic Programmers website.