In today's digital world, the distinction between ethics and deception is often blurred. Many of us experience the feeling of being misled and cheated by digital services. Companies employ deceptive tricks for profit Under the guise of ethical behaviour. Not everyone possesses the digital literacy required to unravel these complex Patterns and protect themselves from the web of deception.
The Museum of Dark Patterns is an innovative space curated to illuminate and educate participants about the common deceptive patterns and tricks that permeate our digital lives. Through the immersive magic of virtual reality and mixed reality, the museum offers a unique perspective into dark patterns.
Each interaction with displayed artefacts unfolds a virtual experience designed to reveal a dark pattern.
Participants embark on a journey to explore deceptive tactics such as "Roach Motel," "Fake Urgency," and "Bait and Switch". These experiences shed light on the subtle artistry of manipulation that often leaves users feeling deceived.
The museum serves as a medium to nurture digital literacy, empower individuals to navigate complex digital landscapes and arm them with tools to distinguish between ethical design and deceptive practices
The first experience demonstrates the bait-and-switch dark pattern. This involves advertising a product or service as free or significantly discounted when it is, in fact, unavailable or only available in limited quantities. Upon revealing the product's unavailability, the advertiser then promotes similar products that are either more expensive or of lower quality.
As users approach the podium, they are greeted by augmented reality (AR) visuals that fill the surrounding space, advertising and highlighting the enthralling virtual reality (VR) tour offered by Terra Traverse. To engage in this specially curated experience, users must pay 40 tokens by clicking a button located in front of them, which metaphorically represents the "switch" in the bait-and-switch scheme. When the viewer activates the switch, they are transported to a small auditorium where various shows are available for selection on a screen. However, to access the show initially promised outside, additional tokens are required, exposing the user to a classic dark pattern.
Exiting through the door activates the system to switch back to AR mode, returning the viewer to the real world.
The second experience focuses on the concepts of fake urgency, fake scarcity, and fake social proof—dark patterns designed to pressure users into taking immediate action through deceptive tactics.
Upon approaching the podium, viewers are confronted with a screen displaying a 30-second timer, instilling a false sense of urgency to stop the timer by pressing on the clock to unlock the experience before it is permanently locked.
Viewers are then transported to a VR room named “Limited Time Shop,” which is claimed to be available for only three minutes, creating a sense of scarcity and urging viewers to act swiftly before the opportunity disappears.Inside,
viewers find three floating products: a shirt, shoes, and a handbag. Approaching each item triggers a display and reveals a reality portal behind the object:
The third experience introduces participants to the deceptive "Roach Motel" pattern, which is ingeniously designed to demonstrate how certain systems make entry straightforward but exit exceedingly difficult.
As participants approach the designated area, they encounter a podium equipped with a point-of-sale (POS) machine. A strategically placed pop-up message instructs them to slide their card into the machine to access the experience. This initial action is deceptively simple, mirroring everyday transactions that users might not think twice about.
Upon compliance, the environment shifts dramatically, revealing an escape room designed to evoke the ambiance of a dilapidated garage. This sudden transition is accompanied by an ominous voice-over, explaining the stakes: participants must locate a key hidden within the room to secure their escape. Failure to do so within the allotted time will result in the forfeiture of all their virtual coins—a high stakes challenge that underscores the difficulty of exit in contrast to the ease of entry.
The escape room is meticulously crafted to unsettle and disorient. Dim lighting, coupled with strategically placed sound effects of creaking doors and distant, indistinct whispers, creates an atmosphere of suspense and unease. This setting serves as a physical manifestation of the "Roach Motel" pattern, where the straightforward action of sliding a card belies the complexity and challenge of navigating out of the situation.
Initially, the plan was to set up eight different experiences, each representing a distinct dark pattern. However, due to time constraints, the scope was reduced to three. Below are some of the other dark patterns explored during the project:
Disguised Ads: The user mistakenly believes they are clicking on an interface element or native content, but it's actually a disguised advertisement.
Misdirection: This design intentionally draws your attention to one area to distract you from another. An example is an empty, glowing, fancy spot that seems inviting but redirects users to a VR room upon approach.
Privacy Zuckering: Named humorously after a well-known figure in the tech industry, this involves tricking users into sharing more personal information publicly than they intended to.
