Really, Betternet?
I was trying to disconnect my pesky VPN when I noticed something was not right. Whenever it takes me a moment longer to study the screen to complete a task, my mind categorizes it into two possibilities: dark patterns or bad design. Does the bad design benefit the company? If so, it's a dark pattern. The X button is a weird inactive gray color and is placed on the left side near a very bright blue icon. Really weird, right?
2 patterns on 1 screen?
According to UX Mag, "the upper right corner of a modal window is the common place for the close button X in desktop experience."
Yet, Betternet broke this pattern and shattered Jakob Nielsen's design heuristic #4: Consistency and Standards. They clearly decided not to conform to platform and industry conventions with the X placement. No wonder the experience is jarring.
Why break the pattern? Pattern breaking tricks the user by making them pause, and at that moment of confusion, a product can provide a profit-increasing opportunity while the user thinks they have no choice. In this case, it aims to make the user notice the green "best value" badge using misdirection.
Dark patterns.org: "Misdirection: The design purposefully focuses your attention on one thing in order to distract your attention from another."
First, the app was hell-bent on trying to convince me that $95.99 a year was the best value (says who, Betternet?)
I almost subscribed, but caught myself. Rule 1: Never instantly hit subscribe when confused.
Ever had a moment where you wonder what's going on when trying to complete an action that doesn't benefit you? Do you have examples of apps that don't use dark patterns or light dark patterns? I'd love to hear your app examples below. Interested in more? Read my full analysis on Medium here: https://bootcamp.uxdesign.cc/4-reasons-why-this-vpns-dishonest-premium-subscription-screen-sucks-8af85ba99b74
If you want to learn about dark patterns, be a fan and follow Harry Brignull on Twitter @Dark Patterns and read his groundbreaking work. Fight and understand dark patterns.
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